基本説明
Explores the way gender influences our visual perception.
Full Description
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.
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.
