The Power of 3: How to Use Three in Storytelling and Design
The number three is small, but it holds incredible power.
It’s more than just a number, really. It’s a force — woven into the fabric of how we think, act, and make sense of the world.
As a content strategist and designer, I probably spend more time thinking about this than most people.
But I believe if you’re not consciously aware of the POWER of the number three, you could be missing out on one of the most powerful tools we have to persuade, influence, and communicate.
So, let’s dig into why the number three matters. Why does it hold such a strong grip on our minds?
Three Isn’t Random—It’s Hardwired Into Us
Let’s start with the science. Our brains are wired to seek patterns. We crave order and meaning in chaotic world.
And the smallest number needed to form a pattern is three.
Not two, not four—three.
Consider this: when something happens once, it’s just a blip on the radar. Two might suggest something, but it’s still don’t mean much. But three times? That’s a pattern, and our brains perk up. We start to pay attention and look for meaning.
The brain loves threes because they are meaningful without being taxing.
The concept of "choice architecture" further supports this. A study in Psychological Science by Weber and Johnson (2009) showed that presenting three choices significantly improved participants' decision making and satisfaction compared to one or four options.
That's why three-part narratives resonate so deeply, and why two just can’t deliver. The hero always needs three tries to succeed. The first two attempts show effort, growth, and struggle, but the third one delivers transformation. Only then do we feel like we've reached a meaningful conclusion and a sense of stability.
The Number Three: Across Cultures, Across Time
We know three is universal.
Indulge me for a minute for a nerdy detour to explore the many ways, the number three has wormed its way into our psychology, our stories, and even our daily routines:
Divine Triads: Religions are built on triadic structures, such as the Holy Trinity in Christianity (Father, Son, Holy Spirit) and the Trimurti in Hinduism (Brahma, Vishnu, Shiva). In Norse mythology, Odin had two brothers, making three gods who ruled the world. Chinese culture recognizes the "Three Pure Ones," deities that represent the heavens.
Narratives and Folklore: Classic stories often revolve around the number three. Think of tales with three wishes or popular stories like Goldilocks and the Three Bears, The Three Musketeers, and The Three Little Pigs.
Math: Three is the first triangular number, which means it can create an equilateral triangle. (Had to look that up.) The sequence of triangular numbers (1, 3, 6, 10...) has special math properties and is used in various real-life situations, like network connections.
Physics: We live in a world with three dimensions: length, width, and height. Light can also be split into three main colors: red, blue, and yellow.
Three-Chord Progressions: The best songs are built on three-chord progressions, such as I-IV-V (e.g., C-F-G).
Comedy: Jokes rely on the "rule of three," to create rhythm before a punchline.
Not to beat a dead horse, but my absolute favorite is the way the number three defines our quiet, everyday experiences:
Many of us eat three meals a day.
The U.S. government is split into three branches: executive, legislative, and judicial.
We divide time into past, present, and future.
We express ourselves in three modes: thoughts, words, and actions.
The traffic light has three colors: red, yellow, green.
We give out medals in Gold, silver, bronze
Even the oxford comma in sentences separates three things.
I’m both fascinated and overwhelmed that the power of three that reveals itself in so many ways.
The Visual Power of Three: Design and Balance
If you’ve ever felt that something was off in a design, chances are it was because of the rule of thirds. In visual arts and design, you can divide an image into three equal parts.
The rule of thirds is about that if you placing your subject at these intersections, it creates a sense of balance.
Many iconic paintings and sculptures are composed with this triadic balance that draws the viewer in, because our brains crave that balance.
Research on the Aesthetic Usability Effect demonstrates that designs perceived as aesthetically pleasing are often based on simple patterns, with threes being the most visually appealing.
In graphic design, triadic color schemes and font combinations lead to effective design.Using three fonts creates perfect visual harmony—any more feels cluttered, while any less feels too stark.
Even interior design, you’ll often see three cushions on a couch, three candles on a tablethrees creates a focal point and a sense of completion, stability and satisfaction. (see what I did there?)
The Power of Three in Communication and Memory
Research* from Princeton University shows that our brains respond particularly well to triplets because of the rhythm they create.
We’re essentially wired to favor threes because they offer balance and repetition, which makes them easier to understand and remember.
Cognitive load theory scientists have also found that three is the best number for memory retention: we are more likely to remember information presented in groups of three than in larger clusters.
This principle is crucial in speeches, presentations, and marketing, where three often serves as the magic number for persuasion. Phrases like:
"Life, liberty, and the pursuit of happiness."
"Government of the people, by the people, for the people."
"Nike’s “Just Do It”
These phrases resonate because the structure—delivered in threes—makes them stick.
This has implications in marketing and UX design, where providing three choices can enhance user satisfaction and decision-making.
Chunking: A study by George Miller in 1956, found that the average person can hold about three to seven pieces of information in their working memory. For example, phone numbers are formatted in groups of three to aid memory.
In UX Design, presenting information in three-part narratives (beginning, middle, end) can enhance user engagement. For example, when explaining a service, you might outline the problem (beginning), introduce the solution (middle), and showcase the results (end). A study by Tversky and Shafir (1992) showed when users are given three clearly defined paths or options, they are more likely to engage with the content and follow through with their choices.
In communication and marketing: Studies have shown that people are more likely to be persuaded by arguments presented in threes. When you need to persuade or inform, structure your message around three key points.
When it comes to CTAs, providing three choices—such as “Learn More,” “Sign Up,” and “Get Started”—offers users a clear path without overwhelming them..This format creates a compelling narrative and makes arguments more memorable.
This isn’t just an observation—it’s a call to action.
The power of three is at our fingertips. Use the power of three in your stories. Because it’s what truly resonates,
And that’s what ultimately leads to the meaningful results you’re striving for.
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For more reading on this:
Check out Kurt Vonnegut’s “Shapes of Stories” lecture—his “Man in Hole” theory talks about how many stories follow a three-part arc. You can find it here.
"The Psychology of Choice: Why We Choose What We Choose" by Sheena Iyengar and Mark Lepper
Read Here (Psychological Science)
"The Cognitive Science of Effective Communication" by Susan H. Fiske
Read Here
"The Rule of Three in Storytelling" by Nancy Duarte
Read Here
"Chunking and Memory" by the Association for Psychological Science
Read Here
And finally, HubSpot has a great guide on using the rule of three in content strategy—you can find it here.
