{"id":2528,"date":"2021-01-30T00:11:32","date_gmt":"2021-01-30T00:11:32","guid":{"rendered":"http:\/\/desres20.netornot.at\/?p=2528"},"modified":"2021-01-30T00:11:32","modified_gmt":"2021-01-30T00:11:32","slug":"joyful-design-09","status":"publish","type":"post","link":"http:\/\/desres20.netornot.at\/?p=2528","title":{"rendered":"Joyful Design 09"},"content":{"rendered":"\n

Archetypes<\/strong><\/p>\n\n\n\n

An important factor to create joyful experiences is empathy. Speaking of empathy in design we have to consider that there are people (as well as brands) with different archetypes to consider. Those archetypes have very different personalities and priorities. Knowing about their mindset is the key to tailored and hence empathic design which acts as a base for joyful design.<\/p>\n\n\n\n

In Branding the wheel of twelve archetypes by Carl Jung is a popular tool to explore and figure out where a brand is positioned\u2014which also helps to find a brands voice. Carl Jung developed this concept because of his conviction that archetypes are universal, archaic patterns and image that derive from our collective unconscious. He interpreted them as our psychic counterpart of instinct, which manifests in behavior on interaction with the physical world. Therefore those archetypes not only can be connected with brands but with characteristics of people in general.<\/p>\n\n\n\n

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People as well as brands can be classified to one specific archetype but they can also identify with a mixture of archetypes. (such as Apple) However, classifying a brand\u00a0helps to shape its character and therefore enables the audience to identify with the brand and elicit the emotional response creating a sense of belonging\u2014competing on a more instinctive, deeper level. <\/p>\n\n\n\n

Those archetypes clearly show that we not only have to consider (universal) aesthetics only to create joyful experiences, but that the emotional layer which corresponds to the feeling of belonging, identification and self-actualization is an important factor to consider too. Plus, with the help and consideration of those archetypes a personal connection to the consumer can be easier established, which in turn sets the base for creating joyful experiences as well as satisfying consumers expectations of a brand.<\/strong><\/p>\n\n\n\n

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The twelve archetypes<\/span><\/strong> <\/p>\n\n\n\n

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The creator <\/strong><\/p>\n\n\n\n

The Creator brand is visionary, non-conformist and authentic. Those brands want to craft something meaningful and special\u2014they love new ideas and to make them happen and are driven by their desire do produce and create\u2014they are afraid of everything mediocre. Most marketing, design and technology brands are creator brands.<\/p>\n\n\n\n

Goal: <\/strong>To realise a vision\u00a0
Strategy: <\/strong>To Develop artistic control and skill
Greatest Fear:<\/strong> Mediocre vision or execution
Personalities: <\/strong>Artisan, Innovator, Inventor
Key Attributes:<\/strong> Innovative, Imaginative, Creative, Artistic, Experimental, Willing to take risks, Ambitious, Desire to turn ideas into Reality, Inventor, Musician, Writer, or Dreamer.

Successful brands will develop a very loyal fan base, for example, Apple and have great chances to become so called “love brands”.<\/p>\n\n\n\n

Creator brands promise Authenticity.<\/em><\/strong><\/p>\n\n\n\n

“Creator brands often position themselves as the key to unlocking a creator\u2019s creativity. Their main focus is self-expression.\u00a0The worst thing that could happen to a Creator archetype would be to be seen as inauthentic or a \u2018sell-out\u2019.”\u2014Vision One market research<\/p>\n\n\n\n

Examples: Apple, Adobe, Lego, Nintendo<\/p>\n\n\n\n

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The Jester <\/strong>
The Joker, The Fun, The Comedian

Jesters live in the moment and fear boredom. They life on the wild site and often use outrageous imagery. They are high on energy, vibrant colors, are playful and entertaining.<\/p>\n\n\n\n

Goal: <\/strong>To enjoy the journey and to stand out
Strategy: <\/strong>To live in the moment and not be too serious
Greatest Fear: <\/strong>To come across boring
Personalities: <\/strong>Comedian, Practical Joker, The Fool
Key Attributes:<\/strong> Joker, Playful, Carefree, Joyful, Original, Teaser and Foolish<\/p>\n\n\n\n

Examples: M&Ms, Doritos, Skittles<\/p>\n\n\n\n

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The Sage<\/strong>
The Teacher, The Investigator, The Mentor
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Sage brands strive for truth and want to find the good and the wisdom in all situations. They will promise learning, teaching, knowledge and an open mind. They find fulfillment in finding answers to the most challenging questions and therefore demonstrate intelligence, knowledge and keen problem-solving skills. Charateristics: positivity, wisdom, truth, knowledge, provides intelligence, solutions.

