Gender and aesthetics: A study on preferences in product design

This study examines how abstract shapes and product forms affect aesthetic, emotional, and usability evaluations, with particular attention to gender differences. In an online survey (n = 91), participants rated four shapes and three product types using semantic differentials and the meCUE 2.0. Curved shapes were perceived as more aesthetically pleasing and emotionally appealing, whereas angular shapes were perceived as more functional. Women showed stronger differentiation across most semantic items, particularly on emotional-symbolic judgments, while these distinctions diminished in applied product evaluations. Younger users preferred unconventional designs, older ones favored familiar forms. The findings identify a boundary condition: shape–meaning links observed with abstract forms attenuate or shift once forms are embedded in concrete product roles. Thus, abstract-shape findings act as context-sensitive priors rather than general laws. • Curved shapes were rated as more aesthetically pleasing, while angular forms were seen as more functional. • Product category moderates the alignment between shape appeal and usability ratings. • No main gender effects were observed, although women showed more nuanced evaluations of abstract forms. • Familiar forms were preferred for usability and unconventional designs for visual appeal. • Age influenced preferences: younger people favoured novel forms and older people chose familiar ones.