Short answer
Consider how gendered societal norms might influence the reception and perceived value of the aesthetic qualities in your design, and tailor your approach accordingly.
- Field
- Classic Design
- Source
- Poetics (2020)
- Method
- Survey research with a split-ballot design.
- Evidence
- Moderate effect
Societal norms dictate how the 'aesthetic capital' of products and designs is perceived and valued differently based on gender, influencing its acceptance and application. This classic design research insight is drawn from a 2020 study published in Poetics. Using Survey research with a split-ballot design., researchers explored how this design variable affects real-world outcomes. The key design takeaway: Consider how gendered societal norms might influence the reception and perceived value of the aesthetic qualities in your design, and tailor your approach accordingly.
Gendered Norms Shape Perceptions of Aesthetic Capital in Design
Societal norms dictate how the 'aesthetic capital' of products and designs is perceived and valued differently based on gender, influencing its acceptance and application.
Poetics · 2020
Key Findings
- 01Double standards exist in societal norms regarding the accumulation and utilisation of aesthetic capital.
- 02These double standards are context-dependent.
- 03A double standard in accumulation shows more approval of women's behaviour, while a double standard in utilisation shows more disapproval of women's conduct.
Application
Design takeaway
Consider how gendered societal norms might influence the reception and perceived value of the aesthetic qualities in your design, and tailor your approach accordingly.
How to apply
When developing a design, consider if its aesthetic features might be perceived differently by different gender groups due to prevailing societal expectations. Test concepts with diverse user groups to uncover potential gendered biases.
Project actions
- 01When researching user preferences for aesthetic elements, consider segmenting your audience by gender and exploring if there are differing opinions or expectations.
- 02Reflect on how the 'style' or 'aesthetic capital' of your design might be perceived through a gendered lens.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Addresses a gap in previous research by focusing on gendered norms.
- +Utilizes a novel survey design to capture nuanced perceptions.
Limitations
It can be challenging to isolate the effect of gender from other demographic or cultural factors that influence aesthetic preferences.
Reliability & validity
The split-ballot design aims to increase validity by reducing response bias. Reliability would depend on the consistency of responses across similar participant groups.
Think critically
To what extent do designers have a responsibility to challenge or conform to these gendered aesthetic norms in their work?
Design Principles
"Aesthetic value is not inherent but is socially constructed and subject to contextual gendered norms."
Understanding these gendered perceptions is crucial for designers aiming to create products and experiences that resonate broadly. Ignoring these norms can lead to designs that inadvertently alienate or fail to appeal to significant user segments.
What This Means for Your Design
People judge how 'good-looking' or stylish something is (or how someone uses style) differently depending on whether they are thinking about men or women, and this changes depending on the situation.
How to use in your project
- 1.Reference this study when discussing user research findings related to aesthetic preferences, particularly if gender differences emerge or are hypothesized.
Add to My Project
Quick Cite
Paragraph starter
Research indicates that societal norms can create double standards in how 'aesthetic capital' is perceived and utilized, with gender playing a significant role. This suggests that the aesthetic choices made in a design project may be subject to different interpretations and valuations depending on the gender of the intended user or audience, highlighting the importance of considering these nuanced social factors during the design process.
Source
Poetics
Double standards in the accumulation and utilisation of ‘aesthetic capital’
journal · 2020
View sourceQuestions About This Research
- What does the research say about gendered norms shape perceptions of aesthetic capital in design?
- Consider how gendered societal norms might influence the reception and perceived value of the aesthetic qualities in your design, and tailor your approach accordingly. Evidence: Poetics (2020).
- Why does "Gendered Norms Shape Perceptions of Aesthetic Capital in Design" matter for design?
- Understanding these gendered perceptions is crucial for designers aiming to create products and experiences that resonate broadly. Ignoring these norms can lead to designs that inadvertently alienate or fail to appeal to significant user segments.
- How can designers apply this research?
- Consider how gendered societal norms might influence the reception and perceived value of the aesthetic qualities in your design, and tailor your approach accordingly.
- What were the main findings?
- Double standards exist in societal norms regarding the accumulation and utilisation of aesthetic capital.. These double standards are context-dependent.. A double standard in accumulation shows more approval of women's behaviour, while a double standard in utilisation shows more disapproval of women's conduct.
- What research method was used?
- Survey research with a split-ballot design..
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2020 journal from Poetics.
- What should I do differently in my next project?
- When developing a design, consider if its aesthetic features might be perceived differently by different gender groups due to prevailing societal expectations. Test concepts with diverse user groups to uncover potential gendered biases.
- What are the limitations?
- The study focuses on societal norms rather than direct user interaction with specific designed objects; the context-dependency of these norms requires further exploration across diverse design domains.