Designing for the genders: The role of visual harmony

While marketers often design their offers to visually appeal to either female or male audiences, the traditional view on gender is changing. This research explores (1) the influence of gender on the perception and attractiveness evaluation of marketing visuals varying in harmony including (2) the underlying mechanisms through which gender differences occur, and (3) the differential roles of biological sex and gender identity. Drawing from the selectivity hypothesis and self-congruity theory, we argue that consumers process visual harmony along three distinct stages: (a) an early stage where their biological sex plays a role, (b) an intermediate stage where the consumer appraises cognitive effort, and (c) a late stage where consumers evaluate the congruity between the design and their self, including their gender identity. Four studies test these propositions using mixed methods, a variety of marketing visuals, and different concepts of gender. We find that biological sex plays a moderating role in the early phase of visual harmony perception due to men's and women's differential processing abilities, whereas gender identity plays a significant role later in the more reflective phase of visual harmony evaluation. Managerial implications for gendered marketing and avenues for future research are delineated.