Facts are forgettable, stories are forever

Stories are at the heart of human communication. They are a powerful tool to get a message across, connect with the audience, and cut through the noise. We remember stories better than facts and – given the opportunity – we tend to choose stories over facts. Science is no exception. Communicating complicated topics is less about precision than it is about metaphors and images, and creating an interest in science is less about the facts themselves than how it makes us feel. Røislien’s own research has found that stories is one of the four pillars for effective communication of science and knowledge: T for trust, H for human emotions, N for narratives, and K for Kreativity – THNK. Humans are natural storytellers, and embracing story will open up for better science communication. More enjoyable, more memorable – and with more impact.