04Framing stage
Storytelling
Shape the message — define what your idea is saying
Frame the idea. Build the narrative. This card is for any time you need to communicate a concept — a presentation, a folio, a brand, a layout.
Structure · Context · Connect
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Define the core message
If you can't say what your project is about in one sentence, neither can your audience.
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Structure the message
Your audience doesn't experience your idea all at once. They move through it. Are you guiding them?
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Control emphasis
When everything is important, nothing is. Pick one thing and make it matter.
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Consider tone of voice
Your idea has a personality whether you designed it or not. Is it the right one?
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Test your message
Your intention and your audience's experience are two different things. Find out which one actually exists.