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How can you use metaphors to effectively communicate design ideas to clients?

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Metaphors are powerful tools for communicating complex or abstract design ideas to clients who may not have the same background or vocabulary as architects. Metaphors can help bridge the gap between the designer's vision and the client's understanding, by using familiar concepts or images to illustrate the key features or benefits of the design. In this article, you will learn how to use metaphors effectively in your design presentations, and avoid some common pitfalls that can confuse or mislead your clients.

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Richmond Liew

I Offer Real Estate Advice Even If You're Not Buying From Me. Design, Location & Economics Lets Talk.

1 Why use metaphors?

Metaphors can help you convey the essence of your design in a simple and memorable way, by creating a connection between your design and something that your client already knows or values. For example, you can use metaphors to describe the function, form, mood, or symbolism of your design, such as "a library that is like a sanctuary", "a museum that is like a jewel", "a hotel that is like a home away from home", or "a stadium that is like a colosseum". Metaphors can also help you explain the design process, the challenges, or the solutions, such as "a puzzle that we had to solve", "a journey that we took together", or "a balance that we had to achieve".

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Richmond Liew

I Offer Real Estate Advice Even If You're Not Buying From Me. Design, Location & Economics Lets Talk.
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Metaphors is important while presenting an idea. Most of the time when the client decides to collaborate with you to build his dream project you selling him something that doesn't exist yet. Metaphors enables you to tell an emotional story that the client can relate to and thus plant the seed of interest, imagination and wonders into their minds empowering you to realize that dream by commissioning the project you. To conclude, as said a metaphor is an idea that defines an opportunity to expand the horizons of your imagination.

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Ron Naccarato

Senior Level Leader | A&D
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Metaphorical exposition is a key element of design and architecture. Establishing say, strength, aspiration, stability, or inclusiveness etc., all require solid structural design elements but the symbolic sentiments catering to these philosophies are equally important, allowing the space to achieve intuitive interpretation. Its one of the biggest tools in the architect/designers arsenal to convey space intent. Its reflected everywhere in architecture from cathedrals to office buildings. Perhaps one of society's earliest artistic influences is the use of metaphor in architecture.

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2 How to choose metaphors?

The key to choosing effective metaphors is to know your audience and your purpose. You need to consider what your client's goals, values, preferences, and expectations are, and how your design meets them. You also need to consider what message you want to convey, and what impression you want to create. You should choose metaphors that are relevant, appropriate, and meaningful for your client and your design. For example, if your client is a bank, you may want to use metaphors that suggest security, stability, or trust, such as "a fortress", "a rock", or "a vault". If your client is a school, you may want to use metaphors that suggest learning, growth, or creativity, such as "a garden", "a tree", or "a canvas".

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Richmond Liew

I Offer Real Estate Advice Even If You're Not Buying From Me. Design, Location & Economics Lets Talk.
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Yes I do to a certain point agree to the idea of metaphor being effective is by following the industry set out by the client. But sometimes in order to achieve something great, some unexpected ideas has to come through for innovation. Take an example of BIG architects when they decided to take on the project of a Danish sustainable powerplant they introduced a ski slope which I believe it's totally out of the blue, but through their motivation and believe in their ideas and metaphor on the project they were able to break through what a common design is used in a typical manner.

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3 How to use metaphors?

Once you have chosen your metaphors, you need to use them strategically and consistently in your design presentation. You should introduce your metaphors early and clearly, and explain how they relate to your design. You should also use visual aids, such as sketches, models, or images, to support your metaphors and show how they translate into the design. You should avoid using too many or conflicting metaphors, as this can confuse or distract your client. You should also avoid using clichés, jargon, or obscure references, as this can alienate or bore your client. You should aim to use metaphors that are original, clear, and engaging.

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Richmond Liew

I Offer Real Estate Advice Even If You're Not Buying From Me. Design, Location & Economics Lets Talk.
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I believe the above statement is a given the book "One Thing" by Gary Keller speaks on prioritizing of one single task and to focus on something specific in order to achieve the goals you have set out.

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4 How to test metaphors?

Before you present your design to your client, you should test your metaphors with a different audience, such as your colleagues, friends, or family. You should ask them for feedback on how they understand and react to your metaphors, and whether they find them appropriate and convincing. You should also ask them to repeat or paraphrase your metaphors, and see if they capture the main idea of your design. You should use this feedback to refine or revise your metaphors, and make sure they are effective and accurate.

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Richmond Liew

I Offer Real Estate Advice Even If You're Not Buying From Me. Design, Location & Economics Lets Talk.
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Of course metaphors can sometimes be a hit or a miss by having a poll from friends and families or even communities enable you to share your idea to them. As they call it "Big Data" the more understanding the better.

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5 How to adapt metaphors?

Sometimes, you may need to adapt your metaphors to different situations, such as changing client needs, feedback, or expectations. You should be flexible and open to modifying or replacing your metaphors, if they are no longer suitable or relevant for your design. You should also be prepared to explain or justify your metaphors, if your client has questions, doubts, or objections. You should use evidence, examples, or stories to support your metaphors, and show how they reflect or enhance your design. You should also listen to your client's metaphors, and use them to understand their perspective or preferences.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you use metaphors to effectively communicate design ideas to clients?

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1 Why use metaphors?

2 How to choose metaphors?

3 How to use metaphors?

4 How to test metaphors?

5 How to adapt metaphors?

6 Here’s what else to consider

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