Job:01579 Title: Graphic Design Translated (Rockport)
Page:65
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Job:01579 Title: Graphic Design Translated (Rockport)
Page:65
Text
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
METAPHOR
ˈme-tə-ˌfȯr, n
The description or expression of one subject
by way of another. In graphic design, meta-
phors can include textual components, as
when a line of clever copy links an image to
a seemingly unrelated concept. A photo of a
dense, foreboding jungle, for example, may
be combined with the line, “Shopping for auto
insurance?” The idea that “it’s a jungle out
there” comes across without ever stating so
directly. Purely visual metaphors draw upon
the generally accepted associations of one
or more images, transferring them to another.
This is often done by way of fused images,
created by “fusing” two or more images in
order to facilitate such a transfer of meaning.
The images of a pen and a gun, for example,
might be combined to suggest the power of
the written word.
Fr: MÉTAPHORE
Ger: METAPHER
It: METAFORA
Sp: METÁFORA
Art Direction/Design: Gaby Brink,
www.tomorrowpartners.com, and Joel Templin,
Hatch Design, www.hatchsf.com
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