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S2 AR & VR Week 13

Whilst working with another designer, she signposted me to archetypes - I feel that I instinctually could guess as a lot of them, and the brands that would motivate a person to engage with a product or design. Further research gave me an insight into the development I could do for my app.

There are twelve brand archetypes: The Innocent, Everyman, Hero, Outlaw, Explorer, Creator, Ruler, Magician, Lover, Caregiver, Jester, and Sage.


The theory come from the work of the psychoanalyst Carl Gustav Jung in the 1930's he produced extensive treatises in understanding the powerful relational effects of the human ego.







The visibility of a branding concept makes it vital for an organisation to use the collective unconscious of a group, that fits the positioning strategy of that organisation in every way. Documenting this in The International Journal of Social Sciences and Humanities Invention · June 2016 - Stephen Poon examines if the colours in brand development can express an archetypical identity. In summing up his paper Poon says:

When design meets psychology through the creation of goods that tap our spontaneous imagination, it improves the value perception of the creative processes, and this forms the fundamental design ethos that enables businesses to gain return on investments for excellence in branding and marketing design.

The science behind the Art of Storytelling


Leo Widrich (citing Princeton neuroscientist Uri Hasson) says “a story is the only way to activate parts in the brain so that a listener turns the story into their own idea and experience.” she goes on to state: Ultimately, storytelling is about the exchange of ideas, about growth – and that’s learning. That’s why we believe that it’s important that we embed storytelling in our organizational cultures and in our learning programs. Storytelling is essential. If you’re trying to engage, influence, teach, or inspire others, you should be telling or listening to a story, and encouraging others to tell a story with you.



App dev

So for my app to develop I need to ensure:

  • Colour choices are socially sound

  • The narrative is one which my audience will engage with

  • My brand needs to inspire confidence and medical assurity

  • My stories in the app need to engage, influence, teach and inspire

  • Data needs to be secure

  • Mental security needs to be assured

  • Archetypal identities catered for

  • Narrative

  • Gamification

  • Contract obligations of the app use and reaching data gathering needs to be detailed

The brand, the app, the game ultimately consideration and empathy for those with Anxiety.


So when I look back onto my research from Week 1 and Plato's cave analogy, we can see that the thinkers and theorist have an integral role in new and developing the tech of today. AR and VR technology is not just about a box popping up in front of you - it brings into question the nature of that persons reality and lived experience, what does it all mean?



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