Metaphor as ideation tool

Often associated with literature, art and poetry, metaphor is commmonly used when generating and communicating design ideas, and whether the idea is abstract, concrete or visual. Using metaphor is arguably a more persuasive technique than simile using "like" or "as" because a metaphor carries stronger emotions than a simile (whereas metaphor is a figure of speech, a simile is more of a logical argument). The strategic use of metaphor, then, is a powerful ideation tool that can make the difference between success and failure of idea presentation.