This paper uses visual and verbal analysis to delve into the multi-faceted ways in which individuals construct their own meanings and shape
their own experiences with the Internet. We build on the Zaltman Metaphor Elicitation Technique, and the principles of visual rhetoric to show
how perceptual processes affect picture choices, and how these choices contribute to the narrative imagination. Numerous perceptual principles
[abstraction, concept formation, perceptual problem solving, constancy, closure, symmetry and balance]are identified in the choice and
organization of visual images. The argument we make is that images and words (visual and textual processes) provide deeper insights into our
understanding of consumer online experiences.