{"id":60547,"date":"2020-05-21T14:18:43","date_gmt":"2020-05-21T11:18:43","guid":{"rendered":"https:\/\/newblog.creatopy.com\/blog\/?p=60547"},"modified":"2023-07-24T14:15:48","modified_gmt":"2023-07-24T11:15:48","slug":"visual-metaphors","status":"publish","type":"post","link":"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/visual-metaphors\/","title":{"rendered":"The Best Examples of Creative Ads Using Visual Metaphors"},"content":{"rendered":"

It’s estimated that the human brai<\/span>n<\/span> processes visuals <\/span>60,000 times faster than text<\/span><\/a>. Moreover, when text is paired with images, comprehension goes up to 89%<\/span>.<\/span>\u00a0<\/b><\/p>\n

Sounds fascinating, doesn’t it?\u00a0<\/span><\/p>\n

I think we can all agree that visual communication can boost your online advertising.<\/span><\/p>\n

<\/p>\n

Sometimes, in order to create a stronger reaction, advertisers go one step further and pair multiple visual elements to create a metaphor image.\u00a0<\/span><\/p>\n

Therefore, if you want to stand out in your industry and leave a lasting impression on your target audience, you need to do more than come up with a basic visual ad.\u00a0<\/span><\/p>\n

A visual metaphor can help you succeed when you want to convey a simple yet powerful message in a creative manner. \"\"<\/a><\/span><\/p>\n

What Is a Visual Metaphor?<\/b><\/h2>\n

A visual metaphor is a creative representation of a concept, person, place, thing, or idea through an image that uses analogy or association.<\/span><\/p>\n

Another visual metaphor definition can go something like this: when the familiar is turned into something extraordinary and engaging.\u00a0<\/span><\/p>\n

We all have various belief systems and perceive the world in a certain way. <\/span><\/p>\n

Because of this, we can make sense of visual metaphors.<\/span><\/p>\n

With the help of metaphor images, you can create new imagery that will crack open your audience’s reality and make sense into the familiar.\u00a0<\/span><\/p>\n

Now that you know what a visual metaphor is, here are a few practical tips on how you can create an ad that stands out.<\/span><\/p>\n

How to Create a Visual Metaphor<\/b><\/h2>\n

Here’s the process you need to follow when creating a metaphor image:<\/span><\/p>\n

    \n
  1. First, think about the main message that you want to transmit through the visual and write down the most important words. Let’s say you want to represent a person who is always with<\/span> their<\/span> head in the clouds<\/span><\/i>.\u00a0<\/span><\/li>\n
  2. Brainstorm potential familiar elements you can use to illustrate the message, but be careful not to leave your audience completely puzzled. For this example, the familiar elements are represented by a person and clouds.<\/span><\/li>\n
  3. Draw a few sketches by combining those elements to see how they can fit to deliver your message. For this step, you can replace the person’s head with the clouds.<\/span><\/li>\n
  4. To avoid future confusion, and achieve the desired outcome, consult with your team to see which visual would be the best choice.<\/span><\/li>\n<\/ol>\n

    \u00a0Now, let’s<\/span>\u00a0take a look at some of the most inspiring creative ads<\/a> that are based on visual metaphors techniques.\u00a0<\/span><\/p>\n

    15 Creative Ads to Get Inspired By<\/span><\/h2>\n

    1. Visual metaphors<\/b><\/h3>\n

    Visual metaphors use common elements and objects, which are combined in an unexpected way to send a powerful message.<\/span><\/p>\n

    This ad for Smart shows us what’s the best option to navigate through a busy city when it comes to cars.\u00a0<\/span><\/p>\n

    How to demonstrate this better than with a metaphor?\u00a0<\/span><\/p>\n

    The difficulty of threading a needle was compared to driving a big car through a crowded city. A Smart car, however, will manage to easily enter through the narrowest streets.<\/span><\/p>\n

