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, as well as how the make-up of their workforce may limit their ability to appreciate and address the diversity of customers' preferences."Gender, Design and Marketing" offers researchers, designers, brand and marketing specialists an enhanced understanding of gender; the ways in which an organization's actions can engage or dissuade the men and women that make up its market; and how to increase the breadth and depth of appeal for all products.
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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
'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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Most Helpful Customer Reviews
1 of 1 people found the following review helpful
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.
Great read.
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. One size does not fit all, and even a well-planned, successful marketing formula will need constant revision to match stylistic and demographic changes.
One or two remarks about the book: if you're sitting in a court house jury lounge (as I was), or pacing to and fro in the corridor outside a maternity delivery-room, waiting to be called at any moment - don't attempt to read this book! It is a detailed, dense read and demands your undivided attention. Gender, design and marketing is also quite unsuitable if you're doing a bit of last-minute exam revision, or if you're trying to stuff a hastily-written college assignment with plausible quotations. It's not that sort of book! But I would recommend it wholeheartedly to anyone reading marketing at advanced undergraduate level, or postgraduate level, who needs a better understanding of the issues - or to marketing practitioners whose ideas are growing stale. This is the book that will give them the jolt they need. It's a book to immerse oneself in; a book that will convince the reader through the layered, systematic presentation of carefully-researched fact.
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. One size does not fit all, and even a well-planned, successful marketing formula will need constant revision to match stylistic and demographic changes.
One or two remarks about the book: if you're sitting in a court house jury lounge (as I was), or pacing to and fro in the corridor outside a maternity delivery-room, waiting to be called at any moment - don't attempt to read this book! It is a detailed, dense read and demands your undivided attention. Gender, design and marketing is also quite unsuitable if you're doing a bit of last-minute exam revision, or if you're trying to stuff a hastily-written college assignment with plausible quotations. It's not that sort of book! But I would recommend it wholeheartedly to anyone reading marketing at advanced undergraduate level, or postgraduate level, who needs a better understanding of the issues - or to marketing practitioners whose ideas are growing stale. This is the book that will give them the jolt they need. It's a book to immerse oneself in; a book that will convince the reader through the layered, systematic presentation of carefully-researched fact.
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.
Hence, targeting male and female customers using designs for products and promotions which are preferable to each gender is critical, particularly in markets where the purchasing is dominated by a particular gender.
Gloria Moss acknowledges that achieving "good congruence between product and customer preferences may not be a simple process". This is because it is influenced by the innate preferences of senior management and of others across the workforce. Recently there has been an explosion in training on unconscious bias, i.e. innate preferences, in the workplace to address the underrepresentation of women and minority ethnics in senior management and to drive a high performance culture that engages everyone equally, whatever their diversity. Of course, this requires the transformation of organisational cultures from white male meritocracies to ones that are meritocratic to all. Such a transformation cannot be achieved by a one-off training fix. It needs a strategic change management intervention, which is the way my business approaches it with its clients.
However, I strongly believe that it is just as important for organisations to address the impact of unconscious bias on the customer/client/service user interface to meet gender, and other affinity group, preferences in order to leverage sales or service performance. Addressing this new imperative needs not only Gloria Moss's unrivalled knowledge of this field but also expert specialisms in change management since addressing and changing hidden assumptions is so difficult.
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.
Hence, targeting male and female customers using designs for products and promotions which are preferable to each gender is critical, particularly in markets where the purchasing is dominated by a particular gender.
Gloria Moss acknowledges that achieving "good congruence between product and customer preferences may not be a simple process". This is because it is influenced by the innate preferences of senior management and of others across the workforce. Recently there has been an explosion in training on unconscious bias, i.e. innate preferences, in the workplace to address the underrepresentation of women and minority ethnics in senior management and to drive a high performance culture that engages everyone equally, whatever their diversity. Of course, this requires the transformation of organisational cultures from white male meritocracies to ones that are meritocratic to all. Such a transformation cannot be achieved by a one-off training fix. It needs a strategic change management intervention, which is the way my business approaches it with its clients.
However, I strongly believe that it is just as important for organisations to address the impact of unconscious bias on the customer/client/service user interface to meet gender, and other affinity group, preferences in order to leverage sales or service performance. Addressing this new imperative needs not only Gloria Moss's unrivalled knowledge of this field but also expert specialisms in change management since addressing and changing hidden assumptions is so difficult.
Most Recent Customer Reviews
Essential research on how men and women view design
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. Read more
Published on November 9, 2009 by H. Buchanan
Dr V. Tarnovskaya
The book provides a comprehensive collection of primary and secondary research in gender aspects in design and marketing. Read more
Published on October 24, 2009 by V. Tarnovskaya
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