Lecture on Marketing Psychometrics: Iconography, Mythology, and Archetypes in Mobile App User Engagement

Working with your team: Add to your Final Project Plan Latex Overleaf (Not MS2): How your team will construct and use Archetypes and Icons to build a World Story and Social Narrative Marketing Messaging Around your App Concept. Add to TRELLO.
Images in your Website along with Marketing messages.
Video: appeal to viewer’s mirror neurons.
Send me in a PM the LINK to your TRELLO describing how you are doing this.
You have 20 minutes for this Activity.

An example of the use of an Archetype to sell a Product:


Good morning/afternoon, esteemed colleagues, and welcome to today's lecture on marketing psychometrics. Our focus today will be on the utilization of iconography, mythology, and archetypes in the construction of graphics for your Mobile App to inspire user selection, purchase, and engagement of mobile applications. By the end of this lecture, you will have a better understanding of these psychological tools and how they can be effectively employed in your marketing strategies.

What is Marketing Psychometrics?

Marketing psychometrics is a field that focuses on the psychological aspects of consumer behavior, particularly in terms of their preferences, decision-making processes, and emotional responses to various sounds, stories, images, videos.
Narrative, or lifestyle marketing.
By understanding these factors, marketers can create more effective strategies to engage and retain customers.

Iconography: The Power of Visual Symbols

Iconography refers to the use of visual symbols and images to convey ideas, concepts, feelings, and emotions. In the context of mobile app marketing, it is crucial to use iconography effectively to create a strong visual identity that resonates with your target audience.

Benefits of Iconography in Mobile App Marketing

Instant recognition: A well-designed app icon can create instant recognition and help your app stand out in a crowded marketplace.
Emotional connection: Icons can evoke various emotions, which can influence user behavior and decision-making.
Reinforcement of branding: Consistent use of iconography across all marketing materials helps reinforce the brand identity.

Mythology: Harnessing the Power of Stories

Mythology is the study of myths – traditional stories that often involve gods, heroes, and supernatural beings.
These narratives have been used throughout human history to explain the world and our place in it.
By incorporating elements of mythology into your marketing, you can leverage the power of storytelling to create a compelling narrative around your mobile app.

Tips for Using Mythology in Mobile App Marketing

Identify common themes and motifs: Look for themes and motifs that resonate across different cultures and mythologies, such as the hero's journey or the quest for knowledge.
Create a brand narrative: Develop a story around your app that incorporates mythological elements, making your app a central part of the narrative.
Connect with your audience's emotions: Use the emotional impact of myths to create an emotional connection between your app and your target audience. To build a TRIBE, a community of belonging centered around your Product.

Archetypes: Tapping into Universal Patterns

Archetypes are universal patterns or symbols that are found in the collective unconscious of people across various cultures. They can be used in marketing to create a sense of familiarity and resonance with your target audience.

Common Archetypes in Marketing

The Hero: The protagonist who overcomes challenges and achieves a goal. Protects the People. Creates a Better Tomorrow.
The Mentor: A wise figure who provides guidance and support.
The Explorer: A character who seeks new experiences and discoveries.
What is the ARCHETYPE for YOUR Mobile App. What is the symbol and story around which your are wrapping your Product and Your Messaging.

How to Use Archetypes in Mobile App Marketing

Identify the appropriate archetype: Determine which archetype best represents your app's purpose or the experience it provides.
Incorporate the archetype into your branding: Use the archetype to guide your visual and verbal communication, including your app icon, promotional materials, and in-app experience.
Create a consistent experience: Ensure that your app's user experience aligns with the chosen archetype throughout the entire user journey.


Incorporating iconography, mythology, and archetypes in your mobile app marketing can significantly improve user engagement and conversion rates.
By understanding and leveraging these psychological tools, you can create a strong emotional connection with your target audience and inspire them to select, purchase, and engage with your mobile app.
Keep these principles in mind as you develop your marketing strategies, and you will be well on your way to achieving success in the competitive mobile app marketplace.
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