A website is more than just a way to share information about services, products, and events with the world and provide access to it for everyone. Webmasters usually create something like a story to attract visitors, excite them, increase their interest, and encourage them to return. In other words, when creating an online store and filling pages with product categories, it can be designed as if the user is actually walking through a shop and choosing what they like. And that's not all.
Web design is a way to express our thoughts, our ideas, aspirations, and expectations. It conveys visual messages to visitors and tells stories about a company, its activities, etc. That’s why designers often have to make sure that their ideas and designs are clear to others. The story told through the canvas must reflect the company. For example, if you are designing a website for a beverage manufacturer, a story about the hardships of African tribes would be quite out of place. That would be closer to charity or another theme entirely.
The idea usually starts in our minds and then moves to pen and paper. But before that, we build a complex mental structure that shapes the idea. And before designing the storytelling elements, it's worth asking: what is this story? Is it dynamic or calm, cheerful or tragic, sad or happy, interactive? You should consider all associations with the brand and logo, find common themes, keywords, and anecdotes from friends' lives.
So how do webmasters manage to tell stories through web design? Could the principles of writing even a simple narrative be applied in web design?
Absolutely.
Why do websites and clients need this?
At the very least, it’s a creative outlet for the web designer; at most, it’s a perfect, rich, and informative company presence on the internet—a website that dazzles and engages the mind, evoking admiration.
Does this exist in the world?
Oh yes... it sure does...
Important: we will showcase screenshots of some projects, but to see how the story is conveyed, we recommend visiting these websites.
Photos and Videos
Since design’s job is to visually attract users, working with photos is common for designers. It meets both trends and convenience of development. Photos and videos are used in an engaging and captivating way. There are characters, events, and of course, text that tells a story and makes it clear. Designers also pay attention to the color palette that matches the images, themes, or logo.
These don’t necessarily have to be realistic photos or videos. You can find illustrations, artwork, animation, 3D graphics on various websites. As for the number of images, usually three or more are used to effectively tell the company’s story.
A great example is the web design of the TOMS footwear brand, where every photo tells a unique and independent story about the shoes—rich and easy to understand.
Or the story of the sensory device Tinke, which connects to smartphones and tracks a person’s physical condition. Diagrams, photos, and videos explain what the device is, how to use it, and why it’s needed—clearly and simply.
A corporate website of a Berlin-based company working in pharmaceutical research— KCR CRO. Polish developers used vibrant, thematic photos enhanced with effects.
Similarly, stories are told through images and illustrations on Ice and Sky, Story Chief, DESIGNLOVR, Aquamarine Hotel.
Characters
Every story has heroes or characters. Usually, there are many, and they appear in photos and videos—even if they aren’t real people. Sometimes a website is designed around a single mascot character. It might appear on every page or narrate behind the scenes. Sometimes, multiple active characters are used.
The most well-known example is MailChimp’s mascot—Freddie the monkey. He’s not on every page, but appears on landing pages, promos, logos, and blogs. Similarly, the rabbit mascot of Ubisoft appears in 404 pages, support sections, newsletters, social media, and real-world events.
Similarly, characters are used in Supremo Academy, Take’n’Go, Eurovet.
Many believe that characters are essential for both the company and web design. They embody the company name, represent simplicity, reliability, accessibility—and users love these charming touches that make the site more interesting and engaging.
An Invitation to Visit
A well-told story allows the audience to take part in it—either through direct interaction or vivid imagination. That’s why many projects include scrolling pages, parallax effects, subtle animations on buttons and navigation, or quirky cursors revealing something mysterious. As you scroll down or sideways, new information appears, connected to the last. Sometimes, there’s info you wouldn’t expect—this is the story.
Remember: the story shouldn’t be complex. For instance, the Humaan project tells stories of its employees. Users can choose a story by hovering over a person's photo. Each person’s pose, gaze, and expression reveals their character. Together, they convey the company’s spirit and internal culture.
Ubisoft also showcases department heads. As you scroll, you land in the team section and get to know them better. Each looks different, and their features are clearly expressed.
Projects like Alvista, Alfa-Bank, Chekotin also introduce their staff. While this is rare—many leaders avoid publicizing employee info—it can be a valuable suggestion to clients. Users feel like guests at the company, hosted by its team.
Microinteractions
Pay attention to tiny web design elements that let users interact with the site and feel closer to the company. Social media is always used by designers and offers a simple way for micro-level interaction.
It also includes things like changing the site’s language, sending messages, logging in, sharing via social buttons, or seeing popups. All of these engage users. But they’re especially effective when aligned with the project's goals and content.
Webmasters use everything—from link sharing to product wish lists, notifications about out-of-stock items, and more.
Projects like GooglereCAPTCHA, Wildberries, EvoEnergy, Magnit, Kerama Marazzi, Dunlop WinterMAXX offer diverse interactions that walk users through stories about the company or product.
Simplicity and Natural Flow
Any story has a clear structure: beginning, middle, and end. In web design, this translates to an introduction to the logo and name, a product description, its features, audience, and a call to action—buy, order, share.
Yes, it’s standard—but thanks to designers’ imagination, it becomes something more.
Some of the most beautiful examples include: Beauty and the Beast, Candccoffee, Magnit, Wild Nature In Kazan, Sberbank First.
And what else…
Designers also remember about text (over photos/videos/art), since you can’t convey info without it, and photo effects that change visual perception, and navigation too—it helps organize the story and acts like a book’s Table of Contents.
For example, the design of Nike, Cross Production, and even Magnit use all of this. These are striking examples of story-driven web design.
Conclusion
When webmasters design a story, the most important—and perhaps hardest—part is coming up with their own narrative. Something unique, somewhat different, maybe with familiar elements, but their own. Don’t worry if it doesn’t go perfectly. What users care about most is authenticity. They may overlook details or inconsistencies if the information about the product, service, or company is truthful. After all, truth is rare and often replaced.
A pen and notebook are the web designer’s primary tools when planning a story. They help connect all pages into one, showing that one company made everything and it all ties together internally and externally. Write down everything—from how your CEO runs the business to what makes your product better than the rest. Believe me, there’s something interesting in everything around us.
Only then should you think about colors, effects, implementation, typography, photos, or art.