Every designer knows that great interiors do more than look good—they make people feel something. Every time I walk into my living room, I feel calm; I feel like I want to get cosy with a book on the deep green velvet sofa, enclosed by the warmth of the warm green-painted walls and the soft lighting.
Whether it’s a sense of calm, inspiration, nostalgia, or joy, the emotional resonance of a space distinguishes exceptional design. At the core of that emotional connection lies something deeper than paint colours and floor plans: it’s storytelling.
Interior designers don’t just arrange furniture—they craft narratives. Each project presents an opportunity to tell a story, and the most impactful spaces are those where every detail has something to convey.
Here’s how to think like a storyteller as you design.
1. Begin with your client’s narrative
Behind every brief is a real story: who your client is, how they live, and how they want to live.
Good design starts with listening. Dig into their lifestyle, their pain points, their memories, and their aspirations. The way they speak about their home can often reveal subtle cues—nostalgia for their grandmother’s kitchen, a love of travel, or a desire to feel more grounded. Translate this into materials, mood, and meaning.
2. Let the space speak too
Storytelling isn’t just about the people—it’s about the place.
Whether you’re working with a Victorian terrace, a modern loft, or a countryside new build, the architecture itself offers storylines to follow or contrast against.
Respect the bones of the building. Use the local context—light, landscape, history—as a narrative thread. When you work with the space, the result feels intentional and rooted, not forced.
3. Craft a visual arc, not just a floor plan
Think of the project as a narrative journey.
How do you want people to feel as they walk through the space? What’s the tone of each room? Are there moments of pause and surprise? Just as a good story has rhythm, your design should, too.
Balance minimalism with bold statements. Mix old with new. Use repetition for coherence, contrast for drama. Every visual choice should support the emotional tone of the story you’re telling.
4. Use objects as characters
Accessories are more than the finishing touches—they’re the character development.
Books, ceramics, artwork, lighting—these are the elements that add depth, memory, and personality. When curated intentionally, they evoke feeling and spark conversation.
Lean into the imperfect. Include pieces that mean something to your client. These details make a space feel lived-in, not staged. They make it real.
5. Remember: The story evolves
The best interiors leave room for life to unfold.
They’re not static, final things—but living stories that grow with time. You’re not just designing for today; you’re laying the foundation for future memories.
Encourage your clients to continue the narrative. Leave space for them to add, change, and layer their own chapters. That’s where the real magic happens.
Design is about more than aesthetics—it’s about emotion, experience, and meaning.
As interior designers, we’re not just problem solvers or stylists. We’re storytellers. And when we design with narrative in mind, we create spaces that not only look beautiful—but feel unforgettable.
Next time you begin a project, don’t just ask what it should look like.
Ask: What story does it want to tell?