Author: elisabeth.seiler

Key Takeaways:

• Abstraction is a tool to create distance and provoke curiosity.
• Pixelation transforms objects into texture, letting viewers reinterpret them.
• Playing with legibility can make a message more open, not less clear.

Key Takeaways:

• Color and illustration style carry strong cultural codes.

• Visual softness can still communicate strength and intention.

• It’s easy to challenge visual norms with very simple interventions.

Key Takeaways:

• Print doesn’t have to be polished to be powerful.
• Color combinations and paper choice drastically change tone and mood.
• Imperfection can create a sense of honesty and energy in a visual outcome.

Barcelona came at the perfect time, we hopped on a plane to go look at design somewhere else and at some point things felt less blurry (at least for a little bit).

One of my highlights: our visit to the studio LoSiento. Before we went there I looked at their portfolio and admired their work, but seeing the whole analogue and experimental process behind it really shifted something in me. They approach design not just as something that lives on a screen or in a PDF, but as something physical. Printed, folded, cut, built, poured, glued, photographed. Everything they do starts with their hands. It reminded me that good ideas don’t have to start in Illustrator. They can start with scissors, weird materials, or just curiosity. That mindset of playful experimentation is something I want to bring more into my own process this semester. I sometimes get caught up in refining too early, but LoSiento made me want to loosen up and trust the process, quite literally.

The next days at the OFFF Festival, the keynote that stuck with me the most came from DixonBaxi, the studio behind the rebranding of Formula 1 which launched this year. I’d seen the work before but hearing them explain their thinking hit differently. They spoke about how they wanted to design something that felt faster, more open, more future-oriented. It wasn’t about redesigning a logo, it was rather about reshaping a whole experience around the sport. As someone exploring motorsport through a design lens, that talk gave me a kind of permission to not treat some things as untouchable, and to think about what stories visuals are really telling. They mentioned “designing for emotion, not decoration” and I’ve been repeating that line in my head ever since. There was also a keynote from Lauren Heartstone about the redesign of sports graphics, again focussing on their work for the new Formula 1 Race Graphics. I also loved the approach of this new era in sports design.

So all in all I actually got quite some inspiration in Barcelona, which also leads me to want to further experiment with analogue printing whilst also looking more into (motor)sports design and a way to combine those things for my master project.

When I started brainstorming ideas for my master’s thesis, I initially focused on gender and design and how femininity is visualized, who defines it, and where its limits lie. But the deeper I went, the more I found myself circling back to something that has fascinated me for a long time: motorsports.

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