Abstract
Rooted in Carl Jung’s theories and popularised by Margaret Mark and Carol S. Pearson, brand archetypes have long been foundational in developing compelling brand narratives. However, advancements in consumer psychology research, data analytics, and artificial intelligence (AI) have significantly transformed the field. Traditional brand archetypes now require updating to maintain their relevance. This paper explores the application of AI in evolving archetypes, utilising machine learning, large language model processing, and data analytics to enhance design students’ understanding of consumer personas and profiling within contemporary design curricula. Bridging the gap between tradition and technology, this paper introduces a practical matrix as a case study designed for design students in higher education. This novel, systematic approach, grounded in Jungian archetypes, is modular, dynamic, and customizable for specific design briefs. The matrix facilitates the transition from a traditional demographic market model to a more nuanced psychographic and behavioural segmentation based on shared interests and values. It also incorporates generational cohorts and other consumer research theories. In a dynamic landscape where consumers continuously redefine their identities and personas, this paper discusses the effectiveness of this case study when applied by design students to their research methodologies. Moreover, the paper underscores the critical importance of integrating AI into design practice pedagogy, advocating for design students to use AI and technology responsibly and confidently.
Presenters
David LeeLecturer, School of Design Communication, Faculty of Design, LASALLE College of the Arts, University of the Arts Singapore, Singapore Joselyn Sim
Programme Leader, MA Design, School of Design Communication, Faculty of Design, LASALLE College of the Arts, University of the Arts Singapore, Singapore
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
Artificial Intelligence, Brand Archetypes, Brand Loyalty, Consumer Insights, Consumer Psychology
