The use of metaphor in design is not unlike its function in writing: "In design, a metaphor is the symbolic representation of the structure [the designer] is attempting to build" (Holzschlag 78). For example, both Macintosh and Windows platforms use the metaphor of an office space. The user's workspace is the "desktop" and files are kept in "folders." (5.3)

Metaphors are also particularly useful on the web: companies, such as Amazon, use metaphors to help guide shoppers who may be intimidated by the online environment. For instance, buyers place their selected items in a shopping cart, when in fact, they are creating a temporary user database. The metaphor of a shopping cart is used because buyers are familiar with its purpose-it stores items until check-out. (5.4)

5.4 Metaphors

By clicking the shopping cart icon, users can view their selected items, calculate the subtotal, and proceed to checkout. By using the shopping cart metaphor, Amazon has created a familiar and non-intimidating environment for users.