The psychology of design: creating consumer appeal

Table of contents:

Part 1: Embodied Design
1. Implications of Haptic Experience for Product and Environmental Design
2. The building blocks of design: Conceptual scaffolding as an organizing framework for design
3. The Conceptual Effects of Verticality in Design
4. Sensory Imagery for Design

Part 2: Designing Product Features
5. Blue-washing the Green Halo: How Colors Color Ethical Judgments
6. Color Design and Purchase Price: How Vehicle Colors Affect What Consumers Pay to New and Used Cars
7. Curvature from All Angles: A Review and Implications for Product Design
8. Effects of Design Symmetry on Consumer Perceptions of Brand Personality
9. How to Design Logos to Increase Brand Equity
10. Dominant Designs: The Role of Product Face-Ratios and Anthropomorphism on Personality Traits and Consumer Preferences
11. How Consumers Respond to Cute Products
12. Cuteness, Nurturance, and Implications for Visual Product Designs
13. The Aesthetics of Brand Name Design: Form, Fit, Fluency, and Phonetics
14. Designing for Experience

Part 3:Underlying Processes
15. The Inherent Primacy of Aesthetic Attribute Processing
16. Processing Fluency of Product Design: Cognitive and Affective Routes to Aesthetic Preferences
17. Aesthetic Principles in Product Design and Cognitive Appraisals: Predicting Emotional Responses to Beauty
18. Good Aesthetics is Great Business: Do We Know Why?
19. Concealed but Felt: Change Blindness and the Evaluative Consequences of Dynamic Transference
20. Ergonomic Design and Choice Overload
21. Product Aesthetics and the Self

Part 4:Design Methods
22. Eye-tracking Aids in Understanding Consumer Product Design Evaluations
23. Enhancing Design Intuition
24. Design Heuristics: A Tool for Innovation in Product Design

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.

(https://www.routledge.com/products/9780765647603)