A/B Testing Idea #127 - Frame intangible concepts with iconic phrasing to make them more tangible

Tactic_Frame intangible concepts with iconic phrasing to make them more tangible


Metaphorical language is a compelling form of communication that can allow you, in certain cases, to better convey your message. It can help to better attract your customer's attention and allow them to better retain the information as well. In fact, people are much more likely to connect and engage with something that touches them emotionally. Metaphorical language often evokes imagery and emotions which will bypass your customer's rationality and make them more open to new ideas and persuasion, which can help encourage action and engagement.

Inspired by Nick Kolenda 


  • Metaphor Effect (Lakoff & Johnson, 1980)

The Research

Metaphor Effect

The Metaphor Effect is the way in which we tend to understand and remember more easily metaphorical language as it activates our imagination.

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