OUGD601 - Practical Research 2

The focus of the research would be into the way gender is expressed through design. This includes colour schemes, typography, layout and imagery that is typically aimed at either feminine or masculine audiences. By understanding how these design solutions work, it will then be easier to establish appropriate design that can be applied to the practical, in a way that best suits the audience.

Colour

• Both male and female genders have overtime been assigned certain colour schemes that best suit the personality. For example, children's clothing and toys are generally made with the gender of the child in mind. Blue, green and red are primarily colours used for males and Pink, purple and violet are primarily colours associated with females. 
• It has been found that both genders prefer the colour blue as a favourite colour, as adults.
• Women have been found to prefer light colours and tints, while men have been found to prefer bright colours and shades.
• Some neutral colours include black, white and grey, as well as green, yellow and brown.

Typography

• women were found to prefer typography that was curved, flowing and round, as this was seen as more elegant.
• men were found to prefer more geometric spacing and thick, straight lines.
• typography for all genders would include classic legible fonts that are often found in texts or based on popularity and flexibility. One example of this would be Helvetica, with its timeless, classical approach to design and its use across multiple platforms.
• when paired with colour, typography is often interpreted as having connection to certain genders. For example, cursive font in pink would be considered feminine. However, if it were in blue or black then it may be seen as masculine or neutral. Sometimes, pairing these fonts with the wrong colour can make the text incomprehensible.

Layout

• Many of the feminine layouts used in websites appeal to women in particular. This can be because of the use of feminine fonts, light colours or imagery of activities/interests that women enjoy most.
• In the same way, masculine layout will appeal primarily to men using straight lines, bold text and imagery that shows men's interests.
• Gender neutral design will likely stay basic with either black and white or hints of dark blue, with legible, website friendly font.

Imagery

• Feminine imagery will likely include women performing the activity or interest of the audience, through photography. In the same way, masculine design will use photographs of men performing male interests or activities.
• If the imagery of the product is designed for masculine audiences, then it will tend to use darker or more bold colours, whereas feminine design will likely use brighter design with colourful details.