FUNDAMENTAL GRAPHIC COMMUNICATION, A PSYCHOLOGICAL VIEW OF COLOUR AND SHAPE PERCEPTION, WITH REFERENCE TO GENDER AND CULTURALLY BASED PREFERENCES IN PRODUCT DESIGN

摘要

Printing design originators constantly need to engage with the potential impact of cultural and gender based preferences when designing for a world market. There is research evidence which indicates significant differences in preference to colour and shape, by way of location and gender. Ultimately this means that the process of designing products targeted at different market groups needs to examine the socio-cultural factors which go beyond the purely physical, cognitive and visual perception processing ability. Some research evidence will be compared to the author's own experimental findings at The University of Westminster, which isolated issues of specific importance to the psychology of printing and packaging origination.