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Gender, Design and Marketing: How Gender Drives our Perception of Design and Marketing

The author was invited by Gower to write three books on the impact of segmentation variables on design (gender, personality and nationality) following publicity of her research in the international media. The resulting book brings together for the first time and in a publicly accessible format, the body of existing research on gender and design, much of which is the outcome of primary research by the author in peer-reviewed journals since 1995. The coverage spans design, marketing, psychology and HR, supporting a new paradigm that highlights the impact of gender on design creations and consumer choices. The implications for graphic, product, web design and marketing organizations/ departments are explored, highlighting the challenges of appealing to target groups which are demographically dissimilar from designers. The author’s research, using grounded theory and 40 interviews with design professionals and educators, progressed to quantitative experiments highlighting statistically significant gender differences in design creations and preferences. Forward by the CEO of the Chartered Society of Designers and with book reviews from the US, continental Europe and the UK, demonstrate an international audience attracting positive comments from academics. The 5* Journal of Marketing Management reiterates the book’s objective to make a positive contribution to marketers, designers, academics, and students of business and design with a Swedish academic strongly recommending the title for masters programmes and for practitioners in general who are engaged in advertising and design. Invitations as keynote speaker (e.g. at Icon’s global diversity and Inclusion conference for Directors of Diversity and at Bayer Healthcare) evidence Moss’s influence on raising diversity awareness in marketing. The research has been extensively profiled in the mainstream media.