Archetypes and design

South Russian Humanitarian Institute, 344082, Rostov-on-Don, Russia,

^* Corresponding author: lymirskaya@yandex.ru

Abstract

Identification of basic archetypes and their remote structure in the context of civilization design, industrial and communicative design makes it possible to specify age-long stability of certain patterns and instruments. This contributes to design of effective models and necessary things. Archetypes as constantly recurring patterns of actions reflected in the mind in the form of unconscious schemes, patterns of thinking, behaviour and perception. Archetypes are a level of connection between being and thinking in the process of work, an area of contact of human corporeality and material side of the world. In the context of technical progress, miniaturization of gadgets and integration of functions, archetypal items remain highly-demanded. The clock with a round dial symbolizes the archetype of “eternal return”. Instruments and lever control systems, a lamp with the mechanism of “lever balance”, which simulates levels of human arm freedom, express the archetype of action. A jar made by a master on a potter’s wheel symbolizes a “vessel of life”, embodies the archetype of rotation, “wheel of life”. Symbolic figures of visual communication – circle, spiral, swastika and concentric circles – also present the archetype of rotation. Mandala, a special symbol that can be noticed in the design of visual communications, as well as in city plans in ancient civilizations, expresses the archetype of selfness. The design of civilizations has constants established by the contact of human corporeality and material side of the world. However, most of contemporary things that have a symbolic meaning lack being universal, since they are made within the structure of civilization, beyond incrustation of human corporeality in the world. Acting in the world, a person constantly repeats life patterns; this archetype of “eternal return” remains a basic attitude of the design.