This document discusses visual metaphors and their use in service design. It begins by explaining that visual metaphors allow designers to communicate less directly, trusting that audiences can understand implicit connections. It then provides examples of ancient cave paintings and modern movie posters to illustrate long-standing human use of visual metaphor. The document outlines different types of visual metaphors like indicators, symbols, and icons, citing examples. It encourages designers to take audiences on "field trips" by creating metaphors based on unusual worlds, time periods, or concepts. The overall message is that visual metaphor can engage audiences by tapping into shared unconscious associations.