This document discusses visual metaphors and their use in service design. It begins by explaining that visual metaphors allow designers to communicate less directly, trusting that audiences can understand implicit connections. It then provides examples of ancient cave paintings and modern movie posters to illustrate long-standing human use of visual metaphor. The document outlines different types of visual metaphors like indicators, symbols, and icons, citing examples. It encourages designers to take audiences on "field trips" by creating metaphors based on unusual worlds, time periods, or concepts. The overall message is that visual metaphor can engage audiences by tapping into shared unconscious associations.

1. A Smile in the Mind
Exploring Visual Metaphors
Quinn Qian
Work • quinnqian.com
Instagram • @quinn.katt

2. A Smile in the Mind
Let’s talk about visual metaphors
Let’s look at some visual metaphors
Let’s get weird

4. So, why bother?
Visual Metaphor equals
Service Design made visible
It’s giving your audience or user less, showing you trust them to catch
the rope you’re throwing at them; this is ultimately how connections
are formed. Not through a full sentence, but moreso off a shared look.
Our collective unconscious overlaps more than we might think.

5. Handprints at Lascaux, 17,000 years ago

6. Movie poster, three years ago

7. Types of Metaphors
Indicator
Symbol
Icon
From Mauro Rego’s ‘Being Visual’

8. Types of Metaphors
Indicator
From Mauro Rego’s ‘Being Visual’

9. Types of Metaphors
Symbol
From Mauro Rego’s ‘Being Visual’

10. Types of Metaphors
Icon
From Mauro Rego’s ‘Being Visual’

11. Indicator

12. Symbol • Percival + Associates

13. Icon • Atipo

14. Icon • Atipo

15. Icon • Atipo

16. All aboard the fun bus.
We’re going on a field trip.

19. Vasilis Marmatakis

20. Percival + Associates

22. Wieslaw Walkuski

23. Darren Haggar

24. Akiko Stehrenberger

25. Olly Moss

28. Gravillis Inc.

29. and company

31. Jay Shaw

32. Now, let’s get weird.
Field trip isn’t over.

33. A world
Like ‘Mars,’ or ‘in a fishtank.’

34. A time period
Like ‘the Renaissance.’

35. A strange hobby, outdated job
You can get this one on your own.

36. Mindmeld.

37. Go small, go big
Kernels
and associations

39. What’s this all about again?
Go big, go small
Don’t deprive your audience/user of fun
Our collective unconscious

40. ‘Manhattan’

41. Thanks everyone :)
Quinn Qian
Work • quinnqian.com
Instagram • @quinn.katt