A-Z Popular Blog Top Search »
Related Guides

What is a Persona?

 , updated on
Personas are fictional characters that businesses use to plan marketing, design and user experience. They are typically designed to be generalizations of actual customers that can be used to model customer goals, needs, behavior and emotions.
In many cases, development of personas is based on market research such as interviews with customers. Persona development is often carefully separated from planning and design to fight the temptation to bend personas towards the preferences of the marketing or design team.
Personas may include character traits, values, needs, aspirations, behaviors, skills and limitations. In theory, they help teams to consider designs and plans from the point of view of an intended audience. Done wrong, personas can become a smug pretense of designing for customers. This generally occurs when personas don't match customer or user realities. For example, if they are produced by a design team that has never met a customer who imagine customers based on unrealistic stereotypes.
Overview: Persona
A fictional character that is used to consider the personality, needs, aspirations, abilities and limitations of an intended audience.
Commonly Used For
Niche Marketing
Market Segments
Customer Service Planning
User Experience Design
Related Concepts


This is the complete list of articles we have written about talent.
Area Of Expertise
Career Opportunities
Character Building
Cognitive Abilities
Cognitive Traits
Creative Ability
Creative Traits
Creative Works
Data Literacy
Decision Making
Design Thinking
Gaming Skills
Meaningful Work
Personal Presence
Personal Resilience
Problem Solving
Professional Self
Public Speaking
Self Direction
Self Management
Systems Thinking
Visual Design
More ...
If you enjoyed this page, please consider bookmarking Simplicable.


A list of key marketing strategies.

Branding Guide

An overview of 20+ common branding techniques.

Marketing Metrics

A list of common ways to measure marketing results.

Pricing Strategy

An overview of common pricing strategies.

Product Positioning

A definition of product positioning with examples.

Brand Storytelling

Common types of brand storytelling.


The common types of cross-selling.

Marketing Campaign

The common types of marketing campaign.

Marketing Automation

The common types of marketing automation.

Target Marketing

The common types of target marketing.


A comprehensive guide to design.

Color Theory

An overview of color theory.

Layout vs Composition

The difference between layout and composition.

Modeless vs Contextual

The difference between modeless and contextual user interfaces explained.

Types Of Design

A list of common types of design.

Design Process

The steps in a design process.

Design Quality

The common types of design quality.

Universal Design

A definition of universal design with examples.

Sensory Design

A definition of sensory design with examples.

Emotional Design

An overview of emotional design.


The definition of elegance with examples.
The most popular articles on Simplicable in the past day.

New Articles

Recent posts or updates on Simplicable.
Site Map