The Archetypes Project 12 Personalities. One Product Category.

Exploring the psychology of packaging through brand archetypes. As a packaging designer, I’ve always been fascinated by the psychology behind the choices we make at the shelf. Before we taste a product, we already form an impression of it. Colour, typography, imagery, material and composition can make something feel trustworthy, playful, rebellious, luxurious or familiar, often in a matter of seconds. I wanted to explore how much of that emotional response could be attributed to brand personalit