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Your Metaphor

met·a·phor
ˈmetəˌfôr,-fər
noun
1. a figure of speech in which a word or phrase is applied to an object or action to which it is not literally applicable.
When you have a website and you want to communicate something you need to create a metaphor.  If you want to imply a journey or a cowboy theme or anything in between you need a metaphor to connect with your audience.  I have seen too many people that do not understand the power of a metaphor.   Do not mix up your metaphor , remain consistent from the language you use to to the images you use.  Do not confuse your audience with mixed metaphors.  Working on a project about a journey metaphor we had a web design that mixed the metaphor of old books with Dr. Who style videos and guess what people were very confused.  Keep you metaphor consistent and you will have a better web experience.
Cheers
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