What are archetypes and how can they be useful?

Archetypes are a kind of character, a vivid collective image that has been ingrained in our collective unconscious since the dawn of time. The concept of archetype was first coined by C.G. Jung, and later, researchers M. Mark and K. Pearson refined his theory and identified 12 types: Hero, Rebel, Magician, Nice Guy, Lover, Jester, Innocent, Seeker, Sage, Caregiver, Creator, and Ruler.

When reading the name of an archetype, each of us instantly conjures up its appearance and qualities in our imagination—this is the key to its effective application everywhere.

In their book, The Hero and the Rebel, Mark and Pearson explore the use of archetypal imagery in marketing and branding, which can easily (and even should) be transferred to personal style, as it allows us to influence the collective unconscious by conveying a specific, easy-to-understand image.

Each of us contains all 12 archetypes, and depending on our goals and objectives, some are prominent, while others fade into the background. Target archetypes shouldn't be ignored when creating a style—they will help us achieve all our social aspirations: the Lover will help us build relationships, the Hero will help us reach career heights, the Nice Guy will help us fit into a new team, the Caring One will help us raise children and build a family, the Rebel will stand up for oneself, the Sage will help us become an expert in our field, and so on.

However, creating your own character is impossible based on goals alone—it's the image, not the style, that's built on goals. With this approach, there's always the risk of attracting the "wrong" people, appearing like a "wolf in sheep's clothing" to others, and internally experiencing constant discomfort and fatigue from wearing a mask. To avoid this, it's crucial to delve into your conscious (and subconscious) and identify your leading personality archetypes, find your meanings, and what you want to convey to the world around you. By combining personality archetypes and goals, we'll create a comfortable and highly informative image for others, and also reveal our personal, primal appeal, which, as we know, lies in harmony.

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Peace between the outer and inner to each and everyone!

Thank you for your trust, and until next time!