Andrew Colbert

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While working on the drawings for my zodiac calendar last year, I noticed that the sequence of the signs throughout the seasons followed some kind of pattern: a departure in the springtime, crossing into unfamiliar territory in summer, followed by a descent in the darkness through the fall, then a return in the winter. If this sounds familiar, it is. It’s the pattern of a hero’s journey.

Already presents a similar idea, called the Grand Cycle of Life (click here to view a PDF of it). It divides the zodiac in twelve periods of life: the first half (from Aries to Virgo) is more subjective, unconscious, and manifests in the objective world, while the second half (from Libra to Pisces) is objective and conscious, with growth happening on the inside.

I wondered what would happen if I mashed up the two circles of the zodiac and the hero’s journey and tried to align them with my zodiac illustrations… the result looks like the diagram below, where the journey follows Joseph Campbell’s stages from The Hero With a Thousands Faces. To bring the number of steps from seventeen down to twelve, I put “Belly of the Whale” together with “Crossing the First Threshold” under Cancer, “Apotheosis” with “Atonement with the Father” in Scorpio, and then grouped the four return steps into one “Return” stage under Capricorn.

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The two stages Meeting with the Goddess and Woman as the Temptress are perhaps the most “feminine” part of the journey – which I think is just as much of a heroine’s than a hero’s journey. In Campbell’s own words:

, wherever they may stand along the scale. Therefore it is formulated in the broadest terms. The individual has only to discover how own position with reference to this general human formula, and let it assist him past his restricting walls.

Beginning in Aries and moving through Taurus and Gemini, the ego/hero crosses into the special world at the sign of Cancer (the

The Zodiac Signs As Gods And Goddesses

In springtime, the Earth wakes up from it’s winter slumber and days are getting warmer with more and more light. Expressed in a human life, this is the time of youth, when the ego is turned toward the outer world, community, and the task of learning to sustain one’s own life. The symbols of the zodiac for this period are mainly domestic animals – a ram, a bull and two horsemen – and the elements are fire, earth and air, ending with the sign of the Twins as metaphor for the creation of a persona and unconscious shadow.

The myth of Aries, the Golden Fleece, sets the stage for the original conflict behind the whole adventure. An angry cloud nymph who’s husband king left her for another woman creates a drought. The new wife plots to have the king’s children sacrificed to save the town’s crops, so the cloud mother sweeps in with a flying ram to save her children. The ram is then sacrificed and its fleece hung on an oak tree sacred to Mars (Aries’s ruling planet).

The call to adventure comes when the old concepts, ideals, and emotional patterns no longer fit, says Campbell. The herald calling to destiny is often dark and judged evil, as is the anger of the cloud nymph, the ram, whose fleece is pinned on a tree sacred to the god of war. The oak then becomes the place of adventure, of both treasure and danger, which later calls Jason and the Argonauts on their quest.

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Venus, ruling Taurus in her earthly aspect, can “give military victory, sexual success, good fortune and prosperity, ” making life indeed so comfortable the hero might just refuse the call and dismiss the adventure.

Refusing the call converts the adventure into its negative, says Campbell, eventually turning the flowering world of the hero into a wasteland even if, like King Minos, he succeeds in building a great empire. For the king’s greed turns all that fertile energy inward, which results in a walled labyrinth hiding a monstrous creature: the Minotaur. Thankfully, Theseus comes and kills the monster, and so the adventure continues.

Every quest comes with some form of help or guidance: the hero meets a mentor, receiving what Campbell calls supernatural aid. This figure represents some protecting power of destiny, or helpful forces from the unconscious, which appears once the hero is committed to the quest.

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Thus Mercury, ruler of Gemini and messenger of the gods, brings helpful information. Also present in the myth of the twins Castor and Pollux (themselves regarded as helpers of mankind) is the same kind of communication between conscious and unconscious. One twin is immortal, the other is not. But they strike a deal with Zeus so the twins can share their days between Olympus and the underworld (conscious and unconscious).

