How to choose a metaphor for your brand
If your brand offers a complex product or a service that is difficult to explain (maybe because there’s nothing to compare it to), consider using a metaphor as the roadmap for how you talk about your brand or explain the complexities of what it offers. When leading clients down this path, we often ask:
What does your product represent to customers?
How does your brand deliver value?
Where does your brand fit into your customers’ lives?
How do you connect your offering to your brand’s promise?
Interface mataphor
In user interface design, an interface metaphor is a set of user interface visuals, actions and procedures that exploit specific knowledge that users already have of other domains. The purpose of the interface metaphor is to give the user instantaneous knowledge about how to interact with the user interface
Used to define system in terms the user can intuit
Metaphors are a mapping process
https://www.frontiersin.org/articles/10.3389/fpsyg.2020.00198/full
Metaphors are widely used in HCI as a vehicle for representing and developing designs. A metaphor is a mapping process from a familiar object to an unfamiliar object, and it provides the framework to familiarize an unknown concept through a mapping process. The role of a metaphor in HCI is to facilitate developing, maintaining, and learning the conceptual foundation of the interactive design as well as orienting the user with it (Saffer, 2005). Using metaphors involves the exploration and expression of an idea that is integral to design generation and innovation (Brady, 2003). In this perspective, metaphors can be used as a tool in the design process to understand new topic areas or as a means to create new ideas about familiar subjects. They enhance our perception by transforming our sense of reality (Ricoeur, 1991), and new metaphors can create a comprehensive conceptual system (Lakoff, 1993)
Tokens and metaphor
