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'Hen i lådan': Ett arbete om genusperspektivet på förpackningsdesign
Jönköping University, School of Engineering.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
'Hir in the box' : An essay about the gender perspective in packaging design (English)
Abstract [en]

'Hir in the box' is a study about the gender perspective in packaging design and how it is today. The study deals with the product category razors, for both women and men, to examine and compare products with the same function but with different designs. Based on an analysis of how packages are designed for different sexes, information should be given on how gender-neutral packaging can be designed and used in the future to reach the market. The purpose of the study is also to contribute to future research on the subject. To fulfill the purpose of this study, nuanced and in-depth data is collected by means of a small-N-study and a qualitative study in the form of open group interviews where the survey units are reviewed and discussed. By breaking down the design into its various elements, differences in the design of different genders are defined and analyzed to create a discussion on why this is and how to design packaging to avoid this stereotypical appearance. The work has resulted in a confirmation of the gender perspective in the razors packaging design; products for women and men are different and designed with stereotypical gender roles as a base. The work also clarifies that these stereotypical gender differences lives on from a long time ago, therefore concludes that a rethinking of gender-neutral products can become very popular in the market to break the persistence of stereotypical gender roles. By reaching out to the genderconscious target group through their marketing, such norm-critical products can hit big in the market. The work has an intense form consisting of qualitative survey methods and few survey units. Although this provides in-depth and nuanced data it means that general conclusions are difficult to draw. The limitations of this work are its interpretive analysis, the investigator has interpreted the collected data in one way and others can interpret it differently.

Place, publisher, year, edition, pages
2015. , 29 p.
Keyword [sv]
National Category
Information Systems Design
URN: urn:nbn:se:hj:diva-26824ISRN: JU-JTH-IKA-1-20150005OAI: diva2:814991
Subject / course
JTH, Informatics
Available from: 2015-06-22 Created: 2015-05-28 Last updated: 2015-06-22Bibliographically approved

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