Create a good story for your product.

Good stories have accompanied mankind for thousands of years. In ancient times, there was always a storyteller. Today, books and new digital media have replaced this industry. However, we still like wonderful stories.

Until recently, we found that products and objects can also tell wonderful stories and apply them accordingly. For example, Bishop, an architect who is a representative of pop art design, once commented that as long as consumption is the main purpose of objects, we are drawing a clear line with them.

Only in the1970s did designers question this model. They add "non-functional features" and artistic elements to their works, as well as decoration. From then on, function is usually no longer the main consideration. There is a more integrated relationship between people and things, which has a deeper meaning to consumers. Without this deeper meaning, the product is not perfect in the eyes of consumers. This means that consumers have become real designers. They create the meaning of objects by establishing intimate relationships with them.

When will imagination affect the buying process? A headline in Forbes claims that if the story is well told, the customer acquisition rate can be increased by as much as 400%. Seeing such a "money" scene, everyone will concentrate on understanding the mystery. In fact, the ultimate art of all services and commodities is to maintain people's desire for them, which is mostly rooted in the relationship between the object and the customer: "What will happen after we buy the product? 」

It seems that we feel more perfect experience from new products than we already have-they have lost their ability to embody perfect experience. By actually using the product, we have the opportunity to verify whether the beautiful imagination based on "owning it" is true. However, not everyone who owns the same product will have the same feelings and experiences. In other words, the time we spend on that product is unique. And this emotion is a very good story-telling theme.

How does the story of the product fit into the proper context? Stories are an excellent bridge to help consumers and products quickly establish relationships. For some products, especially when it comes to fashion, the value of good stories is far higher than the function or quality of clothes. With the help of stories, consumers can identify with the clothes they buy and show their fashion style to the outside world. Storytelling has potential, as if to say to the masses, "Hey, you are the real protagonist! Generally speaking, we divide the stories into three kinds, which is very important for the cognition of products:

Manufacturers' business stories, such as Coca-Cola, are skillfully used in marketing. We all know Coca-Cola's famous slogans, such as "release your inner brrr". Although Coca-Cola has become more personal today through "sharing family photos", "Coca-Cola cans" or "drinking Coke with friends", we still store these images in the depths of our subconscious.

Lifestyle stories of users. These stories are usually related to emotional products, such as cars, motorcycles, watches and other luxuries. Consumers buy these goods in pursuit of a certain lifestyle. Chevrolet's "Maddie" and "Romance" advertisements are good examples, because they tell profound and unforgettable stories. These stories have established a close relationship with consumers, far exceeding the actual products. Usually, such stories are supported by so-called fan groups.

Stories with specific memory characteristics. These personal stories come from personal memories of the past and will vary from person to person.

A good story or a perfectly narrated story always follows a typical narrative. Through this narrative, create a suspense arc to keep the audience's attention. This suspense arc is necessary, and it is constantly constructed from the first moment to the end, ending with a golden sentence that makes the finishing point. An effective story usually contains five elements:

A situation that most people can feel.

A protagonist, it is best to be kind and lovely.

Conflicts and obstacles, the protagonist must overcome it.

Gao Fancha's development and changes.

* * *, including the enlightenment of the conclusion or story.

A good story can inject emotion into the audience and convey information. In order to tell a good story, we must also know our target group very well. Nevertheless, it is important to cultivate empathy in advance.

An emotional story weaving tool that can stand the test is Minsky's suitcase.

Do we know where our suitcase is now?

Maybe most people haven't thought about our suitcases. It's somewhere in the basement or cloakroom. Nothing unusual. Once the holiday is over and life returns to normal, whether it's the exquisite dinner on the C? te d 'Azur or the white beach in Maldives, the memory will soon begin to fade. The last memory of the holiday is just a few grains of sand hidden in the suitcase. In a certain period, our suitcase is synonymous with another way of life, a better life and an ideal life: a happy, relaxed, simple and free schedule.

Few people will explore, what do we put in the suitcase? Basically, it can be divided into four categories:

1. Daily necessities, such as toothbrushes, socks and clothes.

2. Personal important items that do not occupy space, such as photos, lucky things or diaries.

3. Want amazing things, such as jewelry, fashionable scarves and fashionable sunglasses.

4. Leave some space for shopping during the trip.

On the other hand, a packed suitcase is also a microcosm of our character: orderly and chaotic, with traces of past adventures. Everyone has the most suitable luggage content when traveling, so luggage is also a projection of our personality.

If you want to learn to tell an emotional story, a suitcase is an inspiring starting point. First, let's go to the attic to dig out the suitcase, or go to the flea market to buy a new one. The second step is to establish a relationship with the suitcase and its contents. Why is this suitcase left on the top floor? What's the story? Take time to write a short story about this item and its relationship with its former owner.

Possible relationship.

Suppose there is an old and heavy winter coat in the suitcase. Our design challenge is to create a new soap. There are no restrictions on the shape, fragrance and color of soap, but to design more than just soap, the design team must also create packaging and marketing concepts. According to that old winter coat, we can write a story structure:

On a snowy winter night, an old lady is making presents for her grandson. This is a long-awaited day, because she hasn't seen her grandson for a long time. But she suddenly found that she still lacked a very important material, so she put on that warm coat and braved the heavy snow to go shopping? 」

From this story, we may think of two products: one is "Savon 1890", an old-fashioned handmade soap with very simple formula and packaging; The other is "soap crystal", which comes from the experience of an old-fashioned crutch.