“The human species thinks in metaphors and learns through stories.”
We think in Metaphors. A metaphor is a form of figurative language which applies non-literal descriptions in order to draw comparisons between two otherwise unrelated things. Neuroscience brain research has demonstrated that we think in pictures not in words. Words are abstract like numbers. Metaphors, on the other hand, create a vivid image that people immediately connect to emotionally.
A picture of spices with its wide range a vivid colors, textures, and tastes can add flavor to your brand, product or service. Spices add piquancy, and sometimes a little heat to a meal. If you were given the above picture to describe your product or service how would you connect it?
Images play instantly into the imagination of your viewer. For example, in the above image, do you see just chess pieces, or do you see your company facing your competition and pausing to develop and craft your strategic story, which indicates your next strategic move.
Ask yourself what would happen if another animal like a cheetah, elephant or hippopotamus were used instead of the Rhino. What does the Rhino stand for in this image? What would the other three animals represent? How would that change the metaphor for the car’s construction, comfort, strength, and durability?
Metaphors help in giving your audience a different perspective on the benefits you offer. Sometimes people only see the same product\service that can be bought through different companies. For example, if you are a real estate agent. You help people buy and sell houses. But there are hundreds of agents doing the same thing (center object). What separates you from the others is your story. How does “The Thinker,” from Rodin differ from the statue of Venus De Milo? The metaphor of the image is connected emotionally to your product or service.
Two shoes one dressy the other relax. They look about the same size so they represent one person’s life style.
What does the shoe on the left represent as oppose to the shoe on the right? Did you notice that the dress shoe is on the left side and could represent the left brain: Logical, abstract, linear thinking, business, facts, mathematics, and thinking in words? On the other hand, the right side represents the right side of the brain: Imagination, intuition, rhythm, day dreaming, holistic thinking, the Arts, and fun. As you can see, there are many creative ways to interpret the images to your needs.
In the end, it is about bringing more visibility to your site or business and thereby increasing your leads for future sales. It is also understanding how to add emotions through the use of metaphors. Your task is now to review your sites and decide if the theme is being played throughout your marketing campaign. Go back to the question, “Why?” your product or service is important, then ask, “Does this metaphor represent me, or who I want to be, or who people think I am?”