Is gender-neutral design just a female thing? Exploring the role of consumer gender and gender identification on the appreciation of gender-neutral package design

Purpose While marketers often design their offers to visually appeal to either female or male consumers, the traditional view on gender is changing. As a result, many advocate for gender-neutral marketing visuals. This paper aims to investigate how consumers respond to gender-neutral package designs. Design/methodology/approach Three experiments explore (1) the influence of visual gender neutrality in package design on consumer responses to marketing visuals varying in perceived gender of design and, thus, their congruity with the respondent gender (gender-congruent, gender-incongruent and neutral design) including (2) the moderating roles of consumer gender and respondents’ identification with their gender as well as (3) the underlying mechanism through perceived modernity. Findings This study finds that neutrality in visual design has a positive influence on consumer response. Furthermore, both gender and the degree of respondents’ identification with their gender play moderating roles. The effect on purchase intention is positively mediated through perceived modernity, with this indirect effect being more pronounced for women and individuals with low levels of gender identification. Research limitations/implications To improve the robustness of these findings, future research should explore which specific visual elements are most suitable for portraying gender neutrality. Practical implications The findings offer valuable insights for marketers and designers to enhance consumer engagement by integrating gender-neutral package designs. By understanding the positive consumer response and perceived modernity associated with such designs, marketers can more effectively appeal to a broader audience, particularly among women and those with lower gender identification. Originality/value This work advances the understanding of gender-neutral marketing by empirically exploring consumer responses to gender-neutral visual design. It provides essential insights that support the development of inclusive, forward-thinking marketing strategies designed to engage a broader audience.