About stories

“When we want mood experiences, we go to concerts or museums.

When we want meaningful emotional experience, we go to the storyteller.”

- Robert McKee

Maybe in a contemporary world, we almost returning to a tribal way of living and dealing
with information and consequentially with a design.

Due to modern technologies, we get global news in the morning by scrolling through
Twitter or Facebook, hundreds even thousands of stories by various authors with
different backgrounds are available.  We know where our friends are at the moment -
they keep posting on Instagram. Thousands of books, articles, movies are available
at any moment.

Simultaneously we are going through two processes:
1. The disappearance of privacy and identity dissolution 2. An extreme plurality of
stories/interpretations. These stories are the result of globalization - no “one truth”
or one ideology. And the result of the fact that uniqueness and locality is valued so
highly today (for example by the millennials). All stories become in a way “vernacular”
and so are the ideas. Each has his/her/their own story and identity.

In the same way, contemporary design in a modern environment is so often
based on stories. They are rooted in local needs and identities. They are not “global”
and uniform - they are “vernacular” however modern due to the unlimited resources
and technologies for any solution. The reflection of this process can be found even in
the organization of working processes in the design offices - the role of one ideologist
(as it was before) is replaced by collaborative storytellers.  

It is curious how globalization not only unify people and design but also force it to be
all the time unique (or pretend to be unique).