The thesis examines how creation of visual metaphors can be automated for graphic design purposes. The question of how the process of forming the meaning of images or content of a message could become automated and a part of the creator’s work could be passed on to a computer is raised. The study provides an overview and analysis of the problems encountered in an attempt to entrust the visual metaphor generation process to a computerised system. The difference between a description of a resource carried out by a computer or a human being, separation of visual objects from the environment, a variety of aspect angles, values of combining objects among each other, video content overlooked by computerised systems – this is only part of the problems faced when trying to automate the creation of metaphors. A visual metaphor generator, which allows for quick creation of visual metaphors, communication messages, manipulation of values, by giving controls not only to the creator, but also to the social environment – evaluators of a piece of work, is proposed as a solution to the problem. A speculative model of the visual metaphor generator is presented and proposals for development in employing artificial intelligence are made.