Website gender perceptions: effects and recommendations for gender inclusivity

dc.contributor.advisor Michael C. Dorneich
dc.contributor.author Stonewall, Jacklin
dc.contributor.department Industrial and Manufacturing Systems Engineering
dc.date 2018-08-11T17:58:37.000
dc.date.accessioned 2020-06-30T03:01:59Z
dc.date.available 2020-06-30T03:01:59Z
dc.date.copyright Fri Jan 01 00:00:00 UTC 2016
dc.date.embargo 2001-01-01
dc.date.issued 2016-01-01
dc.description.abstract <p>This paper examines the interactions of design elements and perceptions of a website’s gender as well as the effects of perceived gender on aspects of user experience. Designing for a particular gender is common in both product and web design, but in many situations is exclusionary. While imparting gender onto a product is often intentional, gender bias in websites largely is not. The unintentional gender bias in websites is created through a combination of internalized biases, biased tools, and culture. This work lays the foundation for understanding how websites become gendered as well as the effects of gendering on users’ perceptions of websites through two studies.</p> <p>The first study examines the masculinity and femininity of the web design elements Font, Color, Shape, Texture, Image, and Mixed Elements. Some element examples were found to be strongly feminine or masculine, while others were neutral. A strong positive correlation between masculinity and professionalism was also observed for three of the elements. The second study applied the results of the first study to a web design task through the creation of feminine, gender neutral, and masculine websites. The results showed that websites were perceived as having a gender and that the perceived gender of the websites effected the website’s professionalism, workload, usability, likability and visual appeal. Neutral websites were preferred and found to be the most professional, usable, likable, and visually appealing. In contrast, feminine websites were the least usable, least professional, and the least visually appealing. There was a strong positive correlation between masculinity and professionalism but a strong negative correlation between femininity and professionalism. Similar correlations were observed for usability, likability, and visual appeal. Together, these two studies inform considerations and recommendations for the design of gender inclusive websites.</p>
dc.format.mimetype application/pdf
dc.identifier archive/lib.dr.iastate.edu/etd/15174/
dc.identifier.articleid 6181
dc.identifier.contextkey 8943268
dc.identifier.doi https://doi.org/10.31274/etd-180810-4777
dc.identifier.s3bucket isulib-bepress-aws-west
dc.identifier.submissionpath etd/15174
dc.identifier.uri https://dr.lib.iastate.edu/handle/20.500.12876/29358
dc.language.iso en
dc.source.bitstream archive/lib.dr.iastate.edu/etd/15174/Stonewall_iastate_0097M_15657.pdf|||Fri Jan 14 20:36:49 UTC 2022
dc.subject.disciplines Art and Design
dc.subject.disciplines Communication Technology and New Media
dc.subject.disciplines Digital Communications and Networking
dc.subject.disciplines Industrial Engineering
dc.subject.disciplines Social Media
dc.subject.keywords Industrial Engineering
dc.subject.keywords design
dc.subject.keywords design elements
dc.subject.keywords gender
dc.subject.keywords usability
dc.subject.keywords web design
dc.title Website gender perceptions: effects and recommendations for gender inclusivity
dc.type article
dc.type.genre thesis
dspace.entity.type Publication
relation.isOrgUnitOfPublication 51d8b1a0-5b93-4ee8-990a-a0e04d3501b1
thesis.degree.discipline Industrial Engineering
thesis.degree.level thesis
thesis.degree.name Master of Science
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