This book argues that our preferences towards art are rooted in our psychology and can be explained by differences in personality types. It revises some of the contradictions in the concepts of the well-known psychoanalysts Carl Jung and Sigmund Freud, forming the basis for the theory of associative socionics, in which each personality type represents one of the four types of psychic energy: Ego, Id, Superego, or Superid.The new, holistic and client-centred approach to understanding personality types detailed here sheds light on the previously unexplained nature of preferences and irrevocably changes the perception of music and art.