NUMERICAL JOURNEY

Can You Decode These 10 Number-Based Idioms?

Image: Susan Holt Simpson

Language isn't just a tool for literal communication. In every language, there is a type of gem known as idioms that add something to our conversations, relying on context and shared understanding to convey messages in a not-so-direct way. Today, we'll explore 10 idioms in English that play with numbers. With these expressions, you'll be ready to add a touch of wit to any conversation with friends. After all, who said that numbers can't contribute to your dialogue creativity?

Image: Silje Midtgård

"Until they built the factory, our community was a one-horse town."

Many idioms begin their history as a literal phrase that then acquires new meanings over time. That is the case of "One-horse town."

This idiom is quite popular, and you've probably heard it throughout your life. Initially, it described a settlement so small that just one horse could cover the entire population's needs.

Even though horses are no longer the main means of transportation anymore, the phrase has stuck. But be careful; it can sometimes carry a negative connotation, as it could suggest that a place is boring or monotonous.

We've upgraded to cars and bikes, but the idiom is still here!

Image: Preillumination SeTh

"It takes two to tango; both parents play a crucial role in their children's development."

You can perfectly understand this idiom when you see a couple dancing tango. Tango is a captivating Latin American dance and music style that's all about pairs. In the dance, the couple stays inseparable!

Today, the expression not only refers to pairing up for activities; it can have a sneaky side, implying that these two people might be plotting something.

The idiom has its origin in the title of a song. Although written and composed in 1952 by Al Hoffman and Dick Manning, the lyrics gained more popularity with Pearl Bailey's version of the same year. But it wasn't just confined to music. Ronald Reagan, then President of the United States, also helped this phrase achieve worldwide fame during a speech in 1982.

Image: Becky Phan

"The meeting turned into a three-ring circus with everyone talking over each other."

Traditionally, circuses offered a show inside a ring or stage, and sometimes, there was more than one ring in the same circus tent. With three rings, the situation could become confusing, as many performances were going on at the same time.

Now, that circus scene has made its way into everyday language. Today, you can use this versatile idiom to describe any chaotic or messy situation.

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"The two lawyers were on all fours, trying to reach a deal during the negotiation."

This idiom is used to describe moments when you're down on hands and knees, either literally or figuratively.

The expression is handy whether you're crawling like a baby or making a yoga pose. So, the next time you lose an earring or drop a fork under the table, you know what idiom to use to tell this anecdote.

But wait, there's more: this idiom also has another meaning. In some contexts - often in legal matters - the expression "on all fours with" doesn't refer to a physical position but figuratively indicates that two things or situations are on equal footing, similar, or comparable.

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"The security cameras at the mall caught someone attempting to get a five-finger discount."

This one is the comedian of idioms, playfully implying that someone grabbed stuff without permission. The five-finger discount covers 100%, as it simply means to take something without paying for it.

On most occasions, it is used to describe shoplifting, as it refers to picking something that fits in one's hand.

It's a linguistic joke, a reminder that a touch of humor can sometimes soften a serious topic.

Image: Brendan Church

"The party planning committee was at sixes and sevens trying to coordinate the decorations and catering."

You've probably found yourself in a dilemma between two situations or options that involve a difficult decision to make. The more you think about it, the harder it becomes.

There's an idiom to describe this feeling of confusion or hesitation. When you don't know which road to take, which movie to watch, or what flavor of ice cream to have today, you can say that you are "at sixes and sevens."

Though the exact origin of this saying isn't totally clear, some experts believe it goes way back to a 14th-century game. Back then, pulling a 5 or 6 meant you were in for a risky dice move. Over time, the numbers for the expression changed to 6 and 7, but the idea of disarray, confusion, and risk stuck.

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"Winning a surprise award at the ceremony left me in seventh heaven, grateful for the recognition."

This idiom is all about happiness and positive energy. You probably guessed it: its roots are found in the spiritual scene. In some belief systems, the seventh heaven is the highest - and, therefore, the best - place. It is a privileged site, full of delight.

