WWF
2008
Print
Lungs
HOW APPLIED
A single image reads as both lungs and a forest, making the benefit/issue land on two levels at once.
THE DOUBLE MEANING
MECHANISM
Create images or words that simultaneously communicate two things.
THE QUESTION
"What duality exists in our benefit?"
PROCESS
Work through these questions to generate ideas:
- What words have relevant double meanings?
- What images can be read two ways?
- What visual pun captures our truth?
- What metaphor operates on two levels?
EXAMPLES
Ideas in this space might look like:
- Duck-rabbit style illusions applied to product benefits
- Headlines that work on literal and metaphorical levels
- Images that reveal different things depending on how you look
HOW IT WORKS
"What duality exists in our benefit?"
REAL WORLD EXAMPLES
7"What duality exists in our benefit?"
Greenpeace
2012
Print
Weapon of mass destruction
HOW APPLIED
An object is designed to read as both a weapon and an environmental symbol, creating a layered meaning.
Kerakoll
2010
Print
Giraffe, Rabbit, Deer
HOW APPLIED
One form can be seen as multiple animals depending on focus—same image communicates different readings.
