Visual Metaphors
Highlight the product’s benefit by showing something different with the same quality.
Creative recipe
Let’s try this with Fisherman’s Friend mint lozenges:
1) Pick an adjective that describes the product. For example, “strong.”
2) Find other things that are strong.
🤖 GPT prompt: “List 20 things that are strong. Include examples from pop culture, daily life, nature, and more.”
🛠️ Tool: ThingsDB – a website that compiles examples of things that are “fast,” “slow,” “quiet,” and dozens of other adjectives.
3) Combine the product and the visual representation of that strong thing:
Visual Analogies
Compare the product with something unexpected to explain the benefit. Great for tech products.
Here’s an example that my art director and I created for Demoleap, an AI assistant for salespeople:
Creative recipe
1) Benefit
Demoleap gives you an unfair advantage, setting you apart from other sales reps.
2) Analogy
We listed other situations in which people have an unfair advantage:
• Having a time machine during a history quiz
• Wearing an invisibility cloak in a hide-and-seek game
• Riding a jet ski in a swimming competition
🤖 Prompt: “Create 10 analogies for [product benefit].”
🛠️ Tool: Analogenie – AI analogy generator.
3) Visual
We picked the one that would make the clearest and most eye-catching visual and photoshopped it.
Visual Similes
Combine your product with a universally known symbol or visual.
Creative recipe
1) What’s your main message?
Example: Having a KitKat is a great opportunity to take a break.
2) Find symbols and visuals related to “break,” “pause,” “stop,” etc.
🛠️ Tool: TheNounProject – find icons and symbols.
3) Look at your product from different angles – from above, below, close up, upside down, etc.
4) Connect the product and the symbol or image that you’ve found:
