Author: elisabeth.seiler

As genderless design continues to gain attention across industries, there is still much to explore. While brands like Aesop have made strides toward more inclusive design, gaps remain in how gender is represented—or erased—through design choices. Looking ahead, my research could expand in several directions, uncovering new insights into how gender-neutral design evolves, how it is perceived, and how it can be applied more effectively.

1. Expanding the Cultural Lens

Most discussions on genderless design are rooted in Western perspectives, often shaped by modernist minimalism. But neutrality is not universal—different cultures perceive gender and aesthetics in unique ways. Future research could explore:

• How non-Western brands approach gender-neutral design (e.g., typography in East Asian cultures, colors in Indigenous design).
• The role of cultural expectations in shaping “neutral” aesthetics—what appears neutral in one context might be highly gendered in another.
• Case studies of global brands and how they navigate gender inclusivity across different markets.

This research would highlight whether genderless design can be truly universal or if it must always be adapted to specific cultural contexts.

2. The Psychology of Gender-Neutral Aesthetics

We often assume that certain design elements (muted colors, minimalist layouts, sans-serif fonts) feel gender-neutral. But is that actually true? 

• How people subconsciously interpret different design choices—do users perceive “neutral” branding as more exclusive or more inclusive?
• Whether a truly genderless aesthetic exists, or if every design carries some form of gender coding.
• The impact of “neutral” design on user behavior and brand perception—does genderless branding actually widen audience reach, or do people still look for gender cues?

3. AI and Adaptive Genderless Design

AI-driven design tools are rapidly shaping how digital experiences are created and customized. Future research could examine:

• How AI can create truly gender-inclusive digital spaces
• The potential of AI-generated visual and written content—could AI create marketing campaigns that feel inclusive to all identities?
• Ethical concerns around AI and gender neutrality—should AI ignore gender entirely, or should it allow for dynamic self-expression?

Looking Ahead: Why This Research Matters

Brands and designers are still experimenting with what works and what doesn’t. Future research has the potential to provide guidelines for designers and brands, challenge assumptions about what neutrality really means or generally explore how AI, psychology, and culture shape our perceptions of genderless design. As I continue to explore this field, my goal is to push beyond surface-level discussions and uncover how design can be more inclusive, not just in aesthetics, but in experience, accessibility, and intent.

In an industry dominated by hyper-feminine and hyper-masculine branding, Aesop stands out as a benchmark for gender-neutral design. The luxury skincare brand has cultivated an aesthetic that feels both refined and universal, proving that effective design doesn’t need to rely on traditional gender cues. But what makes Aesop’s approach so successful? And what can other brands learn from it?

Stripping Away Gendered Clichés

Many skincare brands lean heavily on gendered marketing—soft pastels and floral motifs for women, dark packaging and bold typography for men. Aesop rejects this binary entirely. Instead of relying on color-coding or stereotypical imagery, the brand embraces minimalism, neutral tones, and functional elegance.

• Packaging: Aesop’s signature amber bottles and uniform labeling eliminate gendered visual cues, making the products feel accessible to all.
• Typography: The brand uses clean, sans-serif fonts with consistent, evenly spaced lettering—avoiding decorative or aggressive typefaces often associated with gendered branding.
• Fragrance: While many brands market scents as distinctly “masculine” or “feminine,” Aesop’s botanical blends are designed to be universally appealing, balancing earthy, herbal, and citrus notes.

By prioritizing simplicity and consistency, Aesop creates a design language that feels timeless, sophisticated, and non-exclusive.

Designing for Experience, Not Gender

Aesop’s gender-neutral approach extends beyond packaging—it’s embedded in the brand’s entire retail experience. Each store is uniquely designed to reflect its local surroundings, reinforcing the idea that Aesop is for everyone, everywhere.

• Neutral Materials: Stores favor natural materials like wood, stone, and metal, rather than stereotypically “masculine” industrial designs or “feminine” luxury aesthetics.
• No Gendered Sections: Unlike many skincare retailers that divide products into men’s and women’s categories, Aesop organizes by function and need—ensuring that customers select based on skincare concerns, not societal expectations.
• Consultation-Driven Shopping: Aesop’s retail experience is centered around personalized consultation rather than gendered marketing, reinforcing a human-first approach to beauty and self-care.

