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Use when defining a target audience, buyer persona, or ICP. Applies layered psychological and behavioral frameworks (Big Five, Enneagram, Jung, VALS, DISC) to identify who the audience is, how they decide, what messaging resonates, and what UX or motion style fits them.
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| name | persona-archetypes |
| description | Use when defining a target audience, buyer persona, or ICP. Applies layered psychological and behavioral frameworks (Big Five, Enneagram, Jung, VALS, DISC) to identify who the audience is, how they decide, what messaging resonates, and what UX or motion style fits them. |
Aggregation of personality, motivation, brand-story, marketing, and digital-behavior frameworks for defining who a person or audience is — not just demographics, but how they think, decide, feel, consume, and respond.
Distinction: motion-web-design/archetypes.md covers visual site layouts (VEX, Velorah, etc.). This skill covers human personas and audiences.
Copy this checklist when building a persona:
Persona Build:
- [ ] 1. Scope — one primary persona or segment map?
- [ ] 2. Context — B2B/B2C, category, channel, life stage
- [ ] 3. Pick 2–3 frameworks max (see Framework Picker below)
- [ ] 4. Layer frameworks — traits → motivations → behavior → expression
- [ ] 5. Draft persona card (template below)
- [ ] 6. Derive implications — messaging, channels, UX, motion, objections
- [ ] 7. Name the archetype — memorable label, not just "User A"
- [ ] 8. Validate — does this explain real observed behavior?
Rule: Never stack more than 3 frameworks on one persona. More frameworks ≠ more accuracy; they dilute messaging.
| If you need to understand… | Start with | Add if needed |
|---|---|---|
| How they think & decide | Big Five (OCEAN) | MBTI or DISC |
| Deep motivations & fears | Enneagram | Schwartz Values |
| Work/collaboration style | DISC | MBTI or RIASEC |
| Career/vocation pull | Holland RIASEC | Big Five |
| Brand story & emotional hook | Jung 12 Archetypes | Hero's Journey roles |
| Consumer lifestyle segment | VALS | Generational cohort |
| Tech/social adoption | Diffusion of Innovation | Social Technographics |
| B2B buying dynamics | Buying Committee roles | DISC + Jobs to Be Done |
| Relationship/trust style | Attachment styles | Love languages |
| Gamified/community product | Bartle player types | 90-9-1 rule |
| What job they're hiring you for | Jobs to Be Done | Empathy map |
| Values that drive choices | Schwartz 10 Values | Maslow needs level |
Full catalog (50+ systems): frameworks.md
Apply frameworks in this sequence — each layer answers a different question:
1. TRAITS → How are they wired? (Big Five, MBTI, DISC)
2. MOTIVATION → What do they want/fear? (Enneagram, Schwartz, Maslow)
3. IDENTITY → What story do they tell? (Jung archetype, VALS segment)
4. BEHAVIOR → What do they actually do? (Technographics, diffusion, 90-9-1)
5. CONTEXT → When/where does this show? (Generational, B2B role, JTBD)
# [Archetype Name] — [One-line essence]
## Snapshot
- **Segment:** [primary / secondary audience]
- **Role:** [job title, life role, or relationship to product]
- **Core tension:** [want vs fear in one sentence]
## Framework Stack
| Layer | Framework | Profile |
|-------|-----------|---------|
| Traits | Big Five | O↑ C→ E↓ A↑ N↓ |
| Motivation | Enneagram | Type 5 — Investigator |
| Identity | Jung | Sage (primary), Explorer (secondary) |
| Behavior | Social Technographics | Critic → Collector |
| Context | B2B role | Technical evaluator |
## Psychographic Profile
- **Values:** knowledge, autonomy, craft quality
- **Fears:** being wrong publicly, vendor lock-in, hype without substance
- **Decision style:** research-heavy, slow, evidence-first
- **Trust signals:** case studies, transparent specs, peer proof
- **Anti-patterns:** urgency tactics, vague superlatives, dark patterns
## Messaging
- **Tone:** precise, respectful, understated confidence
- **Lead with:** proof, methodology, long-term value
- **Avoid:** hype, FOMO, celebrity endorsements
- **CTA style:** "See the data" / "Read the architecture" not "Buy now"
## Channel & Media
- **Where:** technical blogs, Hacker News, podcasts, documentation
- **Format:** long-form, diagrams, benchmarks, comparison tables
- **Social role:** Spectator → Critic (reads, rarely posts)
## UX & Motion Implications
- **Density:** information-rich, scannable hierarchy
- **Motion:** subtle, purposeful — no gratuitous animation
- **Onboarding:** optional deep-dive, skip-friendly for experts
- **Friction tolerance:** high for forms if value is clear; zero for dark patterns
## Objections & Responses
| Objection | Response angle |
|-----------|----------------|
| "Is this proven?" | Third-party validation, metrics |
| "Too complex" | Progressive disclosure, sane defaults |
## Quote (in their voice)
> "I don't need another tool. I need the right tool — and I need to understand exactly how it works before I commit."
