Psychology of Design

<p>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.</p> <p><strong>Part 1: Embodied Design</strong> 1. Implications of Haptic Experience for Product and Environmental Design <i>Joshua Ackerman </i>2. The building blocks of design: Conceptual scaffolding as an organizing framework for design <i>Lawrence E. Williams </i>3. The Conceptual Effects of Verticality in Design <i>Luca Cian </i>4. Sensory Imagery for Design <i>Aradhna Krishna </i><b>Part 2: Designing Product Features </b>5. Blue-washing the Green Halo: How Colors Color Ethical Judgments <i>Aparna Sundar and James J. Kellaris </i>6. Color Design and Purchase Price: How Vehicle Colors Affect What Consumers Pay to New and Used Cars <i>Keiko I. Powers </i>7. Curvature from All Angles: A Review and Implications for Product Design <i>Tanuka Ghoshal, Peter Boatwright, and Malika M. </i>8. Effects of Design Symmetry on Consumer Perceptions of Brand Personality <i>Aditi Bajaj and Samuel Bond </i>9. How to Design Logos to Increase Brand Equity <i>Antonios Stamatogiannakis, Jonathan Luffarelli, and Haiyang Yang </i>10. Dominant Designs: The Role of Product Face-Ratios and Anthropomorphism on Personality Traits and Consumer Preferences <i>Ahreum Maeng and Pankaj Aggarwal </i>11. How Consumers Respond to Cute Products <i>TingTing Wang and Anirban Mukhopadhyay </i>12. Cuteness, Nurturance, and Implications for Visual Product Designs <i>He (Michael) Jia, Gratiana Pol, and C.W. Park </i>13. The Aesthetics of Brand Name Design: Form, Fit, Fluency, and Phonetics <i>Sarah Roche, L. J. Shrum, and Tina M. Lowrey </i>14. Designing for Experience <i>Bernd Schmitt </i><b>Part 3:</b><i> </i><b>Underlying Processes </b>15. The Inherent Primacy of Aesthetic Attribute Processing <i>Claudia Townsend and Sanjay Sood </i>16. Processing Fluency of Product Design: Cognitive and Affective Routes to Aesthetic Preferences <i>Jan Landwehr </i>17. Aesthetic Principles in Product Design and Cognitive Appraisals: Predicting Emotional Responses to Beauty <i>Minu Kumar </i>18. Good Aesthetics is Great Business: Do We Know Why? <i>Ravi Chitturi </i>19. Concealed but Felt: Change Blindness and the Evaluative Consequences of Dynamic Transference <i>James A. Mourey and Ryan S. Elder </i>20. Ergonomic Design and Choice Overload <i>Matteo Visentin, Samuel Franssens, and Simona Botti </i>21. Product Aesthetics and the Self <i>Kelly B. Herd and C. Page Moreau </i><b>Part 4:</b><i> </i><b>Design Methods </b>22. Eye-tracking Aids in Understanding Consumer Product Design Evaluations <i>Ping Du and Erin MacDonald </i>23. Enhancing Design Intuition <i>Jeffrey Hartley </i>24. Design Heuristics: A Tool for Innovation in Product Design <i>Colleen Seifert, Richard Gonzalez, Shanna R. Daly, and Seda Yilmaz</i></p>