This study brings the archetypal theory in analytical psychology and literary criticism into product design, and then looks at designs from archetypal viewpoint. First of all, it introduces and discusses the concepts of personal subconscious and collective subconscious in analytical psychology, and the performances of myth, poem, and fiction. Then it analyses and illustrates the various characteristics of archetypal icons and important issues when archetypal theory is brought to design. Finally according to the character and the logics of archetypal designs, it divides them into three groups-'reconstructive archetypes'. 'borrowing archetypes' and 'breaking archetypes' to examine their applications and challenges.
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