So, when someone says they're in seventh heaven, it's like they're getting all the good stuff. There’s no room for bad vibes or issues to worry about, just pure happiness!

Image: Eran Menashri

"He hasn't studied for the exam, and now he's behind the eight ball at school."

Born in the 20th century, this idiom finds its origins in the game of billiards. Depending on the type of game, the player whose ball is behind the eight ball is in a tough spot with little chance of an easy escape.

When life puts you behind the eight ball, it means that you're in a difficult position, in trouble, or facing a hard situation where finding a way out is not an easy task.

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"After receiving the unexpected promotion, she was on cloud nine for the rest of the week."

While there are some religious explanations for the origin of this expression, an alternative interpretation goes back to the classification of clouds made in the 20th century by the U.S. Weather Bureau. According to that list, the ninth cloud held the highest position. This might explain why the idiom is used to describe the top level of happiness you can experience.

Much like in "seventh heaven," being on cloud nine also implies a state of total euphoria. Used widely throughout the U.S., this phrase describes the kind of joy that makes you feel like you're flying the skies.

When you get the job you want, when your crush accepts you on a date, or when you eat your favorite dish, you can proudly declare, "I'm on cloud nine!"

Image: Timo Müller

"The project proposal was a perfect ten. The client immediately approved it."

Who wouldn't want to be a perfect ten? It's like the golden standard. But let's face it, getting there is not easy.

This idiom has literal translations in many languages and, in most of them, it means the same thing. Whether in sports competitions, contests, or even in some universities and schools, hitting that perfect ten means you've aced it, you've reached the highest level.

In everyday conversations, when you call something or someone "a perfect ten," you're putting the spotlight on their flawlessness, beauty, or efficiency. It's the kind of compliment that can make your day, depending on the attitude and the tone you use to say it.

Catchy taglines for the creative mind

I’m lovin’ it: 10 top brand slogans of all time

Image: Jon Tyson

Creating a memorable message, one that allows immediate identification of a brand with its consumers, is no easy task. It requires a good dose of creativity and a perfect understanding of what makes us human. Throughout history, some companies have been able to create truly memorable taglines that have managed to last years, even decades. The stories behind these creations are truly fascinating. Continue reading to discover the behind-the-scenes of 10 of the most famous brand slogans ever.

Image: Tuur Tisseghem

The mythical advertising tagline developed by Apple after Steve Jobs' return to the company, Think different, was launched in 1997 through a famous television commercial called "Here's to the crazy ones". The one-minute ad featured black-and-white footage of 17 iconic 20th-century personalities such as Albert Einstein, John Lennon, and Martin Luther King, among others.

The phrase, the brainchild of Craig Tanimoto, an advertising agency’s art director, was a reversion of Think, a slogan popularized in the early 20th century by IBM, Apple's main competitor. The motto was so successful that the company continued to use it for five more years.

Image: Pawel Czerwinski

With more than 135 years of history, Coca-Cola is one of the longest-running companies in the U.S. and one of the most beloved by consumers. Throughout its many years on American shelves, the brand has had numerous famous slogans, such as It's the Real Thing, Catch the Wave, and Taste the Feeling, among many others.

But perhaps the most iconic one is Open Happiness, a slogan launched on the reality television series American Idol in 2009. You probably still remember the catchy jingle! For many years, the Coca-Cola brand used happiness as the axis of its advertising campaigns, managing to captivate audiences around the world. In this case, the simplicity of Open Happiness manages to capture not only the essence of the brand but also the philosophy inherent in the American dream.

Image: Polina Tankilevitch

Launched during the first years of the new millennium, I'm Lovin' It was the first advertising campaign developed globally by McDonald's, becoming the company's most famous tagline worldwide. It was created by Heye & Partner, a German advertising agency that competed with 14 other major global advertising companies.

The slogan was accompanied by a multi-million dollar campaign and a jingle performed by Justin Timberlake that became instantly popular. It is a hip hop song that sought to attract the attention of the younger generation and the lyrics have a peculiarity: at no time does it mention the brand. Thanks to an emotional catchphrase and a memorable tune, the motto managed to convey the inspiring, passionate, and fun spirit of the fast food giant.

