24 Mar Why storytelling is the key to immersive experiences
Immersive experiences are taking the world by storm, and for good reason. People have access to more content than they could possibly want, and for overwhelmed audiences and professionals alike, immersive experiences offer a whole new realm of opportunities that are exciting to explore.
These experiences are becoming more advanced and accessible than ever. But they’re much more than novelty headsets. The principles of good design and storytelling still apply and have to take on a whole new complexity to live up to the potential of this ever-evolving discipline. When it comes to immersive marketing, the success of the experience really depends on the quality of the storytelling.
The significance of the story
Immersive experiences are powerful because of the degree of control they give the audience. Brand conversations are a two-way street now.
Usually, there’s a distinct separation between different forms of media, with each having its own set of rules. Immersive design is dissolving those boundaries and building an entirely new space that draws from each of those disciplines, and the narrative is the element that binds them all together.
But when design develops in a multi-layered space, the environment and story need to do the same. That’s where things get tricky.
You have to create a narrative that feels user-driven from every angle while controlling the space from behind the curtains.The narrative needs to feel nonlinear even in all of its scripted glory, ensuring the audience doesn’t see the strings you pull to make the entire thing work. It’s a hard balance to strike.
The delicate nature of the story
The narrative is one of the most important parts of designing an immersive experience, but storytelling for immersive is a challenge. Bringing things to life requires words, motion, and interactions that support each other. That interplay needs to be carefully crafted.
The important aspect of creating an immersive experience is making sure your story gives the user options. Lots and lots of options. Enough to give them the sense of choosing their own adventure while the story guides them (and hopefully enough for them to pay no attention to what’s working behind the curtain).
Credit: Warner Brothers
Tough? Yes. But worth it? Absolutely.
Thinking of an immersive experience for your next event or sales meeting, but not sure where to start? Our team has the expertise and the experience to help you create an experience that balances design and storytelling.