Comics, Cartoons & the Art of Storytelling

Once upon a time, enchanted by the power of grayskull and reading the future through the mystical Eye of Thundera, there was a kid that dreamed of having the power to help his beloved superheroes destroy the malevolence forces invading earth.

That kid was me.

Ever since I was ten years old, I’ve been living countless adventures traveling between planets and alternate dimensions, thanks to the magical world of comics and cartoons. With the years, I then learned to appreciate them as much more than just a source of entertainment and begun to value their ability as powerful communication tools.

Wikipedia defines comic as a graphic medium in which images are utilized in order to convey a sequential narrative. McCloud describes it as language that happens when two or more panels work together to contribute to a whole. Regardless of the definition, comics promise two things: 1) Spatially juxtaposed structure, and 2) sequential nature that distinguishes it from cartoons and comic strips.

Since its origins, artists have used comics in a myriad of ways: to leave a mark (drawings from prehistoric times), to express ideas (street artists) and to entertain (traditional comic artists)… despite the end goal, what has been consistent across the years is its ability to convey a clear message in a simpler way.

And here is why, when it comes to storytelling, comics are king. They not only establish the ideal standards for simplicity and engagement with stories delivered via frames (sometimes without using words), but also teach us some lessons on how to play with our audience’s minds and hearts. Comics use the power of closure to allow us to just observe specific parts of a story but still let our imagination perceive it as a whole. This technique is very common on movie making where icons from Hitchcock to Guy Ritchie have used it for many years (remember the famous scene on the shower, you actually never saw the knife hitting her), and comic artists still use it religiously. What’s interesting about these is that overtime they have certainly become tools that storytellers can master and use to tell better stories.

Here are some useful tips to begin with:

1. Play with the power of the mind – our brain is programmed to read between the lines, which allows storytellers to inspire readers beyond the medium. When crafting brand stories, we can use that same principle to ensure we have an engaging and interesting enough one to say.

2. Master the practice of re-arranging the boxes – storytelling implies a high level of involvement and self-identification therefore, as every story has more than one angle just by re-arranging the order of the elements it is possible to tell more that one story and connect with more than one.

3. Be subtractive – less is definitely enough. Good storytelling demands a clear and concise structure and the same principle should be applied when we are telling a brand story. If we can’t tell our story in one sentence then it is quite probable that it could be improved.

4. Use narrative wisely – as comics have shown us, you can pretty much say anything you want as long as you keep one single and unified voice across the board. Make sure your brand is doing the same across every touch point.