The Importance of Storytelling in Concept Art

Concept art plays a vital role in creative industries like gaming, film, and animation. It brings written ideas to life using digital art techniques, but there’s far more to it than simply creating a beautiful image. Every piece requires intentional decisions and deliberate choices to effectively communicate meaning and emotion.

At Athena Productions, one of our guiding principles has always been the power of storytelling through design. We firmly believe that good design is synonymous with good storytelling.

Stories are at the heart of what we create. They have the power to convey information to the viewer or player. For instance, imagine walking through a forest. Are the trees twisted and dead, their bare branches reaching out like claws? Or are they vibrant and alive, with sunlight pouring through a canopy of green leaves? Even without much description, we instinctively know how each version feels. The dead forest feels unfriendly and hostile, while the vibrant one feels inviting and safe.

But how do we translate these emotions and narratives through art alone? This is the challenge of storytelling in concept art - creating designs that spark feelings, reveal layers of a story, and immerse viewers or players in the world being crafted.

In this blog, we’ll explore the role storytelling plays in concept art and why it’s a cornerstone of design.

Why Storytelling Matters in Concept Art

Storytelling - across all mediums, whether in books, comics, films, or concept art - evokes emotions and creates a deeper connection with the audience. It lets them know how to feel in the moment or about a certain character, environment or item. In video games, storytelling should provide context, and help to inform and guide the players.

Narrative

Without a narrative, even the most beautifully rendered image can feel like it lacks context. Storytelling provides the why behind every element in an image. For example, when designing an abandoned building, it’s not just about the crumbling structure - it’s about what was left behind. What does the lighting and mood convey to the audience? What do the decals on the walls reveal? What story does the scattered garbage tell? Is that blood on the floor? Or just oil?

These layers of storytelling transform an image from a pretty picture into a piece of a larger narrative.

Great concept artists often start images by asking questions such as:

• Who or what inhabits this world?
• What events shaped its current state?
• How do the designs reflect the setting, culture, history, or technology of the game?

By answering these questions, the concept artist can create a narrative framework that helps guide the design from sketch to final.

Storytelling provides the why behind every element in an image.

Building Emotions

Storytelling in concept art helps convey emotions. When viewers understand the story behind a character, environment, or prop, they can better connect with it on an emotional level.

Often, this connection is subtle and subconscious. Consider a desolate alien landscape scattered with the ruins of a lost civilization. The player will likely feel both curiosity and trepidation - who were these aliens, and what led to their downfall? Similarly, if a video game features an enemy character who is a towering, battle-scarred warrior, the player will instinctively understand that this may be a difficult fight.

When concept art is guided by emotional storytelling, it can:

• Tell a player how to feel about certain characters or enemies.
• Heighten tension through color palettes and lighting.
• Create memorable experiences that stay with the audience long after they’ve seen the artwork.

World-Building

World-building and storytelling go hand in hand. To create a compelling world, storytelling must be woven into the design, influencing the choices a concept artist makes.

For example, in a dystopian setting, the story might be reflected through muted, desaturated colors to convey despair. Propaganda posters could hint at the world’s political climate, while weathered, patched-up vehicles might suggest resource scarcity.

These storytelling details help craft a unique world that draws audiences in.

Helping Teams

Video games are rarely made in isolation. They are the result of collaborative efforts involving many teams of different people. A clear story and narrative help to unite these teams under a common vision, whether they are designing characters or developing gameplay mechanics.

Concept art serves as a crucial reference tool, capturing the artistic direction and theme of the story. It helps guide the production process and ensures consistency across various stages of development.

When executed well, concept art bridges the gap between imagination and reality, ensuring that the final product whether a film, TV show, or video game, stays true to the original vision.

Concept art serves as a crucial reference tool, capturing the artistic direction and theme of the story.

Inspiring Audiences

Storytelling in concept art has the power to spark the audience’s imagination, drawing them into a world before they’ve even experienced the final product.

Beyond its role in production, concept art is also a powerful promotional tool, building excitement and anticipation long before a game, film, or TV show is released. A single image can generate mainstream buzz, sparking speculation and discussions about the story, setting, and characters.

By leaving certain elements open to interpretation, concept art invites the audience to become storytellers themselves by imagining possibilities and piecing together clues.

