Transcript Metaphors for Sites and Navigation

Metaphors for Sites and
Navigation
An Ocean of Choices
Kristin Davis
Information Architecture and Design I
October 5, 2004
What is a metaphor?
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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
Why use metaphors in
websites?
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To help users
understand content
To explain, excite,
persuade
To make a site
memorable
www.dsiegal.com
Popular Metaphors
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Shopping cart
Books
Maps
Buildings
Office supplies
Doorway
Evolution of Metaphors in
Web Site Design
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Desktop, folders, trashcan
World Wide Web
Browsers
Information Superhighway
Under construction
As the web becomes more familiar,
metaphors are being used less
frequently
Types of Metaphors
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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
Metaphor Use Guidelines
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The metaphor must
be familiar to users
Know your
audience
Know their level of
understanding
Keep in mind
cultural differences
Test on users
A Few Warnings
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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
Strunk & White: Elements
of Style
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Use figures of speech sparingly
They can be more distracting than
illuminating
When you use a metaphor, do not mix
it up
Resources
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Killersites.com
Templates (MicroSoft)