Triumph
Smart Design’s think tank presents an ongoing discussion of how gender should be included in good design – all published in a new series on Fast Company.

The Femme Den started thinking about gender and design five years ago as an expansion of Smart Design’s commitment to understanding people.

Introduction
Smart Design’s think tank presents an ongoing discussion of how gender should be included in good design.

Women are 85% of the consumer market. But how do you reach them?
“Approach women like you do wild animals, with caution and a soothing voice.” I have to agree. Targeting a female audience requires a delicate, nuanced approach.

Why girly designs directed at women often backfire
Women don’t always take kindly to being isolated by gender or being told that they’re “different.” There needs to be a rock-solid rationale for separate, visible design solutions.

How a gadget can draw women while impressing men
Good technology doesn’t necessarily have to be overly complicated. Just look at the Flip video camera, whose intuitive UI appealed to women, while still impressing techie men.