Personality, Design and Marketing (eBook, PDF)

Matching Design to Customer Personal Preferences
Redaktion: Moss, Gloria

• Format: PDF

Produktbeschreibung

Gloria Moss 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.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 138
• Erscheinungstermin: 20. Januar 2017
• Englisch
• ISBN-13: 9781351974226
• Artikelnr.: 47513719

Autorenporträt

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.

Inhaltsangabe

Introduction EUR" 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 EUR adverts Jim Blythe

5. Personality communicated in children EUR 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