How Gender Drives Our Perception of Design and Marketing
Product and service designers place emphasis on the colour, form and appearance of what their organization offers and the language with which they describe it. This book guides the reader to an understanding of the way gender influences our visual perception. It explores design, visual aesthetics, language and communication.
Product and service designers place increasing emphasis on the colour, form and appearance of what their organization offers and the language with which they describe it.Gloria Moss' erudite, sophisticated and fascinating book, guides the reader to an understanding of the way gender influences our visual perception.In this wide-ranging book, the author explores design, visual aesthetics, language and communication, by drawing on an exhaustive range of primary sources of research from psychology, design, branding and communication. The lessons that emerge offer challenges to organizations both in the way in which their design and marketing is perceived by men and women, as well as how the make-up of their workforce may limit their ability to appreciate and address the diversity of customers' preferences."Gender, Design and Marketing" offers researchers, designers, brand and marketing specialists an enhanced understanding of gender; the ways in which an organization's actions can engage or dissuade the men and women that make up its market; and how to increase the breadth and depth of appeal for all products.
Introduction.; Setting the Scene: Customer demographics - identifying the target market; Marketing to men and women: the failure of Marketing. Theoretical Background: Drawings and paintings - production aesthetics and gender; Drawings and paintings - preference aesthetics and gender; Attitudes and language. Applied background: Graphic, product design and gender - production and preference aesthetics; Web Design - production and preference aesthetics; Accounting for the differences. Implications: Implications for graphic, product, web design and marketing. Index.