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It’s simple psychology. A good narrative doesn’t just tell your audience what your idea is, it makes them feel it. Think of Steve Jobs revealing the all new iPhone. He doesn’t just list features, instead, he paints a picture of a world where your music, phone, and internet fit in your pocket. And what happens next? People feel the genius of it and couldn’t wait to get their hands on one. This is the power of storytelling. We have learned a thing or two about the science that makes storytelling work, so we’re putting it here in this blog.
When you hear a story, your brain doesn’t just passively process words, it activates in ways that make the information stick. Neuroscientists have found that stories light up multiple areas of the brain, engaging regions responsible for emotions, language, and even sensory experiences. For example, if a presenter describes the aroma of fresh-baked cookies in their story, the part of your brain that processes smells- olfactory cortex (yes we had to search it up on the internet just like you), might actually activate. Suddenly, you’re not just hearing about cookies, you’re almost smelling them, making the memory far more vivid.
But that’s not all. Stories also release a hormone called oxytocin- sometimes called the “trust hormone.” We’ve not really taken a lot of biology classes to write all this, but it’s safe to say that when a narrative introduces relatable characters or challenges, the brain starts building empathy and connection. This is why a story about a small startup started by 4 friends from college can feel way more interesting than a generic “We’re a startup with a small team”.
Here’s a fun example- Imagine trying to memorize some points for your exam. Even if they’re just 4 short points, memorizing them by creating a little story based phrase that has the first word of every point in it, or even acronyms for every point, makes it easier to recall later. Just like that, the science of storytelling changed mundane facts into sticky, memorable nuggets that your brain can’t help but replay.
Storytelling in presentations seems easy to look at, but creating a storyline and narrative that strikes the right balance between logic and emotion is what really makes storytelling work.
Think of this as making the perfect recipe for a dinner you’re hosting- you need both the heartwarming comfort of flavors (emotion) and the structured steps of a recipe (logic) to make it taste amazing. In presentations, leaning too heavily on one side can lead to disaster. All emotion and no logic? Your audience might remember your presentation but won’t know what to do with it or what to do next. All logic and no emotion? You risk being about as engaging as an instruction manual.
The key is to blend these elements in perfect harmony. Emotion helps grab attention and build a connection. Your audience needs to feel why your idea matters for the story to stick. Logic, on the other hand, ensures credibility and gives them the tools to take action. For instance, when pitching a new product, you could start with a story about a relatable problem (emotion): “Meet Ravi. He’s tired of wasting hours cooking after work…” Then, transition into how your product solves that problem with clear facts and figures (logic): “Our meal prep app saves users an average of 10 hours per week.”
Take Pixar movies as an example. They hook you with emotional moments (like when Woody feels replaced in Toy Story), but they always weave in a logical progression to keep the story grounded. Similarly, a presentation that combines heartfelt anecdotes with hard data creates a narrative that not only resonates but also convinces.
Okay, so now you know it’s about having a balanced story, but to make that happen, it’s important to structure your story right.
You must be wondering, how exactly do we do that?
Let’s dive right into it.
When it comes to structuring your story, think of it as choosing the best vehicle for your message, a sleek sports car, a sturdy truck, or just a bike. Each has its perks, and the right one depends on your destination (or in this case, your presentation’s goal).
Let’s explore three popular storytelling frameworks and help you find which one’s right for you.
We call it the Sherlock Holmes of storytelling
Start with the "Situation"-paint a picture of the current state of affairs. Then throw in the "Complication"- a problem or obstacle that needs solving. Next, pose the "Question"- essentially, What can be done? And finally, deliver the "Answer"- your big idea or solution.
Take this for example:
Situation- Your audience needs a more efficient way to manage their schedules.
Complication- Current tools are either too complicated or don’t sync well.
Question- “How can we simplify scheduling without sacrificing functionality?”
Answer-Cue your scheduling app!
This structure creates suspense and keeps your audience engaged, much like a detective story where the solution is revealed at the climax.
This framework sounds more like a Netflix Binge-Watcher’s dream
ABT is the storytelling equivalent of a blockbuster movie trailer- short, snappy, and addictive. Start with the ”And” to set the stage and highlight what’s going well. Then drop the ”But”- the conflict or problem that disrupts the harmony. Wrap it up with ”Therefore”, where your solution swoops in like the hero.
Take this for example-
And- “Our team is hardworking, and our product is innovative.”
But- “We’re struggling to reach our target audience.”
Therefore- “Our new digital campaign is designed to amplify visibility and double engagement.”
It’s another trail that sets your story on the right path
Imagine a classic movie plot- the "Beginning" sets up the story, the "Climax" delivers the drama, and the "Resolution" ties it all together. The Story Mountain is perfect for presentations that need a dramatic arc to keep your audience hooked.
Take this for example:
Beginning- “Meet Maya, a small business owner trying to navigate the digital world.”
Climax- “She spent hours on complicated tools that delivered poor results—until she almost gave up.”
Resolution- “That’s when she discovered our platform, which turned her business around in just three months!”
The rise and fall of tension in this structure make your story unforgettable and emotionally resonant.
Each of these structures has its strengths. However, the key takeaway here is to make your audience feel invested in the story, and confident in your solution. Now that we’ve nailed down how to structure stories, let’s talk about how to make those stories look as good as they sound- the visual storytelling. It is another aspect of storytelling that turns your presentation from a static slideshow into a dynamic, engaging experience.
Visual storytelling is all about using imagery, design, and layout to enhance your narrative. Think of it as the set design for your story. Just like in movies, where lighting, props, and visuals create mood and context, visuals in your presentation work to reinforce your message. A well-made graph can show the “climb” in your success story, while a bold image can evoke emotion faster than a paragraph of text ever could.
Here’s why it matters
Our brains process visuals60,000 times faster than text, and people retain 80% of what they see versus just 20% of what they read (just a little fact check). So when you pair a powerful story with complementary visuals, your message hits harder and sticks longer. Imagine telling a story about growth while showing a barren tree blooming into full foliage. That single image not only simplifies your point but also creates a strong impact. In presentations, this means combining storytelling frameworks like SCQA or ABT with visuals that carry the narrative forward.
For example, if you're using SCQA,
- Use situation slides with calming, neutral visuals to set the scene.
- Bring in bold, contrasting imagery for the complication to drive tension.
- Use clean, clear visuals to represent the answer, making your solution feel solid and achievable
Ultimately, a great visual narrative doesn’t only support your story, it becomes part of the story itself, keeping your audience engaged and helping them remember your key points long after the presentation ends. It really gives your words wings, so they fly further and higher than they ever could alone.
Every great presentation is, at its core, a story. And every story is a chance to leave your audience ask to tell more of it.
But here’s the kicker- not everyone is born a storyteller, and that’s okay. Creating a narrative that balances logic and emotion, uses the right structure, and weaves in compelling visuals is no small feat.
If storytelling isn’t your strong suit, don’t sweat it. Specialized presentation agencies (yes, like ours) know the science behind why stories stick and how to make yours land. From structuring narratives to designing stunning visual aids, we can help your next presentation.
So, the next time you have an idea that needs to shine and you don’t know how to make it happen, don’t go at it alone. Let the experts turn your story into a showstopper, and give your audience something to think and about.
If you already have a presentation project in mind, let’s connect!