This philosophy ensures that every customer feels equally considered and valued, regardless of gender identity.

What Other Brands Can Learn

Aesop’s success in gender-neutral design isn’t just about aesthetics—it’s about rethinking how brands communicate with their audiences. Here are key takeaways:

1. Function Over Stereotypes: Instead of designing for “men” or “women,” focus on what the product does and how it benefits the user.
2. Consistency is Key: A clear and minimalist design language ensures that branding feels cohesive and inclusive.
3. Experience Matters: Beyond visuals, consider how retail spaces, digital touchpoints, and customer interactions reinforce a neutral, welcoming brand identity.

Why Aesop’s Approach Works

Aesop proves that gender-neutral design is not about being bland—it’s about being intentional. By stripping away unnecessary gendered cues and focusing on quality, functionality, and experience, the brand has built an identity that resonates across demographics.

As more industries move toward inclusivity, Aesop stands as a powerful example of how brands can create design-first, human-centered experiences that transcend gender norms.

Sources

1. Aesop’s Official Design Philosophy
2. Minimalist Branding & Gender Neutrality in Design
3. How Aesop’s Retail Spaces Create Inclusive Shopping Experiences

As technology becomes an inseparable part of our daily lives, it plays a crucial role in shaping how we interact with the world—and each other. But how often do we stop to consider the gender biases embedded in our digital experiences? From voice assistants and algorithmic recommendations to UI/UX design, technology is far from neutral. In fact, it often reinforces binary gender norms, intentionally or not.

How do we experience Gender in tech?

Genderless design in technology refers to the deliberate effort to remove unnecessary gender markers from digital products, services, and interfaces. It’s about creating experiences that don’t assume or reinforce traditional gender roles, allowing users to engage with technology on their own terms. But the challenge is that many of our current digital systems are built on deeply ingrained assumptions about gender.

One of the most well-documented areas of gender bias in technology is voice AI. Digital assistants like Siri, Alexa, and Google Assistant overwhelmingly use female voices, reflecting long-standing social expectations that women should be helpful, accommodating, and nurturing. Studies suggest that users perceive female voices as warmer and more approachable, whereas male voices are often associated with authority and expertise. But this creates an imbalance—when AI assistants are predominantly voiced by women, it perpetuates stereotypes about servitude and obedience. Conversely, when virtual assistants designed for finance or technical support use male voices, it reinforces the idea that men are more knowledgeable in those areas.

To counter this, projects like Q: The World’s First Genderless Voice aim to challenge binary assumptions. Q was developed through extensive research, blending the vocal characteristics of multiple speakers to create a tone that exists between traditional male and female registers. The goal is not just to provide an alternative but to provoke a discussion about why gendered voices are the default in the first place. (Source: Q Voice Project)

Moving Beyond Gendered Aesthetics

We can see the topic of Gender in visual communication in many design choices, from color palettes to iconography, again. For example, fintech apps targeting men often use dark themes, sharp typography, and high-contrast elements, signaling power and control. Meanwhile, apps marketed toward women may employ soft pastels, rounded typography, and nurturing language, reinforcing ideas of emotional sensitivity and caretaking. This is particularly evident in the health and wellness industry, where apps for period tracking, fertility, and general well-being overwhelmingly adopt a “feminine” aesthetic. While there is nothing wrong with this, it assumes that all users of these apps identify with traditional femininity. A more inclusive approach would involve providing customization options so users can shape the interface to fit their own preferences.

A great example of genderless UI is Google’s Material Design, which emphasizes functionality and adaptability over aesthetic assumptions. By focusing on clarity, accessibility, and modular components, Material Design enables brands to create interfaces that work across diverse user identities. (Source: Google Material Design)

Challenges and the Future of Tech Design

Despite growing awareness, there are still barriers to achieving true gender neutrality in tech. One major challenge is bias in AI and machine learning. Many algorithms are trained on datasets that reflect historical gender disparities, meaning they inherit and amplify those biases. Facial recognition systems, for instance, have been criticized for being less accurate in identifying non-binary or gender-nonconforming individuals (Read more about this in the following Blog Post!).

