Personality, Design and Marketing: Matching Design to Customer Personal Preferences
Editat de Gloria Mossen Limba Engleză Paperback – 24 iun 2024
Gloria Moss brings together contributions from leading experts in academia and industry, including Professor Judi Harris, Dr Ceri Sims, Professor Paul Springer, Holly Buchanan and the late Bill Wylie. This book 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.
Personality, Design and Marketing will be of great interest to those who would like to see the effectiveness of design and marketing enhanced, whether it is those working in the area of design, or marketing or general management. It shows the extent to which preferences vary according to personality and the limitations of a one-size-fits-all approach to design.
Toate formatele și edițiile | Preț | Express |
---|---|---|
Paperback (1) | 205.89 lei 6-8 săpt. | |
Taylor & Francis – 24 iun 2024 | 205.89 lei 6-8 săpt. | |
Hardback (1) | 763.39 lei 6-8 săpt. | |
Taylor & Francis – 2 feb 2017 | 763.39 lei 6-8 săpt. |
Preț: 205.89 lei
Preț vechi: 271.71 lei
-24% Nou
Puncte Express: 309
Preț estimativ în valută:
39.40€ • 40.89$ • 32.93£
39.40€ • 40.89$ • 32.93£
Carte tipărită la comandă
Livrare economică 15-29 martie
Preluare comenzi: 021 569.72.76
Specificații
ISBN-13: 9781032837949
ISBN-10: 1032837942
Pagini: 138
Ilustrații: 60
Dimensiuni: 174 x 246 mm
Greutate: 0.26 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Locul publicării:Oxford, United Kingdom
ISBN-10: 1032837942
Pagini: 138
Ilustrații: 60
Dimensiuni: 174 x 246 mm
Greutate: 0.26 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Locul publicării:Oxford, United Kingdom
Public țintă
Professional Practice & DevelopmentNotă biografică
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.
Cuprins
Introduction �€“ 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�€� adverts Jim Blythe
5. Personality communicated in children�€�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
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�€� adverts Jim Blythe
5. Personality communicated in children�€�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
Descriere
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 h