The ways in which “Gendered products” push stereotypes about gender. #MayIHelpYou
This project aims to uncover how the presence of gendered products contribute to the existing stereotypes in Pakistan. I will explore how individuals are exploited through the gendered packaging of products, due to which they develop the thinking of choosing products designed for a specific gender. This influences the decision-making process of these consumers and, as a result, evokes an emotional, psychological, cultural and social pressure. By doing so, this thesis is an awareness campaign that aims to bring attention to the ‘masculine’ and ‘feminine’ attributes given to these products.
Mahum Kamran
Communication Design
The ways in which “Gendered products” push stereotypes about gender. #MayIHelpYou
This project aims to uncover how the presence of gendered products contribute to the existing stereotypes in Pakistan. I will explore how individuals are exploited through the gendered packaging of products, due to which they develop the thinking of choosing products designed for a specific gender. This influences the decision-making process of these consumers and, as a result, evokes an emotional, psychological, cultural and social pressure. By doing so, this thesis is an awareness campaign that aims to bring attention to the ‘masculine’ and ‘feminine’ attributes given to these products.
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This comic is depicting the question that arises in the individuals mind due to the existence of gendered products.
All comics are meant to highlight the ironic nature of the universal retail phrase #MayIHelpYou, and how it triggers the thought process while an individual is making purchases. It shows how an individual is ‘assumed’ to like a ‘for her’ pen due to his want for a pen that looks pleasing and writes smoothly.
This comic is meant to show how women are stereotyped as individuals that don't participate in smoking. Alienating a gender due to the stereotypes that exist and further pushing how only men smoke.
This comic is depicting how only males play video games. Having a sarcastic commentary on that notion which seems to be pushed constantly.
This comic is showing how due to the gendered choices, the individual gets confused and instead picks up something he didn't even intend on purchasing in the first place.
This comic is highlighting the irony of how ‘may i help you’ and products are meant to help you make a choice, but instead gendered products are restricting and confusing.
This comic is portraying the thought process of how the male individual questions if he would rather look beautiful or handsome due to the cream. The label that it will make you look bright and beautiful brings up the gendered questions of the stereotypes attached and being nudged.
This is a comical personification of a typical pink packaged product ‘getting ready for her day out with the girls’.
This is a comical personification of a pink packaged product 'accessorizing to impress’.
This is a depiction of the struggle faced by individuals when shopping.
This comic is a history of the colours pink and blue and how the pink and blue divide began.
This post is a testimonial that was gathered through focus groups to gain insights on what people think about ‘gendered products’.
This post is a sarcastic commentary on how women are stereotyped/labeled as being ‘fragile’. This is shown in this post through products labelled ‘for her’.
This is the logo/mascot representing the ‘feminine’ and ‘masculine’ depiction of what “may i help you” seems to be. However, the ‘neutral’ mascot in the yellow hat is what it should be, which is helpful, unbiased and far from stereotypes.
These are the tote bags with the comics.
