Gender, Design and Marketing: How Gender Drives Our Perception of Design and Marketing
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, and how the make-up of their workforce may limit their ability to appreciate and address the diversity of customers' preferences. The challenge for management is to overcome these limitations and ensure that an organization's products and services mirror the preferences of customers rather than those of senior managers. Where the demographics of the workforce differ from those of the customer, management needs to take steps to ensure that customer-centric preferences inform decision-making in the organization. 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.
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Identifying the Target Market
Marketing to Men and Women
Production Aesthetics and Gender
Preference Aesthetics and Gender
Attitudes and Language
PART HI APPLIED BACKGROUND
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affiliate marketing Alschuler appear attract Ballard behaviour biological brand cent chapter cognitive colour commented concerned congruence congruity consumer Consumer Electronics Association culture decisions demographics design and advertising design and marketing design preferences drawings and paintings example experiment fact factors favour female designs female production aesthetic figures findings focus focused Franck and Rosen gender differences graphic expression greater handwriting human Hurlock ibid images impact importance industry influence interviews Journal kettle language look male and female male designers market research Marks and Spencer masculine MCSD men's and women's Moss objects organizations perception personality perspective preference aesthetics product design production aesthetic Professor proportion Psychology purchasing repertory grid responses role sample sex differences shapes showed significant similar Simon Baron-Cohen skills social spatial statistically style Table target market tend tendency tetrachromat themes thinking University visual visuo-spatial web design websites women