In today’s world, humanized design become more and more important. In the huge consumer groups there is a consuming power that can never be neglected, it’s female. Not only design for female is the result of market segmentation, but also the sexual differences certainly exist in industrial design. Therefore, discussing how to design for women become a hot topic. We could analyze females’ physiological characteristic, psychological characteristic, aesthetic psychology, consumer psychology and behavior in detail to grasp the female characters and sexual differences.
These tools made by three Swedish girls, they founded a design office, which named Kontor Kontur. They work with graphic design, product design and interior design. It’s easy to find that these tools are colorful and easy to catch females’ eyes. However, for many females, they are not good at using tools to fix or make something. Females prefer a product which is gentle, light, clean and easy to use. Kontor Kontur ‘teaches’ females to do something by themselves in a much better way. They change tools’ color, shape and materials in order to give females more confident and more active to do any jobs as same as males. Color is the most sensitive element for human beings. Females are better at distinguishing between colors than males. They are more sensitive in color. Therefore, females’ products are much more colorful than males’. In addition, it is generally for women to impress of gentle, soft, elegant, light and so on. Showing up in the shape of the females’ products design. It reflects a kind of streamlined design, fluidity and sleek. Furthermore，different materials determine the different personality and tastes. Females are not as strong as males to hold a heavy tool, so they will prefer a light one. Kontor Kontur notices what females need.
In addition, these products could inspire females to do some work. For women, the psychological level of demand for self-realization, self-realization makes them feel better about themselves.