The value of a picture is in the meaning it conveys. The point when a picture becomes an image. The power of the image lies in the interpretation by the consumer. Every consumer will interpret a picture differently, depending on their perspective.

Painting an image that connects with your consumer opens communications and helps create more meaningful marketing and advertising. The key is in understanding your consumers’ point of view. It is not enough to know their age, income or marital status. It’s almost like you need to see inside their head and then help them build an image they believe in, one they can own.

Cognitive scientists do look inside people’s heads. Professor of Business, Emeritus, at Harvard Business School, Jerry Zaltman, studies the human brain. How it works. He has a patented process that uses visuals and metaphors to unlock the underlying beliefs and feelings that influence consumer behavior.

It’s called ZMET (Zaltman Metaphor Elicitation Technique.) In his new book, Marketing Metaphoria, he unlocks eight deep metaphors shaping human thought: balance, transformation, journey, container, connection, resource, and control.

Tapping human metaphors or images that relate to feelings and connections makes communications more meaningful. It is what makes a picture into at least 1000 words or 1000 words into an idea.