Psychic existence can be recognized only by the presence of contents
that are capable of consciousness. We can therefore speak of an
unconscious only in so far as we are able to demonstrate its contents. The
contents of the personal unconscious are chiefly the feeling-toned
complexes, as they are called; they constitute the personal and private
side of psychic life. The contents of the collective unconscious, on the
other hand, are known as archetypes.

The Archetypes and the Collective Unconscious [4]