Conceptual Methodology of Developing the User Interface

the guest — “Guests have in advance a number of resources. They can beeconomic - it is a fact that an on-line shop owner needs to be aware of hiscustomers’ economic situation, but it can also be knowledge.”.• Intension:the host — “An interactive multimedia production starts with an invitation.Behind this is a host who wants to start a dialogue. With this he has anintention.”;the guest — “It is also crucial for the designer to consider the intention ofthose invited. He or she also takes part in the communication and musttherefore have a reason to come.”.2.4. 12 ARCHETYPES”The archetype-concept is deeply rooted in Carl Gustav Jung’s theories.Jung defines an archetype as: the manifestation of sense perceivedinstincts in the form of fantasies or symbolic images. [...] Anarchetype is in other words a human type, performing in its purestform. [6]”Brand House company [4] took the concept of archetype as the basis for presentingthe relationship between customer and user. The main task of Brand House wasto create brand’s marketing image. After the year 1998 they started to buildbrand identity, in which information about company’s goal, mission, productsand employees are indicating a direction of further development, managing andcommunication inside the company. One of the tools of building brand identity isthe method of 12 archetypes. The uniqueness of 12 archetypes method is that ittransfers universal and recognized, human values into marketing strategy of thecompany.”Archetypes function as models that can provide answers to manydilemmas and considerations related to management and communication.[6]”Brand House identified 12 archetypes and described them in terms of their wishes,dreams, talents, fears, etc. Method of 12 archetypes is based on matching thecompany to archetype and creating a visual design by analysing the archetype.