Week 6 – Jungian Archetypes

Carl Jung proposed the concept of ‘Archetypes’ as a set of universal symbols and categories that all humans can fit into. He says that these archetypes are inherited and passed down and influence the personalities of individual people. This theory of his can be used to create distinct user personas to help identify who a brand’s target audience is.

The diagram above clearly lays out all of the different categories that Jung created within which all humans can fit. I intend to use these categories when creating user personas for my projects.