Understanding Aesthetics for the Merchandising and Design Professional

Bridging the gap between the study of aesthetics and its application in the merchandising and design environments, this revised text presents a research-based focus on the concepts of aesthetics and their effect on product value and consumer behavior. The multi-sensory approach to studying the elements and principles of design helps students master the underlying factors of successful design and learn how products and their promotional surroundings can establish brand identity and create a pleasing environment for the consumer. New to this edition: -- Full-color illustrations throughout -- Each element of design will be covered in its own chapter with 8 new chapters in Part Two -- Boxed "applications" will showcase how the aesthetics concepts are used within actual design and merchandising environments -- Vocabulary definitions and key concepts highlighted in margins -- Each chapter will include brief learning activities to complete in class or at home -- New content related to mass customization and customer made trends in Chapter One -- Revised Chapter Two will focus on the "5-Ps that contribute to Aesthetics"- Product, People, -- Property, Product Presentation, and Promotional Activities -- New content on Brand Personality, the role of Aesthetics in Branding, and why branding is important to consumers -- Discussions of multi-channel retailing, including e-commerce, experiential marketing and "digital -- consumer" trends -- New and updated readings at the ends of each chapter -- Instructor's Guide provides suggestions for planning the course and using the text in the classroom