Ultimately, genderless design in technology is about challenging default assumptions. Rather than asking, “How do we make this product appealing to men or women?” the question should be, “How do we make this product useful and welcoming for everyone?” Technology shapes the way we navigate the world, and by designing without unnecessary gender markers, we create experiences that empower individuals to engage with digital spaces on their own terms.

In a world where design choices shape our perceptions, the concept of neutrality is more complex than it seems. That’s why I asked myself what it means for a design to be “genderless”? Is true neutrality even possible, or does every design decision carry an implicit bias?

Neutrality Is Not Universal

When we think of “neutral” design, what comes to mind? Minimalist aesthetics? Muted colors? Sans-serif fonts? While these elements are often marketed as universal, they carry their own cultural and historical baggage. For example, black, white, and gray are frequently used in gender-neutral branding. Yet, these choices are shaped by Western modernist design principles, which emerged from a specific cultural context. In other cultures, vibrant colors might symbolize balance and neutrality instead.

Similarly, clean, geometric typography is often seen as neutral, but this perception is influenced by the association of serif fonts with tradition and femininity, and sans-serifs with modernity and masculinity. Even something as simple as a rounded button versus a sharp-edged one can subtly communicate warmth (feminine-coded) versus efficiency (masculine-coded). Neutrality is not an absence of meaning; it is shaped by cultural norms and visual history.

How the Brain Interprets Gender in Design

Our brains are wired to categorize information quickly. Research in cognitive psychology shows that humans rely on schemas—mental shortcuts based on past experiences—to make sense of the world. Gender is one of the most deeply ingrained schemas we use. When we encounter a design, our brains subconsciously assess elements like color, shape, typography, and imagery to determine whether it aligns with our learned gender associations. Here are some examples I already explored:

• Soft curves and pastel colors tend to be processed as “feminine.”
• Sharp angles and bold, dark tones are often perceived as “masculine.”
• Even language choices—like whether a product description uses “strong & powerful” versus “smooth & gentle”—reinforce gendered perceptions.

Because we instinctively categorize designs, truly gender-neutral design must actively challenge these subconscious cues.

Beyond the Binary: What it may look like

If neutrality is subjective, how can designers create products, brands, and experiences that don’t alienate or reinforce stereotypes? Here are key strategies:

1. Diversify Color Palettes
   Instead of defaulting to grayscale, consider diverse, unexpected colors that transcend traditional gender associations. Bright yellow, rich teal, or deep coral can be gender-inclusive choices.
2. Rethink Typography & Form
   Avoid extremes—neither ultra-decorative scripts nor hyper-industrial fonts signal neutrality. Instead, seek balanced, adaptable typefaces. Similarly, combining organic and geometric shapes can create a more inclusive visual language.
3. Use Inclusive Language
   Words shape perception. “For everyone” is more inclusive than “for men and women.” The same applies to product descriptions, job listings, and marketing materials.
4. Offer Customization & Flexibility
   Instead of dictating a singular “neutral” aesthetic, allow users to personalize their experience—whether through adjustable interfaces, modular packaging, or color selection.
5. Challenge Default Settings
   Many digital interfaces assume a binary user experience (e.g., gendered avatars or form fields). Providing non-binary options or omitting unnecessary gender markers altogether fosters inclusivity.

The Future of Neutrality in Design

Neutrality is a moving target—what feels inclusive today may evolve as cultural norms shift. Instead of aiming for a single, fixed idea of neutrality, designers should embrace adaptability and question their own biases. True genderless design is about offering choice, breaking defaults, and allowing people to engage with products and spaces in ways that feel authentic to them. Because in the end, the most inclusive design is not the one that erases differences, but the one that makes room for everyone.

Sources:

https://uxdesign.cc/designing-for-gender-neutrality-373f73f0832a

https://link.springer.com/article/10.1007/s12008-021-00751-7?

https://www.womentech.net/en-us/how-to/gender-neutral-design-principles?