Goal:<\/strong>\u00a0To use intelligence and wisdom to understand the world\u00a0
Strategy:<\/strong>\u00a0Seek out information and knowledge\u00a0
Greatest Fear:<\/strong>\u00a0Being misled or ignored\u00a0
Personalities:<\/strong>\u00a0Expert\/Guru, Investigator, Mentor
Key Attributes:<\/strong>\u00a0Expert, Thinker, Philosopher, Reflective, Advisor, Teacher, Confident, In-control, Wisdom, Intelligence, Planner<\/p>\n\n\n\n

Examples: Google, TED, BBC<\/p>\n\n\n\n

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The Innocent <\/strong>
The Honest, The Optimistic, The Pure

Innocent brand have the desire to be free and happy and to keep things simple\u2014they communicate a positive worldview. Because of the optimistic character they are often successful because of moving through barriers, that would stop others. Another characteristic is that those brands aim to motivate others. Brand in health, cleanliness and natural products work with this archetype.

Goal:<\/strong> To be happy
Strategy:<\/strong> To do things right
Greatest Fear:<\/strong> To come across unhappiness
Characteristics:<\/strong> Wholesome, Pure, Forgiving, Trusting, Honest,Happy, Optimistic, Simple.<\/p>\n\n\n\n

Innocent brands will promise Simplicity. <\/em><\/strong><\/p>\n\n\n\n

“They will offer a somewhat simple solution to any problem associated with goodness, morality, simplicity, nostalgia, and childhood. Innocent brands will strive to do what is right and positive. Most of the time, their simplistic view of the world can be perceived as a weakness. They fear to do something immoral and to see the world being influenced by something negative or unnatural.”\u2014Vision One market research<\/p>\n\n\n\n

Examples: Dove, Ford, Coca Cola, Disney

“Dove aims to make women feel confident by using beauty products. Their recent #ShowUs campaign celebrates women in media and advertising. The result is a gallery of women who shatter stereotypes and redefine the meaning of beauty.”\u2014Faith Lisondra [3] <\/p>\n\n\n\n

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The Lover<\/strong>
The Idealist, The Sensualist, The Seducer

Lover brands are all about creating relationships and creating emotions. They want to make people feel special to celebrate the physical joys of being human, fostering intimacy and bliss. Those brands are aesthetically pleasing are passionate and represent anything that pleasures the senses.<\/p>\n\n\n\n

Goal: <\/strong>To be in a relationship with the people, work and surroundings.
Strategy:<\/strong> To become more and more physically and emotionally attractive
Key Attributes: <\/strong>Seek true love, intimacy, Sensuality, Passionate, Sexy, Seductive, Erotic, Seek Pleasure, To Indulge, Follow Emotions.\u00a0
Greatest Fear: <\/strong>Being alone or feeling unwanted
Personalities:<\/strong> Harmoniser, Connector, Partner<\/p>\n\n\n\n

“The Lover Archetype are customers who value the aesthetic appearance of goods and services. They are likely to be drawn to premium brands that will make them seem more attractive to others.”\u2014Vision One market research<\/p>\n\n\n\n

Lover brands will promise Passion<\/em><\/strong><\/p>\n\n\n\n

Examples: Lindt, Chanel, Victoria\u2019s Secret

Perfume and Cosmetic Brands core desires are evoking emotions through their cosmetic products and fragrances\u2014as example Chanels branding itself focuses glamour and experiencing the best things in life and therefore representing a Lover brand archetype perfectly. <\/p>\n\n\n\n

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