{"id":6247,"date":"2014-01-07T14:05:04","date_gmt":"2014-01-07T19:05:04","guid":{"rendered":"http:\/\/lemasney.com\/consulting\/?p=6247"},"modified":"2020-07-11T16:26:12","modified_gmt":"2020-07-11T20:26:12","slug":"7-365-archetypes-design-principle","status":"publish","type":"post","link":"https:\/\/lemasney.com\/consulting\/2014\/01\/07\/7-365-archetypes-design-principle\/","title":{"rendered":"7 of 365: Archetypes #design #principle"},"content":{"rendered":"<div id=\"attachment_6248\" style=\"width: 1010px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/i0.wp.com\/lemasney.com\/consulting\/wp-content\/uploads\/2014\/01\/7-of-365-Archetypes-design-principle.png?ssl=1\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-6248\" data-attachment-id=\"6248\" data-permalink=\"https:\/\/lemasney.com\/consulting\/2014\/01\/07\/7-365-archetypes-design-principle\/7-of-365-archetypes-design-principle\/\" data-orig-file=\"https:\/\/i0.wp.com\/lemasney.com\/consulting\/wp-content\/uploads\/2014\/01\/7-of-365-Archetypes-design-principle.png?fit=1000%2C667&amp;ssl=1\" data-orig-size=\"1000,667\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;}\" data-image-title=\"7 of 365 &amp;#8211; Archetypes design principle by John LeMasney via lemasney.com\" data-image-description=\"&lt;p&gt;7 of 365 &amp;#8211; Archetypes design principle by John LeMasney via lemasney.com&lt;\/p&gt;\n\" data-image-caption=\"&lt;p&gt;7 of 365 &amp;#8211; Archetypes design principle by John LeMasney via lemasney.com&lt;\/p&gt;\n\" data-large-file=\"https:\/\/i0.wp.com\/lemasney.com\/consulting\/wp-content\/uploads\/2014\/01\/7-of-365-Archetypes-design-principle.png?fit=1000%2C667&amp;ssl=1\" class=\"size-full wp-image-6248\" alt=\"7 of 365 - Archetypes design principle by John LeMasney via lemasney.com\" src=\"https:\/\/i0.wp.com\/lemasney.com\/consulting\/wp-content\/uploads\/2014\/01\/7-of-365-Archetypes-design-principle.png?resize=1000%2C667&#038;ssl=1\" width=\"1000\" height=\"667\" srcset=\"https:\/\/i0.wp.com\/lemasney.com\/consulting\/wp-content\/uploads\/2014\/01\/7-of-365-Archetypes-design-principle.png?w=1000&amp;ssl=1 1000w, https:\/\/i0.wp.com\/lemasney.com\/consulting\/wp-content\/uploads\/2014\/01\/7-of-365-Archetypes-design-principle.png?resize=500%2C333&amp;ssl=1 500w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\" \/><\/a><p id=\"caption-attachment-6248\" class=\"wp-caption-text\">7 of 365 &#8211; Archetypes design principle by John LeMasney via lemasney.com<\/p><\/div>\n<p>Archetypes allow designers to make good design decisions about the alignment of the emotional content of a design and the best use of color, line, fonts and other design elements. Archetypes can be classic ones, such as good and evil, sweet and bitter, happy and sad, but can also be much more subtle. Nike tends to make use of the battered hero <a class=\"zem_slink\" title=\"Archetype\" href=\"https:\/\/en.wikipedia.org\/wiki\/Archetype\" target=\"_blank\" rel=\"wikipedia noopener noreferrer\">archetype<\/a>, using photos of athletes in heroic poses and stark visual conditions. Coca Cola makes use of the happy stereotype, always showing people in the best of moods. These brands could go against archetype, but because there is a certain kind of alignment between those types and the brand, it should not.<\/p>\n<p>In my illustration here, I used a Zen, minimalist archetype to illustrate the traditional zen quote &#8220;Catch the vigorous horse of your mind&#8221;. I might have chosen to go with a <em>pop<\/em> approach, or an <em>angry<\/em> type, but the message and its treatment would have been in conflict.