In recent years, some brands have begun to challenge the traditional gender norms in advertising. One notable example is the online shop Zalando, launched a campaign titled “Zerotypes“, which prominently features individuals across a spectrum of ages, genders, and lifestyles, emphasizing inclusivity in regards to fashion, rather than segmentation.

As mentioned in a blog post before, traditional advertisements often rely on color codes, fonts, and images that are stereotypically associated with masculinity or femininity. For instance, bold fonts and dark tones are frequently used for “male” products, while soft pastels and cursive scripts are common for “female” items. Recent campaigns have embraced minimalist design with neutral color palettes and straightforward typography. This approach not only appeals to a wider audience but also allows the product itself to take center stage, rather than the gender of the user.

There exists a common misconception that gender stereotypes in advertising help boost sales, but this is largely the opposite of the truth. Gender stereotypes in advertisements generally have a negative impact on the product and company, but the evaluation of these stereotypes and advertisements by an individual is much more nuanced than any generalization can be. But most companies are aware of the sensitivity of the issue of gendering.

Another example is Bosch. Bosch has recognised that female users have different needs to men, with the former placing more value on aesthetics. Instead of designing special women’s products, which are rejected by many women for this reason alone, Bosch launched a cordless screwdriver 15 years ago, which is aimed at occasional DIY enthusiasts.

How Genderless Design Promotes Inclusivity

Genderless design is not just about neutrality; it’s about inclusion. By removing gendered assumptions, this approach allows people to engage with products and spaces without feeling excluded or stereotyped. This is particularly significant in branding, where inclusivity can directly impact a company’s reach and reputation.

A notable example is Lush Cosmetics, which has embraced gender-neutral branding. Their minimalist packaging and inclusive marketing campaigns appeal to a wide audience, regardless of gender identity. Similarly, the fashion brand Telfar has gained acclaim for its “Not for You—For Everyone” slogan, challenging the exclusivity of luxury fashion. Another great example is Ikea:  “Alle dürfen sich wohlfühlen“. Furniture for the men, decoration for the women? Not at Ikea. The Swedish furniture store is constantly attracting attention with its inclusive campaigns – and has thus created a broad audience. It communicates a family feeling that is informal and outside the classic norms. Whether friends, a patchwork family or a queer couple: everyone wants a cosy home. With this feeling, the brand has succeeded in positioning itself for many target groups at the same time.

Data supports this shift. A study by Accenture found that 41% of consumers have shifted to brands that prioritize inclusivity in the past year. Genderless design fosters a sense of belonging, making it a powerful tool for brands aiming to connect with diverse audiences.

Challenges and Critiques

Despite these progressive shifts, not all efforts have been successful. Critics argue that some brands adopt gender inclusivity superficially, using it as a marketing gimmick rather than making meaningful changes. For instance, token representation in advertisements can feel performative if not backed by inclusive policies within the company itself.

Moreover, gender-inclusive advertising can face backlash from more conservative audiences. This was evident when a German department store faced criticism for introducing gender-neutral sections in their stores, sparking debates about whether these changes were necessary or overly “woke.”

Additional Sources:

https://www.deutschlandfunkkultur.de/pinker-pudel-preis-fuer-reklame-ohne-stereotype-die-werbung-100.html

https://www.brjght.com/markenjournal/warum-werbung-keine-geschlechterklischees-mehr-braucht

https://blog.hubspot.de/marketing/gender-marketing

https://trio.ch/de/stereotypen-andern-sich-sind-aber-in-der-werbung-immer-noch-prasent

Traditional marketing strategies often rely on, but also shape binary gender stereotypes, presenting products as either “for men” or “for women.” However, as societal perceptions of gender become more fluid, advertisers are starting to rethink these conventions. This shift not only reflects changing cultural values but also represents a strategic move to connect with broader, more diverse audiences.

