Moss Gender, Design and Marketing

How Gender Drives our Perception of Design and Marketing
Erscheinungsjahr 2017
ISBN: 978-1-351-93451-0
Verlag: Taylor & Francis
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 268 Seiten

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 preferences of customers rather than those of senior managers.

Autoren/Hrsg.

Moss, Gloria

Fachgebiete

• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Medien-, Informations und Kommunikationswirtschaft

Inhaltsverzeichnis

Contents: Foreword; Introduction. Part I Setting the Scene: Customer demographics: identifying the target market; Marketing to men and women. Part II Theoretical Background: Drawings and paintings: production aesthetics and gender; Drawings and paintings: preference aesthetics and gender; Attitudes and language. Part III Applied Background: Graphic, product design and gender: production and preference aesthetics; Web design; Accounting for the differences. Part IV Implications: Implications for graphic, product, web design and marketing; Bibliography; Index.

Über Autor(innen)

Gloria Moss has a unique understanding of the impact of gender and nationality on graphic, product and web design and the steps organisations need to take to maximise design for end-users. She is a Fellow of the Chartered Institute of Personnel and Development (CIPD) and currently holds the position of Professor of Marketing and Management at Buckinghamshire New University and Visiting Professor at ESG Paris. Previously, Gloria has held senior positions at Courtaulds Acetate and Eurotunnel. Clients for consultancy on marketing and unconscious bias have included M&S, BT, Bounty, Ford, 02, Bayer and Allen and Overy.