In rhetorical term, “Metaphor “is a figure of speech in which an implied comparison is made between two different things or ideas. Metaphor is used for summarizing different concepts. Therefore, it helps a person to find out the similarities between two things. This concept is now used widely in the web design industry. If a person views the designing concept of some e-commerce websites or shopping cart websites, he will notice multiple similarities in designing concepts. If you happen to visit an online forum, you may notice similarities in the programming concept as well.
Before we proceed further, the importance of Design by Metaphor or “Metaphoric Design” needs to be comprehended. This thing helps a client or a person to specify his/her requirements without presenting an elaborated description. Furthermore, it also helps to dissipate the gap between designers and client.
The concept of metaphoric design has become a buzzword in the online industry. It also helps a viewer or a visitor to navigate in a website as the designing concept is more or less similar. For example, if you were an online shopper, you would not appreciate colorful and fancy designing concept, as you are more interested to find out a product or service at a low price rather than concentrating on other aspects. This is the reason why the design and interface of a large section of e-commerce websites and online forums are more or less same.