Examination of graphic design products through brand archetype analysis

A brand is a communication tool that creates the identity of a product or service and aims to establish emotional and cultural connections with consumers. Brand archetypes, based on C. G. Jung's archetype theory and developed by M. Mark and C.S. Pearson, are a powerful and strategic method used to understand and strengthen the connections brands establish with their target audiences. Archetypes help define the personalities of brands, enabling them to express fundamental elements such as their stories and values through visual communication tools. In this study, the reflections of brand archetypes in graphic design are examined through essential design products commonly used by a brand, such as logos, posters, and packaging designs. The study employs the visual analysis method, one of the qualitative research techniques. The way brands represent their archetypes and how this representation is reflected in graphic design products is examined in detail through design methods such as color, typography, composition, symbols, and visual metaphors. As a result, it is concluded that archetypes play an important role in the process of establishing an emotional connection with a brand's target audience, and this connection is strengthened through visual designs. In this context, the study contributes to both academic literature and industry practices by emphasizing the importance of more conscious use of archetypes in design processes.