The Historical Role of Gender in Advertising

Think of the clichés: rugged men enjoying a “Männerbier” or women cheerfully cleaning kitchens in detergent commercials. For decades, campaigns reinforced these archetypes. These ads relied on binary gender roles as a way to create targeted messaging—and, to some extent, they were effective.

However, these traditional strategies also perpetuated stereotypes, suggesting that certain products were only suitable for one gender. The result? A growing disconnect with younger generations who see gender as less rigid and who expect brands to align with their inclusive values.

The presentation of gender roles

Young children gain basic understanding by watching and copying what they see. Young girls are targeted by advertisements that provide a range of stimuli that shape and influence their internal gender constructions. The color pink is often used in ads aimed at young girls, and the subjects are usually depicted in tidy and serene settings, playing with dress-up dolls and toys that simulate everyday activities that women are expected to perform, such as cooking and cleaning.This persists throughout childhood and maturity in a variety of cases.

Advertising depictions of women weaken them in five ways, according to Goffman: relative size, feminine touch, function ranking ritualization of subordination, and sanctioned withdrawal. Advertisements from this era also enforced expectations that women should take care of their children, keep their surroundings clean, and serve their husbands.Female subjects are frequently depicted as dependent on men to carry out more mentally or physically taxing activities for them, and as helpless in any other area than what is expected of them. In the past, tech advertising has frequently portrayed women in conventional domestic or supportive roles, reflecting broader cultural expectations of women.

Men have historically been portrayed in advertisements as independent, breadwinners, tough, invulnerable, athletic, and generally more capable than their female counterparts. Men in advertisements are usually pictured as leaders in and out of the household, being able to accomplish extreme tasks with little effort or assistance. When shown in advertisements with women, men are typically seen in a dominant position both socially and physically. There were a few attempts to loosen up those gender roles in the advertisements in the 1980s by companies such as Apple, showing a gender norm deconstructing ad during the 1984 Super Bowl half time show.

Creating the “ideal” body image

Advertising often showcases idealized and heavily edited bodies, which can lead to significant psychological effects, particularly body dissatisfaction. Children are especially vulnerable, as consuming these images often results in self-objectification, where individuals view their bodies from an external, critical perspective. This can lead to body shame, appearance anxiety, and even eating disorders or disordered eating behaviors.

Advertising often depicts female bodies as objects of desire, reflecting the male gaze. Hyper-feminine, obedient, or sexually objectified representations of women are common, and phallic imagery is occasionally employed to imply sex. Women who compare themselves to idealized models and celebrities may experience anxiety, despair, and body dissatisfaction as a result. Older women are largely excluded from these narratives of sexuality, with media reinforcing the notion that maintaining femininity requires preserving youthful bodies. Advertising often profits from the sexualization of young women while ignoring the sexuality of aging women.

Male bodies in advertising are similarly idealized but in different ways. Men are typically portrayed as dominant, strong, and physically controlling, especially in imagery involving women. This dominance is often illustrated through firm physical holds or the male gaze directed at women, who remain passive subjects. The ideal male body is depicted as muscular and powerful, with aging men facing societal pressure to defy aging in order to retain their masculinity and societal power. Male body imagery is often used in advertising regardless of its relevance to the product, perpetuating unrealistic and narrow ideals of masculinity. Therefore, in both cases, the portrayal of bodies in advertising reinforces harmful stereotypes, contributes to body dissatisfaction, and perpetuates unattainable standards of beauty and worth.

Additional sources:

https://www.dw.com/de/rosa-oder-hellblau-wie-gender-marketing-die-geschlechter-trennt/a-46199183

https://www.emerald.com/insight/content/doi/10.1108/ejm-02-2019-0125/full/html

https://onlinelibrary.wiley.com/doi/abs/10.1002/mar.21675

Inclusivity means recognizing the diverse needs and perspectives of users and making intentional choices that reflect that diversity. That’s why it goes beyond aesthetics and ensures that products, experiences, and communication are accessible and meaningful to all people, regardless of gender, background, or ability.

When it comes to typography, iconography, and visual elements, inclusivity starts with challenging traditional norms. Avoiding gendered fonts and symbols can help create more neutral designs that appeal to a broader audience. For example, opting for clean, simple typography without overt associations to masculinity or femininity helps ensure that the message remains the focal point, not the stereotypes embedded in the design.