Examples of Storytelling in Concept Art

Storytelling is deeply embedded in design, shaping how a concept artist approaches a project. Every design choice whether shape language, color, or lighting, works together to reinforce the intended narrative. If something is meant to feel dangerous, we use sharp, aggressive forms; if it’s meant to be warm and inviting, we adjust the palette, shape language and lighting accordingly.

Casino Chaos, a casino run by a weapons dealer and a wardog.

Take for example, our Casino Chaos Exterior concept. From the outset, we knew this wasn’t just any casino - it’s a front for a weapons dealer, a place where warfare is funded and illicit deals are made. Understanding the function of the building early on allowed us to explore design elements that effectively communicate that story.

Brutalist architecture, with its harsh, angular forms, was the perfect choice to emphasize the casino’s unwelcoming and ominous nature. Sharp edges, blocky structures, and strong diagonals create a building that feels cold and oppressive.

We also incorporated symbolic storytelling elements to enhance the narrative. One key detail is the inclusion of statues supporting parts of the building. These figures aren’t just decorative, they represent victims trapped in a cycle of corruption, eternally burdened by the casino’s dark dealings. Small storytelling touches like these make the design more unique and reinforce its intentions.

Color choices further push the emotional impact. A colder, desaturated palette reinforces the casino’s unfriendly nature. Using bright blue skies or overly warm lighting would send the wrong message, making it feel safe and inviting. However, we strategically use warm tones in the windows to not only guide the viewer’s eye but also to ensure the building feels active rather than abandoned or haunted.

Every design decision, from architecture to color theory, contributes to a greater overarching story. When storytelling drives concept art, it strengthens the final piece, making it more immersive and memorable.

Watch the full video breakdown of how we created the Casino Chaos exterior here:

Tips for Concept Artists

For those looking to hone their storytelling skills in concept art, here are some tips and tricks from our experienced concept artists at Athena Productions:

Start with a backstory

Before putting your tablet pen to the screen, take a moment to define the story behind your concept. It doesn’t have to be long, even a single sentence can spark ideas. For example: "A man stumbles upon a destroyed merchant’s caravan. The dead lay scattered, goods strewn across the mud." From this, you can start brainstorming key details such as crows circling overhead, deep footprints in the mud hinting at the monster responsible. A strong backstory provides direction before you even begin.

Make a list

Once you have your story in mind, list visual elements that reinforce it. These can range from large details, like architectural styles, to smaller ones, like a chipped sword or weathered armor that tells of a warrior’s hardships. This method keeps you focused, ensuring every part of the image contributes to the story.

Research and Observe

A great concept artist is also a great researcher! Study real-world history, cultures, and environments to ground your designs in reality. The more knowledge you gather, the more believable your world will feel. We also recommend continuously collecting references - even when you don’t immediately need them. Building a library of inspiration will prove invaluable when the time comes.

Experiment and Iterate

Don’t settle on your first idea - it’s rarely your best! Use sketches and thumbnails to explore multiple ways of telling your story before committing to a final design. This iterative process refines compositions, shapes, lighting, and storytelling techniques, leading to stronger final designs.

Get Feedback

Share your work with fellow artists and peers. Fresh eyes can offer insights you may have overlooked. Constructive feedback helps refine your design, clarify your story, and even introduce new ideas that can help to push your work even further.

"A man stumbles upon a destroyed merchant’s caravan. The dead lay scattered, goods strewn across the mud." - From just one sentence, we can make choices to better tell this story, from the lighting, to the color to the design of the caravan.

Final Thoughts

Good design consists of many elements, and storytelling is one of its cornerstones. Concept artists must balance artistic skill, technical expertise, and a strong design sense.

By integrating storytelling into their work, concept artists create designs that are not only visually compelling but also rich with purpose, function, and meaning. The strongest concept art isn’t just seen, but it’s felt and understood.

At Athena Productions, we specialize in concept art outsourcing, delivering functional designs that tell a story - from the smallest details to the grandest elements. With years of experience, we blend creativity and practicality to bring your vision to life.

Looking to create immersive, story-driven designs? Our concept art studio is ready to collaborate. Let’s bring your ideas to life today!