Cognitive metaphor theory claims that in conceptualization of different concepts, ordinary and poetic languages have some commonalities and differences. This paper studies Hafez’s creativity in conceptualization of “love.” In Hafez’s poetry, “love” is conceptualized by different, though interrelated, conceptual mechanisms of metaphor, image, personification, and metonymy. It seems that Hafez has used even more creative mechanisms in the conceptualization of love. To find some of these distinguishing factors, two important questions are raised: (1) what is the difference between common metaphors of “love” in Persian and those created in Hafez’s poetry; and (2) among the four mechanisms proposed by Kovecses (2010), which one is more influential in artistic creativity and novelty of Hafez’s poetry? Close analysis of poems that draw on the concept of “love” shows that the language or Hafez contains the same kind of conceptualization as ordinary Persian language. In other words, “love” has been conceptualized as “fire,” “journey,” “rapture,” etc. However, its conceptualization is different from ordinary language, because the poet has creatively used four poetic mechanisms of extension, elaboration, questioning, and combining which are less frequent in ordinary language. It seems that, as it is predicted by cognitive linguistics, what distinguishes literary language from ordinary language is creative usage of metaphorical conceptualizations, personification, image metaphors, and conceptual metonymies. Furthermore, among four distinguishing mechanisms, combining and elaboration seem to be the most effective and questioning is the least effective factor in poetic conceptualization of “love.” Moreover, Hafez has used many creative, novel conceptual metaphors of “love” along with conventional ones.