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How can you use narrative to create compelling design concepts?

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As an interior designer, you know how important it is to communicate your vision to your clients, collaborators, and stakeholders. But how do you craft a design concept that is not only functional, aesthetic, and feasible, but also engaging, memorable, and meaningful? One way to do that is to use narrative as a tool to create compelling design concepts. Narrative is the art of telling stories, and stories are powerful ways to connect with emotions, values, and identities. In this article, you will learn how to use narrative to create compelling design concepts that resonate with your audience and reflect your design management ethics and sustainability.

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1 What is a narrative design concept?

A narrative design concept is a design concept that uses a story as its main structure and inspiration. A story has a beginning, a middle, and an end, and it involves characters, settings, conflicts, and resolutions. A narrative design concept follows the same logic, but applies it to the design problem and solution. A narrative design concept helps you to define the context, the needs, the challenges, and the outcomes of your design project, and to create a coherent and consistent design language that supports your story.

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2 Why use narrative to create compelling design concepts?

Narrative can help you to create compelling design concepts for several reasons. First, narrative can help you to generate and explore more creative and diverse ideas, by using storytelling techniques such as imagination, metaphor, analogy, and symbolism. Second, narrative can help you to communicate and present your design concept more effectively, by using storytelling elements such as plot, character, theme, and mood. Third, narrative can help you to connect and persuade your audience more emotionally, by using storytelling strategies such as empathy, suspense, surprise, and humor.

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3 How to use narrative to create compelling design concepts?

To use narrative to create compelling design concepts, you need to follow some steps. First, you need to define the main story of your design project, by answering questions such as: What is the design problem? Who are the users? What are their goals and motivations? What are the obstacles and opportunities? What is the design solution? How does it improve the situation? Second, you need to develop the details of your story, by creating characters, settings, scenarios, and interactions that illustrate your design concept. Third, you need to refine and polish your story, by editing, testing, and revising your design concept until it is clear, coherent, and captivating.

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Anirudh N.H

Architect | Co-Founder of J+A Design Studio
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Narrative is a powerful tool to create compelling interior design concepts that tell a story and connect with the users. Start with a clear vision of what you want to convey with your design. What is the main message, theme, or emotion that you want to express? Who are the intended users and what are their needs and preferences? How do you want them to feel and behave in the space? Test your design concept with potential users and get feedback. Ask them questions about how they feel and what they think about your space. Do they understand your narrative? Do they find it interesting and engaging? Do they have any suggestions for improvement? Use their feedback to refine your design concept and make it more effective and appealing.

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4 Examples of narrative design concepts

To inspire you, here are some examples of narrative design concepts from different interior design projects. One example is the Hotel Nhow Berlin, which is designed by Karim Rashid with the theme of "music and lifestyle". The hotel tells the story of the vibrant and creative culture of Berlin, by using colors, shapes, patterns, and materials that evoke music, art, and technology. Another example is the Singapore Changi Airport Terminal 4, which is designed by SAA Architects with the theme of "a theatrical journey". The terminal tells the story of the diverse and dynamic heritage of Singapore, by using interactive media, art installations, and landscaping that create different scenes and experiences for the travelers.

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5 Tips for using narrative to create compelling design concepts

To use narrative to create compelling design concepts effectively, you need to keep in mind some tips. First, you need to align your narrative with your design management ethics and sustainability, by ensuring that your story is relevant, responsible, and respectful to your users, clients, and context. Second, you need to balance your narrative with your design functionality and feasibility, by ensuring that your story is not only engaging, but also practical and realistic. Third, you need to adapt your narrative to your design medium and format, by ensuring that your story is suitable and appropriate for the space, the scale, and the style of your design project.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you use narrative to create compelling design concepts?

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1 What is a narrative design concept?

2 Why use narrative to create compelling design concepts?

3 How to use narrative to create compelling design concepts?

4 Examples of narrative design concepts

5 Tips for using narrative to create compelling design concepts

6 Here’s what else to consider

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