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Archetypes are a cluster of similar users. They are grouped as an archetype to present their key similarities, habits, motivations, pain-points, and behaviors. The purpose of the archetype is similar to that of a persona, but they are less defined as an ‘individual’ and more as a ‘group.’ Although some demographic may be included, they are driven by user-research and modeled around user behavior.

Therefore, whereas in personas, a photo may be used to represent the individual, to support the understanding and empathy for the person, in archetypes, we suggest it might be more appropriate to represent with an illustration, iconic imagery, or less ‘individual/personal’ representation.

Additional Resources:

+ Differences between Personas and Archetypes?

+ Archetypes not Personas

+ Personas vs. Archetypes

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