In the product-design domain, metaphors are used as a means of communication between designers and users. A designer generates a metaphor by deciding on a quality of a target to highlight and selecting a corresponding source that conveys this quality; the user interprets the designer’s intentions via the end product. The depth of the generated metaphor can be assessed by the extent to which the highlighted quality is salient for the target: Metaphors focusing on a salient quality of the target (...) are termed “surface” metaphors, whereas those focusing on a non-salient quality are called “deep” metaphors. In this article, we investigated both the effect of the expertise level of the designer and different types of intention on metaphor depth, through a study in which groups of expert and novice designers were asked to generate metaphors and external judges evaluated the depth of the metaphors created. Results indicated that having a pragmatic intention.. (shrink)