What’s the Angle? Designing with Narrative Framing
Donovan Dynamics – Dimension Six: Spin
Every system tells a story—even if it doesn’t mean to. The way information is arranged, the order things appear, the emphasis of one element over another—it all shapes what people believe about what they’re seeing.
In Donovan Dynamics, Spin is the second dimension of Orientations. It’s about narrative framing—how a system presents meaning, bias, and perspective. Spin is what gives structure its angle.
Whether you’re crafting a headline, designing a homepage, or building an onboarding flow, Spin is already at work. The question is: are you using it deliberately?
Spin Is Everywhere
In journalism, spin is overt—headlines, framing devices, quotes taken out of context. But in design, spin is often subtler. It hides in:
Default states
Preselected options
Image choices
Visual hierarchy
What gets shown first—or not at all
Every element has weight. And that weight shapes perception.
Case Study: New York Magazine
When I worked at New York Magazine, Spin was the job. Every page had to balance information and story—facts and angle. It wasn’t about being manipulative. It was about being intentional.
Design decisions—like placing a quote in the center of the spread, or using a stark black-and-white portrait instead of a full-color photo—framed how readers would receive the article before reading a single word.
Spin didn’t change the truth. It shaped how that truth landed.
Why Spin Matters in Product Design
Even the most “neutral” product is full of framing.
Think of:
How Airbnb highlights the host vs. the guest
How a health app emphasizes goals vs. self-compassion
How a dashboard prioritizes metrics that frame success (or failure)
Spin isn’t just storytelling—it’s context control. It guides interpretation.
Questions to Ask in the Spin Dimension
What’s the first impression we’re creating through layout and emphasis?
Are we unintentionally biasing the user’s interpretation?
What’s missing from the frame we’re presenting?
How do we balance clarity with openness?
Closing Thought: Shape the Story—Don’t Hide It
Spin isn’t about distortion—it’s about clarity. It’s about owning the fact that every system presents a perspective, and making that perspective intentional, honest, and aligned.
In Donovan Dynamics, Spin is your design narrative. Use it well, and you don’t just deliver functionality—you deliver meaning.