1st Edition
The Psychology of Design Creating Consumer Appeal
Design plays an increasingly larger role today in creating consumer desire for products and liking for commercial messages. However, the psychological processes involved are only partially understood. In addition, design is inherently interdisciplinary, involving (among others) important elements of aesthetics, anthropology, brand strategy, creativity, design science, engineering, graphic design, industrial design, marketing, material science, product design, and several areas within psychology. While researchers and practitioners in all of these fields seek to learn more about how and why "good" design works its magic, they may benefit from each other’s work. The chapters in this edited book bring together organizing frameworks and reviews of the relevant literatures from many of these contributing disciplines, along with recent empirical work. They cover relevant areas such as embodied cognition, processing fluency, experiential marketing, sensory marketing, visual aesthetics, and other research streams related to the impact of design on consumers. Importantly, the primary focus of these chapters is not on product design that creates functional value for the targeted consumer, but rather on how design can create the kind of emotional, experiential, hedonic, and sensory appeal that results in attracting consumers. Each chapter concludes with Implications for a theory of design as well as for designers.
Part 1: Embodied Design 1. Implications of Haptic Experience for Product and Environmental Design Joshua Ackerman 2. The building blocks of design: Conceptual scaffolding as an organizing framework for design Lawrence E. Williams 3. The Conceptual Effects of Verticality in Design Luca Cian 4. Sensory Imagery for Design Aradhna Krishna Part 2: Designing Product Features 5. Blue-washing the Green Halo: How Colors Color Ethical Judgments Aparna Sundar and James J. Kellaris 6. Color Design and Purchase Price: How Vehicle Colors Affect What Consumers Pay to New and Used Cars Keiko I. Powers 7. Curvature from All Angles: A Review and Implications for Product Design Tanuka Ghoshal, Peter Boatwright, and Malika M. 8. Effects of Design Symmetry on Consumer Perceptions of Brand Personality Aditi Bajaj and Samuel Bond 9. How to Design Logos to Increase Brand Equity Antonios Stamatogiannakis, Jonathan Luffarelli, and Haiyang Yang 10. Dominant Designs: The Role of Product Face-Ratios and Anthropomorphism on Personality Traits and Consumer Preferences Ahreum Maeng and Pankaj Aggarwal 11. How Consumers Respond to Cute Products TingTing Wang and Anirban Mukhopadhyay 12. Cuteness, Nurturance, and Implications for Visual Product Designs He (Michael) Jia, Gratiana Pol, and C.W. Park 13. The Aesthetics of Brand Name Design: Form, Fit, Fluency, and Phonetics Sarah Roche, L. J. Shrum, and Tina M. Lowrey 14. Designing for Experience Bernd Schmitt Part 3: Underlying Processes 15. The Inherent Primacy of Aesthetic Attribute Processing Claudia Townsend and Sanjay Sood 16. Processing Fluency of Product Design: Cognitive and Affective Routes to Aesthetic Preferences Jan Landwehr 17. Aesthetic Principles in Product Design and Cognitive Appraisals: Predicting Emotional Responses to Beauty Minu Kumar 18. Good Aesthetics is Great Business: Do We Know Why? Ravi Chitturi 19. Concealed but Felt: Change Blindness and the Evaluative Consequences of Dynamic Transference James A. Mourey and Ryan S. Elder 20. Ergonomic Design and Choice Overload Matteo Visentin, Samuel Franssens, and Simona Botti 21. Product Aesthetics and the Self Kelly B. Herd and C. Page Moreau Part 4: Design Methods 22. Eye-tracking Aids in Understanding Consumer Product Design Evaluations Ping Du and Erin MacDonald 23. Enhancing Design Intuition Jeffrey Hartley 24. Design Heuristics: A Tool for Innovation in Product Design Colleen Seifert, Richard Gonzalez, Shanna R. Daly, and Seda Yilmaz
Biography
Rajeev Batra is the S.S. Kresge Professor of Marketing at the Ross School of Business at the University of Michigan, USA.
Colleen M. Seifert is Professor of Psychology at the Department of Psychologyat the University of Michigan, USA.
Diann E. Brei is Professor of Mechanical Engineering and Associate Chair for Undergraduate Education at the University of Michigan, USA.
"the presentation of the material is thought provoking and may benefit practitioners studying the appeal of products to consumers. Researchers may benefit from the breadth of topics covered, packaged in a well-organized flow of topics." - S. R. Sisodiya, University of Idaho, CHOICE, 2016