Image: Subtle Cinematics

After some difficult financial years and in order to improve the brand's image, in 2003 Panasonic launched a campaign led by the slogan Ideas For Life. The objective was to reflect the company's commitment to providing products and services based on the value of ideas.

In a short time, the brand managed to convey that, through its products, it could improve people's lives and contribute to the progress of society. Panasonic continued to use this slogan for 10 more years until it was replaced by A Better Life, A Better World in 2013.

Image: Behrouz Alimardani

The much-advertised slogan Because you're worth it has been part of L'Oréal's brand identity since 1972. This iconic tagline was created by Ilon Specht, a 23-year-old copywriter who had just started working at the McCann Erickson advertising agency. Her mission was to come up with a catchphrase that would encourage the ladies to pay the extra 10 cents that L'Oréal's Preference hair dye was worth over its competitors.

Specht opted to leave behind the typical industry discourse that singled the female gender as the weaker sex and instead focused on celebrating women and their attributes. Since then, from Jane Fonda to Claudia Schiffer, from Brigitte Bardot to Penélope Cruz, a long parade of empowered women in film, music, and fashion have delivered the proud motto in multiple ad campaigns.

Image: Abi Schreider

You are probably familiar with this one, but did you know this slogan has been around since the 1950s? Believe it or not, the first time the public could hear or read this mythical phrase was in 1957. It was written by Donald Gilles of JWT London and to this day it is the signature tagline of the famous chocolate bar we all love and adore.

This slogan, as simple as it is effective, conveys the feeling of being able to escape from chaos just by taking a bite of the delicious treat. The text referred to the 11 AM recess characteristic of English factories. Over time, the meaning of the phrase expanded and today taking a break is immediately associated with KitKat.

Image: Jeff Siepman

The statement is probably true of any potato chip, but you have to hand it to Lay's, it was the first brand to claim that they are truly addictive. And no wonder. The company, founded in Nashville in 1932, was a pioneer in the world of advertising: it was the first snack manufacturer to advertise on television.

The famous Betcha can't eat just one slogan was introduced into the homes of all Americans in the early 1960s and is to this day Lay's most popular campaign. The company hired actor Bert Lahr to star in a series of spots that have remained in the memories of both adults and children for generations.

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"Priceless" is the concept that now sums up the innovative idea that more than a quarter of a century ago revolutionized the history of advertising. Launched in 1997 during the World Series, a commercial featuring things that were "priceless," such as the time shared between a father and son, ended with the punchline There are some things money can't buy. For everything else, there's MasterCard.

Since then, the phrase has been replicated in countless TV, radio, and print ads around the world. Today it is one of the most recognizable brand slogans because it managed to overcome the barrier of time and fashion trends thanks to its freshness and underlying emotionality.

Image: Shubham Mittal

The mythical sports brand Nike launched its famous motto Just do it in 1988, turning it into an emblem for several generations. For many, it is considered one of the best slogans of the 20th century, partly due to its great motivational impact.

This iconic phrase was coined by publicist Dan Wieden, inspired by a quote from the famous criminal Gary Mark Gilmore. According to reports, Gilmore said after being sentenced to death in the 1970s: "Let's do it". Wieden gave it a twist and the expression Just do it would end up identifying Nike with the spirit of effort and self-improvement of athletes.

Image: Karsten Winegeart

Another of the world's most iconic sports brands with a slogan that has transcended the confines of advertising to become an inspirational catchphrase is Adidas. The German company developed the successful tagline Impossible is nothing in 2004, inspired by a phrase uttered by boxing legend and one of the great flag-bearers of Adidas, Muhammad Ali, in a speech from the 1970s.

In fact, Ali is one of the 22 athletes featured in the slogan launch campaign. In this first spot, he is seen running alongside Zinedine Zidane, David Beckham, Ian Thorpe, and Haile Gebrselassie. Through this message, the brand manages to convey its philosophy of passion to achieve goals, even those that seem unattainable.