Archetype

Archetype

An archetype is a common character type, personality, or role that represents a group of people with shared traits, behaviors, or motivations. In business, archetypes are used to better understand and connect with customers by creating relatable profiles based on their needs and preferences. They are often used in branding, marketing, and product design to create experiences that resonate with specific audiences.

Why it’s important for your business

Using archetypes helps your business create messages, products, or services that feel personal and meaningful to your audience. It simplifies complex customer behavior into clear categories, making it easier to target the right group. For example, by knowing whether your customers value trust, adventure, or simplicity, you can design experiences that meet their expectations and build loyalty.

Examples

1. E-commerce: An online fashion retailer might identify the "Trendsetter" archetype - customers who love staying ahead of trends and showing off unique styles - and market exclusive, limited-edition pieces to them.
2. Finance: A bank creates the "Cautious Planner" archetype to represent customers who prioritize saving and security. They design financial tools like savings calculators and promote low-risk investment options for this group.
3. Travel-Tech: A travel platform uses the "Explorer" archetype to focus on users who want off-the-beaten-path adventures. They create personalized recommendations for hidden gems and unique destinations to appeal to these travelers.

Archetypes help you deeply understand your customers and craft products or experiences that connect with them on a personal level, making your business stand out.

Schedule a call with our UX experts and chat in person

BOOK A FREE CALL  ➜
Call To Action Digital - Time to optimise your design
Our Policies
Socials
CTAD LinkedIn page logoCTAD X page logo
© 2025 Call To Action Digital. All rights reserved.