Figures of Speech

Personification

Give human characteristics to non-human things to make abstract concepts relatable and memorable.

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What & why

What it is
A figure of speech that gives human traits, emotions, intentions, or actions to nonhuman things: objects, abstractions, data, markets, or systems. By letting an idea behave like a person, it turns something static or technical into something with agency the audience can picture and feel toward. This tends to make abstract or numerical content vivid and easier to track, and it can quietly frame how listeners judge the thing being described.
Why it works

Personification draws on how readily we reason about other people, their motives, emotions, and behavior. By giving human qualities to abstract concepts, objects, or forces, you engage that social reasoning, which research suggests we apply quickly and intuitively. 'Time waits for no one' is more compelling than 'time passes regardless of human activity' because it creates a character we can relate to emotionally. Personification turns passive concepts into active agents, enabling narrative and emotional connection where none existed before.

Before & after

Before

“Our quarterly results show improved performance metrics across multiple business units.”

After

“Our numbers are singing this quarter. Revenue is dancing upward while costs are behaving themselves.”

When you’ll use it

Market analysis: 'The market is hungry for innovation' or 'Competition is breathing down our necks' to make dynamics vivid

Technology discussions: 'The algorithm learns from mistakes' or 'The system fights against inefficiencies' to humanize complex processes

Financial presentations: 'Revenue is climbing steadily' or 'Costs are attacking our margins' to make numbers more engaging

Pro tip

Give your data personality. Let numbers dance, markets breathe, and systems think.

Questions & answers

What is personification in business speaking?

Personification gives human characteristics to non-human things, making abstract concepts more relatable and memorable. Saying 'the market is demanding change' or 'technology is reshaping our industry' uses personification to create vivid, engaging language.

How can personification improve my presentations?

Personification makes complex ideas accessible by relating them to human experience. It creates emotional connection, aids comprehension, and makes content more memorable. Use it to bring data, processes, or concepts to life for your audience.

When might personification be inappropriate in professional settings?

Avoid personification in highly technical or legal contexts where precision is critical, or when it might seem unprofessional to your audience. Some cultures or industries prefer more literal language. Match your use to audience expectations and context.

Learn more

Silva Rhetoricae (BYU): Personification
Purdue OWL: Literary Terms
Wikipedia: Personification

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