Dave (as he introduced himself to me) is a Screenwriter and lectures in the subject but, perhaps more interestingly, for me at least, talks about how the storytelling techniques can be used to affect an audience’s or a consumer’s subconscious, and create markedly increased emotional engagement in videogames, advertising and branding.

He started off by talking about ‘Character Diamonds’  – a illustrative tool used to create interest in a character. Several traits of a character (he used the Blue Woman from Avatar as an example which felt ironic to me as I thoug2ht the one thing Avatar lacked was a compelling story and character development) are ‘mapped’ as corners of a shape (not necessarily a diamond) with a view to creating what he called ‘skewed opposites’.  These are traits which, although not directly opposite, create interest when combined as one might not expect them to be exhibited by the same character.  David has since read this post – please see his kind corrections at the bottom.

In the example (my own) I use the ‘skewed opposite’ of ‘shy’ and ‘powerful’. 

This use of skewed opposites features in many other creative pieces and Dave went on to show us some paintings.

In one – a sci-fi type image – a sailing ship ploughs the seas with a futuristic underwater city in the background.  In this case we have direct opposites with the contrast of old-technology playing along side that of very futuristic technology.  Dave pointed out that whilst ‘direct’ opposites work well to create compelling narrative in a painting, for example, they do not work for people. 

This technique of skewed opposites also works with buildings and other ‘designs’.  He showed us a packing design for a calorie free artificial sweetener and a building design from a Singaporean architect who was in the audience.

During the talk, Dave showed us various film clips.  Following one clip from one of the ‘Lord of the Rings’ films, he talked about another tool used in storytelling that of deepening the story by creating layers. 

The clip illustrated some specific examples.  In it, Frodo and Sam are on a rock with fire raging all around and they think they are going to die.  The character Sam talks about an ‘unfulfilled dream’ which in itself is a specific technique. And, although both characters are physically in the same place at the same time, Dave explained how storytellers will take us to two distinct places – represented by the thoughts of the two characters – simultaneously.  This is another technique.

It was a very interesting, or should I say compelling? talk and, although only just over an hour long, gave the audience a good insight into the storytellers toolbox.

Whilst its application to novels and screenplays is clear, it was the potential to use the same techniques in (for want of a better expression) ‘non-linear’ pieces of art such as paintings, buildings and advertisements and other branding communications.

Dave used the design of the famous Eames chair to illustrate ‘skewed opposites’ in furniture. And Oprah has the characteristics of being both ‘approachable’ and ‘an empire builder’. Almost every successful ‘TV Celebrity’ will show strong ‘skewed opposites’.

Evoking emotions is increasingly important when in dialogue with our customers. So, in the words of Dave, “avoid clichés and create mystique through illogical messaging”. 

This From David in an email to me after reading this post

_________________________________________________________________________________________

Just a few corrections on the blog —

“Graceful” and “Powerful” are two separate corners of Neytiri’s Character Diamond — they are quite different from one another.  Romantically Shy is a Skewed Opposite not of Graceful, but of Powerful.

Also, you end the blog by saying,

“Evoking emotions is increasingly important when in dialogue with our customers. So, in the words of Dave, “avoid clichés and create mystique through illogical messaging”.

This, I’m afraid, isn’t correct.  Illogic is simply one possible tool to create Mystique, and unless someone is schooled in how to do it, they will blow it.

Also, Mystique is only one way to create emotional engagement, and it’s used rarely.  The vast majority of ways to reach customers do not involve illogic.

Cliches are to be avoided, but illogic is a rarely used tool.

I’d wrap up your blog by saying,

“David pointed out various ways a brand could engage customers — but all the different methods had one thing in common: avoid cliches.”

Featured image credit (book): Ockra/iStock