Latin for 'mask' or 'character', sometimes said to derive from personare, 'to sound through'.
The Persona in psychology
The persona is also the mask or appearance one presents to the world. It may appear in dreams under various guises (see Carl Jung and his psychology). Importantly, the persona, used in this sense, is not a pose or some other intentional misrepresentation of the self to others. Rather, it is the self as self-construed, and may change according to situation and context.
The Persona in communication studies
The term is given to describe the versions of the self that we all possess. We can select our behaviours in order to create a desired impression in other people. Goffman believed the persona we present to others is different from when we're alone. It can be split into Front Stage= Public & Back Stage= Private
The Persona in design
As used in the design field, the Persona is an artifact that consists of a narrative relating to a desired user or customer's daily behavior patterns, using specific details, not generalities. A very popular artifact is the 'persona poster' that is usually presented in an 18 inch format with photo and text.
