Archetypes: How Do They Relate to Packaging?

Want to know what Harry Potter, Hercules, and Luke Skywalker all have in common? They fall under the same archetype—the hero.

Wondering what an archetype is? Archetypes are universal themes and forms resulting from inherent human biases. They help reinforce plots in stories because they represent consistent values and traits. The twelve main categories include the hero, rebel, magician, explorer, sage, innocent, creator, ruler, caregiver, everyman, jester, and lover.

Archetypes have been around since the beginning of time. It’s amazing how, with just twelve categories, we can place most humans into one of these groups. The specific types can be broadly grouped into those who want to provide structure, those who yearn for paradise, those who connect with others, and those who leave a mark on the world. Even if you haven’t thought about it, you can probably see yourself relating to one or maybe more of these types.

Psychology states that archetypes help to understand who a person is, but archetypes also work well for corporate brands. Many well-known brands all have common traits. If you feel like being rebellious, you grab your Harley Davidson jacket, right?

As you can see, archetypes can be very helpful in deciding what story you want your brand to tell. Interested in other human factors? Check out our online course that covers the key aspects you need to know!

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