What is content design?

A creative and data-driven discipline devoted to the thoughtful, insight-driven creation of immersive experiences that help people achieve their goals and engage with your brand and products.

Storytelling

  • Communicate better when we pay attention to and know our audience—its needs, habits, concerns, and desires

  • Narrate an experience by conveying information from a particular point of view, be it product or brand-centric

  • Identify what ideas to convey and in what sequence to arrive at the conclusion in the desired amount of time

  • Have the capacity to create new worlds, condense oceans of information into brief and memorable moments, and deeply connect with audiences

The craft of content design is the rigorous application of storytelling in a business context.

Stories and product experiences become more dynamic and engaging when information is communicated in more than one modality—using all the visual, verbal, haptic, interactive, and auditory elements available. To craft an intentional experience, content designers combine just the right mix of content elements in the right sequence to best communicate the chosen ideas in the allotted time.

{Venn diagram showing the following 3 interconnected circles:

  • language (verbal, visual, interactive)

  • systems (patterns, rhythms, components)

  • hierarchy (information, messaging)

}