From Collective Unconscious to Product Design: The Impact of Archetype Usage on User Experience in Product Design

One of the most critical points in product design is to be able to correctly convey the function and usage of the product to the user through the product form. Designers can use different methods to achieve this goal. The use of archetypes, which gives meaning to the form, in other words, acts as a kind of "reminder", is a method frequently used in design. Archetypes are defined as the first examples or forms that have taken their place in the collective subconscious and are passed down through generations, and they create a common language between cultures. By using archetypes, designers aim for the user to recognize, understand and use the product more quickly. However, in order for the product to be perceived correctly by the user, the archetype must be used in the right place and in the right context. This article also aims to draw attention to the issues that need to be considered while examining the effects of archetype-based design on innovation, meaning creation and user perception. In this context, product designs using archetypes were developed within the scope of an experimental study conducted with design students and the findings obtained in this process were evaluated. It was attempted to reveal how the use of archetypes works in the design process and what kind of results it produces. The results show that if used consciously, the archetype can contribute to more effective and successful results in product design.