Bachelor Thesis · 2017
Gender & Design
Or the end of the pink-ification. Up to this day, we can find outdated gender roles within all fields of design. Based on a theoretical analysis, I created different concepts that show how gender can be integrated into the design process, without using clichés.
Matryoshkas were meant to symbolize the concepts of fertility, motherhood and family. By changing the looks of the dolls, the nesting becomes a symbolic way of showing the viewer that what we see from the outside might not always be what's going on on the inside.
Gender roles are in an ongoing transition that influences the needs and requests of users. The western society upheld the idea of conservative gender roles for a long time and is freeing itself slowly from it. By believing in the binary system, where man and woman perfectly fit into a "typical" pattern, it was easy for marketing and design to create gender-based products, while leaving ethnical differences or even age out of the process. The binary system has to be questioned to avoid exluding users like e.g. transgender people. Our gender identity is part of our personality, wherefore it should be addressed with respect and empathy to avoid a defensive attitude towards a product.
These 4 concepts plus the projects "Binder" and "Dito" are meant to raise awareness and show designers, how to work with gender in the design process without using outdated clichés.
One of the most famous plastic construction toy manufacturers has a Hulk and a She-Hulk in it's range. While the male Hulk is very muscular, the female version isn't. Here is a version that corrects this "error".
The card was designed to break with tradition, celebrating birth instead of gender.
The "discover-mirror" is a futuristic concept that uses augmented-reality. It allows it's user to alternate the reflection, supporting people to find their gender identity or to show e.g. the possible body changes when using testosterone.
Images: Alina Schnizler
SERVICES
Product Design
Illustration
Visualisation
Contact
You have an interesting project in mind?
Let's collaborate! Please send your questions and inquiries to: