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How to use brand archetypes to design websites
My fun-loving buddy Veronica quit her job and wanted to make a website for her marketing gig. She’s super into ancient Greece and wanted that to be her theme.
She decided to base her brand on the Jester archetype, you know, like the cheeky god Hermes, but was worried it might not be professional enough.
She really wanted that Jester vibe but also needed the site to look professional. She was afraid people might think she was not serious about her work. But she didn’t want to give up on her Greek theme, so she teamed up with a pro designer.
So they made an awesome website with cartoon illustrations of Trojan War characters but still kept it clean and professional. Veronica was super happy with the results!
Her website was a unique and engaging tribute to the ancient Greeks, and it conveyed her professionalism in a way that was both fun and approachable.
Her site was fun and unique, and it still showed she meant business. Now she’s proud to show it off to her clients.
12 brand archetypes to choose from
Besides the Jester, there are a bunch of other archetypes you can choose from. Check out these 12 archetypes and how they can work for web design:
The Innocent: It’s all about being pure and honest. Think Coca-Cola, Dove, and McDonald’s. Use bright colours and minimalist elements.
The Explorer: This one’s all about adventure. Like Jeep, The North Face, and Red Bull. Use nature images and adventurous stuff.
The Sage: Knowledge and understanding are key here. Check out TED Talks, Google, and National Geographic. Go for a clean and sleek design with lots of educational content.
The Hero: It flaunts bravery and strength. Brands like Nike, Under Armour, and BMW nail this. Use bold typography and images of people overcoming challenges.
The Outlaw: Rule-breakers and rebels, like Harley-Davidson and Apple, use edgy designs and rebellious messaging.
The Lover: Emotional, passionate, and sensual, like Victoria’s Secret, Godiva, and Chanel. Use romantic imagery and elegant typography.
The Caregiver: It’s all about compassion and empathy. Brands like Johnson & Johnson, St. Jude Children’s Research Hospital, and Toms show this. Use warm colours and images of people helping others.
The Ruler: It’s all about power and authority. Brands like Mercedes-Benz, Rolex, and American Express use luxurious designs and bold messaging.
Making web design easy with archetypes
Knowing the archetype you want to use can help you create a consistent and effective design for your website. Here are some tips on using brand archetypes in web design:
Develop a brand persona
Match the persona to the archetype your client wants to use. This helps guide design decisions like colour schemes, typography, imagery, and messaging.
Choose the right imagery
The pictures you use on a website can have a big impact on how visitors perceive the brand. Pick images that go with the archetype. Explorers might want nature and adventure, while Caregivers might want images of people helping others.
Use typography to show personality
Typography is powerful. Bold, strong fonts work for the Hero archetype, while clean, minimalistic typography is great for the Sage archetype.
Create a consistent colour scheme
Choose a colour palette that matches the archetype. Innocent archetypes might want bright, cheerful colours.
Use messaging to reinforce personality
Make sure the messaging is consistent with the brand. If you’re going for the Jester archetype, use witty messaging or jokes to make visitors laugh.
Choosing the archetype is only half the journey
Using brand archetypes in web design makes it easy to create a consistent brand image and connect with the audience. If you’re unsure, like Veronica, reach out to a professional designer to create options.
With a Deer Designer subscription, you can describe your vision, and we’ll guide you and create versions for a flat monthly fee.
Remember, brand archetypes aren’t set in stone. You might get different responses from your market after launching your brand. Although it’s best not to change your brand too much, keep an eye on feedback from customers and clients.
At the end of the day, the goal is to make your brand relatable and trustworthy for your clients or customers.
