In-app and website stories texts
A memo for copywriters and designers: the principles of storytelling and the rules of text design for in-app stories.
It's a communication channel that informs customers, helps with choices and makes our products stand out.
Stories can be somewhat divided into product, image and informational types. With the first and second categories, you can engage the audience through widgets, creative approaches, and storytelling. With the informational ones we speak shortly and clearly, straightforward, in 1-2 slides.
We do not shout out about our advantages
We act more subtly and neatly
To ensure that the stories for the app are created to be clear, coherent and easy to read, we have drawn up a few rules. They help to maintain layout uniformity and overall quality of the texts.
The principles of storytelling
A catchy cover.Grab the user's attention with a descriptive and fascinating cover. For engaging or game mechanics we use questions and create intrigue, and for product announcements or informational stories we go for a straightforward, clear message.
When choosing a heading, please remember that one line can only contain up to 10 characters. Total limit is up to 30 characters, including spaces.
The introduction is on the first slide.The user has two chances to see the stories: through the cover or after viewing the previous stories. To maintain storytelling, we put down a small introduction on the first slide, where we highlight the main idea.
One slide - one idea.We stick to the storytelling principle, but we do not spread one single idea over multiple slides. After each slide, the user should keep in memory one key item, so we introduce it on the heading, and then reveal it in more detail in the following paragraphs.
Clear text.Write accurately, clearly and meaningfully: watch out for punctuation, avoid clericalisms, use lively language and simple wording. If you have too much information to share, spread it into several slides.
Coherent narrative.Ensure the unity of the text: follow the logic and develop the main idea consistently. Selections are collected within a common theme, so we mark it at the beginning and/or end of a series of stories.
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