A persona is a social role, or a character played by an actor. The word is Latin for 'mask' or 'character', sometimes said to derive from personare, 'to sound through'.
In archetypal psychology, the Persona is the mask or appearance one presents to the world. It may appear in dreams under various guises.
As used in the design field, the Persona is an artifact that consists of a narative relating to a desired user or customers daily behavior patterns, using specific details, not generalities.
See also: alter ego
