Crafting Visual Narratives That Sell: Techniques from Behind the Camera
Article 2 of 3 in The Power of Visual Storytelling series
When I first stepped behind the camera, I thought the magic was all in the visuals — the perfect shot, the lighting, the editing.
But over time, I learned that the real power lies in the story you’re telling and how you craft that story visually.
It’s not just about what you show, but how you show it.
Psychology.
Let’s go behind the scenes of visual storytelling — sharing techniques, insights, and personal experiences that have helped turn abstract ideas (eLearning) into compelling narratives that sell.
Whether you’re creating videos, social media content, or digital ads, these principles will help you connect with your audience on a deeper level.
The Challenge: Making the Abstract Concrete
Marketing often deals with abstract concepts — security, growth, freedom, efficiency. These ideas are powerful, but they can be hard to communicate clearly.
How do you show “peace of mind” or “business growth” in a way that evokes an emotional response instantly with your audience?
The answer is visual metaphors.
Visual metaphors translate intangible benefits into concrete images that your audience immediately understands. They tap into shared emotional triggers, making complex ideas feel simple and more relatable.
Visual Metaphors: The Language of Storytelling
Think about some common metaphors (adopted by some of the biggest brands out there):
Security as a fortress or a lock
Growth as a sapling growing into a mighty oak
Freedom as a bird soaring in an open sky
Simplification as tangled strings becoming straight lines
These images don’t need explanation. They speak directly to our brains, triggering recognition and emotion.
In my work with EdTech and instructional design clients, I often have them develop metaphors to explain complex topics. So, when describing a complicated software system, I might use the metaphor of a well-organized toolbox — everything in its place, easy to find and use.
This simple image helps learners grasp the concept quickly.
Nike’s “Just Do It” campaign is a brilliant example of metaphorical storytelling. The visuals of athletes pushing their limits aren’t just about sports - they symbolize determination, courage, and personal transformation.
Who doesn’t relate to the struggle getting up early to go for a run? It sucks. Put that into visuals and you’ve got a winner.
The Power of Structure: Sequential Storytelling
A story isn’t just a collection of images; it’s a sequence that guides the viewer through an emotional journey. This is where the Hero’s Journey and StoryBrand framework come into play.
In video and static layouts alike, you can create a sense of movement and progression by carefully arranging your visuals:
Left to Right Flow: In Western cultures, we naturally read from left to right. Positioning “before” states on the left and “after” states on the right creates an intuitive progression.
Top to Bottom Progression: Vertically arranged elements can show a journey from problem (top) to solution (bottom), mirroring how we consume content down a page.
Size Progression: Gradually increasing the size of elements suggests growth, improvement, and expansion of possibilities.
Focal Point Movement: Using visual techniques to guide the eye through a sequence of points creates a storytelling path.
When I storyboard videos for clients, I sketch each key moment in the customer’s journey, identifying the emotion each image should evoke and how the sequence builds toward transformation.
This process ensures the story flows naturally and keeps viewers engaged.
Color, Typography, and Whitespace: The Unsung Heroes
Visual storytelling isn’t just about images. Color, typography, and whitespace play crucial roles in shaping the narrative and emotional tone.
Color Psychology
Colors carry emotional weight. Red can signal urgency or passion, blue conveys trust and calm, green suggests growth and renewal.
By assigning consistent colors to different “characters” in your story — the problem, the guide, the solution — you create subconscious associations that reinforce your message.
What if I used a color progression from cool blues (problem state) to warm oranges and yellows (solution state) in order to visually represent the customer’s emotional journey? What would the emotional or psychological impact be?
This subtle shift can help viewers feel the transformation even before reading a word.
Typography as Storytelling
Typography isn’t just about legibility.
The weight, size, style, and spacing of your text can tell a story on their own. Moving from lighter to bolder fonts can show increasing certainty or importance. Changing scale can represent growing impact or shrinking problems.
In video titles and captions, I try to experiment with typographic treatments to emphasize key messages. For example, a phrase like “You can do this” might start small and grow larger, visually reinforcing encouragement and confidence.
Whitespace as Narrative Tool
Whitespace isn’t empty space; it’s a powerful storytelling element. Strategic use of whitespace creates emphasis (addition by subtraction), organizes content, controls pacing, and sets emotional tone.
In layouts and video frames, I use whitespace to focus attention on the most important elements and give viewers a moment to breathe.
This creates a premium, uncluttered feel that enhances clarity.
In screenwriting, I (the writer) get to dictate how fast you read my words.
One sentence paragraphs read faster than 3-5 sentence paragraphs. So, a fight or chase scene will have short, action-based sentences - and when I want the pace to slow down (like in this paragraph, for example), I make the paragraphs longer - and bring you to a dead halt.
Authenticity Over Perfection: The Real Connection
In the age of perfect stock photography and polished corporate videos, authenticity and creativity stand out.
People connect with real moments, genuine emotions, and relatable situations. Authentic images build trust and make your story believable.
In my how-to or training videos, I’ve chosen to use real learner footage — candid shots of students working, struggling, and succeeding — rather than staged, overly polished scenes.
The response has been overwhelmingly positive. Viewers see themselves in the story, which deepens engagement.
Airbnb’s use of authentic user-generated content is a great example. Their visuals show real hosts and guests in real homes, creating a sense of community and trust that no stock photo can match.
Practical Exercises to Elevate Your Visual Storytelling
If you want to start applying these techniques, here are some exercises I recommend:
1. Metaphor Mining
Identify three abstract benefits of your product or service. For each one, brainstorm five potential visual metaphors.
Test these with colleagues or customers to see which create immediate connection and understanding.
2. Visual Audit
Review your current marketing materials. Identify places where images are merely decorative versus truly advancing your StoryBrand narrative.
Replace decorative images with strategic visual storytelling.
3. Storyboard Challenge
Create a visual storyboard for a marketing piece using only images, no text.
Can others follow your narrative? What gets lost without words? What becomes more powerful?
4. Typography Transformation
Take a key message and create three different typographic treatments that progressively intensify its impact through visual means alone.
This one’s always the toughest for me.
5. Color Journey Map
Design a color progression that visually represents your customer’s emotional journey from problem to solution.
Then, apply it to a marketing piece.
Personal Reflection: The Joy and Challenge of Visual Storytelling
Crafting visual narratives is both an art and a science. It requires creativity, empathy, and strategic thinking. Like, actually thinking it through.
I’ve found it rewarding to help clients tell stories that resonate, inspire, and convert.
At the same time, it’s a challenge to balance authenticity with polish, emotion with clarity, and creativity with strategy. But when you get it right, the results tend to speak for themselves.
Why is it I struggle to do this for myself? It seems to always be easier helping someone else figure it out. Hmmm.
A Soft Invitation: Dive Deeper with My eBook
If you’re ready to take your visual storytelling to the next level, I invite you to download my eBook, The Power of Visual Storytelling in Digital Marketing. It’s packed with practical tools, templates, and exercises to help you craft compelling stories that sell.
You can get it here: Visual Storytelling eBook
No pressure, just a resource to support your journey.
Final Thoughts: Your Story Deserves to Be Seen
Visual storytelling is more than a marketing tactic — it’s a way to connect, inspire, and transform. By turning abstract ideas into concrete images, sequencing your story thoughtfully, and embracing authenticity, you create narratives that truly resonate.
Remember, behind every brand is a story waiting to be told. Make yours unforgettable.
Other Books by Stuart:
5 Steps to Agency-Quality Video | Screenwriter’s Logline Creation Guide | Digital Brand Storytelling | Plan Your Day Like A Pro: Positions of Power 30-60-90