    \"Visual<\/p>\n

    Image Source<\/a><\/p>\n

    2. Double meanings<\/b><\/h3>\n

    Of course, almost all metaphors have a palpable object with a symbolic meaning behind, but some of them can illustrate two ideas in one visual.\u00a0<\/span><\/p>\n

    This collection of print ads<\/a> for Diniz, the largest eyewear chain store in Brazil, is using tropical fruits to show the freshness of a cold fruit in the summer. <\/span><\/p>\n

    They are using the fruits to also cast shadows in the form of different models and styles of eyewear.\u00a0<\/span><\/p>\n

    To create a stronger connection between the visual and the copy, each ad has a different message that is in perfect tune with each fruit.<\/span><\/p>\n

    \"Double<\/p>\n

    \"Double<\/p>\n

    \"Diniz<\/p>\n

    \"Double<\/p>\n

    Image Source<\/a><\/p>\n

    3. <\/b>Visual analogies<\/b><\/h3>\n

    Visual analogies combine objects that are usually not seen together, but they are used in a way that makes perfect sense.\u00a0<\/span><\/p>\n

    The following outdoor ad for BusConnects falls into the category of advertisements that use analogies.\u00a0<\/span><\/p>\n

    The visuals for this campaign convey Dublin as a Rubik Cube in pastel colors<\/a> that can only be solved thanks to the collaboration between the public and BusConnects.<\/span><\/p>\n

    \"Visual<\/p>\n

    Image Source<\/a><\/p>\n

    4. Visual similes<\/b><\/h3>\n

    This technique represents an object by making it look like it’s something else. It’s commonly found in visual advertisements, like the one below, which is a classic.<\/span><\/p>\n

    Studies<\/span><\/a> show that nuts are good for your brain, which is one of the reasons why this representation is so effective.\u00a0<\/span><\/p>\n

    It might not be an innovative idea, but the ad also uses creative copy to send a powerful message, which is supposed to appeal to logic and raise awareness.<\/span><\/p>\n

    \"Visual<\/p>\n

    Image Source<\/a><\/p>\n

    5. Visual effects<\/b><\/h3>\n

    They might be the oldest trick in the advertising industry, but a creative mind can always keep them crisp.<\/span><\/p>\n

    In this 2020 Audi calendar, we can see dynamic visual effects using vivid colors and scenery inspired by comics-movies.\u00a0<\/span><\/p>\n

    In each visual, the car is presented as a different superhero.<\/span><\/p>\n

    \"Visual<\/p>\n

    Image Source<\/a><\/p>\n

    \"Audi<\/p>\n

    Image Source<\/a><\/p>\n

    Another excellent example of visual effects used in an ad comes from DIRECTV.<\/span><\/p>\n

    The ad conveys how fast and easy everyone can enjoy entertainment in their home, just by opening the DIRECTV box.<\/span><\/p>\n

    \"Visual<\/p>\n

    Image Source<\/a><\/p>\n

    6. Visual fusion\u00a0<\/b><\/h3>\n

    Another advertising technique<\/a> is the one where you create a fusion between two different\u2014even opposing\u2014elements to send a straightforward message.\u00a0<\/span><\/p>\n

    Sometimes the element, person, or place can be merged with the logo of the brand. \"\"<\/a><\/span><\/p>\n

    This can be extremely effective if the company’s logo is well-known so that consumers can make the connection between the ad and the brand itself.<\/span><\/p>\n

    In the following ad examples, the McDonald’s logo substitutes the eyes of the nocturnal animals, landing the idea that the restaurant is open 24\/7.<\/span><\/p>\n

    \"McDonalds<\/p>\n

    \"Visual<\/p>\n

    \"VisualImage Source<\/a><\/p>\n

    Another set of visual metaphor examples using this technique are these print ads created for the United Nations that encourage people to practice social distancing during the COVID-19 pandemic.\u00a0<\/span><\/p>\n

    The associations between common objects that don’t play well with one another suggest the negative outcome and help people understand the importance of keeping the distance:<\/span><\/p>\n

