The Magical Three. Excerpt from "Design Drama"

Contents:

• TOOL: Rule of Thirds

The book "Dramaturgy of Design" by Ellen Lupton has been published by Bombora Publishing House. In this book, Lupton explores the relationship between design and storytelling. She emphasizes that both design and storytelling have the power not only to convey information but also to evoke deep emotions, engaging the senses of readers and viewers. The book offers a unique perspective on how design elements can be used to create impactful and memorable narratives, making it a valuable resource for designers, artists, and anyone interested in this topic.

We are pleased to introduce a chapter dedicated to using three-part stories in design. In this article, you will learn how to effectively apply this approach to create engaging and memorable design solutions. We will discuss the key elements of the three-part structure that will help you tell compelling stories that enhance the perception of your content. This technique can significantly improve engagement with your audience and enhance the effectiveness of your design.

TOOL: Rule of Thirds

Three is a number with magical significance that we see in a variety of fields, from everyday life to literature and marketing. Three appears in examples such as the three wishes, the three little pigs, or the three categories of smartphones. A simple task is often broken down into three elements, and a story structure includes three key parts: a beginning, a middle, and an end. Writers and comedians successfully use the rule of three to create memorable lists with unexpected endings, such as "life, liberty, and the pursuit of happiness" or "sex, drugs, and rock 'n' roll." Using threes helps make information more accessible and memorable to the audience, which is an important aspect in marketing and communications.

Each of these phrases contains an element that disrupts the established pattern established by the first two. Designers use three-part structures to create stories and interactions that not only surprise but also satisfy viewers. Using this structure helps hold audience attention and makes content more memorable. When used effectively, three-part diagrams create harmonious and logical narratives, which in turn helps increase user interest and engagement.

When you come across a three-step guide to setting up an app or activating a product, pay attention to its content and whether it follows the stated steps. Often, designers use three steps as a trick to hide a longer, more complex process that is actually required for successful setup. It's important to carefully examine each step and ensure it truly covers all the necessary actions. This will avoid misunderstandings and simplify the process of interacting with the product.

Breaking the process into three key steps creates a sense of simplicity and speed in the user. A three-step structure, supplemented with visual elements such as numbers or graphic icons, creates a clear narrative arc that quickly moves toward a satisfying outcome. Four steps are also perceived as easy and quick, but five or more steps can feel lengthy and require significant effort. The three-step approach is optimal for increasing user engagement and simplifying information comprehension.

If you want to explain how to make scrambled eggs, it's important to avoid excessive detail. Instead of describing every action, such as cracking an egg or choosing a frying pan, focus on the key steps. Assuming your audience is already familiar with the basics, you can offer short and clear instructions consisting of three simple steps. This will simplify the process and make it accessible to novice cooks who want to quickly master this popular and delicious breakfast.

Making a soufflé or creating a spaceship is no easy task. Designers often combine several small tasks into one larger one, which helps streamline the workflow. If this combination does not lead to confusion, then the approach is correct. This helps increase efficiency and streamline project execution, which is especially important in modern design.

The three-step approach not only represents a simplified narrative arc but also an effective tool for improving information retention. This is widely used by copywriters, who create rhyming lists of three elements, as in "jack of all trades." Copy designers break phone numbers and credit card numbers into groups of three or four digits, making them much easier to remember. Many movie scripts are structured around three acts, and restaurant set meals often consist of three courses. Websites and apps also use a three-choice approach, such as "Register," "Login," and "Remind Me Later." This approach helps users absorb and digest information more quickly, making it particularly valuable in content and marketing.

Study additional materials:

• Original and derivative. Excerpt from the book "Design Today"
• Funny letters. Excerpt from "How to draw a children's book"
• What is this to mean? An excerpt from the book "The Art of Seeing"