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Create Visual
Language

An analogy or metaphor helps people build their own mental picture and personal connection to
your idea. They are especially useful when ideas are complex and difficult to comprehend.

An analogy draws a connection between two things that seem unlike each other on the surface, but
share similar characteristics. A metaphor substitutes one idea or object for another in order to suggest
a likeness between the two things. Both analogies and metaphors are useful in helping an audience to
visualize a new idea by relating it to something familiar.

Examples of Analogies & Metaphors

Analogies: Metaphors:

An inventor of a new form of inflatable A metaphor substitutes one idea or object
bicycle helmet that is worn around the for another in order to suggest a likeness
neck and activates upon impact, describes between the two things. For example:
his idea as follows:
“E Wallet” – to describe a mobile payment
“It’s like an airbag for cyclists.” technology that replaces physical payments
such as currency and credit cards.
A medical researcher describes a new
approach to blood diagnostics this way: “Cloud Computing” – to describe web-
hosted services residing on the internet.
“Our idea is to apply smart card
technology to blood diagnostics. It’s “Firewall” – to describe anti-virus software.
like a flight data recorder for blood It has become standard vocabulary to
diagnostics.” describe these types of products.

Makers of an energy management system for “A Zip Line” – to describe a new
the home describe their solution this way: approach to wound closure that replaces
sutures and staples.
“It’s like the nervous system for your
house.” “Pharming” – blends the words
“farming” and “pharmaceuticals” and
The maker of a quick dissolving film that refers to the manipulation of plants to
could be a new approach for administering produce pharmaceutical compounds.
vaccines described the idea this way:

“It dissolves on the tongue like a
Listerine® strip.”

1-12 What’s Your Idea?