Challenging gender norms and redefining inclusivity in design
Brand design is more than just logos and colour schemes. It’s a powerful tool that shapes how we see companies, products, and even ourselves. But have you ever wondered why some brands feel "masculine" or "feminine"? Or how gender bias sneaks its way into design decisions? Feminism is increasingly influencing brand design, challenging existing norms and pushing for more inclusive, empowering representations. Let's explore how the wave of gender equality is affecting design principles, reshaping the way we think about and create brands.
Gender bias in design
First, let’s talk about gender bias in design, because it’s everywhere. For years, brand design has been guided by stereotypes. Think about the "pink for girls, blue for boys" mentality that still lingers in many product designs. Or how certain fonts, shapes, and colours are coded as either masculine or feminine. These choices aren’t just random, they’re based on deep-seated cultural norms that dictate how we think about gender.
It's about time we start questioning these norms. Why do we associate bold, angular designs with masculinity and soft, curvy lines with femininity? Why do we assume that certain products, like tools or sports equipment, should appeal to men, while beauty or household products are marketed to women? By challenging these assumptions, designers are creating brands that speak to a wider audience and break free from these old-fashioned and limiting stereotypes.
What is neutral design?
You might have heard the term neutral design thrown around, but what does it actually mean? In the context of brand design, neutral design doesn’t mean bland or colourless. Instead, it’s about creating designs that don’t reinforce traditional gender roles or exclude any group.
Neutral design can involve choosing colours, fonts, and imagery that don’t lean too heavily into gendered expectations. It can also mean thinking critically about the language used by brands, avoiding gendered terms when they aren’t necessary, or using inclusive language that speaks to everyone.
But here’s the thing: truly neutral design doesn’t just erase gender; it acknowledges and respects the diversity of gender identities. It’s about creating a brand that feels inclusive and welcoming to all.
The role of gender stereotypes in brand perception
Now, let’s dive into how brands are perceived. It’s fascinating how quickly we categorise brands as either masculine or feminine, often without even realising it. A minimalist logo might feel "masculine," while a skincare brand with soft, pastel packaging might come across as "feminine." But why do these associations exist, and what impact do they have?
These perceptions are rooted in cultural cues and design choices that have been reinforced over time. Brand design should seek to disrupt these binary categories by creating brands that can’t be easily boxed in. For instance, a beauty brand that uses bold, striking visuals and neutral language might appeal to a broader audience, rather than just women. Similarly, a tech brand that embraces vibrant colours and approachable fonts could feel more inclusive, rather than strictly masculine.
By blurring the lines between what’s considered masculine or feminine, we can open up new possibilities and connect brands with more diverse audiences.
Empowering women through design
This isn’t just about creating brands that women feel comfortable buying from; it’s about representing women in a way that’s authentic, diverse, and powerful.
Let's consider how women are portrayed in brand imagery. Are they shown as passive or active? Are they depicted in stereotypical roles, or are they breaking the mould? We should be pushing for representations that challenge stereotypes and show women in all their complexity, whether that’s in leadership roles, pursuing passions, or simply living their lives without being defined by gendered expectations.
Empowering women also means considering how brands speak to them as consumers. This involves moving beyond the “shrink it and pink it” approach (you know, the one where products are simply made smaller and pinker to appeal to women) and instead offering real value, addressing their needs, and respecting their intelligence.
Making feminism the driving force behind change
So, how do we create brands that embody feminist principles? It starts with intention. Brands need to be deliberate about the messages they send and the values they promote. This means going beyond surface-level diversity and really digging into what it means to be inclusive.
One role is to involve diverse voices in the brand design process—from women and people of different gender identities to those from various cultural backgrounds. These perspectives are crucial in identifying and challenging biases that might otherwise go unnoticed.
Another key aspect is transparency. Brands that align with feminist principles are open about their values, practices, and the steps they’re taking to be more inclusive. This builds trust with consumers, who are increasingly looking to support brands that reflect their own beliefs about equality and justice.
Redefining inclusivity
By challenging gender biases, embracing neutral design, and creating empowering representations of women, feminist principles are helping to build brands that are more inclusive, authentic, and resonant with today’s diverse consumers. As we move forward, inclusive design will only continue to grow, pushing the industry to think more critically about how brands are created and who they serve.
