[PDF] New Metaphors A metaphor is just a





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New Metaphors

A creative toolkit

for generating ideas and reframing problems

Dan Lockton

Devika Singh

Saloni Sabnis

Michelle Chou

A metaphor is:

"a device for seeing something in terms of something else. It brings out the thisness of that or the thatness of a this."

Kenneth Burke, 1945

Welcome to New Metaphors

A metaphor is just a way of expressing

one idea in terms of another. १ज़ड़० new metaphors could help us design new kinds of product, service, or experience, and even help us think about and

New Metaphors is a set of 150 cards

simple methods for running workshops, discussions, and other creative activities.

In this booklet we're going to introduce

you to the cards and some ways you can use them, but we're also interested in seeing what you do with them beyond what we've imagined. are part of the Imaginaries Lab, a new design research/teaching studio, currently based within Carnegie Mellon

University's School of Design, in

internationally. We do research projects, executive education, workshops, and collaborations with partners. In our work, we use design methods (derived support people"s imagining—both new ways to understand (mental models, mental imagery, new kinds live (participatory futuring, design for of our other projects at imaginari.es

But although New Metaphors was

it aims to be useful outside of the classroom. We know that the ideas will have more impact in the world when they are applied and used in real situations, whether by designers metaphor for ࡡࡖࡠࡡ࡝ࡖڥ or by anyone looking to reframe ideas or generate new approaches to things, whether you see yourself as ‘creative' or

So, as well as working with students, as

we developed the kit we ran workshops with designers, futures practitioners, and at a series of industry conferences and events, to try to ensure we were creating something that would be fun and easy to use, and easy to apply to real-world issues.

What are the cards?

100 image cards (as on the cover of this

something (natural or human-made, a

LHODEHOPLJKWQRWEHWKHH[DFWWKLQJ

you think of when you seen the image, and we encourage you to think of other ways to describe it (there's space on the back of each card for you to make notes (DFKLPDJHKDVEHHQFKRVHQSUH?\ arbitrarily, but with some method—see that could in some way work as a are not necessarily all commonly used metaphors (we tried to avoid the really able to work at multiple levels, or with multiple facets or elements to them, and trigger other kinds of ideas beyond what's on the cards themselves.

50 concept cards (shown in the centre

pages of this booklet, redौ

WH[WRQO\HDFKDQR which we considered was hard to visualise, but nevertheless important for some area of the human experience, technology, society, or our environment. prompt, a set of sample provocations that can work as a warm-up, or to enable you to gain experience using the method, and time you come to replace these cards with concepts that are important to you.

WRVWDUW\RXR

,RQFUHDWLQJ\RXURZQ concepts.

Ways to use the cards

there are also two worksheets (you can download them at newmetaphors.com