Book reviews 


Reviews of book 'Gender, design and Marketing' (2009), Gloria Moss




Thomas Jordan "Chief Creative Officer, Hoffman York Advertising (Chicago, Illinois)                      

 Finally...proof. Proof that men and women react differently to shapes, colors and messaging. Proof that there are clearly different methods and techniques to reach each gender. This book should be mandatory reading for any advertiser or designer who wants to improve their chances of selling their products or services to a male, or female, audience.
Great read.

Essential research on how men and women view design, November 9, 2009


H. Buchanan "Author of The Soccer Mom Myth"(New York)

Gloria Moss is one of the only researchers I know who has really studied how men and women view design. And guess what? Different genders have different design preferences. Fonts, colors, imaqes - Moss looks at the design elements that add up to whether your advertising/marketing/design material is persuasive to men or to women. As a marketing to women specialist, I found this book a must read for anyone who wants to do a better job of selling to women.

'...I understand and applaud Gloria Moss' thoroughness. She's putting forth some game changing information that's going to ruffle some feathers. But it's information we desperately need...This book will change the way you look at design. The results are a wake up call for everyone involved in advertising and design. I'm not talking just a little alarm clock. I'm talking a gigantic gong reverberating around the globe...I can't say enough about Gender, Design and Marketing...the book is worth twice its price.'


Critical Reading for Product Design Marketing Professionals, May 24, 2010     By Ian Dodds (London) 

I bought this book because my business has worked extensively with clients on unconscious bias in the workplace. I believe the same issues need addressing in the marketplace and I wanted to learn more from an expert who had researched the field thoroughly. Women have a decisive say in a high proportion of purchase decisions and there are relatively few markets where the same can be said for men asserts Gloria Moss in this excellent and ground breaking book `Gender Design and Marketing - How Gender Drives our Perception of Design and Marketing'. She describes this as "a stark reality which many organisations may not yet grasp".

Of course, many of the decisions about product and service design, advertising and marketing to both genders are made by men. In this connection, Gloria Moss's research, described in this book, shows that in design and advertising men have a preference for images which include moving objects, technical objects, the printed word and male caricatures. Whereas, women have a tendency to prefer static objects, plant life, smiling faces and female caricatures. More specifically, the book examines a considerable body of research which demonstrates that, in terms of design of products, advertisements or web sites, men and women differ in the following ways:

Shapes - a greater tendency for women than men to prefer round shapes.
Colours - a tendency for women to prefer colourfulness
Typography - a tendency for women to prefer less conventional and less regular typography than men.
Caricatures - a tendency for each gender to prefer to see representations of people of their own gender.
Originality - a tendency for men to prefer more conventionality than women.

Hence, targeting male and female customers using designs for products and promotions which are preferable to each gender is critical, particularly in markets where the purchasing is dominated by a particular gender.

Gloria Moss acknowledges that achieving "good congruence between product and customer preferences may not be a simple process". This is because it is influenced by the innate preferences of senior management and of others across the workforce. Recently there has been an explosion in training on unconscious bias, i.e. innate preferences, in the workplace to address the underrepresentation of women and minority ethnics in senior management and to drive a high performance culture that engages everyone equally, whatever their diversity. Of course, this requires the transformation of organisational cultures from white male meritocracies to ones that are meritocratic to all. Such a transformation cannot be achieved by a one-off training fix. It needs a strategic change management intervention, which is the way my business approaches it with its clients.

However, I strongly believe that it is just as important for organisations to address the impact of unconscious bias on the customer/client/service user interface to meet gender, and other affinity group, preferences in order to leverage sales or service performance. Addressing this new imperative needs not only Gloria Moss's unrivalled knowledge of this field but also expert specialisms in change management since addressing and changing hidden assumptions is so difficult.