Design Psychology and Nationality (Hardback) book cover

Design Psychology and Nationality

By Gloria Moss

© 2017 – Gower

200 pages

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Hardback: 9780566087851
pub: 2017-09-01
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About the Book

Sustaining a competitive advantage in a global market now involves micro-marketing through a variety of media to a variety of different customers or potential customers. Gloria Moss' Design Psychology and Nationality explores the potential for using design to target and communicate with your customers more effectively across national boundaries. The author maps out the terrain of Design Psychology, which draws on the disciplines of design, cognitive psychology, art therapy, marketing and human resources, and shows how better targeting can take place through an understanding of the impact of nationality on production and preference aesthetics. It is a marketing truism that products should be shaped around the preferences of customers, not designers, and that purchasing intent can be increased by providing products that appeal to customers. This book reveals the extent to which design choice is currently circumscribed and shows how choice can be extended by taking into account the preferences of a range of stakeholders.

Table of Contents


About the Author

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.

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