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The Power of Metaphors in Design

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In this course, you'll discover a hidden force that drives nearly all human behavior: metaphor. Metaphors aren’t just part of how we speak, they're critical to how we think. In fact, they're so deeply ingrained in our cognition that they have the power to influence how we evaluate choices and take action in the world.

Instructor Sarah Thompson shows you how to harness the power of metaphor to create more engaging and successful products, messaging, and experiences. You'll also learn how to avoid common metaphor mistakes that negatively affect your designs. Sarah's style is concise and easy to follow with a wide variety of practical, real-world examples. Get ready to become a metaphor expert in no time!


01 - Introduction
  • 01 - The power of metaphors in design

  • 02 - 1. Everything You Were Taught about Metaphors Is Wrong
  • 01 - Metaphors are hidden everywhere
  • 02 - Your brain is a metaphor machine

  • 03 - 2. The Power of Metaphors
  • 01 - How metaphors secretly influence people
  • 02 - Are metaphors a key to behavior change
  • 03 - How metaphors change your perception
  • 04 - When to use metaphors

  • 04 - 3. Metaphors Gone Wrong
  • 01 - Avoid metaphor mistakes
  • 02 - Broken metaphors, broken products

  • 05 - 4. Use Metaphors to Design Better Interactions, Products, and Experiences
  • 01 - Start using metaphors strategically
  • 02 - Design challenge Identify your audiences metaphors
  • 03 - Design challenge Choose the best metaphor
  • 04 - Design challenge Use the same metaphor for your problem and solution
  • 05 - Design challenge Dont mix metaphors
  • 06 - Design challenge Find metaphors that resonate

  • 06 - Conclusion
  • 01 - Your metaphor-filled future
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