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The impact of gender on children’s design preferences

Design has a vital role to play in the Marketing Mix and can shape a person’s overall reaction to a product including its pricing. Designers, for their part, are key cultural intermediaries between the product or services and the consumer but empirical research testing children’s preferences for products, segmented by gender, shows that the value placed on designs by children can vary widely. This paper will help designers and marketers perceive the strength of an interactionist rather than universalist approach to design, permitting an understanding of how others negotiate meanings.