Many writers suggest the use of metaphors in creating hypermedia and multimedia products. However, it is unclear how to choose an appropriate metaphor and how to avoid an inappropriate metaphor that will cause confusion and conceptual difficulties for users. A metaphor compares one thing to another without directly stating the comparison, suggesting the likeness of terms not literally applicable to each other. Visual metaphors of pictures and illustrations are found in hypermedia and multimedia products. They can be seen as underlying (primary) metaphors and auxiliary (secondary) metaphors. The work of A. Paivio can be used to identify appropriate auxiliary metaphors that stimulate images and semantic expressions related to those stimulated by the underlying metaphors. An example of the book as metaphor illustrates the "properties, operations, phrases, images, and types" (POPIT) approach to the metaphor and the selection of auxiliary metaphors. A map provides another such example, with rich auxiliary metaphors possible. Selecting appropriate metaphors is complex and difficult and requires study of how users react. (Contains 32 references.) (SLD)