How to Pitch Your Designs with Confidence
Last week, I had the pleasure of partnering with Jacqueline Pool to present to over 150 designers and marketers on pitching design direction. This is a topic I’m incredibly passionate about, and with Ariel Kearbey's guidance on storytelling, the experience was truly rewarding. During the call, we delved into how the three-part story structure can effectively convey the intentions behind design decisions to internal stakeholders. By breaking down complex concepts into a clear beginning, middle, and end, we demonstrated how this approach can align everyone’s vision and garner stronger support for creative ideas. The feedback from attendees was fantastic, with many graphic designers eager to integrate these simple storytelling techniques into their process. It was a powerful reminder of how narrative not only helps win business but also bridges the gap between design teams and clients.
When you're presenting your creative vision to clients, it’s all about getting them on board with your design. But let's be real—how many times have you worked tirelessly on a design only to be met with lukewarm responses or requests for last-minute changes? If this sounds familiar, you're not alone. The key to avoiding this scenario lies in mastering the 3-part story structure, a tried-and-true method that can help you effectively pitch your designs, gain confidence, and transform from an order taker to a design partner.
What is the 3-Part Story Structure?
The 3-part story structure is a powerful formula that our team has been using to win business and, more importantly for designers, to ensure that clients understand and appreciate our creative decisions. This structure is so effective that it’s scientifically proven to boost listener retention by up to seven times.
The 3-part story structure isn't just a narrative technique; it’s a tool that you can use to communicate your design strategy clearly and persuasively. You’ve likely encountered this structure before in various forms—whether it’s in product marketing, catchy advertising slogans, or the classic hero's journey in storytelling.
Breaking Down the 3-Part Story Structure
At its core, the 3-part story structure is reminiscent of the essay format we all learned in school: beginning, middle, and end. In the context of design, it can be visualized using the pyramid principle:
Introduction (The Setup): Set the scene by introducing yourself as a design partner, not just a designer. Mention the project at hand and reference specific notes or feedback from initial discussions. This helps to align everyone’s expectations and prepares the audience to receive your message.
Reveal (The Message): This is where you unveil your design. Start by showing a preview, then walk the team through your design choices, explaining the rationale behind each one. Structure your explanation according to your design process—for example, starting with typography, then moving to color, and finishing with imagery. Always back up your choices with design principles, as these provide an objective foundation for your decisions.
Conclusion (The Evidence): Wrap up by summarizing how your design aligns with the client’s brand and values. Offer evidence of past successes with similar designs or explain how your choices will resonate with the target audience. The goal here is to reinforce the idea that your design will make the brokerage team look good and be memorable.
How to Apply the 3-Part Story Structure to Your Design Pitches
If you're thinking, "This sounds great, but how do I apply it?"—don’t worry, I've got you covered. I started incorporating this structure into my design pitches by creating "design strategy videos." In these quick, 1-2 minute videos, I would reveal the key elements of my design to the team, explaining my decisions and seeking feedback early in the process.
For example, I would send a video that highlights the visual direction of a proposal, discussing typography, color choices, and image selection. This approach not only helps to humanize the designer but also demonstrates that each decision is rooted in solid design principles.
While video communication works well for remote teams, you can easily adapt this method to in-person meetings or even written emails. The key is to consistently apply the 3-part story structure to guide your presentation, whether you’re on camera, in person, or typing it out.
Real Results from Using the 3-Part Story Structure
In 2022, I used this approach for about 30 different projects, and it transformed my work experience. Out of those 30 projects, 29 went smoothly, with teams fully on board with my designs. This success wasn’t just a fluke—it’s a testament to the power of clear communication and strategic storytelling.
Your Turn: Start Using the 3-Part Story Structure Today
Remember, this isn’t about limiting your creativity or your communication to just three points. It’s about organizing your thoughts into three main buckets that make your message easy to remember and compelling to your audience.
Now it’s time to put this into practice. Use the 3-part story structure in your next design pitch, and watch how it transforms not just your presentations, but the way your work is received and appreciated.
