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Gender, Design and Marketing Hardcover – April 1, 2009

ISBN-13: 978-0566087868 ISBN-10: 0566087863

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Product Details

  • Hardcover: 268 pages
  • Publisher: Ashgate Publishing Company (April 1, 2009)
  • Language: English
  • ISBN-10: 0566087863
  • ISBN-13: 978-0566087868
  • Product Dimensions: 1 x 6.5 x 9.5 inches
  • Shipping Weight: 1.4 pounds (View shipping rates and policies)
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (5 customer reviews)
  • Amazon Best Sellers Rank: #2,207,224 in Books (See Top 100 in Books)

Editorial Reviews

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 the Author

Gloria Moss combines a background in HR with a unique understanding of the impact of nationality and gender on graphic, product and web design. She currently holds the position of Senior Research Fellow in the Business School at Glamorgan University, and Visiting Professor at ESG Paris. Previously, Gloria has held senior positions at Courtlauds Acetate and Eurotunnel. Her clients have included M&S, BT, Bounty and Corporate Edge.

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Customer Reviews

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I strongly recommend the book for master programs and courses in marketing.
V. Tarnovskaya
In today's market-place it is generally regarded as a good thing to take differences of gender, age, ethnicity and belief into account - and there it seems to stop.
R. P. Scales
Gloria Moss is one of the only researchers I know who has really studied how men and women view design.
H. Buchanan

Most Helpful Customer Reviews

1 of 1 people found the following review helpful By Thomas Jordan on June 25, 2009
Format: Hardcover
Finally...proof. Proof that men and women react differently to shapes, colors and messaging. Proof that there are clearly different methods and techniques to reach each gender. This book should be mandatory reading for any advertiser or designer who wants to improve their chances of selling their products or services to a male, or female, audience.

Great read.
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Format: Hardcover
In today's market-place it is generally regarded as a good thing to take differences of gender, age, ethnicity and belief into account - and there it seems to stop. A great deal seems to have been written about marketing across the wider range of target groups, and much of it is hazy and non-specific, or inadequately researched.
This is where Gloria Moss steps in with her thoughtful and challenging book Gender, design and marketing. She argues that marketers, designers and industrialists pay great attention to the visual and emotional impact of goods and services and the language in which they are described - but they take too much for granted. What may be dazzling or hard-hitting to the CEO of a large company, for example, may actually have very little impact on a largely female market. Ultimately this will be the difference between success and failure in business. Organisations' preferences are too often dictated by workforce demographics and the perceptions of senior management, resulting in strong gender-related bias. Either through faulty perception or through laziness practitioners can fall into the trap of thinking that one size fits all. The business world has to recognise its limitations and confront them if it is to succeed.
Gloria Moss's book draws directly on her own primary research in marketing, and she analyses and draws lessons from a wide range of disciplines which are not usually taken into account by marketers and managers. These include aesthetics, demographics, social psychology, communications, neuroscience, sociology, and art and design. In this book she demonstrates that men and women react differently to colours, forms and messaging and that different methods and techniques should be employed to reach out to them.
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Format: Hardcover
I bought this book because my business has worked extensively with clients on unconscious bias in the workplace. I believe the same issues need addressing in the marketplace and I wanted to learn more from an expert who had researched the field thoroughly. Women have a decisive say in a high proportion of purchase decisions and there are relatively few markets where the same can be said for men asserts Gloria Moss in this excellent and ground breaking book `Gender Design and Marketing - How Gender Drives our Perception of Design and Marketing'. She describes this as "a stark reality which many organisations may not yet grasp".

Of course, many of the decisions about product and service design, advertising and marketing to both genders are made by men. In this connection, Gloria Moss's research, described in this book, shows that in design and advertising men have a preference for images which include moving objects, technical objects, the printed word and male caricatures. Whereas, women have a tendency to prefer static objects, plant life, smiling faces and female caricatures. More specifically, the book examines a considerable body of research which demonstrates that, in terms of design of products, advertisements or web sites, men and women differ in the following ways:

Shapes - a greater tendency for women than men to prefer round shapes.
Colours - a tendency for women to prefer colourfulness
Typography - a tendency for women to prefer less conventional and less regular typography than men.
Caricatures - a tendency for each gender to prefer to see representations of people of their own gender.
Originality - a tendency for men to prefer more conventionality than women.
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By V. Tarnovskaya on October 24, 2009
Format: Hardcover
The book provides a comprehensive collection of primary and secondary research in gender aspects in design and marketing. It uses rich data from different disciplines: psychology, neuroscience, communications, etc. The book provides a convincing proof that gender differences are both biologically and sociologically rooted and, therefore, cannot be downplayed. It also presents a refreshing alternative to the overwhelmingly popular social constructionist perspective. Having used the book in the Master course of Strategic Marketing Management I can clearly see its value in providing the stimulus for lively discussions and overall interest in gender issues. I strongly recommend the book for master programs and courses in marketing.
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Format: Hardcover
Gloria Moss is one of the only researchers I know who has really studied how men and women view design. And guess what? Different genders have different design preferences. Fonts, colors, imaqes - Moss looks at the design elements that add up to whether your advertising/marketing/design material is persuasive to men or to women. As a marketing to women specialist, I found this book a must read for anyone who wants to do a better job of selling to women.
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