- Class 15
- Practice 15
- Independent work 60
Psychology of market communication
Lecturers and associates
The objective of this module is to enable students to:
• acquire the basic knowledge in general and applied psychology relevant in the context of visual communications design
• gain an insight into the universal laws of perception and behaviour of people
This module teaches students about psychology as a science and profession, and its application in design. By recognizing the basic principles according to which psychological processes and behaviour take place, students are able to select and creatively use their knowledge of psychology in shaping their own designs and self-regulating their own work performance.
It is important for students to take this module in order to work efficiently, and make their designs more visually appealing to the costumers. By mastering the content of the course, students will be able to critically re-examine the knowledge of general and applied psychology, and implement this skillset in their future places of employment.
1. Čorkalo Biruški, D.: Primijenjena psihologija, Školska knjiga, 2009.
1. Weinschenk, S. (2011) 100 Things Every Designer Needs to Know about People. Berkeley: New Riders.
2. Graf, P. (eds.) and Dozois, D. J. (eds.) (2021) Handbook on the State of the Art in Applied Psychology. New Jersey: John Wiley and Sons.
3. Norman, D. (2013) The design of everyday things: Revised and expanded edition. New York: Basic books.
1. Kahneman, D. (2013). Thinking, Fast and Slow. Stuttgart: Macmillan.
2. Solomon, M. R. (2013). Consumer Behaviour: Buying, Having, and Being, 10th global edition. New Jersey: Prentice-Hall.
3. Leech, J. (2013). Psychology for designers. Bristol: Mrjoe press.
4. Weiten, W., Dunn, D. S., and Hammer, E. Y. (2014). Psychology applied to modern life: Adjustment in the 21st century. Boston: Cengage Learning.
Minimal learning outcomes
- Distinguish general psychology concepts.
- Classify the basic laws according to which psychological processes and behaviour take place.
- Assess the importance of knowing the individual differences of people in the psychology of design.
- Evaluate contemporary topics in the fields of applied psychology relevant to design.
- Assess the importance of applied psychology in performance in the designer job.
- Apply insights into human experience and behaviour in design evaluation.
Preferred learning outcomes
- Apply basic psychology concepts in shaping market communications.
- Create a design based on knowledge of the laws according to which psychological processes and behavior take place.
- Create a design based on knowing the individual differences of people in the psychology of design.
- Predict contemporary topics in the fields of applied psychology relevant to design.
- Apply interventions to increase work performance and well-being in the designer job.
- Relate insights into human experience and behaviour in evaluating and creating design