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Brand archetype vs. persona: How brand work guides UX design
- Brand archetypes define a brand’s personality and voice, while user personas represent target audience needs and behaviors in UX design.
- Brand archetypes bring consistency across touchpoints, while personas bring relevance to user needs.
- Understanding the difference between brand archetypes and user personas is crucial for designing a seamless user experience.
- Brand archetypes personify a brand’s strategy, giving it a distinct voice, while user personas personify the target audience.
- Brand archetypes guide voice, tone, and personality, while user personas inform product decisions and usability based on user needs.
- There are twelve primary brand archetypes that can be categorized into four broader categories.
- Examples of brand archetypes include The Innocent, The Sage, The Explorer, and The Magician, each representing different brand characteristics and values.
- Balance between brand archetypes and user personas is essential for creating a cohesive and effective user experience.
- Brand archetypes influence copywriting tone, visual design, interaction patterns, and user journey design in UX.
- UX designers should align their design choices with the chosen brand archetype to create a recognizable and trustworthy user experience.
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