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.
Table of Contents
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.
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.
'An insightful new book from Gloria Moss, Gender, Design and Marketing: How Gender Drives our Perception of Design and Marketing probes the unique decision-making style of women and draws some provocative conclusions about the impact of design.' Barbara Apple Sullivan, Managing Partner of Sullivan 'In the book, Gloria explores gender preferences in drawing, painting, graphics and web design. It's a book I'll certainly be buying, and one I'll advise all my clients (from R&D teams to marketing) to buy too! I'm off to order it right now.' Sabine Clappaert, Director, Muse Communication 'The book provides a comprehensive collection of primary and secondary research in gender aspects in design and marketing. It uses rich data from different disciplines: psychology, neuroscience, communications, etc. The book provides convincing proof that gender differences are both biologically and sociologically rooted and, therefore, cannot be downplayed. It also presents a refreshing alternative to the overwhelmingly popular social constructionist perspective. Having used the book in the Master course of Strategic Marketing Management I can clearly see its value in providing the stimulus for lively discussions and overall interest in gender issues. I strongly recommend the book for master programs and courses in marketing.' V. Tarnovskaya "nikatar" (Lund, Sweden) '...I understand and applaud Gloria Moss' thoroughness. She's putting forth some game changing information that's going to ruffle some feathers. But it's information we desperately need...This book will change the way you look at design. The results are a wake up call for everyone involved in advertising and design. I'm not talking just a little alarm clock. I'm talking a gigantic gong reverberating around the globe...I can't say enough about Gender, Design and Marketing...the book is worth twice its price.' Holly Buchanan, Marketing to Women Online 'Finally...proof. Proof that men and women react differently to sha