A well-known statement by psychologist Daniel Taylor argues that “we are shaped by stories from the first moments of life, and even before“.
Yet, when it comes to cultural heritage sites or institutions, narrative tends to be used narrowly and communication often lacks emotional resonance.
The EU financed project EMOTIVE works from the premise that cultural sites are, in fact, highly emotional places. The Emotive consortium researches, designs, develops and evaluates methods and tools that can support the cultural and creative industries in creating narratives which draw on this power of ’emotive storytelling’.
Emotive storytelling is about creating a feel-good story and slotting your brand into that experience. It seeks to establish an emotional connection using something specific as the key to conveying messages properly, connecting the brand to positive messages.
In the EMOTIVE project, the output of this process are several prototype tools and applications for heritage professionals and visitors that produce interactive, personalised, emotionally resonant digital stories for museums and cultural sites.