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.
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