Metaphors: The key to memorable messages

Many people think of metaphors as mere ornamentation, reserved for poets or writers. But that's a misconception: metaphors are the foundation of our communication and deeply rooted in the language of design. They simplify complexity and make ideas intuitive. In the digital world, metaphors are everywhere. The gear icon ⚙ represents settings, the shopping cart symbolises purchases. These images turn abstract functions into tangible concepts. Phrases such as "time is money" or "seeing the light at the end of the tunnel" show how metaphors enrich everyday communication with sensuality and symbolism.

In design, metaphors can be the difference between success and failure. Intuitive metaphors invite users to explore systems and make connections. But finding the right metaphor takes effort. Cultural differences or individual interpretations can pose challenges. Yet their power remains undeniable: metaphors are playful, systematic and inspire new ways of thinking. The Creative Metaphors tool fosters innovation by enabling products to communicate not only through features, but also through images and emotions. It helps create brand messages that are more emotional and accessible through playful analogies. Metaphors are not decoration; they're an essential tool for designers and marketers. They connect words with images, concepts with emotions - and leave a lasting impression. From poetry to interface design, they make the world more understandable and beautiful.

Imagine being able to explain complex ideas as easily as a child can explain a toy. Metaphors are ideal for communicating a product promise, especially in fields such as pharmaceuticals or chemistry, where comparisons make abstract functions tangible. They can be used in words or pictures. The key is to use them to develop stories and ideas. One approach: look for parallels in other categories, sketch functions and let others guess what they represent, or brainstorm word clouds to think outside the box. Admittedly, this requires imagination - not everyone's forte. But with practice, it can work.

Examples:
Digestive system/bloodstream → marble run
Strength → Elephant
Versatility → Swiss Army Knife
Endangered world → Melting ice

Metaphors are the secret magic of marketing, transforming words and images into bridges that reach the soul. Like a painter mixing colours, metaphors shape abstract ideas into tangible, vivid images. They're more than a technique - they dissolve complexity and evoke emotion.

Abstract concepts like "data is the new oil" become relatable when compared to valuable resources. Metaphors make connections between seemingly unrelated things, sparking associations and simplifying complex ideas.

There are three types of metaphor:

Visual metaphors: Images with symbolic meaning, such as a growing plant as a symbol of progress.

Verbal metaphors: Phrases or slogans that evoke emotion, such as "broaden your horizons".

Conceptual metaphors: Translating abstract ideas into everyday terms, e.g. navigating the Internet as "surfing".

Metaphors create emotional connections by conveying deeper meanings and drawing on cultural references. Brands that are adept at using metaphor are more memorable and innovative:

COCA-COLA: 'Open a bottle of happiness' associates the product with positive emotions.

APPLE: The term 'ecosystem' emphasises the seamless integration of Apple products.

NIKE: 'Just do it' is a call to action and a metaphor for determination and pushing boundaries.

Sometimes it seems that good metaphors just appear out of nowhere. But behind every successful metaphor is a creative process. Here are some exercises that can help you discover your creative side and find appropriate metaphors:

Mind Mapping

Starting point: Choose a word or concept for which you want to find a metaphor.

Associations: Write down everything you can think of, no matter how far-fetched it may seem.

Connections: Link the words together and look for unusual combinations.

Visualisation: Create a visual representation of your mind map to help you see the connections.

Compare

Look for similarities: Compare the object or concept you are describing with something completely different. What do they have in common?

Emphasise differences: Emphasise the differences between the two things to create surprising contrasts.

Exaggerate: Exaggerate the similarities or differences to create a powerful metaphor.

Personification

Breathe life into it: Give human qualities to objects or abstract concepts.

Engage in dialogue: Imagine that your object or concept speaks. What would it say?

Sensory perception

Appeal to all the senses: Describe the object or concept using all five senses.

Unconventional associations: Associate the object with unusual sensations.

Analogies from other fields

Explore areas of knowledge: Look for analogies in fields such as nature, technology, art or history.

Cultural references: Use well-known stories, myths or proverbs as a starting point.

Don't be afraid to make mistakes: Experiment and don't be afraid to have 'silly' ideas. The best metaphors often come from seemingly absurd connections.

Be patient: Finding the perfect metaphor can take time. Take your time and let your mind wander.

Collaborate with others: Discuss your ideas with others. A fresh point of view can open up new perspectives.

Use tools: There are many online tools and apps that can help you generate ideas.

For example: Let's say you want to find a metaphor for 'innovation'.

Mind mapping: Write 'innovation' in the middle and jot down words like 'new', 'change', 'future', 'risk'.

Compare: You compare innovation to a seed that grows and develops.

Personify: Imagine innovation as an adventurous explorer discovering new worlds.

Sensory perceptions: Innovation smells like fresh colours, tastes like adventure and feels like a leap into the unknown.

Which exercise is suitable?

The best exercise depends on your personal style and the context. If you are visual, a mind map is ideal. If you like to write, you can focus on writing down associations. And if you prefer to talk, you can share your ideas with others.

The important thing is to enjoy the process and be open to new ideas!

Metaphor
Comparing two things to say that one is another (e.g. Life is a rollercoaster)

Simile
Comparing two things using 'like' or 'as' (e.g. As strong as an ox)

Allusion/characterisation
To compare something to a character, person, place or event (e.g. After all his hard work, the garden looked like the Garden of Eden).

Hyperbole
Exaggerating to prove a point (e.g. I told you a million times)

Personification
Ascribing human characteristics to or comparing to a person (e.g. sleeping baby to illustrate the concept of 'safe')

Onomatopoeia
Using a word to make a descriptive sound (e.g. whoosh, thud, ding)

Alliteration/Consonance
Repetition of a letter or sound (e.g. Seriously strong stuff)

Direct opposites
Using the opposite of a feature or benefit to generate ideas for visuals or copy (e.g. Fast > Slow, Waterproof > Wet)