{"id":30122,"date":"2022-11-24T14:28:50","date_gmt":"2022-11-24T14:28:50","guid":{"rendered":"https:\/\/www.open-up.ch\/breaking-with-stereotypes\/"},"modified":"2022-12-01T07:01:20","modified_gmt":"2022-12-01T07:01:20","slug":"breaking-with-stereotypes","status":"publish","type":"post","link":"https:\/\/www.open-up.ch\/en\/breaking-with-stereotypes\/","title":{"rendered":"Breaking with stereotypes"},"content":{"rendered":"\t\t
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24.11.2022|<\/p>\n

Breaking with stereotypes<\/strong><\/h2>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Many conceptual ideas start with psychological personas. They\u2019re a good way of simplifying things and firming up the audiences you\u2019re targeting. This is why it\u2019s worth questioning personas and giving them greater depth. <\/strong><\/p>\n

Stereotypes are part and parcel of psychological personas. The fact that they\u2019re so simple and tangible helps us portray the people we\u2019re trying to reach more vividly. for example you have the woman who lives in the countryside, eats her morning muesli in the tram and does yoga; or the gadget geek, originally from Singapore, who lives in a bedsit, plays video games until late and night, and lives on ready meals; or the C-level manager who lives in a high-end apartment on the edge of the city, drives his car to work and has a rowing machine at home.<\/p>\n

No human being is a stereotype <\/strong><\/p>\n

We use such stereotypes to define the language, image, channel and style. That\u2019s a good thing, because it enables us to simplify things and paint a more vivid picture. But now comes the but. The very strengths of psychological personas are also where their weaknesses lie. No human being is a stereotype. Or have you ever felt completely like one of the personas you\u2019ve created in one of your own concepts? Precisely. We\u2019re all personalities with a lot more depth. And it\u2019s important to capture this, at least in thoughts.<\/p>\n

The reasons for using non-stereotypical personas<\/strong><\/p>\n

Non-stereotypical personas enable us…<\/p>\n

_ … To see beyond our limits \u2013 from the start of the conceptual process, and not just before implementation.<\/p>\n

_ … To do justice to the world as it is: complex, varied, and far from black and white.<\/p>\n

_ … To show people that they\u2019re not alone with their non-stereotypical characteristics. This gives the message an even stronger and more authentic impact.<\/p>\n

If you\u2019re used to thinking in terms of conventional personas, it\u2019s difficult at first to break out of the old patterns. There are various ways of doing so you might want to try out:<\/p>\n

Tips for creating non-stereotypical personas:<\/strong><\/p>\n

– Speak the same language: <\/strong>Take Gen Z, for example. Those of us who aren\u2019t part of Gen Z are convinced we understand what this generation needs and wants to hear. But that\u2019s often a mistake. Young people even speak another language, as evidenced in the Migros campaign<\/a> to mark Youth Language Day. \u201cCringe\u201d, \u201cslay\u201d, \u201cbre\u201d sound better than \u201cpeinlich\u201d, \u201cerschlagen\u201d and \u201cBro\u201d. This is something it\u2019s worth informing yourself about, for example in the newly published book Gen Z<\/a>. Speaking the same language is an important step in really understanding personas in all their complexity.<\/p>\n

– Change roles<\/strong>:<\/strong> The man is the boss, the woman his assistant. Here it would help to simply change the roles around. If you assume the woman\u2019s the boss and the man\u2019s the assistant, you\u2019re already thinking in terms of new patterns and can give the personas new character traits. If you want to go a step further you can bring in gender diversity generally and move away from bipolarity.<\/p>\n

– The feature that stands out: <\/strong>In addition to the classic character traits that stereotypically fit the persona, you can add a characteristic that\u2019s deliberately out of the ordinary. For example, the environmentally conscious woman who\u2019s committed to sustainability in her professional and private life and at the same time loves tuning cars. Or the chairman of the board of directors who likes to do puzzles in his spare time. This one new character trait immediately gives the persona more depth and makes it more interesting.<\/p>\n

– Think in terms of needs: <\/strong>True to the motto \u201ccontent is king\u201d, you start with needs and not the personas per se: What motivates them? Why will they be interested in the message or product? What connects them? For example, people with very different lifestyles can share the dream of a sports car. The Porsche campaign <\/a> is a good illustration of this approach. If you want to pursue this idea all the way through, you can give the resulting personas an icon as a feature instead of a name and photo: a rocket for the curious, glasses for the focused, etc.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Changing the angle helps you realise how stuck you are in your ways. So it\u2019s worth taking off your old glasses and looking at things afresh. That could give the message or campaign precisely the special touch that actually makes it relevant. Give it a try.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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About the author<\/strong><\/p>\n

Daria Tamagni doesn\u2019t like to think in stereotypical boxes, but catches herself doing it again and again and looks forward to the new permutations.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Note: Among other things, the ideas put forward here have been discussed in the Gislerprotokoll<\/a> working group. <\/em>The association is committed to the multi-faceted representation of gender in communications, marketing and advertising.<\/em> Open up is a founder member. <\/em><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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    Many conceptual ideas start with psychological personas. They\u2019re a good way of simplifying things and firming up the audiences you\u2019re targeting. This is why it\u2019s worth questioning personas and giving them greater depth. <\/p>\n","protected":false},"author":10,"featured_media":29845,"comment_status":"closed","ping_status":"open","sticky":false,"template":"elementor_header_footer","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[100],"tags":[],"class_list":["post-30122","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-views"],"acf":[],"yoast_head":"\nBreaking with stereotypes - open up<\/title>\n<meta name=\"description\" content=\"Many conceptual ideas start with psychological personas. They\u2019re a good way of simplifying things and firming up the audiences you\u2019re targeting. 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