Video creates the opportunity for complete emotional alignment by building empathy even amongst previously unrelated audiences.
Gottschall says, “Human minds yield helplessly to the suction of story. No matter how hard we concentrate, no matter how deep we dig in our heels, we just can’t resist the gravity of alternate worlds.”
Haven’t we all watched movies that we knew weren’t real, yet still found ourselves feeling sad, fearful or weepy about some fictitious character? There’s science behind this. Some believe that immersing in other people’s experiences is literally changing our brain chemistry.
UX designer tools like user personas and journey maps help harness the power of empathy through storytelling, giving designers a greater understanding of people’s wants and needs, joys and pains.
When writers collaborate with developers and web designers, they can convey items like emotional sentiment, as Hennessy did with the concept of ‘chaos.’ The use of certain colors, movement, typography and imagery can lead to the audience experiencing the same emotions that they would if they had only read something.