I would like a design that communicates my primary (hero) and secondary (ruler) archetype.
The ruler shows leadership and takes its responsibility. A ruler brand is the leader in its domain (Mark & Pearson, 2001). Black, red, and blue hues show a tendency towards a fit with the ruler. Authority, trust and power are characteristics of these hues (Johnson, 2007; Frank & Gilovich, 1988; Sabanovich, 2008) and match with the characteristics of the archetype. According to Labrecque and Milne (2011), blue stands for competence, also a characteristic of the ruler. High levels of brightness, light logo colors and the use of a yellow hue in a logo do not fit ruler brands. This is not surprising, while light colors are associated with softness and openness. Darker colors, who have a more serious character, fit the ruler brand (Sutton & Whelan, 2004). This is in line with the results of Van Nistelrooij (2013), who found that grayscale logos are the best fit for this archetype. Labrecque and Milne (2011) also found that brightness has a negative relation with ruggedness, a characteristic of the ruler. BMW and American Express are examples of the ruler archetype and are in line with the results. They have blue and black logos and stay away from the yellow hue.
The hero gives customers courage, power, and self-esteem. The brand is ambitious, focused, and powerful (Mark & Pearson, 2001). Blue and red logos are the best fitting logos for the hero. Authority, trust, and power are characteristics that fit these colors, as well as the archetype (Johnson, 2007; Frank & Gilovich, 1988; Sabanovich, 2008). In addition, excitement is a good description of the hero (Labrecque & Milne, 2011), which is also a characteristic of red. The hero brand can be visualized by dark logos and logos with a high level of saturation, while a high level of brightness and light logos should be avoided. Except the extent of yellow in the color, the hero has similar results as the ruler. An explanation for this is that both archetypes stand for power and self-esteem. The dark logo of Nike is an example of the expression of the hero in a logo. Another example, although not brand related, is interesting. Some of the most famous super heroes correspond with the results when it comes to colors. Spiderman (red and blue), batman (dark), and superman (red and blue) all use colors that are in line with the findings.