Design and Gender: Thinking About Sex

How to please a woman? The Femme Den explores the underdeveloped opportunity for good design that speaks to the emotions, desires, and lifestyles of today’s female consumers.

Always at the cutting edge of thought leadership in the design world, Smart Design enthusiastically announces the publication of a ground-breaking new position paper written by The Femme Den entitled “Design & Gender: Thinking About Sex”.


“American women were found to buy or influence 80% of consumer and business goods and services. ...Despite cultural shifts products and services are consistently designed without women in mind. And although many companies have recognized the female market to be a significant opportunity, they are failing to connect with this sizeable segment. The Femme Den has developed five guidelines to help designers connect to women. These guiding principles remind us to keep subtle gender differences in consideration throughout the design process.”


The Femme Den is an internal movement at Smart Design, founded by four international women – Erica Eden (American), Agnete Enga (Norwegian), Yvonne Lin (Chinese-American), and Gina Reimann (British). They are a special team dedicated to discovering the changes in design that are necessary to satisfy the unmet needs of women consumers.

To read the entire white paper, click here.

To learn more about the Femme Den, click here.

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