“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
As rational people who like to rationally talk about doing rational things, we like to think we choose products based on what we can see, hear, feel, taste and touch. Is this a good beer? We taste it. Is this a good car? We drive it. We like to believe that we make our judgments by distinguishing tangible distinctions. But is there’s a lot more to the equation than just our five senses. There is more to it than cataloging functional benefits. There are the subconscious elements, the deeper meanings, the other intangible benefits that products offer, which factor into the formula and influence our decisions.
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.
Sometimes, when luck is with you, you can just show us something that isn’t your product at all and tell us it is. This is the use of pure metaphor: something that stands in for your product that helps clarify and convince. This is obviously a good idea when your product is intangible, but also when the product is, frankly, dull, complicated or has no contextual frame of reference.
I once saw a poster in a library. In it, a hiker was pausing on a beautiful vista overlooking the Grand Canyon, the awesome spectacle looming before him. The poster could have been advertising Timberland or Arizona tourism or even cigarettes, but headline instead read, “Knowledge is free. Visit your library.” Visually, the message was the perfect use of metaphor. A library visit is like an odyssey through immense, spectacular country; it goes beyond the things housed there speaks to the underlying sense of discovery, exploration and surprise.
Unfortunately, pure metaphors are rare, the reason being that it’s simply easier to create a fused metaphor. With a fused metaphor, you take the product (or something associated with it, the way a toothbrush is associated with toothpaste) and attach, or fuse it, with something else.
Objects, at least from a design or advertising perspective, that are modified in some way are often more engaging to us. We are, after all, naturally curious creatures. Unmodified images are often just clichés or stale representations. Disrupting the symbolic structure and associated metaphor primes the viewer’s psyche, drawing them into product or message to make sense of what’s going on. For example, one of advertiser David Ogilvy’s famous ideas was “The Man in the Hathaway Shirt,” who wore an eye patch and was thereby more interesting than a man who didn’t. He wasn’t just the your typical handsome man, he was a wounded, brave, paragon of masculinity with a story to tell.
Unlike pure metaphor, fused images help contextualize the selling argument for us. we don’t have to leap quite as far when part of what we’re looking at is what’s for sale.
So what? 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.
Ask yourself these questions:
1. What is this product? What does it do? The logotype for Exhale, a pulmonary disease therapy company, demonstrates visually what they do best: they help us breathe better. Each subsequent letter in the logo is less heavy and lighter in color than the previous. As we read the name, we realize and understand its meaning through this visual metaphor.
2. How does it differ from the competition? One of Herman Miller’s annual reports used transparent paper stock to suggest the serendipity of innovation: You look at one problem and sometimes see through it, the answer to another.
3. What’s the largest claim you can make for the product? That it’s a dog shampoo that dogs actually love? Then put the shampoo in packaging designed like something else they love: a fire hydrant.
4. What is this product’s central purpose? One annual report for the Calgary YWCA emphasized the organization’s work with battered women, so the report itself was torn and distressed. The headline on the beat-up cover: “Last year over 11,000 Calgary women were treated worse than this book.” This metaphor may even be stronger than if they had used actual photographs of battered women, since this approach is less expected.
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.