Short answer

When using metaphors in design, consider how users might process them on both a logical and an experiential level, and ensure that the intended meaning is clear while also evoking the desired emotional or conceptual response.

Field: Modelling
Source: University of Bedfordshire Repository (University of Bedfordshire) (2010)
Method: Theoretical modelling and synthesis of existing theories.
Evidence: Moderate effect

A hybrid cognitive model that integrates relevance theory with conceptual metaphor theory can better explain how users understand and respond to metaphorical language in design, leading to more effective communication. This modelling research insight is drawn from a 2010 study published in University of Bedfordshire Repository (University of Bedfordshire). Using Theoretical modelling and synthesis of existing theories., researchers explored how this design variable affects real-world outcomes. The key design takeaway: When using metaphors in design, consider how users might process them on both a logical and an experiential level, and ensure that the intended meaning is clear while also evoking the desired emotional or conceptual response.

Study

ModellingHigh ImpactModerate effect

Hybrid Model of Metaphorical Understanding Enhances Design Communication

University of Bedfordshire Repository (University of Bedfordshire) · 2010

Key Findings

01Metaphor understanding involves both propositional and imagistic-experiential processing.
02A modular mental architecture can account for distinct processing levels in metaphor comprehension.
03The model can explain metaphors originating in both language and thought.

Application

Design takeaway

How to apply

When developing branding, user interface copy, or product naming, explore metaphors that have clear conceptual mappings and also evoke strong, relevant sensory or emotional associations.

Project actions

01When using metaphors in your design project, think about the different ways someone might interpret them.
02Consider if your metaphor is more about conveying information or evoking a feeling, and how both aspects work together.

Method & Evidence

AimTo develop a comprehensive cognitive model for understanding metaphor that combines relevance theory with conceptual metaphor theory and situated conceptualization.

MethodTheoretical modelling and synthesis of existing theories.

ProcedureThe research synthesizes principles from Relevance Theory (e.g., inferential processing) and Cognitive Linguistics (e.g., conceptual metaphors, situated conceptualization) to propose a new, modular mental architecture for metaphor comprehension. It accounts for both propositional and imagistic-experiential representations, and considers metaphors originating in language or thought.

ContextCognitive science, linguistics, and psychology, with implications for communication design.

Variables

IVType of cognitive processing (propositional vs. imagistic-experiential).

DVMetaphor understanding and perceived specialness compared to literal expressions.

CVTheories of metaphor (Relevance Theory, Conceptual Metaphor Theory, Situated Conceptualization).

Strengths & Limitations

Strengths

+Provides a comprehensive, integrated cognitive account of metaphor understanding.
+Accounts for both linguistic and conceptual origins of metaphor.

Limitations

This model is abstract and may not directly translate to all design contexts. The effectiveness of a metaphor can also depend heavily on cultural background and individual experience.

Reliability & validity

The validity of the model relies on the strength of the theories it synthesizes. Reliability would depend on empirical testing of the model's predictions.

Think critically

How might the 'modular mental architecture' described in this model influence the design of user interfaces, and what are the potential drawbacks of relying too heavily on one type of processing (propositional vs. imagistic)?

Design Principles

"Metaphorical communication in design should integrate propositional clarity with imagistic resonance to maximize user comprehension and engagement."

Understanding how users interpret metaphors is crucial for designers aiming to create intuitive and engaging experiences. This research suggests that a more nuanced approach to metaphorical language, considering both logical inference and experiential imagery, can lead to designs that resonate more deeply with users.

What This Means for Your Design

This research explains how people understand metaphors by suggesting that our brains use both logical thinking and sensory experiences. For design, this means using words and images that make sense logically but also feel right or create a specific experience for the user.

How to use in your project

1.You can reference this research when discussing the communication strategies used in your design project, particularly if you employ metaphorical language or imagery.

Add to My Project

Quick Cite

Paragraph starter

The cognitive model proposed by Stöver (2010) offers a valuable framework for understanding metaphor comprehension, suggesting that effective design communication requires integrating propositional clarity with imagistic resonance. By considering how users process both the logical and experiential aspects of metaphorical language, designers can create more impactful and engaging user experiences.

Source

University of Bedfordshire Repository (University of Bedfordshire)

Metaphor and relevance theory : a new hybrid model

journal · 2010

View source

Questions About This Research

What does the research say about hybrid model of metaphorical understanding enhances design communication?: When using metaphors in design, consider how users might process them on both a logical and an experiential level, and ensure that the intended meaning is clear while also evoking the desired emotional or conceptual response. Evidence: University of Bedfordshire Repository (University of Bedfordshire) (2010).
Why does "Hybrid Model of Metaphorical Understanding Enhances Design Communication" matter for design?: Understanding how users interpret metaphors is crucial for designers aiming to create intuitive and engaging experiences. This research suggests that a more nuanced approach to metaphorical language, considering both logical inference and experiential imagery, can lead to designs that resonate more deeply with users.
How can designers apply this research?: When using metaphors in design, consider how users might process them on both a logical and an experiential level, and ensure that the intended meaning is clear while also evoking the desired emotional or conceptual response.
What were the main findings?: Metaphor understanding involves both propositional and imagistic-experiential processing.. A modular mental architecture can account for distinct processing levels in metaphor comprehension.. The model can explain metaphors originating in both language and thought.
What research method was used?: Theoretical modelling and synthesis of existing theories..
How strong is the evidence?: Evidence strength is rated Moderate effect, based on a 2010 journal from University of Bedfordshire Repository (University of Bedfordshire).
What should I do differently in my next project?: When developing branding, user interface copy, or product naming, explore metaphors that have clear conceptual mappings and also evoke strong, relevant sensory or emotional associations.
What are the limitations?: The model is theoretical and has not been empirically tested within a specific design context. It focuses on the cognitive process of understanding, not necessarily the creative generation of metaphors.