infonet-economy

Product personality research has indicated that products possess gender. The origin of product gender has not been completely comprehended. This research presents product design as a source of product gender. Drawing on evolutionary psychology and on qualitative workshops with designers, the effect of product design on product gender is analyzed on the dimensions of form (size, shape, line), color (tones, contrast, reflection) and material (texture, surface, weight) using three products (shoes, fragrance, glasses). The research further emphasizes the relevance of product gender by showing in a second study that strong product gender leads to a positive effect on product value. Keywords: product design, product personality, product gender, product value.