Moving into summer, the light has reached its peak and started to regress: the ego now turns inward toward the personal unconscious. Here the signs and myths symbolize a progressive breaking of the ego as it assimilates the shadow: first there’s the fairly easy shell of the Crab, then the impenetrable skin of the Nemean Lion, and finally the earth itself opens up and takes Persephone into the underworld.

Having made contact with supernatural forces, the hero is ready to leave the limits of what is known and cross the first threshold to venture into the unknown. This stage occurs under the rulership of the moon and its instinctive need for home and security.

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In the myth of Cancer, Heracles fights the multi-headed monster Hydra, which lives at the entrance of the underworld, acting as a threshold guardian. Sensing that Heracles is winning, the goddess Hera sends the giant crab Karkinos to distract him but the hero crushes it under his foot. Thus he emerges from the crab’s regressive pull in a kind of rebirth, similar to what Campbell describes as a final separation from the hero’s known self and world, or belly of the whale.

Now moving into the unknown, the hero embarks on the road of trials where he must face a series of tests to begin the transformation (often in patterns of threes).

Under the sign of Leo and rulership of the Sun – associated with the conscious ego, personal power, creativity and leadership – the mythical hero Heracles prepares to fight the Nemean Lion. The challenge lasts thirty days, during which he first tries to kill the lion with normal weapons and fails, then makes clever use of the darkness (a supernatural aid) to knock out the lion and strangles it with his bare hands. He then fails at skinning the lion with his knife, again receiving supernatural help with Athena telling him to use one of the lion’s claws. Finally, he wears the lion’s skin, in this way symbolizing the transformation.

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After the trials and transformation comes the meeting with the goddess, a sacred marriage where the hero must reconcile the dual nature of life (or love) and find unity within a greater totality. Ruling Virgo at this stage is Mercury as keeper of boundaries and acting like a bridge between upper and lower world.

The myth tells the story of Persephone, taken by Hades while picking flowers in a field, thus becoming queen of the underworld. In terrible grief, Demeter interrupts the growing of crops while searching for her daughter, forcing Hades and Zeus to accept the demand for her return. But having eaten a few seeds from a pomegranate, Persephone now must stay below ground part of the year. This reconciles the upper and lower worlds, creating the cycle of the seasons and for the hero, a larger world including both light and dark.

We’ve now reached autumn and the fall equinox. As the nights progressively take over the days, the ego becomes less and less in control, and the signs and myths all reflect how the collective unconscious acts on the ego: Themis maintains order with her scales, Artemis brings her wild revenge on Orion, and the centaur Chiron gives up his immortality for the fire of Prometheus.

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With collective forces now coming into play, the adventure becomes a balancing act. Campbell calls this step woman as the temptress, meaning that the hero now has to face the moral problem of being part of a world which includes both light and dark. Thus the side of Venus ruling Libra, at this stage, is her more divine aspect – favoring beauty, harmony, grace, and the urge to sympathize or unite with others.

Balancing the scales and forces of the universe, Themis – goddess of justice, divine order, law and custom – holds the hero to a high standard, as do the norms of society. Themis is not wrathful, but when she is disregarded Nemesis steps in and brings retribution. Testing the hero’s integrity, the quest at this point may require going against what others think, say or want, in order to remain true to herself or to the adventure.

Now comes the darkest point of the journey: an atonement with the father, by which the hero must break past the ego and its fear of death. Governing

Weiser Concise Guide To Practical Astrology: Amazon.co.uk: Priscilla Costello, Edited By James Wasserman: 9781578634231: Books

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A beautiful Choctaw woman in traditional dress circa 1900. The Choctaw were known to have made and used very large baskets like the one in this painting. This basketry is much sought after today.

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This woman is standing in a bank of tall pines. The Commission to the 5 Civilized Tribes determined in 1903 to withhold from allotment (lands ceded to the Choctaw) all lands in the Nation containing pine timber of commercial value. The Choctaw opposed the Commission’s decision to withhold the land with the pine timber from allotment, since many allottees would be deprived of homesteads upon which they had already built improvements and constructed homes. Although not authorized by Congress, the Department of the Interior between 1909-1911 began to take steps to sell Choctaw timberland including cruising the timber. Much of this land is still held in trust by the government.

