GENDER COLOUR GUIDE
Advertising thrives on gender stereotypes and role clichés. Through their ubiquity, these clichés are deeply linked in our thought patterns. Products for women are presented in a pink colour world, products for men in cool dark tones. There is no equality. People who reject these gender roles or cannot identify with them are not represented. Our fictional campaign draws attention to the fact that a binary gender colour code is propagated in advertising. We analysed product campaigns for men and women concerning their colouring in order to show that outdated images of society are constantly reproduced in design.
This discriminates against all those who cannot be classified in the hetero-normal gender system. An emancipatory development of society is hindered by this. It is time to become aware of it, to rethink and to break the cycle.
