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Metaphors for Sites and Navigation An Ocean of Choices Kristin Davis Information Architecture and Design I October 5, 20

Metaphors for Sites and Navigation An Ocean of Choices Kristin Davis Information Architecture and Design I October 5, 2004. What is a metaphor?. The substitution of one idea or object with another to assist expression or understanding A literary device, a figure of speech

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Metaphors for Sites and Navigation An Ocean of Choices Kristin Davis Information Architecture and Design I October 5, 20

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  1. Metaphors for Sites and NavigationAn Ocean of ChoicesKristin DavisInformation Architecture and Design IOctober 5, 2004

  2. What is a metaphor? • The substitution of one idea or object with another to assist expression or understanding • A literary device, a figure of speech • Used in music “The World Exploded into Love” • Used in common speech-couch potato, road hog, rug rat

  3. Why use metaphors in websites? • To help users understand content • To explain, excite, persuade • To make a site memorable www.dsiegal.com

  4. Popular Metaphors • Shopping cart • Books • Maps • Buildings • Office supplies • Doorway

  5. Evolution of Metaphors in Web Site Design • Desktop, folders, trashcan • World Wide Web • Browsers • Information Superhighway • Under construction • As the web becomes more familiar, metaphors are being used less frequently

  6. Types of Metaphors • Organizational-online grocery store with bakery, butcher, dairy, etc. • Functional-Photoshop tasks such as cut & paste, or paintbrush • Visual-picture of a little house links to homepage www.bethanylankin.com

  7. Metaphor Use Guidelines • The metaphor must be familiar to users • Know your audience • Know their level of understanding • Keep in mind cultural differences • Test on users

  8. A Few Warnings • Don’t stretch your metaphor too far-it should be empowering, not limiting • Avoid obvious metaphors • Avoid confusing metaphors • Metaphors can be helpful during brainstorming-that doesn’t mean you need to keep the metaphor in the final design • Know when to stop

  9. Strunk & White: Elements of Style • Use figures of speech sparingly • They can be more distracting than illuminating • When you use a metaphor, do not mix it up

  10. Resources • Killersites.com • Templates (MicroSoft)

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