Gender, Design and Marketing: How Gender Drives Our Perception of Design and Marketing

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Gower Publishing, Ltd., 2009 - Business & Economics - 245 pages
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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.
 

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Contents

Identifying the Target Market
3
Marketing to Men and Women
19
Production Aesthetics and Gender
43
Preference Aesthetics and Gender
71
Attitudes and Language
85
PART HI APPLIED BACKGROUND
99
Web Design
139
Accounting for the Differences
147
Implications for Graphic Product Web Design and Marketing
171
Bibliography
209
Copyright

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About the author (2009)

Gloria Moss is a Professor in Marketing and Management at Buckinghamshire New University and Visiting Professor at the Ecole Superieure de Gestion (ESG), Paris with a background in industry and consultancy in Human Resources. She has a PhD and is a Fellow of the Chartered Institute of Personnel and Development.

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