More than gender

Using universally recognized symbols, avoiding cultural biases, and designing for clarity and simplicity ensures that icons are easily understood by diverse groups. It’s important to consider how different symbols are interpreted across cultures, as the meaning of an icon can shift depending on context. For example, certain color choices or shapes may hold different connotations in various regions, so being mindful of this variability is essential for inclusivity. Incorporating accessibility and considering the needs of individuals with visual, auditory, cognitive, or physical disabilities through using high-contrast color schemes, ensuring that fonts are legible, providing alt text for images, and offering multiple ways of interaction are all part of creating a design that works for everyone. Testing designs with diverse user groups and iterating based on their feedback ensures that the design is truly inclusive, rather than assuming it works for everyone based on one perspective.

Challenges in Moving Beyond Gendered Design

Inclusive design presents several challenges, starting with balancing the diverse needs of users. Ensuring that designs work for people with different abilities, backgrounds, and preferences requires compromises between accessibility, usability, and aesthetics. Designers must navigate cultural differences, as color associations vary widely across regions. For instance, while white symbolizes purity in Western cultures, it is associated with mourning in many Asian countries. Balancing global relevance with local sensitivity is crucial in creating truly inclusive designs.

Resistance to change can be another barrier, especially in industries with traditional design approaches. Technological constraints, such as platform limitations or issues with responsive design, can also hinder accessibility. Additionally, some critics argue that removing all gendered elements risks creating designs that feel overly generic or lacking in personality. The challenge for designers lies in striking a balance between neutrality and distinctiveness.

Ultimately, inclusive design requires empathy, awareness, and a commitment to creating products and experiences that reflect the richness of human diversity. By consciously integrating these principles into design processes, we can build a more equitable and accessible world for all.

While color plays a significant role, other visual elements like typography and iconography are equally important in creating gender-inclusive designs. Traditional advertising often employs serif fonts and ornate details to appeal to women, while sans-serif and bold fonts are associated with masculinity. However, modern brands are opting for clean, minimalist typography that avoids these stereotypes.

Masculine, Feminine, and Neutral: what’s new?

Fonts, whether consciously or not, are often perceived as “masculine,” “feminine,” or neutral based on their design characteristics. This perception is influenced by societal norms and the historical use of typography in various contexts. Fonts with bold, geometric, and angular forms—such as Futura or Roboto—are frequently associated with masculinity due to their structural rigidity and simplicity, which convey strength and functionality. Fonts with flowing curves, decorative details, or lighter weights—like Didot or Edwardian Script—are tied to femininity, evoking elegance, softness, and emotion. Neutral typefaces, such as Helvetica or Open Sans, aim to transcend these associations through balanced, minimal designs.

These associations matter because typography isn’t neutral; it subconsciously reinforces expectations and stereotypes. For instance, using a decorative, script font for a women’s brand aligns with traditional ideas of femininity but risks perpetuating outdated roles. Similarly, the dominance of bold, sans-serif fonts in tech design reflects a male-centric narrative within the industry. To challenge these norms, combining contrasting typefaces—such as pairing a strong sans-serif with a softer serif—can balance traditionally gendered traits. Ultimately, typography carries weight in shaping messages, and as designers, we have the responsibility to move beyond traditional binaries. By rethinking how fonts communicate gender, we can create more inclusive, innovative designs that reflect a diverse and evolving world.

Neutral Design Language

Abstract and geometric iconography also plays a role in transcending gender norms. For instance, the use of symbols like circles, triangles, and squares—rather than overtly gendered imagery—allows designs to feel neutral and universal. The emphasis shifts from targeting a specific demographic to fostering inclusivity and accessibility.

