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04. Use Visual Metaphors
One big technique in the advertising game is visual metaphors. Much like a written metaphor, a visual metaphor represents one concept by comparing it to another (often unrelated) concept. Confused? Check out this example from Elter Drugs.
This ad warns the public about food borne illnesses by comparing an unwashed artichoke to an explosive. By creating a visual metaphor, Elter Drugs is able to impart a strong message about food safety and Elter Drugs’ own Gastric and Antibacterial Therapy Division without showing any sensitive images.
When devising a visual metaphor, work until you get one that seems obvious enough for consumers to understand in an instance. There’s no worse feeling than showing someone your design and having them say “I don’t get it”. Work to develop a clever and smart but clear and obvious visual metaphor. Is it easy? Not really. But is the payoff worth it? Almost always.
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