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How to Create Powerful
Visual Storytelling on the Web
CHIARA ALIOTTA, UNTIL SUNDAY
Who in the world am I?
Ah, that's the great puzzle.
3:55
MIN
OH DEAR! OH DEAR! I SHALL BE TOO LATE!
3:55
MIN
OH DEAR! OH DEAR! I SHALL BE TOO LATE!
THE
Narrative Voice
STEVE JOBS CHRIS DO
RONALDMCDONAL
D
StorytellingON THE WEB
DRINK ME
01
02
03
04
CHARACTERS
PLOT
ACTIONS
EMOTIONS
CHARACTERS
Play a big role in the story.
Well developed personality.
Know your users well.
01
ROLES
Protagonists and users 

are part of the narration.
Their personalities need 

to be well developed.
Know your users well 

before you plan your story.
THE PROTAGONISTS THE USERS
PLOT
All plots have a beginning, 

middle and end.
Plot is not linear.
Develop the “wait and see”.
02
LINEAR PLOT
BEGINNING
In a story the plot dictates 

the order the main events progress.
END
MIDDLE
01
02
03
LINEAR PLOT
BEGINNING END
MIDDLE
01
02
03
non-linear
The beauty of creating storytelling 

on the web is the unpredictability.
YOUR STORY ENDS HERE...
...with a boring form to fill,
but an amazing surprise for you!
Name and Surname*
Email*
How did you hear about us? *
SEND
GRAND FINALE
Mario Rossi
mariorossi@email.com
at J and Beyond 2018
GRAND FINALE
Mario Rossi
mariorossi@email.com
ACTIONS
Assist the user during 

the navigation of the website.
Interact with the user 

on different levels.
DRINK ME
03
PLOT TWIST
Developing the unexpected.
EAT ME
ALICE IN WONDERLAND
CINDERELLAMERLIN
ACTIONS
The web gives us the chance 

to interact with the user on different levels.
VISUAL LEVEL
The way the information 

is presented.
The way the information 

is connected.
CONTENT LEVEL
EMOTIONS
Create a good story

to stimulate the brain.
Entice the user to want to know 

‘What happens next?’
04
YOUR TOOLS
You can use different elements
to create a good story.
Images and videos
Real brand experiences Authentic testimonials
Change the perspective
EXAMPLES OF
Good Storytelling
Elements used
Real protagonists.
Video, images, music.
Challenges.
FAFSWAGVOGUE
Elements used
Real stories.
Superb combination 

of words, images and music.
Video.
IN MY WORLD
Elements used
Imaginary characters.
Sounds and 

narrative voice.
Humour.
PLAY DOH
TELL A GOOD STORY…
… and take your next web project to another level.
FOCUS TEACH
ENGAGE
INSPIRE
Begin at the beginning

and go on 

till you come to the end: 

then stop.
The King of Hearts, Alice’s Adventures in Wonderland
Lewis Carroll
THANK YOU!
@ChiaraAliotta

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Once Upon a Time. How to create visual storytelling on the web.