    \"Visual<\/p>\n

    Image Source<\/a><\/p>\n

    \"United<\/p>\n

    Image Source<\/a><\/p>\n

    \"Visual<\/p>\n

    Image Source<\/a><\/p>\n

    7. Visual minimalism<\/b><\/h3>\n

    There are times when even the most simple or abstract elements can be turned into visionary images.\u00a0<\/span><\/p>\n

    Resorting to visual minimalism advertising, McDonald’s France used their emblematic french fries to show directions to the nearest location.\u00a0<\/span><\/p>\n

    This campaign resulted in captivating visual metaphor ads. See all of them <\/span>here<\/span><\/a>.\u00a0<\/span><\/p>\n

    \"Visual<\/p>\n

    Image Source<\/a><\/p>\n

    8. Visual puns<\/b><\/h3>\n

    The use of visual metaphors in advertising<\/span> can also appeal to audiences’ interests by being playful.\u00a0<\/span><\/p>\n

    Puns are perfect when you want to create a visual ad<\/a> that’s memorable. After all, who doesn’t remember a good old pun?<\/span><\/p>\n

    Using the idea of color swatches, this ad is saying that the toaster lets you control how toasted you want your toast to be. <\/span><\/p>\n

    You don’t have to choose only between barely crisp and burnt.<\/span><\/p>\n

    \"Visual<\/p>\n

    Image Source<\/a><\/p>\n

    9. Visual typography<\/b><\/h3>\n

    The use of typography<\/a> is yet another creative way of designing beautiful metaphor ads.<\/span><\/p>\n

    Letters can complete the image of an object, similar to this ad for Internet.org, a campaign showing initiative to bring internet in areas where people don’t have access to it:<\/span><\/p>\n

    \"Visual<\/p>\n

    Image Source<\/a><\/p>\n

    Here’s another example in a print ad for KentFM, where letters were used to create a sound wave:<\/span><\/p>\n

    \"KentFM<\/p>\n

    Image Source<\/a><\/p>\n

    10. Unconventional metaphors<\/b><\/h3>\n

    We’ve seen visual puns and can’t argue that they’re not engaging. On the opposite side are the visual metaphors banking on more odd things.\u00a0<\/span><\/p>\n

    A good example is using a visual that looks like a horror movie poster when it’s actually not.<\/span><\/p>\n

    This poster for the National Health Service, for example, definitely makes people look twice.\u00a0<\/span><\/p>\n

    The message truly gets to you because of the font that was used and the fact that it’s also combined with an image that looks straight out of a horror movie:<\/span><\/p>\n

    \"Unconventional<\/p>\n

    Image Source<\/a><\/p>\n

    11. Amplifying the negative\u00a0<\/b><\/h3>\n

    This technique can help you create visuals that entice people to take action, offering the audience a glimpse into the reality, the problem, and how they can be part of the solution.<\/span><\/p>\n

    This is an ad created for the NGO Entourag<\/span>e <\/span>app that fights against the social exclusion of homeless people in France.\u00a0<\/span><\/p>\n

    Those that care about this complex social problem can get involved and help with simple but meaningful things.\u00a0<\/span><\/p>\n

    This way, the ones in need won’t fall in the pit of loneliness and despair, like the visual suggests.\u00a0<\/span><\/p>\n

    \"Amplifying<\/p>\n

    Image Source<\/a><\/p>\n

    12. Illustrating dilemmas<\/b><\/h3>\n

    Wake-up-call ads usually fall into this category, dramatizing the visual to make people change negative behaviors.<\/span><\/p>\n

    This ad campaign uses the common plastic pill case to suggest that opioid addiction can have fatal effects. <\/span>The visual ad implies the human cost of this damaging behavior, making it even more realistic and alarming.<\/span><\/p>\n

    \"Illustrating<\/p>\n

    Image Source<\/a><\/p>\n

    13. Drawing consequences<\/b><\/h3>\n

    One of the best techniques to depict the consequences of a specific action is to use a compelling image and a simple message that are connected to one another.\u00a0<\/span><\/p>\n

