Myths Are Better Than Metaphors for Web Site Development

by John S. Rhodes and Bill Skeet

I recently read Eye of the World, the first book in the Wheel of Time fantasy series by Robert Jordan. The book capitalizes on human desires, needs, and wants. It grabs at the heart -- the title alone evokes a grandiose vision and stirs emotions. Such sagas are so rich and engaging. So why not use myths, rather than metaphors, to develop our Web sites?

The utility of your Web site can be increased if you capture the hearts of your users. Since ancient times, myths have been the chosen tool for stirring souls and teaching the lessons of life from generation to generation. Myths express life in a richer way than metaphors. And heck, let's face it, we all think myths are cool.

A myth is defined as a, "legendary narrative that presents part of the beliefs of a people or explains a practice..." by Webster's dictionary. But myths are much more than creative tales with heroes and antagonists. Myths help us fathom the meaning of life through the use of imagery and symbolic characters that captivate and engage the imagination. A metaphor is simply a metaphor.

Metaphors...Ugh!  Myths...Ahh!

Think about the metaphors that are used on the Web. On your computer alone, you could be seeing "windows", a "desktop", and a "trash can". Ugh! Do these things bring visions of glory, hope, or grandeur? Why should we use metaphors when epics and sagas are available to draw upon? 

Myth is the source of power behind Lucas' Star Wars, Tolkien's Hobbit, and Asimov's Foundation trilogy. These stories foster a sense of awe in us and are certainly more intelligent than many of the pathetic metaphors used today.

Consider how much better your Web site would be if it was myth-driven. Perhaps directories become families and categories are replaced by archetypes -- the village fool for games, an auctioneer for classifieds, a town crier for news, etc. Perhaps error messages are bequeathed by the evil sheriff.

For the user, the site is like a story unfolding with every click through the use of characters and themes in a way that transcends language. 

Still Not Convinced?

What's the practical value of myths, sagas, and epics?

• Myths capture us with their humanity and emotion; we identify with the
  heroes and heroines.

• Myths are ongoing and dynamic; they move us from one place to the next.

• Myths are large scale and they have room to grow.

• Myths can span cultural and generational boundaries.

• Myths provide a framework that helps users remember details.

With these things in mind, you can use the tools of myth to make your web site more compelling:

• Speak like the narrator, not like a book reviewer. Myths are stories so your site should communicate with the person that is engaged with your site. Avoid simply spouting facts and figures.

• Build tension and conflict to be resolved. Let your site offer a solution via a product. Offer the magical sword that kills the dragon. Your site should help the user become the hero.

• Go beyond reality. Use your site in unique ways. Build in mysteries to be discovered.

• Be consistent from page to page and from subsite to subsite. Use the same colors, fonts, and backgrounds. This makes it easier for your site to grow.

The usability of your site will improve because you are thinking about what users want and you are thinking more like a user. Compared to metaphors, myths will also provide more excitement and interest as you build your site. And remember that your myth-driven site will also foster trust because you are focusing on the user.

For Web site development, myths are better than metaphors. Myths can help your Web site seem larger than life and can therefore help you compete with larger Web sites. Myths are better than metaphors -- Myth, myth, myth.

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