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

ISBN 9780566087844
Published February 8, 2017 by Routledge
138 Pages 60 B/W Illustrations

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Book Description

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 the effectiveness of design and advertising efforts.

Gloria Moss brings together contributions from leading experts in academia and industry, including Professor Judi Harris, Dr Ceri Sims, Professor Paul Springer, Holly Buchanan and the late Bill Wylie. This book reveals the extent to which design and advertising effectiveness can be improved through an understanding of the personalities of a range of stakeholders. While the impact of demographic factors (age, class, geographical location) is the object of considerable research, the impact of personality on production and preference aesthetics has been greatly overlooked. It is only by grouping together research conducted on diverse fields that a larger picture of the impact of personality on design production and preference aesthetics can be constructed.

Personality, Design and Marketing will be of great interest to those who would like to see the effectiveness of design and marketing enhanced, whether it is those working in the area of design, or marketing or general management. It shows the extent to which preferences vary according to personality and the limitations of a one-size-fits-all approach to design.

Table of Contents

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


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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.