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This week I am sharing a pilot study that examines gender differences in product design - but I believe the implications of the study could also be applied to physical environments and furnishings.
Basically, they used three types of consumer products (cell phones, mp3 players and perfume bottles) and had participants (male and female) rate them based on aesthetic (how it looks), functional (how it works) and social (how they can affect one's social identity or affiliation) properties while also associating them with descriptive keywords. They chose these specific products because at the time of the study they were common objects used on a daily basis by both sexes, they were current and came into the market at around the same time.
The study shows that although men and women made many similar choices in rating products from most to least liked, it was the reasons why that were most revealing about gender differences and design preference.
Here is a concise overview of the findings, also in comparison to previous related studies:
It seems that women are more inclined to take notice of organic forms, details and textures. They prefer objects that are well perceived and more preoccupied with practicality than men. Men are more concerned with the overall form of an item, whether it expresses technological savvy and associated with a social image, compared to women. Both genders value simplicity, ease of use and compactness and slimness.
Also " ... men seem concerned with characteristics such as compactness, slimness and cleanliness. They suggested keywords such as solid, ergonomic, and relevant, ones that women didn't mention at all. This may suggest men's preference for products that look sophisticated and reliable, with an emphasis on overall structure. Women on the other hand seem to be especially concerned with smoothness, slimness, and compactness. Along with words such as curvy, flexible, decorative, luxurious and neat, this tends to show their preference toward organic forms, texture-based details and materials...".
This quoted paragraph reminds me somewhat of last week's article about how people with an individualistic view prefer linear qualities while those with a collectivist view prefer curves. Putting these ideas together, could we infer that men prefer structures and lines because they have a more individualistic view of themselves than women? Or that the reason women prefer curvy objects is because they have a collectivist view of themselves than men? It could make sense - women bear children and they have stronger social networks than men - both of which may promote a sense of being part of something larger than themselves. Hmmm.
Also interesting is how in this study, participants are more inclined to choose products that oppose their gender stereotype compared to older studies. This may suggest that our perceptions of gender are in fact changing and this means designers must adapt accordingly ... or is it possible that changes in design affect our perceptions, including those related to gender? Or maybe the evolving trend towards gender neutral design may play a role in all this? Hmmm... My husband loved the iPhone 4 when it came out and got it immediately. I preferred my 3Gs and didn't upgrade. Just saying.
Either way, it's clear that there is a relationship that exists and that this issue is relevant to decisions made by designers.
It would be interesting to see the results of a replication for the present and in the future as well. I'll have to look into that when I have more time. Studies like this must be continuously conducted in our rapidly changing times. They are important to designers because they provide valuable insight into user preferences. I realize that this study is not the most recent on the topic, but I came across it the other day and wanted to share ;)
What do you think of the study? Is it in line with your intuitions about gender and design preferences?
Enjoy your weekend!
This is so interesting. I think it is true that what was once typically considered masculine can now appeal just as much to women as men. Interesting that women are more into the practicality of an item than men. In our home it is the opposite. I wrote about the difference between me and my husband yesterday on my blog
ReplyDeleteI wonder how the results would look were men divided into straight vs. gay. I can relate very much to both sides in terms of preferences.
ReplyDelete@Gerard: that is an interesting thought - I now wonder about that too. Based on the comment from Nordic Bliss, I also now wonder how the issue of practicality would play out if the women of the group were divided between mothers and non-mothers (oh gosh, I'm sure that's not even a word!)? Thanks for joining the conversation ;)
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