Kim, J., Lund, A. & Dombrowski. 2010

Explaining something by means of a story creates an arc of tension. The phenomenon has always been there, whether orally, in writing or today with new media. Complex relationships and contexts can be packaged in a simple way. The listener's interest usually lasts longer than with a list of facts and figures. It immerses us, as it did as a child, even if only briefly, in a circumstance. Perhaps it is the subtlety that we appreciate about it or that everything is connected.

"In this sense, stories provide a social mechanism by which new and untried ideas can be listened to and filtered by different groups with different priorities. Stories are low-cost, high-impact ways to present information to groups regardless of their orientation, technical background or available resources."

Something told as a story is more lasting.

For designers is a tool to imagine what the user needs and through what experience can achieve this. It also creates an overall impression.

"When stories prepare people for the use of the technology, adoption and use can be easier..."