Gender, Design and Marketing: How Gender Drives our Perception of Design and Marketing - Hardcover

Moss, Gloria

Hardcover

ISBN 10: 0566087863 ISBN 13: 9780566087868

Publisher: Routledge, 2009

Synopsis

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.

About this title

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.

Review:

'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 to! I'm off to order it right now.' --Sabine Clappaert, Director, Muse Communication

About this edition

• Publisher: Routledge
• Publication date: 2009
• ISBN 10: 0566087863
• ISBN 13: 9780566087868
• Binding: Hardcover
• Edition number: 1
• Number of pages: 268