1 2 3 4 Michael Silverstein is author of a book based on a survey he conducted of women’s a=tudes to purchases. He is a senior partner at the Boston ConsulCng group in the US 5 6 7 Many surveys reveal that women feel let-­‐down by adverCsers 8 Membership figures from the Chartered Society of Designers in the UK. Some of their membership is overseas. These membership figures may offer a handle on the gender distribuCon of people in the design profession. 9 Skewed demographics also amongst adverCsing creaCves in the UK and the US 10 The reasearch by Gloria Moss (GM) began by analysis controlled samples of
designs created by men and women. This slide and the next shows the
designs of a luxury chocolate box produced by male and female Foundationlevel students. On this page, the two female-produced designs are both on
the right.
GM’s research findings are reported in many journal articles and books –
contact her for more information.
11
On this slide, the male designs are on the top right and bottom left.
12
An experiment conducted by Gloria Moss analysed the features in these
chocolate box designs and this analysis revealed sharp divergences in the use
of colour, shape and ‘technical’ appearance. These divergences were
statistically enormously strong (at the P<0.001 level). This is a massive
statistical difference.
13
Comparisons of male and female visual creations – results from Gloria Moss’s
experiments on designs plus those of researchers around the world comparing
drawing and paintings by males and females (children and young adults).
14
Understanding people’s preferences is of great importance since preferences steer many factors as this slide shows. 15 GM’s research shows that across many design disciplines, men prefer the designs that men produce and women prefer the designs that women produce. This is the case to a staCsCcally highly significant extent and across 5 countries.
16
This is one of the pair of images used in the 5-­‐country study and one that evidenced a tendency on the part of the male and female respondents to show a staCsCcally significant tendency to prefer designs created by their own gender. The design on the leU is designed by a man, that on the right by a woman. The man’s is more 3D in appearance and the women’s more 3D, with irregular typography and overlapping rather than clear boundaries. In preference tests across 5 countries, the men preferred the card designed by the man and the women preferred the card designed by the women. 17 Differences evidenced in the psychology literature as between male and
female visuo-spatial skills
18 19 20 There are steps that organisaCons can take to ensure that Design and MarkeCng outputs are in tune with customer preferences. This slide maps the main steps, ones that will oUen involve addressing and changing success criteria within the organisaCon since these are oUen modelled on men’s preferences. So, if the target demographic is largely female for example, then the success criteria (oUen assumed rather than explicit) will need to be addressed and changed. 21 22 23 Berthe Morisot Summer’s day 1879. One of only 14 painCngs by women in London’s NaConal Gallery. The rest (99.5%) are by men including the Renoir painCng on the leU. NoCce how different the use of colour combinaCons are, something that Gloria Moss has found to be consistent across much visual work by men and women. 24 NaConal Gallery, London – 2465 painCngs by men and just 14 by women. This massive imbalance in the display of work by men and women is found in many other galleries, including the Museum of Modern Art in New York (see table). Men and women are both acCve as painters. Washington’s Museum of Women in the Arts acests to the vast range of women’s art – the collecCon includes more than 4,500 works in a variety of styles and media, spanning the 16th century to present day – there must be a reason other than the paucity of work by ‘Gatherers’ to explain the small presence of women’s work in galleries. Possible factors: 1.Most gallery curators have been and conCnue to be men (today, 75% of those currently running US art museums with budgets of over $15 million are men). 2.  Gloria Moss has found men and women to prefer visuals created by their own gender. 25 26