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So well done. The image of the Choctaw woman is so clear and striking. I can't wait to frame it and hang it up! It arrived SWIFTLY & SAFELY in a WELL PROTECTED mailer. I really love how Karen Clarkson not only does these beautiful prints, but also how she provides accurate information about the context of her images & choices. So often, there is an interesting image, but it is without any information. The information Karen provides, brings to light history that has, across time, been erased from view. This information is powerful for it offers a window into the challenges that the Choctaw have faced, that many may not have understood before. I love her work in this regard, but also how lovingly she showcases Choctaw women, in particular!

Thank you so much! Just as you mentioned, it is very important my art tell a story. This series started as a way to educate school aged children as well as adults regarding the history of the Choctaw tribe, from assimilation to today. It is definitely reflective of the history of Indian Country as a whole and a way I can help reshape today’s narrative. Yakoke!

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The world of augmented reality shopping may seem like futuristic sci-fi. But in reality, businesses are already using AR to sell products.

The AR market is still in its infancy, but it’s growing fast. Early adopters of AR have, in recent years, been gamers and those interested in the “metaverse.” But AR isn’t only for them.

Some 48% of respondents to a McKinsey&Company survey said they’re interested in using “metaverse” technology (i.e. AR and VR) to shop in the next five years. In turn, 38% of marketer respondents said they are using AR in 2022, up 15 percentage points from 2017’s 23%.

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In this guide, we’ll go over what AR shopping is, details about the AR/VR market, AR shopping trends to watch out for in 2023, and the best AR shopping app currently available.

Augmented reality shopping allows customers to virtually try on and test products through an electronic device such as a smartphone or virtual reality headset.

AR can either help customers feel like they are in a brick-and-mortar store interacting with products or show them how products will look in their homes or, in the case of fashion, on their bodies.

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As such, AR lends itself to marketer applications by allowing consumers to engage in pre-buying behaviors like virtually trying on clothing or makeup, or overlaying furniture into a living area to gauge its size and suitability with the rest of their home furnishings.

By the end of 2021, nearly two years into the pandemic, the US augmented, virtual, and mixed reality market was worth $28 billion and was projected to reach more than $250 billion by 2028, according to The Insight Partners, giving marketers and platforms good reason to invest in the technologies.

Companies like Meta and Google are trying to accelerate that trend by investing more in AR and VR tools—for example, Google recently acquired Raxium, a startup that specializes in smart glasses with new technologies that could greatly improve the prospects of Google’s previous (and current) Google Glass attempts.

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Newer smartphone cameras have also made AR shopping more accessible as they continue to improve hardware and software, enabling AR functionality across various apps. Consumer-friendly try-on options, paired with better technology distribution, make AR an increasingly appealing technology for marketers.

In this section, we’ll provide an overview of six different trends to look out for in the AR shopping space in 2023, starting with the most popular method of using AR technology: social media apps and camera filters.

Since the beginning of the pandemic, people naturally have spent more time online. As a result, brands have had to experiment and innovate to engage with them and encourage people to use their ecommerce and social commerce channels.

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This trend is not going away anytime soon—75% of the global population and almost all smartphone users will be frequent AR users according to Deloitte, and the majority are discovering AR through social media apps.

Some of the proponent mobile apps of using AR for brands early on were Snapchat and Instagram—allowing brands to create AR filters for their products for customers to use. For example, in a 2021 campaign, Christian Dior used Snapchat and Instagram AR filters to encourage “virtual word of mouth”—which received over 1.3 million impressions.

If you’re interested in trying out this trend for yourself, here are a few tips on getting started with using social media for AR:

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With that said, social media isn’t the end-all of AR—businesses have implemented the technology outside of social media, which we’ll discuss in more trends below.

The most obvious use of AR for brands is product demonstration, and it shows. Research from Modern Retail suggests product demonstration via virtual try-on and real-world overlay has seen the biggest increase in AR usage between 2017 and 2022.

Virtual try-on is perhaps most applicable in the fashion and beauty verticals. Across generations, over half of survey respondents were interested in using AR for trying on new makeup or hair colors and trying on new clothes, shoes, or accessories (from 57% of the silent generation all the way to 92% of Gen Z).

