Archetypes and user personas

Archetypes and personas are terms that are sometimes used interchangeably in the design and marketing space.

But there are a few key differences.

🦸‍♂️ ARCHETYPES are designed around aspirational identities or how your customer WANTS to be perceived.

🔍 PERSONAS are based on empirical evidence around your customers as they are TODAY. Personas are typically designed to reflect a unique and specific relationship to your product or service.

So when do you use which?

🌟 SCENARIO 🌟

“The Everyman” archetype values connection and belonging. Humble. Down-to-earth. Authentic.

The Everyman can show up in lots of different customer segments, but this is how he appears as a persona for your clothing brand:

👨 Chris, a 32 year-old producer in Downtown Los Angeles, sees an ad for organic denim jeans that are made for fitting in.

The ad features a group of friends laughing around a campfire. And coworkers greeting each other at a local Happy Hour.

⭐️ Remember: Chris’ “Everyman” archetype interacts daily with dozens of brands, ranging from tech and apparel to productivity apps and skincare.

But his persona is uniquely designed for YOUR brand. It reflects who he is today and how his affect his relationship and interactions across his entire customer journey.

So if the “Everyman” archetype is who he aspires to be…

And the persona represents who he is today…

How does your product or service offer to help him bridge the gap?