Sources:

https://www.sciencedirect.com/science/article/abs/pii/S0022103118305493#:~:text=Collectively%2C%20research%20from%20different%20fields,associated%20with%20the%20category%20male.

https://medium.com/nyc-design/what-you-need-to-know-about-gendered-design-496f736588d1

Designers must navigate cultural differences, as color associations vary widely across regions. For instance, while white symbolizes purity in Western cultures, it is associated with mourning in many Asian countries. Color has also played a defining role in reinforcing gender norms in design. From the stereotypical “pink for girls” and “blue for boys” dichotomy to the subtle color cues used in advertising and branding, color theory has often been a tool for segmenting audiences along gender lines. However, as more and more people become aware of the fluidity of gender, we are beginning to challenge these conventions, seeking to create visuals that exploit these traditional norms and promote inclusivity.

The Origins of Gendered Color Associations

Let’s take a look at where the association with color and gender originates from, as it is more of a social construct rather than an inherent association. In the early 20th century, retailers and manufacturers began using color to market baby clothes and toys, with the pink/blue binary gaining prominence only in the mid-20th century. These marketing strategies reinforced cultural norms, embedding these associations into societal consciousness. But is blue really for boys and pink for girls?

A study published in 2018 in Frontiers in Psychology examined global color preferences and found that while certain trends exist, individual preferences are shaped more by cultural and personal experiences than by gender. To add to that, blue is both men and women preferred primary color, as it’s associated with clean water, the sky, etc. This goes for a few different colors such as red and green. This challenges that specific colors are inherently masculine or feminine.

Shades or tints?

But it is also nut just the color itself, more than the tint or the shade: a study found, that women heavily prefer soft tints of colors (such as pink) whereas men prefer bright shades (such as ruby red). So although red is shown as a favorite color for both men and women, the subsets of reds they like are very different.

The genetics also play a role in this: women can see more colors than men, as the color vision depends on color cones in our eyes, which are carried on the X-chromosome. Men only inherit one X-chromosome instead of two. These cones tell our brains what color we are experiencing by interpreting wavelengths of light. Because men don’t inherit the same combinations of cones women do, men’s brains often require slightly longer wavelengths of light to experience the same colors. This may be the reason why men prefer colors with short wavelengths, like darker shades of blue and green, or they prefer shades without any wavelengths at all, like white, black, and gray.

The Solution: Gender-Inclusive Color Palettes

Many brands have moved away from rigid gendered color schemes in favor of more inclusive approaches. By doing so, they create a sense of openness and inclusivity that appeals to a broad audience. Gender-neutral color palettes in branding prioritize inclusivity and focus on balanced, universal tones such as greens, yellows, greys, or earth tones.By choosing colors that transcend traditional gender associations, brands can create more inclusive and appealing designs for diverse audiences, fostering a broader sense of belonging and engagement. This approach not only differentiates the brand but also conveys a sense of creativity and adaptability.

To implement gender-neutral color palettes, brands can focus on processes that prioritize diversity and inclusivity, like testing color combinations with diverse user groups to ensure they evoke a universal appeal. Neutral tones could be paired with complementary shades to maintain visual interest while avoiding stereotypical gender cues. But its important to also emphasize the cross-cultural and contextual meanings of colors to avoid reinforcing localized gender norms, thus creating designs that resonate globally.

Additional Sources:

https://link.springer.com/article/10.1057/s41262-020-00216-4

https://www.emerald.com/insight/content/doi/10.1108/ejm-11-2014-0723/full/html

https://www.designerinaction.de/design-wissen/genderneutrale-farben

https://core.ac.uk/download/pdf/236071469.pdf

https://www.psychologytoday.com/intl/blog/color-psychology/202410/beyond-pink-and-blue-how-gender-shapes-color-preferences

https://www.colormatters.com/color-symbolism/gender-differences

Male Vs Female Color Perceptions And Preferences

The topic of gender and graphic design is complex and touches on various areas such as brand communication, advertising, product design and visual culture in general. The way in which gender is represented through design not only influences the target group and brand identity, but can also reinforce or challenge social stereotypes. The aim is therefore to examine how gender roles and identities are visually represented and what impact this has on the perception of the target group. Graphic design has a strong influence on social norms and expectations regarding gender, as it is often used in advertising, branding and social media. The points listed below are further topics to be investigated for my Design & Research project.