7 Years at Awwwards

7 Years at Awwwards—if it’s taught me anything, it’s this:

The best design tells a story—or it dies.

Most designs are forgettable.

Not because they’re bad. Not because they’re ugly. But because they don’t make us feel anything.

Here’s the thing: Our brains don’t take action based on facts. They take action based on emotions which are triggered by stories. It’s not a “nice extra” in design. It’s the difference between a site that gets scrolled past and one that changes minds.

So what’s the pattern? What makes a digital experience stick?

✦ Story is the real UX:

You’re not designing for clicks—you’re designing for decisions. And decisions are made through emotion, not logic.

✦ Perfect design is forgettable:

The most effective work isn’t always pixel-perfect. It’s bold, it’s clear, and it has something to say.

✦ Design is persuasion:

A clean UI is great. A UI that guides people through a meaningful journey? That’s the goal.

This is why storytelling isn’t decoration—it’s the entire foundation of good design. Every element, every transition, every choice should serve a purpose: pulling the user deeper into the experience, making them feel like they belong, and guiding them toward action.

Because if your design doesn’t tell a story?

It dies.

Excited for another year of exploring what makes digital experiences truly unforgettable. 

P.S: What’s one design that made you feel something?

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