We think, feel, and talk in metaphors.

Why not use them for design?

Feeling down? Cheer up! We use metaphors every day and often without being aware of it. Many metaphors are more than figures of speech. They reflect basic bodily experiences and help to structure our thinking and experiences of the world.

Happy is Up, Sad is Down is a collection of 65 metaphors with research facts and applications in product and interaction design, information graphics, and advertising.

Metaphors show how to use space and physical attributes to convey abstract concepts like time and importance, emotions and social relations, political ideas and ethical values. This book is meant to inspire designers and everyone curious about how the mind works.