One method of expressing brand personality is to use a system of 12 archetypes, each associated with certain beliefs, personality traits and behavioural characteristic phone number list A unique colour palette, text style, attributes and values distinguish each archetype. This concept was proposed by Carl Jung. Later, in 2001, Margaret Mark and Carol Pearson adapted it for colour marketing and branding.
The twelve archetypal One method of expressing brand personality
into four categories depending on the basic concept they embody. Obviously, the tones, style and tone of voice of the “jester” will differ significantly from those of the “ruler” or “sage”.
- Individualists who want to make a statement often choose energetic, dynamic red shades.
- Paradise seekers value freedom implement target segmentation understanding and security. Orange, yellow and light green are suitable for them.
- Order lovers love green. These include the “creator,” “ruler,” and “carer.” They tend to choose warm shades of earth, stone, and greenery.
- “The Jester”, “The Lover” and “The Nice Guy” choose deep blue and purple colors.
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Addressing the audience
Modern approaches to target audience segmentation provide marketers with a variety of opportunities. One such approach is based on gender characteristics. Research on this topic emphasizes that the perception of the surrounding world may differ among representatives of different genders. Despite this, it is important to understand that each person is unique and differences are not always determined by gender.
Men generally distinguish fewer shades t numbers lists han women. An interesting fact is that the higher the level of testosterone in a man’s body, the more limited his color perception. Therefore, using complex color solutions in advertising campaigns for sports equipment or hunting products may be ineffective, since customers may not appreciate such refinements.