When people disagree there are differences among genders, it's obvious that both male and female are totally two different opposite. There are too many differences that differentiate us apart, and that makes us all unique.
Generally, there are four primary areas in which male and female's brain differ: processing, chemistry, structure, and activity. The differences, so-called gender rule, are everywhere, not limited to age and culture.
There are men who are very sensitive and talkative about their feelings. But generally, this don't seem to fit the "man's" way of doing things. There are also women who like to be a daredevil that risk their live to the benefit of people they don't know. This female character is indeed a female, but it doesn't suit them generally.
The brain's way of being different generalized the whole differences in men and women's way of thoughts and reasoning. And both have their own advantages and disadvantages.
The differentiation of human's psychology traits aren't just seen in sexual behavior for searching the perfect mate, or to survive. But also on how humans see the world as it is. Men and women live in a world, sharing its vast space. But both have different opinions when they're shown something.
The Brain, The Psychology
The human brain consists of two different sides, or also called hemisphere. Women use their left side of the brain more often than men when they're up to something. This left part of the brain is responsible for learning and information processing. Because of this, women are usually better than men when doing maths, remembering details, memorization, setting goals, reading directions, etc.. But when they're not into something, women tend to be more balanced between left and right-brain processing. This makes them slightly more intuitive and also better communicators.
Most of the time, most men are left-brain dominant, making them unemotional, logical, and always analyzing what is going on. This in turn makes men to be less socially adept, and are more task-oriented thinkers than females. But when they're up to something, men tend to have bilateral activation on their brain, making them able to be spontaneous and impatient, but still thinking rationally and logically.
For a design to appeal more to a gender, extra steps are needed. Designers have to realize that the differences among men and women is fundamental on how we both see the world. And to get most out of a design, designers have to deal with this gender appeal business.
Men and women, despite how similar they're interest, both have different approach when they see a design. Graphic design and web design are all about visuals, and both gender have different opinion when they see one.
Men: The Element of Playfulness and Visuals
Aspired by Visuals
Men tend to explore and adventure more than women, and in order to achieve what they want, they usually depend on their senses to guide them. Because of this ambition, men that are convinced about something, will try to get to the end of the point, just looking for the outcome.
In design, appealing to the male gender is by creating something that is visually attractive in which it can represent something of a mystery. This can fuel men's ambitions to seek more out of something that the design is representing.
Straightforward
Men can be a good listener, but they tend to seek the payoff as soon as possible. Not because men aren't patient, it's because men are created to focus on the bigger outcome, creating strategy, initiate things in team work, all that for a single purpose: reaching the end.
A design that have too much story to tell won't sell as good as those that put evidence upfront.
With men's logical way of thinking, they tend to rationalize things to predict the outcome. If they think they can see through it, they may take the chance to venture there. If a design can give a glimpse of benefit, men have the higher chance to take risk of losing.
Now is Now
The best way to appeal to a man is to convince them visually. This is because men are more of a visual creature than women are. The ideal solution for a design dedicated to a man, is not to worry about something that is not yet written. Future is just a future, and men tend to be attracted to what they see now, rather than what they expect to see later.
In design, a visually attractive piece can appeal men if it also approaches the current trend.
Showing off
Men don't give out recommendations as easy as women. Men may talk a lot, but they also think a lot more when concerned about their opinion vs. dignity. This can hold back their inner feelings, preventing them from sharing more.
To appeal men, an approach to their hobby is one of the easiest way to do. Men can express more of themselves when they're personally approached. So when a design can meet their expectation, they can be easily attracted and become more vulnerable to emotions.
Women: Use Thoughts and Feelings
Remind Them of Themselves
Most women like to compare things more than men. They think about this often that they like to put themselves over something, just to make sure that they're better than anything else. Because women see details more than men, and like to organize what they see in order to represent their inner state, women loves visuals that remind them of themselves.
In design, visually attractive piece is necessary, but for women, it's not always obligatory. Women can see more details than the design has as a whole. To them, if something is not that attractive, they can see smaller things better to see if that unattractive piece something to be proud of.
What they usually like is something that can make them compare, something that is attractive in their own perspective in which they can use it to reflect themselves.
An Attractive Story
Men depend on their eyes more than women to judge something. Men can be good at judging a book by its cover, but women is a lot better in seeing the reasoning behind an appeal.
Designing for women involves more stories. The more attractive a story is to them, the more they can see the details behind the design. And by becoming more attracted to the visual piece, women can be attracted further to the product/service the design is presenting.
For example, when a product can solve someone's issue, women will look into that and connect both question and answer to their own issues. The design here is to make that connection available.
Something Valuable and Timeless
Just like how diamonds are more into women than men. Diamonds are gemstones that are both valuable and timeless. Women like something that has a value for having, and can last long with no problem. This is not limited to products.
In design, when a woman sees a design, she won't be glued to it if they see no value in it. They won't reach for other places to satisfy their hunger for adventure like most men do. This is because women tend to see something that is not valuable to them as something that is not worth their time.
The Love of Share
Women can remember details much better than men, this makes them able to repeat things over and over again without losing much of the story. Unlike men that see things as a whole, women likes to share almost everything without having their feelings bonded. This makes them able spread out words even from the slightest touch of their feelings. For women, anything can be worth to discuss, a totally opposite to man in general.
When design is at stake, women want to know about everything that the business is presenting. The more they know about it, and how the design can be something that can solve their problem, the more they're attached to it.
Unisex: Designing for All
The ideal customer can come from any gender, and if your business is not gender-oriented, you should have your design to appeal both, without having the disadvantages that both dislike.
Keeping the visuals strong and positive will attract male audience. But putting more emotional connection into that strong visuals will make the design appeal to women as well. For example, focusing on the appearance of the design and its message, you can make the design appeal better to both sexes.
Because men and women have different approach when it comes to judging something, appealing to both means that you need to describe a situation by providing proof, and combine that with a well-chosen graphics. A story that is put together in a memorable photo, for example, can give a better impact to both sexes.