“Metaphor is for most people device of the poetic imagination and the rhetorical flourish–a matter of extraordinary rather than ordinary language. Moreover, metaphor is typically viewed as characteristic of language alone, a matter of words rather than thought or action. For this reason, most people think they can get along perfectly well without metaphor. We have found, on the contrary, that metaphor is pervasive in everyday life, not just in language but in thought and action. Our ordinary conceptual system, in terms of which we both think and act, is fundamentally metaphorical in nature.” George Lakoff
The concepts that govern our thought are not just matters of the intellect. They have deeper meanings that intertwine the supposed rational with the symbolic. They govern our everyday functioning, from the expression of complex beliefs and concepts down to the most mundane details. These systems of meaning structure what we perceive, how we perceive it and how we act upon those perceptions. They inform us how to get around in the world, how we relate to other people and even how to select objects of consumption. Our conceptual system thus plays the central role in defining our everyday realities. And we structure concepts in relation to each other. Take the concept of argument as war:
- Your claims are indefensible.
- He attacked every weak point in my argument.
- I demolished his argument.
- I’ve never won an argument with him.
- You disagree? Okay, shoot!
- If you use that strategy, he’ll wipe you out.
- He shot down all of my arguments.
We do this all the time – time is money, data is geology, clothing is theater. Consequently, understanding associations between concepts is pivotal to turning insights into action, whether you are designing an object or a strategy.
At its most basic level, design is about people rather than the objects and spaces we construct. Design facilitates interaction between people and brands, mediated by the products and spaces those brands construct. We think in terms of solving problems (addressing functional needs, increasing efficiencies, etc.), but problems aren’t unchanging. They are fluid and influenced by a host of factors, from basic function to notions of status to whether or not they make sense in relation to our worldview. Because genuinely innovative, new ideas are almost always the product of juxtaposition, they can be nearly impossible to quantify in terms of risk or acceptance. But that doesn’t mean there aren’t ways to reduce risks.
Why? Because metaphors endow products and spaces with human-like characteristics, making them more approachable and usable. They couch them in concepts with which we are already familiar and make the process of acceptance easier. They also make conversion from insight to object, space or message easier in the same way, by grounding them in concepts people understand, they can more readily see differences and similarities. They can more easily envision what materials, words, colors, etc. will resonate and can start to readily think in new directions.
Doing so simply requires using a different set of tools than those typically used to test peoples’ reactions. This is when the use of metaphor in the design process becomes most important. Metaphor provides us with the means to understand complex spaces, things and relationships. Like the example of “argument is war,” imagine applying the same model to designing a product. Food as spirituality, for example:
- This dish is heavenly.
- This ice cream is divine.
- Bacon is good for the soul.
Once the metaphor is defined (and there will no doubt be more than one metaphor in the mix in many cases), other associations will start to emerge. If associations are made between food and spirituality, for example, what does that mean for color palette choices, brand elements, package design, etc.? That leads to defining not only the functional aspects of the design, but the story behind it.
And design, particularly when thinking about design of something that is new or takes an existing brand in a totally new direction, is akin to creating a story. There are tensions, themes, characters, frames, etc. Conflicts, tensions and interactions become connectors between ideas and actions. And like the elements or any story (or the type of story), metaphor allows you to categorize, structure and create boundaries with the information you work with. The final result is a strategy for design that makes sense to the consumer.