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An example of a brand using virtual try-on is Sephora, which is currently promoting its crossover (Sephora x Merve) by creating a lipstick try-on filter on Instagram:

This is a new AR filter, so there isn’t any public data (in terms of use by Instagram users) available about it at the moment.

Virtual try-on camera filters have an extra benefit for business—they can potentially decrease losses resulting from customer returns, since the customer has an idea of how the product will likely look on them.

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Similar to the idea of virtual try-on is the virtual “showroom.” As mentioned previously, this is the AR technology that allows customers to virtually place items in the environment around them (such as a living room).

The main difference between virtual try-on and showroom is the customer flipping the camera around. Other than this distinction in the way customers use the hardware, there isn’t much difference in the technology involved—which is good news for business owners.

Research we conducted last year, for example, found merchants who add 3D content to their stores see a 94% conversion lift, on average—and since there isn’t much difference between try-on and showroom style AR, the opportunity to use it is open to many verticals.

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Virtual showroom style filters/lenses are potentially the best application of AR for most businesses selling physical products—at least until better technology arrives.

Innovations in mobile technology, such as better depth sensing hardware (LiDAR and ToF), don’t appear to be slowing down anytime soon—as a result, each iteration of new phones becomes better equipped to handle AR features.

The predicted mobile AR market revenue growth over the next four years reflects these changes in technology—from $12.45 billion in 2021 to $36.26 billion in 2026.

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But it’s not just smartphones getting AR attention. As mentioned earlier, with better technology becoming more widely available, companies such as Google (including Android), Microsoft, Lenovo, and Vuzix are getting busy building smart glasses. Some even announced plans during CES (Consumer Electronics Show) earlier this year.

AR-enabled smart glasses may see some improvement in development next year, but we don’t expect them to be widely available in the very near future. So for now, the focus remains on mobile AR technology.

The main tip for thinking about mobile AR (and its improving capabilities) is the potential to develop brand-owned applications (for example, using Apple’s ARKit) for customers to see your products with AR, similar to IKEA building the IKEA Place app.

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There are two main methods of how AR mirrors work. The first is by using a digital screen with motion-sensor technology placed behind the mirror, then using AR to superimpose images onto the mirror in real time. The second method is by not using a real mirror at all, and instead using a digital display with cameras, similar to an extra-large smartphone.

Research from Snapchat suggests 21% of customers would go out of their way to visit a store with a smart mirror and 33% would use it in stores they already visit for trying on clothes. These figures decrease only slightly when it comes to trying on makeup or hair color (20% and 31%, respectively).

These mirrors can help shoppers when they’re in-store and either don’t want to try different makeup options or can’t because of newer COVID-19 policies.

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If you want to consider using AR mirrors in your stores, it’s worth considering the hefty investment it would take to roll them out across multiple locations—from the cost of the displays themselves to developing the software that goes inside them.

However, a good tip here would be to conduct a trial run by installing one in a flagship store and interviewing customers who decide to use it. Based on the results, you can decide if the investment is worth it for your business.

In the research previously mentioned by Modern Retail, all survey respondents said they mainly use AR for entertainment purposes. So what happens if a brand uses AR to make the in-store customer experience more entertaining?

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With 22% of Snapchat research respondents suggesting they would be interested in using AR to make shopping more fun, it’s worth considering methods for this use case. With this in mind, some brands have taken to using AR to gamify in-store shopping—which, for UK brand Tesco, has built brand engagement, brand loyalty, and longer dwell times with products.

Tesco decided to team up with Engine Creative to build AR experiences in the Tesco Discover app. While it works to help customers learn more about scanned products, it also gamifies the experience by having customers scan products:

The gamification can only be unlocked by scanning the physical product which brings to life the Big Night In family quiz. The game includes scoring, trophies, forfeits and social sharing”

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The concept of AR in-store gamification might seem difficult, but here are a few tips that could help you get on this trend:

The great aspect of this trend is that many younger customers will recognize the gamified AR concept from the popular mobile game Pokémon Go, and will intuitively know how to proceed after opening up the AR experience.

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