Does Design Matter?

does design
matter?
Ronnie Nijmeh
http://www.ProductCreatorPro.com
A
FAT
B
motional ea ting
SHAPE GET IN
5 simple ge ing fat, endin steps to burn
: FURNACE BURNING
EH RONNIE NIJM CEO ACQYR, Inc. 48 1-877-438-30 acqyr.com ron@ yr.com tp://www.acq
ht
What makes design important?
Good Design distinguishes you from others.
design
matters
21%
Q: Do covers play a decisive role in your decision to purchase a book?
Yes No
79%
Source: TheBookSmugglers.com
design
Q: Can (or has) a cover ever be the SOLE driving factor in your decision to purchase a book?
matters
40%
60%
Yes No
design
matters
62%
Artistic Representation of the Book Marketing Tool Other
Q: In your opinion, what role do covers play for a book?

12%
26%
design
matters
A lot.
What do scientic studies say about book design?
design
matters
What Makes People Want to Read a Book?: An Experimental Study By: Alain dAstous, Franois Colbert, Imene Mbarek
In a hierarchy-of-eects perspective (e.g., McGuire, 1978), getting peoples attention is a required step before persuading them to buy. The visual cues that are part of a products package are likely to play a signicant role in attracting the attention of consumers, but they may also lead to evaluative inferences. Stokes (1985) has shown that a products package has a signicant impact on perceived quality, especially when consumers are not familiar with the brand. A books cover is analogous to a products package. Like a package, it fullls technical and marketing functions. Thus, in addition to serving as a container and a protection for the books content, the cover delivers direct (e.g., the title, the drawings and pictures) as well as indirect (e.g., the colors, the cover material) information about the book quality and content. According to balance theory, linking a positively-valued object to a target object makes the latter object more positive (Eagly and Chaiken, 1993; Heider, 1946). Consequently, the attractiveness of the book cover should have a positive impact on readers impression of a new book.
Source: http://www.gestiondesarts.com/leadmin/templates/main/PDF_Publications/Titulaire/AIMAC8_d_Ast_Colb_Mbar.pdf
design
matters
...the most important eect appears to be that of the attractiveness of the book cover... more attractive book covers led to greater consumer interest...
design
matters
...getting peoples attention is a required step before persuading them to buy.
design
matters
...The attractiveness of the book cover should have a positive impact on readers impression of a new book.
design
matters
... a products package has a signicant impact on perceived quality, especially when consumers are not familiar with [the book].
design
Key Findings...
matters
Table 1 presents the results issued from the ANOVA. To simplify the presentation, the statistics for all main eects and for statistically signicant interactions only are reported. As can be seen, three main eects and one two-way interaction were statistically signicant. As predicted by H1, consumer interest in the book was greater when the author was famous (mean = 4.50) than when he/she was not (mean = 4.34). However, this eect needs to be qualied because it interacted signicantly with the type of book. The reputation of the publisher also had a signicant impact on consumer interest, as books from a well-established publishing company were judged to be more interesting (mean = 4.53) than books from an unknown publisher (mean = 4.29). This result gives empirical support to H2. Judging from the magnitude of the F statistics, the most important eect appears to be that of the attractiveness of the book cover. As predicted by H3, more attractive book covers led to greater consumer interest (mean = 4.58) than less attractive covers (mean = 4.26). Figure 2 presents the plot of the marginal means of these three statistically signicant eects.
design
matters
design
matters
Final study results...
...Attractive book covers can not only get readers attention, they are also likely to make a new book appear more interesting, all other things being equal.
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Does Design Matter?

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does design

What makes design important?

Good Design distinguishes you from others.

Q: Do covers play a decisive role in your decision to purchase a book?

Q: In your opinion, what role do covers play for a book?

What do scientic studies say about book design?

...getting peoples attention is a required step before persuading them to buy.

Final study results...

Its time to look professional...

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