Traditional Femininity & Gendered Design
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2025-03-27T00:47:58-04:00
As an object marketed primarily towards women, the approach of gendered design through visual communication is apparent when examining the physical properties of the GE hair dryer. On the subject of gendered design thinking, Nilsson and Eriksson (2022, 97) argue that, “colors, symbols, materials, and shapes are parts that we associate with gender, not necessarily consciously, but unconsciously.” These visual design choices can often reflect and reinforce gender biases, influencing how products are perceived and consumed (Nilsson & Eriksson 2022, 97).
In the context of the GE bonnet hair dryer, the device’s design features a soft pink colour scheme, gold accented motifs, scalloped edges, delicate lace on the bonnet, and a decorative cursive font for the labels. Observing the hair dryer through the lens of Nilsson and Eriksson’s gendered design thinking and traditional gender norms, each of these physical design elements can be understood as non-functional properties intentionally chosen to appeal to a traditionally feminine aesthetic.
Beyond its visual appeal, gendered design thinking also evidently played a role in the hair dryer’s physical form and usability. As observed through advertisements of the product, General Electric designed the hair dryer to be compact and portable using a detachable shoulder or waist strap. Unlike handheld blow dryers, which required users to be actively engaged when using them, the ability to simultaneously wear and use GE’s bonnet dryer hands-free was a strategic design choice made to allow women to multitask. Moreover, this again largely reinforced the gendered, behavioral expectations for women to balance beauty maintenance with their everyday domestic responsibilities.
In contrast, men's grooming products often favoured utilitarian designs where functionality took precedence over a gendered aesthetic. As opposed to the feminine-leaning design of the GE hair dryer, products like Gillette's razors are less immediately recognizable as distinctly male.
