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, and how the make-up of their workforce may limit their ability to appreciate and address the diversity of customers' preferences. The challenge for management is to overcome these limitations and ensure that an organization's products and services mirror preferences of customers rather than those of senior managers.

part |2 pages

Part I Setting the Scene

chapter 2|22 pages

Marketing to Men and Women

part |2 pages

Part II Theoretical Background

part |2 pages

Part III Applied Background

chapter 7|8 pages

Web Design

chapter 8|22 pages

Accounting for the Differences

part |2 pages

Part IV Implications