<\/p>\n<h6 class=\"zemanta-related-title\" style=\"font-size: 1em;\">Related articles<\/h6>\n<ul class=\"zemanta-article-ul zemanta-article-ul-image\" style=\"margin: 0; padding: 0; overflow: hidden;\">\n<li class=\"zemanta-article-ul-li-image zemanta-article-ul-li\" style=\"padding: 0; background: none; list-style: none; display: block; float: left; vertical-align: top; text-align: left; width: 84px; font-size: 11px; margin: 2px 10px 10px 2px;\"><a style=\"box-shadow: 0px 0px 4px #999; padding: 2px; display: block; border-radius: 2px; text-decoration: none;\" href=\"https:\/\/lemasney.com\/consulting\/2014\/01\/06\/6-365-anthropomorphic-design-principle\/\" target=\"_blank\" rel=\"noopener noreferrer\"><\/a><a style=\"display: block; overflow: hidden; text-decoration: none; line-height: 12pt; height: 80px; padding: 5px 2px 0 2px;\" href=\"https:\/\/lemasney.com\/consulting\/2014\/01\/06\/6-365-anthropomorphic-design-principle\/\" target=\"_blank\" rel=\"noopener noreferrer\">6 of 365: Anthropomorphic #design #principle<\/a><\/li>\n<li class=\"zemanta-article-ul-li-image zemanta-article-ul-li\" style=\"padding: 0; background: none; list-style: none; display: block; float: left; vertical-align: top; text-align: left; width: 84px; font-size: 11px; margin: 2px 10px 10px 2px;\">Less Mortal Than the Living Archetype<\/li>\n<li class=\"zemanta-article-ul-li-image zemanta-article-ul-li\" style=\"padding: 0; background: none; list-style: none; display: block; float: left; vertical-align: top; text-align: left; width: 84px; font-size: 11px; margin: 2px 10px 10px 2px;\"><a style=\"box-shadow: 0px 0px 4px #999; padding: 2px; display: block; border-radius: 2px; text-decoration: none;\" href=\"https:\/\/kdelucchi.wordpress.com\/2014\/01\/04\/0106-0107-mainstream-archetypes\/\" target=\"_blank\" rel=\"noopener noreferrer\"><\/a><a style=\"display: block; overflow: hidden; text-decoration: none; line-height: 12pt; height: 80px; padding: 5px 2px 0 2px;\" href=\"https:\/\/kdelucchi.wordpress.com\/2014\/01\/04\/0106-0107-mainstream-archetypes\/\" target=\"_blank\" rel=\"noopener noreferrer\">01\/06-01\/07 Mainstream (archetypes)<\/a><\/li>\n<li class=\"zemanta-article-ul-li-image zemanta-article-ul-li\" style=\"padding: 0; background: none; list-style: none; display: block; float: left; vertical-align: top; text-align: left; width: 84px; font-size: 11px; margin: 2px 10px 10px 2px;\">Understanding Social Media &#8220;Personas&#8221;<\/li>\n<li class=\"zemanta-article-ul-li-image zemanta-article-ul-li\" style=\"padding: 0; background: none; list-style: none; display: block; float: left; vertical-align: top; text-align: left; width: 84px; font-size: 11px; margin: 2px 10px 10px 2px;\"><a style=\"box-shadow: 0px 0px 4px #999; padding: 2px; display: block; border-radius: 2px; text-decoration: none;\" href=\"https:\/\/nancygiffen.wordpress.com\/2014\/01\/06\/intro-to-archetypes\/\" target=\"_blank\" rel=\"noopener noreferrer\"><\/a><a style=\"display: block; overflow: hidden; text-decoration: none; line-height: 12pt; height: 80px; padding: 5px 2px 0 2px;\" href=\"https:\/\/nancygiffen.wordpress.com\/2014\/01\/06\/intro-to-archetypes\/\" target=\"_blank\" rel=\"noopener noreferrer\">Intro to Archetypes<\/a><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<div class=\"zemanta-pixie\" style=\"margin-top: 10px; height: 15px;\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Archetypes allow designers to make good design decisions about the alignment of the emotional content of a design and the best use of color, line, fonts and other design elements. Archetypes can be classic ones, such as good and evil, sweet and bitter, happy and sad, but can also be much more subtle. Nike tends [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":6248,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[3,7,18,3659,1128,3653,3654,29,31,32],"tags":[],"class_list":{"0":"post-6247","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-brand","8":"category-consulting","9":"category-cv","10":"category-design-principles","11":"category-illustration","12":"category-insights","13":"category-portfolio","14":"category-research-interests","15":"category-teaching","16":"category-teaching-experience","17":"czr-hentry"},"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/lemasney.com\/consulting\/wp-content\/uploads\/2014\/01\/7-of-365-Archetypes-design-principle.png?fit=1000%2C667&ssl=1","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p3h6y2-1CL","jetpack_likes_enabled":true,"jetpack-related-posts":[{"id":6265,"url":"https:\/\/lemasney.com\/consulting\/2014\/01\/09\/9-365-attractiveness-bias-design-principle\/","url_meta":{"origin":6247,"position":0},"title":"9 