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    The Jester

    Jester brands
    promise enterntainment


    The Joker archetype invites us all out to play, showing us how to turn our work, our interactions with others, and even the most mundane tasks into joy. The Joker seeks to simply “be” in the present moment.

    Jester brands

    excel at brainstorming and thinking outside the box; finding clever ways around obstacles; and having fun while getting work done.


    • Skittles, Cadbury, Old Spice, Fanta

    The Jester wants to live in the moment and enjoy life, and they fear boredom above all else.

    Suitable for brands that:

    • Give people a sense of belonging.

    • Help people have a good time.

    • Are low or moderately priced.

    • Are produced by a fun-loving company.

    • Need to be differentiated from self-important, overconfident established brands.

    The  Joker  is also known as:

    • Jester: Helps others have fun or a good time.

    • Wit: Uses ingenuity and resourcefulness; lives by his/her own wits

    • Wise fool: Sees the absurdity/hypocrisy of life and rises above it

    • Holy fool: Living life in the now in a Zen way

    • Jovial truth-teller: Satirises or parodies current thinking

    Core Desire:

    • to live in the moment with full enjoyment.

    Best sides: 

    • joyful, carefree and original.

    Worst sides:

    • irresponsible, cruel and frivolous

    Advertising message:

    Customers find regular adverts boring, but will love anything unusual or playful – especially ads that make light of the seriousness of life. Brands targeted at younger people – who will appreciate the silliness – are often jesters

    Advertising imagery:

    Use outrageous imagery and tease customers affectionately.

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