Effectiveness of Applying the Personality Typology by Archetypes in Branding

The purpose of the article is to find out the effectiveness of applying the personality typology by archetypes in branding. To study the regularity of communication design according to the dominant archetype of the target audience. Research methodology. The study used the empirical method of describing programs from the literature and the Internet, as well as the method of comparative analysis. In addition, the methodological basis of the article was a review and systematization of empirical material on the results of the conducted activities. Scientific novelty. The analysis of research on archetypes made it possible to understand the peculiarities of consumer behavior and to present their classification according to various criteria. The main factors that influence people’s decision-making were identified. A comparative analysis of current personality classifications was carried out and information about them was systematized. The study reveals and summarizes how knowledge of archetypal typologies influences the choice of design style, as manifested in graphic design and brand communication with the target audience. Conclusion. As a result of the study, we conclude that the use of knowledge about personality typologies by archetypes will systematize and simplify the use of this information by designers and make the approach to target audience profiling more effective. In the future, brand strategists and graphic designers will be able to use the analyzed information when creating and managing brands by analyzing the values and needs of the target audience. The research data will help branding and design professionals to choose the right visual and graphic language, and help designers to create the appropriate visual and graphic style