After some basic exploration, I started looking at ways I could experiment with typography in order to appeal to certain genders. For the men’s designs I looked at a variety of approaches such as American diner style type, contemporary sans-serif layouts, strong and bold framed styles and typeface with an element of grandeur to it. For the women’s, I felt lighter typefaces in lowercase had more of an air of femininity to them. I felt delicate handwritten style typefaces represented the gender the best because it alluded to the way women typically write themselves, so it added an element of personal connection.
I also started to play around with terminology and different ways of naming the products. For the mens packaging, using phrases such as ‘rich steak lasagne’ added a masculine element - research suggests steak is seen as a more masculine food, so using this instead of simple ‘beef’ emphasizes the idea of a male audience. Also, adjectives such as ‘rich’ imply an element of luxury and opulence, which is appealing to a male audience.
On other hand, for the women’s designs, I looked at using different words to describe the same product. ‘Egg pasta lasagne’ instantly created a more feminine feel than the ‘rich steak lasagne’, purely by not emphasizing the meat content and focusing instead on the pasta. Studies suggest that meat is seen as a more manly food, so taking the focus away from this for the women’s designs made it more appropriate for the audience.
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