| Archetype | Core desire | Fear | Voice |
|---|---|---|---|
| Innocent | safety, happiness | punishment for wrongdoing | optimistic, simple |
| Everyman | belonging, connection | standing out, exclusion | friendly, relatable |
| Hero | mastery, courage | weakness, vulnerability | bold, inspiring |
| Caregiver | protect, serve others | selfishness, ingratitude | warm, generous |
| Explorer | freedom, discovery | entrapment, conformity | adventurous, authentic |
| Rebel | revolution, change | powerlessness, ineffectiveness | disruptive, raw |
| Lover | intimacy, passion | loneliness, rejection | sensual, appreciative |
| Creator | innovation, expression | mediocrity, stagnation | imaginative, artistic |
| Jester | joy, living in moment | boredom, gloom | playful, irreverent |
| Sage | truth, understanding | ignorance, deception | wise, analytical |
| Magician | transformation, vision | unintended consequences | visionary, charismatic |
| Ruler | control, prosperity | chaos, being overthrown | authoritative, refined |
| Trait | High → | Low → |
|---|---|---|
| Openness | curious, creative, novelty-seeking | practical, conventional, routine |
| Conscientiousness | organized, disciplined, reliable | flexible, spontaneous, casual |
| Extraversion | outgoing, energetic, talkative | reserved, solitary, reflective |
| Agreeableness | cooperative, trusting, empathetic | competitive, skeptical, direct |
| Neuroticism | emotionally reactive, anxious | calm, resilient, steady |
| Type | Name | Core desire | Core fear |
|---|---|---|---|
| 1 | Reformer | integrity, improvement | being corrupt/evil |
| 2 | Helper | being loved, needed | being unwanted |
| 3 | Achiever | success, admiration | worthlessness |
| 4 | Individualist | identity, significance | having no identity |
| 5 | Investigator | competence, understanding | being useless/incompetent |
| 6 | Loyalist | security, support | being without support |
| 7 | Enthusiast | satisfaction, fulfillment | pain, deprivation |
| 8 | Challenger | self-protection, control | being controlled/harmed |
| 9 | Peacemaker | inner stability, peace | loss, fragmentation |
| Style | Pace | Priority | Prefers |
|---|---|---|---|
| D Dominance | fast | results | directness, control |
| I Influence | fast | people | enthusiasm, recognition |
| S Steadiness | steady | cooperation | stability, sincerity |
| C Conscientiousness | deliberate | accuracy | data, quality |
| Segment | Motivation | Resources | Marketing hook |
|---|---|---|---|
| Innovators | varied | high | leading-edge, best-in-class |
| Thinkers | ideals | high | knowledge, proven value |
| Believers | ideals | low | tradition, trust, community |
| Achievers | achievement | high | status, success, premium |
| Strivers | achievement | low | aspirational, accessible luxury |
| Experiencers | self-expression | high | novelty, energy, experience |
| Makers | self-expression | low | practical, DIY, functional |
| Survivors | security | low | safety, value, simplicity |
SaaS developer tool (B2B)
Luxury travel (B2C)
Creative studio audience
| Persona signal | Visual/motion direction |
|---|---|
| High Openness | experimental layout, novel interactions |
| High Conscientiousness | clear hierarchy, predictable nav, specs visible |
| Low Extraversion | calm pacing, no autoplay audio, generous whitespace |
| Enneagram 3/Achiever | social proof, metrics, premium polish |
| Enneagram 5/Sage | depth on demand, documentation links, no fluff |
| Rebel/Experiencer VALS | bold type, kinetic motion, rule-breaking |
| Believer/Survivor VALS | familiar patterns, trust badges, conservative palette |
| Spectator behavior | strong hero, minimal required interaction |
| Creator behavior | shareable moments, embed tools, UGC hooks |
When citing frameworks, respect scientific rigor:
| Tier | Frameworks | Use for |
|---|---|---|
| A — Strong empirical | Big Five, HEXACO, RIASEC, Schwartz Values | messaging tests, trait-based personalization |
| B — Useful heuristics | DISC, MBTI, Enneagram, Jung 12, VALS | workshops, creative direction, team alignment |
| C — Behavioral observation | Technographics, 90-9-1, diffusion curve | channel strategy, community design |
| D — Cultural/fun | Astrology, Human Design, doshas | only if audience explicitly uses them |
Never present Tier B–D as science. Label them as narrative or strategic tools.
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Use when you need to understand your target audience before building personas. Identifies the right research sources for any audience segment, searches for real pain points, barriers, language, and decision criteria. Outputs research synthesis that grounds personas in evidence, not assumptions.