The Brainy Business | Understanding the Psychology of Why People Buy | Behavioral Economics cover image

259. Cognitive Semiotics and Metaphors with Sarah Thompson

The Brainy Business | Understanding the Psychology of Why People Buy | Behavioral Economics

CHAPTER

How to Use Metaphor in a Diabetes Prevention Program

The first key thing in using metaphor is that you need to identify your users' metaphors. And so once you're able to sort of identify what metaphors your users or customers are already using, you can kind of evaluate them for which ones are going to be best from a design perspective. For example, when people say, I'm on the road to diabetes or it's far away, those are both expressions that tie back to Diabetes is a journey metaphor. We Live by Metaphor has done a fantastic job of cataloging these conceptual metaphors at Stanford University.

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