The man needed to go to the store, so he drove to the store and got what he needed.
Pretty boring story, right? But it is, in fact, a story. It has a hero. It has a beginning, middle, and end. It even has a challenge that the hero overcomes. But it’s awfully boring. So what’s the deal here? What’s missing? Just like with anything in life, stories can come in all sorts of varieties. Some are unbelievably compelling, and some, like the one above, leave a lot to be desired.
Great stories take us on an emotional journey. The not-so-exciting story of the man and his epic quest to get to the store is entirely devoid of any emotion. It’s dry as a bone. But it’s also simple. And simple is good, right? Shouldn’t all designs be as simple as possible? Isn’t it the simplicity that everyone loves about Apple products? Well… kind of. Simplicity is a crucial, but not sufficient. Great designs also have to evoke emotions. What if we were to tell you that the man in the story above was actually a father going to pick up a puppy for his daughter for her birthday, and he hadn’t seen her in six months? Your emotions would start kicking in a little more.