The fact that there is an infinite number of story variations is quite beside the point: the total number of fundamental stories exhibited by successful brands is just seven. This means that all successful brands fundamentally employ just one of seven archetypal behaviors in their design.
Archetype in digital design is an access point to discovery of what works and why for UX designers today. Archetype refers to varying postures of perspective—lenses through which we all view our world. If I show you a picture of a castle, you won’t have any difficulty identifying several key components, even though you might... Continue Reading →
