Design of sunglasses based on seven feminine Archetypes

Human personality is one of the determinants of individuals’ decision making patterns. Up to now, several personality-based theories have been published by psychologists, and one of them is Jung's theory of mythical archetypes, which illustrates the extent to which each archetype has penetrated within each individual and believes they are patterns of people, behaviors, or personalities. In this regard, the aim of this study is to use this theory as a basis for formative ideas and creativity and to diversify design solutions. With this in mind, as personal products are more reflective based on individuals interests, so, the sunglasses were chosen as the case study in design process. In order to achieve this goal, participatory design and active co-creation, crowed-sourcing, simulations, questionnaires and interviewing tools have been used; Also, in order to achieving the results tailored to the tastes of various personality Archetypes, the target groups have been involved in almost all stages of the research process. The results of the study showed that "Archetype-based Product Design", the name chosen by the authors for this approach in design, as an interdisciplinary approach, can be used as a facilitating approach for diversifying ideas and design processes. The results, show that participants don’t choose designs just based on their dominant Archetype and their decision making process may vary in Different buying conditions and incentives. Therefore, "Archetype-based Product Design" could be used by designers as an idea diversifying tool in concept generation phase and not a precise predictor of the participants’ product choices.