How Does Gendered Design Influence Consumer Behaviour and Brand Perception ?

Abstract

Gendered design plays an increasingly significant role in product identification, identity construction, and brand communication. By strategically utilizing visual symbols such as color, shape, and typography, it activates identity-based responses, thereby influencing consumers’ purchasing decisions and their overall perception of brand personality. However, existing research continues to face several limitations, including a heavy reliance on binary gender frameworks, a Western-centric focus, and an insufficient exploration of gendered visual language within digital and social media contexts. This study aims to examine how gendered design influences consumer behavior and brand perception, with a particular emphasis on the critical roles played by visual communication and cultural context. The theoretical framework draws on Gender Performativity Theory and Brand Personality Theory to explain how brands encode and reproduce social gender norms, and how consumers utilize these symbols for self-identity confirmation and performance. Adopting a qualitative research design, this study conducted semi-structured interviews with 11 participants aged 18 to 25. The data underwent thematic analysis, and the findings indicate that consumers possess a high sensitivity to gendered visual cues when judging product suitability. Notably, Generation Z consumers demonstrate strong critical awareness toward traditional binary designs, favoring brands that embody authentic inclusivity, social responsibility, and consistent values. The significance of this study lies in revealing how design serves as a symbolic practice that shapes cognitive boundaries, providing strategic insights for brands to develop inclusive and culturally resonant visual strategies in an increasingly diverse market.