To connect with women, companies often create “women only” products, but according to Erica Eden writing for FastCompany Design, it’s a tactic that can backfire because “women don’t always take kindly to being isolated by gender or being told that they’re ‘different.’” Eden, a senior industrial design strategist, says women-only products make sense to accommodate physical differences or in social situations where women want to be uniquely feminine.
“While everyone has different moods and modes in their lives, a woman’s range is by and large more expansive. In one day, she might go from wearing hiking boots to high heels, from breastfeeding to home improvement. Things go wrong when we presume that all women want to express their femaleness at all times of their lives. How many products have you seen that are designed for women in an overly stereotypical way?”
Holding up the example of a Nike watch designed with women in mind, Eden says sometimes the best bet is to create a gender-neutral or even masculine design that reflects the chameleon-like roles women often play.
Read more at FastCompany Design.
