Principles of Webtelling: Fundamentals for Developing a Web Narrative

Abstract

This research presents as its central theme the use of digital narratives in the web environment, its relationship with Visual Structure (Bortolás, 2013), and brand. Thus, the general objective is to develop a methodology to facilitate the application of narratives on websites. And address the relationship between Communication, Brand Personality and Cognitive Ergonomics. As for the methodology, it is an exploratory research, with bibliographic research and a case study. The bibliographic research has the theoretical support of authors from several areas, such as: User Experience, User Interface, Storytelling, Psychology, Pedagogy, Animation and Marketing. In addition to the bibliographic research, the case study is used, which consists of the analysis of the interfaces that contemplate aspects used to compose the concepts of this work, such as: usability, communication, Visual Structure and brand archetypes. In the theoretical framework, there is the use of specialist authors, such as: Kiousis (2002), Batista (2008), Miller (2017).