University of Twente Student Theses


Archetypen: onderzoek naar de visualisatie

Bolhuis, Sharon (2011) Archetypen: onderzoek naar de visualisatie.

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Abstract:“To what extent can archetypes be visualized with shapes?” This was an unanswered question until now. By answering this question, it’s possible to position archetypical brands in a consistent manner. This can be done by taking the shapes in account that match the archetypes, when designing a corporate symbol. Two pre-tests and a main research were conducted to answer the question. The purpose of the first pre-test was to examine the shape-characteristics that people pay attention to. This pre-test showed that the shapes graceful, tight, 3D, parallel, organic and round were the most important shapes. Based on the first pre-test, a second pre-test was conducted. The purpose of this second pre-test was to pursue the first pre-test. In this second pre-test the logo’s from the first pre-test were rated on all of the six shapes. The main research was based on the two pre-tests. In this research the original archetype-model was examined. These results showed that de original model had to be adapted because there weren’t four, but three groups of archetypes. In the adapted model the 12 archetypes can be divided into three groups: the freedom-group, social-group and the order-group. The individual-group was omitted from the model. The difference in the number of groups can be explained by the individual-group matches the freedom-group. Both groups go their own way, without reckon with other people. An other outcome of the research was the match between archetypes and shapes: the archetypes can be visualised with shapes. The freedom-group can be visualized with graceful and organic shapes. The social-group can be visualized with graceful and round shapes. Finally the order-group matches with the shapes tight and 3D. The results show that archetypes can be visualized with the right shapes. In this research more insight is gained with regarding to position archetypical brands and the way these archetypes can be translated visually.
Item Type:Essay (Master)
Inc. Merkbeleving
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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