Packaging for all : gendered packaging and visual design of a gender-inclusive package
Stambej, Iskra (2024)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202404156530
https://urn.fi/URN:NBN:fi:amk-202404156530
Tiivistelmä
An increasing amount of people are identifying outside of the gender binary and people are becoming more aware of these gender identities that have always existed but are still not always recognised. The way clothing and cosmetic stores place their products in stores is one example of the division to binary genders. The purpose of this thesis is to explore the visual and linguistic elements that are used to communicate which gender a product is intended for, as well as their connection to gender roles.
Previous literature and a semiotic analysis of gender-neutral brands are used to guide the visual design process of a gender-neutral razor brand. A preliminary survey was conducted to understand consumers’ attitudes towards gendered and gender-neutral products. Five moodboards were designed, one using AI as a design tool. Their inclusivity was evaluated with a feedback survey using the brand gender personality scale developed by Bianca Grohmann.
It was found that the perception of a brand’s gender is based in gender stereotypes. Where packaging with lighter colours and slim, curvy shapes is per-ceived as feminine, dark colours and angular, bold shapes are seen as masculine. It was also found that while many gender-neutral brands use a simple visual style with neutral colours, an inclusive style can also be achieved by combining masculine and feminine colours and graphics together.
It was concluded that there is demand for non-stereotyped and inclusive marketing. While a binary gender system is still prevalent, inclusive products can act as examples of non-binary brand personalities, providing a more diverse representation of gender.
Previous literature and a semiotic analysis of gender-neutral brands are used to guide the visual design process of a gender-neutral razor brand. A preliminary survey was conducted to understand consumers’ attitudes towards gendered and gender-neutral products. Five moodboards were designed, one using AI as a design tool. Their inclusivity was evaluated with a feedback survey using the brand gender personality scale developed by Bianca Grohmann.
It was found that the perception of a brand’s gender is based in gender stereotypes. Where packaging with lighter colours and slim, curvy shapes is per-ceived as feminine, dark colours and angular, bold shapes are seen as masculine. It was also found that while many gender-neutral brands use a simple visual style with neutral colours, an inclusive style can also be achieved by combining masculine and feminine colours and graphics together.
It was concluded that there is demand for non-stereotyped and inclusive marketing. While a binary gender system is still prevalent, inclusive products can act as examples of non-binary brand personalities, providing a more diverse representation of gender.