Obstacles to Greater Design Diversity: Gender and Webdesign Software

Gabor Horvath, Gloria Moss, Rod Gunn and Eszter Vass

Chapter 10 in Profiting from Diversity, 2010, pp 171-193 from Palgrave Macmillan

Abstract: Abstract The last chapter explored some of the practical issues that stand in the way of achieving greater design diversity. This chapter will take this further by looking at the practical case of grocery websites, noticing how they fail to reflect the aesthetic diversity that would allow them to maximise their impact. In the second half, we will see how the majority of free webdesign software is similarly failing to deliver on diversity, and we suggest that at root is a male-dominated webdesign and Information Technology (IT) culture. We show here how this culture produces free webdesign software that is overwhelmingly masculine in its orientation.

Keywords: Target Market; Brand Personality; Market Communication; Diversity Initiative; Visual Aesthetics (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-27388-7_10

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DOI: 10.1057/9780230273887_10

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