Dr Qingxin Peng
I joined the University of Leeds as a Lecturer in Creative Advertising and Brand Design in 2022.
In 2012, I obtained a bachelor’s degree in Art Design from Donghua University, and in 2013, I received a master’s degree in Fashion Merchandising from The Hong Kong Polytechnic University (PolyU). In 2021, I was awarded my PhD in Fashion Communication and Promotion (with a focus on Digital Visual Merchandising Design) from PolyU.
I promote the appreciation of brand and culture through design work, research, lecture, and publication. My digital visual merchandising design research was founded on visual merchandising theory and design methodology in both online and offline environments. The study has identified the design factors (i.e., concept formation, layout design, ambient condition, interactivity level, and visual complexity level) and following design contexts. A comprehensive theoretical framework, as well as the derived design process model, has been formulated for promoting innovative textiles and fashion in various showcases by synthesising information management, psychological impacts, and findings from digital visual merchandising implementations.
My research focuses on using creative digital and design solutions to communicate and promote brand and culture in both commercial and non-commercial on/offline settings. On the other hand, I understand consumers/audiences in environment settings based on behaviour discipline and link it to various design contexts with the goal of discovering consumers/audiences' core values and emotions that are positive or negative to their cognition and purchase intentions.<h4>Research projects</h4> <p>Any research projects I'm currently working on will be listed below. Our list of all <a href="https://ahc.leeds.ac.uk/dir/research-projects">research projects</a> allows you to view and search the full list of projects in the faculty.</p>
- PhD in Fashion Communication and Promotion, The Hong Kong Polytechnic University, Hong Kong SAR
- MA in Fashion Merchandising, The Hong Kong Polytechnic University, Hong Kong SAR
- BA in Art Design, Donghua University, China
I presently teach Module Integrated Communication (DESN5230M), Creative Direction (DESN5245M), and Dissertation – Advertising and Design (DESN5255M).