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Personality, Design and Marketing: Matching Design to Customer Personal Preferences book cover

1st Edition

Personality, Design and Marketing Matching Design to Customer Personal Preferences

Edited By Gloria Moss Copyright 2017
138 Pages 60 B/W Illustrations
by Routledge

138 Pages 60 B/W Illustrations
by Routledge

138 Pages 60 B/W Illustrations
by Routledge
Also available as eBook on:
It is a marketing truism that products should be shaped around the preferences of customers, not designers, and that a design or advert that is effective with one personality type may not be effective with another. Since purchasing intent can be increased by providing products that appeal to particular types of customers, an understanding of the impact of personality on design will help maximise... Read more

Introduction �€“ overview of the book





Contributor Biographies







1. The psychology of personality Ceri Sims



Part 1: Personality encoded in graphic expression



2. Personality and graphic expression Gloria Moss







3. Inferring personality from drawings Bill Wylie











4. Personality as reflected in creatives�€� adverts Jim Blythe











5. Personality communicated in children�€�s digital and non-digital drawings: inferences for marketing research Judi Harris 



Part 2: Preferences for design and marketing and the role of personality



6. Personality and design and marketing preferences Gloria Moss



7. Matching communication styles to the personality of web visitors Holly Buchanan





8. Matching website and audience personalities: the case of music artist marketing Paul Springer





9. How organisations can be optimised for personality-sensitive design Gloria Moss





 

Biography

Gloria Moss, the editor and author of several chapters in this volume, 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. Previously, Gloria has held senior positions in human resources and training and development 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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