Fast Company

Femme Den's Five Tenets of Designing for Women

1. EMPHASIZE BENEFITS OVER FEATURES: Rather than touting feature sets and specs (how fast or big or slick something is), make the product's benefits clear. Who can it connect her to? How does it make her life easier? How will it save her time?

2. LEARN HER BODY: Women have different bone and muscle structure: Simply shrinking products leads to injury and frustration.

3. CRAFT A COHESIVE STORY: Women consider more than just the product itself. Design the whole experience with them in mind, from advertising and packaging to the retail environment and customer service.

4. IDENTIFY A SPOT ON THE SPECTRUM: For some tasks, women want to feel girly; for others, not at all. Nix the hyperfeminized stereotype and consider where on the spectrum this product should land.

5. REMEMBER HER LIFE STAGES: Are you designing for a 25-year-old or a 65-year-old?

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2 Comments

  • Shimon Shmueli

    All five are applicable to men, boys, and girls, so what is really new? Tough issue to address face on because you girls are still burdened by the politically correct, old stereotypes, modern aspirations, and of course the fact that you work for a firm that probably does not want to offend too many women yet is trying to do the right thing. How do you resolve that? can you really do the right thing in more than a niche design firm, one that takes clear stand on the issues and designs with 100% sincerity? Start your own Femme Design! (oops, domain is taken) Take a look at the design industry around testosterone-driven men (costume motorcycles, car add-ons, body enhancements) for some insights.

  • I'm the Cold Wiz

    Nice bullet-points for every Designer--man or woman. Every audience that we design for should have it's own nuances. Let's always remember who our audience is.----I'm the Cold Wiz