Att formge en receptbok - är könsneutral design möjlig? / Designing a recipe book - is gender-neutral design possible?
The aim has been to investigate and describe how gender-neutral design, concerning typefaces and colours, can be created. Based on my results I?ve designed a cover for a recipe-book to make it appealing to both women and men. I have been doing my research based on questions such as; Does feminine and masculine design, concerning typefaces and colours exist? And if so what characterizes it? Does gender-neutral design, concerning typefaces and colours exist? And if so what characterizes it? Is it possible to design a cover for a recipe-book in a gender-neutral way, concerning typefaces and colours?
The first part of my research consists of a literature study based on keywords such as gender, graphic design, gender theory, typeface, androgynous, visual communication, colour, shape, feminine, masculine, and book design. The second part consists of a empirical study based upon a heterogeneous sample of 311 respondents. The respondents responded to a survey about how they perceived different colours and typefaces from a gender perspective. The result shows that, within the target group I have chosen to focus on, there are colours and typefaces that are perceived as more feminine, masculine or gender-neutral than others. My design of the recipe-book becomes part of showing the results since I have based my design-decisions on the results from the literature study and survey.