Tide isn’t trying to portray the concept of doing laundry, but the excitement of having a fresh and clean wardrobe.
The idea of doing the laundry is not the most exciting thing in the world. With this in mind, Tide decided to go with a predominately Orange and Yellow colour scheme with a little bit of blue. The major colours, orange and yellow represent: excitement, fun, cheeriness, joy, sunshine and summer.
There is one example of metaphorical design on the home page of Tide’s website.
At the bottom, there is a place where you can find out more information about different products 
and cleaning tips. On either end, there are arrows that imply there is more to see. When you click on the arrows, new products/information cycle through.
and cleaning tips. On either end, there are arrows that imply there is more to see. When you click on the arrows, new products/information cycle through. 