of 365: Attractiveness bias #design #principle","author":"lemsy","date":"2014-01-09","format":false,"excerpt":"Attractiveness bias is a design principle that allows designers to act upon noted preferences in humans for (typically) other humans who seem to be whole, symmetrical, appear genetically and otherwise healthy, and nutritionally sound. A commonly cited example for attractiveness bias is the televised debate between Nixon and Kennedy, where\u2026","rel":"","context":"In &quot;brand&quot;","block_context":{"text":"brand","link":"https:\/\/lemasney.com\/consulting\/category\/consulting\/brand\/"},"img":{"alt_text":"9 of 365 - attractiveness bias design principle by John LeMasney via lemasney.com","src":"https:\/\/i0.wp.com\/lemasney.com\/consulting\/wp-content\/uploads\/2014\/01\/9-of-365-attractiveness-bias.png?fit=724%2C1200&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/lemasney.com\/consulting\/wp-content\/uploads\/2014\/01\/9-of-365-attractiveness-bias.png?fit=724%2C1200&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/lemasney.com\/consulting\/wp-content\/uploads\/2014\/01\/9-of-365-attractiveness-bias.png?fit=724%2C1200&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/lemasney.com\/consulting\/wp-content\/uploads\/2014\/01\/9-of-365-attractiveness-bias.png?fit=724%2C1200&ssl=1&resize=700%2C400 2x"},"classes":[]},{"id":6895,"url":"https:\/\/lemasney.com\/consulting\/2014\/01\/29\/28-365-cost-benefit-design-principle\/","url_meta":{"origin":6247,"position":1},"title":"28 of 365: Cost-Benefit design principle","author":"lemsy","date":"2014-01-29","format":false,"excerpt":"Cost-Benefit as a design principle talks about the tension between the cost of the user's time, effort, and other resources versus the benefit to that same users. If the perceived cost of a user exceeds their perceived benefit, the user will stop the use of the design. If the value\u2026","rel":"","context":"In &quot;brand&quot;","block_context":{"text":"brand","link":"https:\/\/lemasney.com\/consulting\/category\/consulting\/brand\/"},"img":{"alt_text":"Cost-Benefit Analysis study: a font mashup between Gill Sans and Scriptina Pro","src":"https:\/\/i0.wp.com\/lemasney.com\/consulting\/wp-content\/uploads\/2014\/01\/28-of-365-Cost-Benefit-design-principle.png?fit=1000%2C600&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/lemasney.com\/consulting\/wp-content\/uploads\/2014\/01\/28-of-365-Cost-Benefit-design-principle.png?fit=1000%2C600&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/lemasney.com\/consulting\/wp-content\/uploads\/2014\/01\/28-of-365-Cost-Benefit-design-principle.png?fit=1000%2C600&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/lemasney.com\/consulting\/wp-content\/uploads\/2014\/01\/28-of-365-Cost-Benefit-design-principle.png?fit=1000%2C600&ssl=1&resize=700%2C400 2x"},"classes":[]},{"id":6880,"url":"https:\/\/lemasney.com\/consulting\/2014\/01\/27\/27-365-convergence-design-principle\/","url_meta":{"origin":6247,"position":2},"title":"27 of 365: Convergence design principle","author":"lemsy","date":"2014-01-27","format":false,"excerpt":"\"Natural or human-made systems that best approximate optimal strategies\u00a0afforded by the environment tend to be successful, while systems exhibiting lesser\u00a0approximations tend to become extinct. This process results in the convergence\u00a0of form and function over time. 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