language as a model for graphic design

language as a model for graphic design - simile

green line

Figures of speech that show a relationship or resemblance are most important and have graphic parallels in visual communications. Perhaps the simplest of these is the simile (sim´-uh-lee), which is a comparison or parallel between two unlike things. In language, similes use "like" or "as" to compare. These are similes:

hard as a rock
light as a feather
tough as nails
fresh as a daisy
pretty as a picture
easy as pie
shaking like a leaf
The grade on his term paper was like a slap in the face.
He eats like a pig.
Life is like a box of chocolates.

A visual simile was created in an announcement for an exhibition of sculpture by Alberto Giacomett. The typography is configured to look like one of Giacometti's sculptures by replicating the tall, thin, upward movement. Thus Giacometti's name is made to look like one of his sculptures.

NEXT – metaphor