Over the years I have worked with many designers – some male, some female.In fact, one of the most talented and successful designers I ever worked with was Nick Morgan, who became my business partner in New Moon Design (now Moon). Some people think that because sister market to women, we favour female art directors/designers, but what I really favour is a designer who can empathise with their audience. I do not subscribe to the theory that women designers can only design for a female audience and men can’t. That would be like saying adults can’t write books for children. I believe any designer can design for either gender – some are just more empathetic than others.
So to that point, I was fascinated to read the results of a 15-year study that Gloria Moss completed and published in her book Gender, Design and Marketing which, albeit in a very bland a dry way, outlines how gender drives our perception of design and marketing. So, to save you wading through the whole book, here is a summary of highlights…
Differences between male and female designs:
| Attributes of male artifacts | Attributes of female artefacts | |
| Differences between male and female designs | Form and Colour
Hard surfaces Large size Straight lines and verticality Functional and technical orientation Three-dimensionality and clarity Male use of colour is different from females Subject Matter Draw males Draw caricatures Interested in sports, beer and cars Interested in inanimate subjects Interested in dead matter |
Form and Colour
Soft surfaces Smaller pieces Round, organic and fluent shapes Aesthetic and non-functional orientation Less emphasis on three-dimensionality and clarity of line Interest in detail Pastel colours Subject Matter Draw females Use humour in a more subtle way Interested in plant life, flowers and fruit |
| Differences between male and female design processes | Logical approach
Less focused on brief and customer than females More confident than females |
Intuitive approach
More practical More focused on the brief and the customer than males Less confident than males |
| Differences between male and female preferences | Like larger objects
Like aggressive lines Like things for their functional attributes Like gadgetry |
Like smaller objects
Like pattern and colour Like things for their aesthetic attributes |
| Male productions and preferences | Female productions and preferences | |
| Visual Elements | Straight lines and shapes
Use of few and darker colours Regular typography 3D images Lack of detail Images of men Moving objects |
Rounded lines and shapes
Use of many and brighter colours Irregular typography 2D images Detail Images of women Stationary objects |
| Informational Elements | Simple, factual information with just one or two features
Attribute oriented adverts Competitive situations within the advertisements Depiction of large groups Comparative advertising appeals Stereotyped role portrayals except for a substantial minority of non-traditional consumers Discourse is based on monologues and turn taking but not interruptions The verbal style used is limited and unspontaneous |
More original information with multiple features
Category-oriented adverts Equal preference for competitive, harmonious or self-competitive situations Depiction of large or small groups Harmonious relationships Stereotyped role portrayals except for a substantial minority of non-traditional consumers Discourse is based on dialogues and argument with interruptions encouraged The verbal style is uninhibited, rich, natural, enjoyable and spontaneous |
This may be helpful next time you are wondering why your male designer can’t seem to crack the visual style that you think your female audience will respond to and vice versa. Or alternatively, why you as a female don’t like/understand or relate to the designs a male designer has done for a male product. Like with all great work that gets made, it usually comes from a solid brief with valuable audience insights. Maybe these gender design insights will help inform your next brief.
Image Reference: http://hunsonisgroovy.com/post/79748220
Wow.
I’m a 32 yr old male designer and I’m offended by this. Throughout my career I’ve worked on beauty products, tampon packaging and designed advertisements for champagne bottles that won awards.
Saying that a male designer is always going to be different to a female designer is akin to saying a black person has a smaller brain. I equally know female designers who are better than me at designing ‘male’ items.
Feel free to stereotype tho