Jung and single
a jungian study of female tinder profiles in san francisco

Skills: Information Graphics, Iconography, Poster Design, Layout

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The challenge

Create an Atlas utilizing data that is considered "Ephemeral."

what is an "ephemeral" atlas?

To help explain this, we need to define what each word respectively means:




  1. lasting a very short time; short-lived; transitory.

  2. lasting but one day.


[at-luh s]


  1. a bound collection of maps.

  2. a bound volume of charts, plates, or tables illustrating any subject.

I was tasked to utilize data that I have recorded that is not always permanently there, and, create an infographic of some sort that maps out that data. Then after mapping out the data, I had to draw some conclusions from that data.

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One day while using Tinder, I had discovered there were trends I were seeing in the various profiles I was swiping on.

Tinder is a location-based social discovery application that facilitates communication between mutually interested individuals. Using Facebook, Tinder is able to build a user profile with photos that have already been uploaded. basic information is gathered and the user’s social network is analyzed. The app allows the user to like another user by swiping right or pass by swiping left on them. If two users like each other it then results in a “match” and they are able to chat within the app.

There is a caveat, however, your potential perfect match must be within your distance and age range. Even if you discover your perfect match, once a user is passed, the profile is never seen again (unless of course you match). Besides your photos, Tinder allows users to create a brief biography of themselves within the app, alongside a few pictures. with a limited amount of characters allowed, you are only allowed to say a few things about yourself (if anything at all).

With this brief bio, female users fell into trends of what they would say about themselves, and interesting enough, all instances of profiles fell into 5 different character archetypes.

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The archetypes

The concept of Archetypes were developed by Carl Jung (pronounced "Young")

a disciple of Sigmund Freud, a famous psychologist. Archetypes are universally recognized ideas or behavior patterns.


Archetypal figures, which I chose to represent varying Tinder Profiles represent classical character archetypes found in fiction, such as the Enchantress or the Wizard. I created distinct icons with distinct colors from one-another to easily tell them apart. Below is a breakdown of each archetype:

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Archetype Enchantress.png
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The Process

I wanted to find out if there was an overarching Archetype represented in San Francisco. People tend to joke that there are "stereotypes" when it comes to online dating, so I decided to traverse San Francisco and collect data to see if the women in San Francisco like to display a certain archetype overall.

I went to 5 major neighborhoods, then on Tinder, set my radius to 2 miles only. I would swipe through all the available matches, and write down which Archetype that profile most likely represented. I would then chart the percentages that the archetype would show up, then map it over San Francisco.

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The Results

After scanning through over 500 profiles, the idea of "All women's profiles are the same," was disproved.

When profiles are categorized into Jungian Archetypes, it shows there is a unique break-down of how the women of San Francisco wants to represent themselves. Despite the Magician Archetype being quite prevalent in two districts, the Richmond and Dogpatch / Mission Districts, the Troubadour Archetype has the highest occurrence throughout all the profiles scanned.

They say people tend to focus on the negatives rather than the positives. While users of Tinder may complain that profiles come off as rude or cold, a surprisingly low number (the lowest out of those collected) featured only the Dictator Archetype.

So within San Francisco’s compact 49 square miles, the women in the historic city want to be seen as a source of joy, fun and being insightful.

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