The Psychology Behind Design (eBook, PDF) - Lee, Jeongmin; Chu, Wujin; Baumann, Chris
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This book explains the psychology theory behind design using plain language. The inspiration came from the "democratic design" philosophy of IKEA. This book attempts to help people enjoy designs more, by explaining consumer psychology that lurks behind designs of everyday things.
Another purpose of the book is to aid designers and marketers in understanding consumer behavior and to help them leverage this knowledge in their respective fields. Marketers and designers often find it hard to communicate effectively due to their disparate fields. However, this book aims to bridge this gap by…mehr

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Produktbeschreibung
This book explains the psychology theory behind design using plain language. The inspiration came from the "democratic design" philosophy of IKEA. This book attempts to help people enjoy designs more, by explaining consumer psychology that lurks behind designs of everyday things.

Another purpose of the book is to aid designers and marketers in understanding consumer behavior and to help them leverage this knowledge in their respective fields. Marketers and designers often find it hard to communicate effectively due to their disparate fields. However, this book aims to bridge this gap by showing that activities in both design and marketing can be better understood through the lens of design psychology, promoting better communication and collaboration.

Although the book contains more than a hundred psychology theories that can affect design, it is structured in a reader-friendly manner, and chapters are segmented such that each chapter contains about 7~15 theories. Despite the large amount of academic research behind the theories, the application of these theories comes from commonplace consumer behaviors and daily design examples, promising an easy, relatable read.

Autorenporträt
Dr Jeongmin Lee is a Professor of Design at Gachon University in South Korea, where she specializes in Design Psychology. She holds an interdisciplinary academic background, including a Ph.D. in Spatial Design from Hongik University, a Master's Degree in Art History from Tufts University, and a Bachelor's Degree in Psychology from Seoul National University.

Throughout her career, Dr Lee has contributed to the field of Design Psychology by publishing extensive research papers. She has published in journals such as Journal of Retailing and Consumer Services, International Journal of Design, Journal of Interior Design, and Asia Pacific Journal of Tourism Research, among others. Her academic focus also extends into applied realms, having led multiple projects commissioned by various governmental bodies. These include the Ministry of Trade, Industry and Energy, the Ministry of Culture, Sports and Tourism, as well as the regional governments of Gyeonggi-do and Seongnam City. In addition to her teaching and research roles, Dr Lee is a respected member of the Korean Institute of Spatial Design's Editorial Board. She is regularly sought out for her expert opinion and has held advisory positions on several design-related committees for local governments.

Dr Wujin Chu is a Professor of Marketing at Seoul National University, College of Business Administration in South Korea. He graduated from Seoul National University with a BA in business administration and the Wharton School, University of Pennsylvania with a Ph.D. in marketing. He has worked as Assistant Professor at MIT and Visiting Associate Professor at UC Berkeley. He has published numerous articles in major management journals such as Journal of Marketing, Journal of Marketing Research, and Organization Science. In 2003, he was cited by Journal of Marketing Education as the second-ranked professor in all of Asia-Pacific for his research performance. He was also awarded the prestigious JIBS Decade Award by the Academy of International Business in 2010. He is well-known globally as an expert in the automobile industry and has worked as a researcher at MIT's International Motor Vehicle Program.

Dr Chris Baumann is a Professor in Business at Macquarie University, Sydney, Australia, and a Visiting Professor at Osaka University in Japan. His research is on Services Marketing with a focus on managing the frontlines, on music with a focus on the necro-branding of Elvis Presley, and on competitiveness, where he co-introduced Brand Competitiveness and Competitive Productivity (CP). Baumann has published in journals such as Journal of Business Research, Journal of Services Marketing, Journal of Brand Management, European Journal of Marketing, Journal of Retailing and Consumer Services, Journal of Strategic Marketing, and International Journal of Hospitality Management, among others. He has been awarded for excellence in his research and teaching, including from the Carrick Institute of Education in Australia for his enthusiastic approach to education and from the Academy of International Business (AIB) as an outstanding reviewer. He is also the recipient of Emerald Literati Awards and the best paper award from The Western Decision Sciences Institute (WDSI) for his research. Chris serves on the review board of FT50 and other top-ranked publications, and he looks back on extensive teaching experience worldwide: in Canada, Denmark, Hong Kong, South Korea, Singapore, Vietnam, and of course, Australia. He received his doctorate from Macquarie University after postgraduate and undergraduate studies in Canada (MBA from Simon Fraser University, SFU) and Switzerland. Prior to academic life, Chris worked in the Swiss banking sector.