Archetypes enable consumers to interpret products, to understand their meaning and usage better. By having a memory of the object people can utilize it. There are several products designed without having this idea of using archetypes in mind, but when it is applied in design it can have both advantages and disadvantages. This study deals with using archetypes in designing processes and also concentrates on these pros and cons.

In order to explore this diverse usage of archetype, I did a case study of released products where archetypes were applied in the designing process, categorizing the products in two groups. For the next step, I categorized the products we commonly use in four groups by usage and interaction with user. As a result I found that each category of product has its own characteristics. For the next step I designed four products using two approaches. I realized that the difficult part of designing could be solved by extra procedures. To fully deliver the intention of designer, it is important to have more usability test and questionnaires so that the feedbacks could intensify the archetype.