    This print ad created for Detran, the Traffic Department in Brazil, has the purpose of raising awareness about the fact that a cigarette thrown on the road can start a fire.\u00a0<\/span><\/p>\n

    \"Visuals<\/p>\n

    Image Source<\/a><\/p>\n

    14. Visual hyperboles<\/b><\/h3>\n

    An effective way for marketers and designers to convey the importance of a product in an ad is by using hyperboles.\u00a0<\/span><\/p>\n

    Visual exaggerations are ideal for letting people know how your product can benefit them.<\/span><\/p>\n

    In this ad for sunscreen, the company depicted the idea that their sunscreen can not only protect people from the sun, but it’s water-resistant as well so it’s perfect to use when you go to the beach:<\/span><\/p>\n

    \"Visual<\/p>\n

    Image Source<\/a><\/p>\n

    15. Metaphor stories<\/b><\/h3>\n

    Sometimes a metaphor can be taken into the realms of stories.\u00a0<\/span><\/p>\n

    This campaign<\/a> started with the idea of chess, which was invented in India, and used it to create a compelling campaign.<\/span><\/p>\n

    More precisely, the symbol of the queen in the game, which is the most powerful piece, is portrayed as powerless.\u00a0<\/span><\/p>\n

    The powerless queen is compared to the majority of Indian women who can’t even get access to fundamental rights, such as education.<\/span><\/p>\n

    This metaphor story was turned into a mobile chess game, and players are given a powerless queen. Thus they can’t win.\u00a0<\/span><\/p>\n

    The campaign was meant to raise awareness about the fact that women cannot win if they are not empowered. <\/span><\/p>\n

    It also aimed to encourage people to donate to the cause and help these women get access to education.<\/span><\/p>\n

    \nhttps:\/\/ems-media-prod.s3.amazonaws.com\/entry_attachments\/video\/44\/1106\/25193\/41542\/O5YKq3CRQp0k1BHoEY705D51tDrvp1sC2kLq9_cPAlU_fid_169065_ems720p.mp4<\/a><\/video><\/div>\n

     <\/p>\n

    Final Thoughts<\/b><\/h2>\n

    Visual metaphors are artistic representations that can help you design something different and make your brand’s online advertising stand out at the same time.\u00a0<\/span><\/p>\n

    One thing is clear. <\/span><\/p>\n

    They are a perfect choice if you want to engage your audience and make your message stick even after your campaign is over.<\/span><\/p>\n

    When using visual metaphors in your ads, leave the cliches behind. Sure, keep thinking outside the box, but go even further.<\/span><\/p>\n

    I hope that these creative ads will inspire and determine you to dare more.\"\"<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

    It’s estimated that the human brain processes visuals 60,000 times faster than text. Moreover, when text is paired with images, comprehension goes up to 89%.\u00a0 Sounds fascinating, doesn’t it?\u00a0 I think we can all agree that visual communication can boost your online advertising. Sometimes, in order to create a stronger<\/p>\n","protected":false},"author":197,"featured_media":60631,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[3983,3995],"tags":[],"acf":[],"_links":{"self":[{"href":"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-json\/wp\/v2\/posts\/60547"}],"collection":[{"href":"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-json\/wp\/v2\/users\/197"}],"replies":[{"embeddable":true,"href":"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-json\/wp\/v2\/comments?post=60547"}],"version-history":[{"count":12,"href":"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-json\/wp\/v2\/posts\/60547\/revisions"}],"predecessor-version":[{"id":82104,"href":"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-json\/wp\/v2\/posts\/60547\/revisions\/82104"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-json\/wp\/v2\/media\/60631"}],"wp:attachment":[{"href":"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-json\/wp\/v2\/media?parent=60547"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-json\/wp\/v2\/categories?post=60547"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/creatopydevelopmentblog.kinsta.cloud\/blog\/wp-json\/wp\/v2\/tags?post=60547"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}