As Scriberia's Director of Storytelling you'd expect me to be pretty invested in the idea that stories are the best way to communicate important things. Whether writing for newspaper readers, or the viewers of an explainer animation, throughout my career I've always had a firm belief in the power of story to deliver a message. 
At Scriberia, we set ourselves apart as masters of visual storytelling. Confident in the often quoted facts that human brains seek out stories in information, and comprehend images 60,000 times faster than text, it stands to reason that visual storytelling is a pretty compelling offer for clients with something important to say.
But, it felt important to dive a little deeper into the science of storytelling and visual storytelling, and gain a deeper understanding of why the human brain responds in the way it does to stories and visual stories. I wanted to understand how our brains respond to story-stimuli and whether, by making those stories visual, we really are doubling down on the neurochemical returns.
What I discovered was, of course, a story... 
Dopamine: The motivation and reward chemical
Dopamine is a neurotransmitter associated with pleasure, reward, and motivation. When we experience something novel, exciting, or emotionally significant, dopamine levels rise, reinforcing the experience and making us more likely to pay attention. This is why a well-crafted visual story, with engaging imagery and an emotional arc, can captivate an audience so effectively.
Scientific studies show that dopamine is released not just in response to rewards but also in anticipation of them. This means that suspense, cliffhangers, and unresolved narratives can drive engagement by keeping the brain’s reward system activated. The promise of resolution keeps the audience focused and eager to see what happens next. Visually, this can be enhanced through dynamic compositions, colour contrasts, and framing techniques that create anticipation and excitement.
Oxytocin: The empathy and connection hormone
Oxytocin, often called the “love hormone,” plays a critical role in social bonding and emotional connection. When we watch a compelling visual story that includes relatable characters and strong emotional elements, oxytocin is released, increasing feelings of trust and empathy. Research conducted by neuroscientist Paul Zak has shown that higher oxytocin levels make individuals more likely to care about and remember a story.
Visual storytelling amplifies this effect. A close-up of a character’s face showing raw emotion, a carefully chosen colour palette that evokes warmth, or cinematographic techniques like soft lighting can deepen emotional engagement. This is why brands, charities, and leaders who use evocative imagery alongside their narratives create a stronger, more lasting impact.
Norepinephrine: The attention booster
Norepinephrine is a neurotransmitter that plays a crucial role in the brain's fight-or-flight response, enhancing alertness, focus, and memory retention. It is released when the brain perceives a challenge, urgency, or heightened emotional stakes. Studies suggest that emotionally charged storytelling - particularly those featuring conflict, suspense, or unexpected turns - can increase norepinephrine production, keeping an audience engaged and attentive.
Visual elements play a huge role here. High-contrast imagery, unexpected juxtapositions, or a sudden shift in perspective can jolt attention and sustain focus. Think of how movies use quick cuts, bold colours, or dramatic angles to keep viewers on the edge of their seats - colourthese same principles apply to any form of visual storytelling, from marketing campaigns to workplace presentations.
Serotonin: The mood stabiliser
Serotonin plays a key role in mood regulation and overall well-being. Positive and uplifting stories boost serotonin levels, leading to feelings of satisfaction and happiness. This effect is one reason why inspirational narratives, motivational videos, and feel-good content have such a strong psychological impact.
Visually, this can be reinforced with bright, harmonious colour schemes, balanced compositions, and imagery that evokes comfort and nostalgia. Even subtle cues like soft lighting or symmetrical framing can create a sense of calm and trust, making messages more persuasive and enjoyable.
The synergy of neurochemicals in visual storytelling - working in concert
What makes visual storytelling so effective is the interplay between these neurotransmitters. A powerful narrative activates dopamine for anticipation, oxytocin for emotional connection, norepinephrine for attention, and serotonin for mood enhancement. By integrating visual elements that reinforce these effects, we create an immersive and memorable experience that words alone simply can’t achieve.
Practical Applications
In the workplace, visual storytelling can be an essential tool for aligning a team and fostering belief in a strategic direction. Leaders who communicate their vision through compelling, visually-driven narratives engage dopamine-driven anticipation and motivation, making employees more invested in the company’s goals. (If this sounds like you, take a look at our vision mapping service). By incorporating emotionally resonant images that emphasise shared values and success, they can also trigger oxytocin release, strengthening trust and collaboration within the team. (To achieve this, in the moment, our scribing service may be what you're looking for). Meanwhile, norepinephrine ensures that attention remains focused on key objectives by heightening alertness in response to urgency or high stakes, while serotonin helps to maintain morale by reinforcing a sense of accomplishment and purpose.
The same principles apply in marketing and education. Infographics or video explainers utilising motion design, can significantly boost engagement, retention, and emotional impact. If we want our messages to be heard, remembered and acted upon, we need to harness not just storytelling but visual storytelling to maximise the chemical returns.