GENDER, DESIGN AND MARKETING: HOW GENDER DRIVERS OUR PERCEPTION OF DESIGN AND MARKETING

Book ID/图书代码： 00870010B35614

English Summary/英文概要： 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.

Chinese Summary/中文概要： 任何想要針對不同性別，來增加商品出售或服務機會的廣告商或設計師必讀之書

眾所周知，男女對於網站及廣告等設計的反應是不同的，但是英國研究者葛蘿莉亞摩斯發現，除了主題和功能的因素決定喜好的不同外，還有其他，外觀在這其中亦扮演著微妙的因素，影響男女的選擇。
本書針對設計及市場行銷進行全面的性別研究。作者利用不同層面等的數據，如心理學、神經科學、傳播等，提出一個充滿說服力的論點，證明性別差異是生物學及社會學的根源。這絕對是在大多數流行的社會建構的觀點中，令人耳目一新的一本書。(SK)

Awards/获奖情况：’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

’在本書，葛蘿莉亞探討性別對於製圖、繪畫、圖形和網頁設計的反應。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

相關報導http://epochtw.com/5/8/22/9341g.htm

About the Author/作者介绍： 葛蘿莉亞摩斯曾在Courtlauds Acetate及歐洲英法隧道公司內身任重職。目前是格蘭摩根大學商學院的資深研究員及法國巴黎高等管理學院的客座教授。目前她的客人有馬莎百貨、BT及Bounty and Corporate Edge。她的理論充分結合了人力資源以及她對國籍和性別差異的理解，並將此應用在她的對於平面、產品和網頁設計上。

Format:HARDCOVER

Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE(到期可授)

Complex/Traditional Chinese/繁体中文：AVAILABLE

Sales in other countries/其他国家销售情况：

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