Macho macho man

An analysis of packaging design in the self-care sector targeted at male audiences

Abstract

This visual analysis work aims to investigate the influences of gender in the packaging design of hygiene and self-care products targeted at the male audience, addressing the brands’ choices in their products and the consumers’ perception of the visual attributes of these products. The research presents packaging design as a reflection of gender expectations and understanding stereotypes, as well as the conditions tied to the visual outcomes. Shampoo and aerosol deodorant packaging were analyzed using the content analysis methodology (BARDIN, 2011), exploring studies by Donald A. Norman (2008), Jean Baudrillard (1992), Alina Wheeler (2012), among others, and a quantitative-qualitative consumer survey was conducted. As a result, it was observed that the way packaging presents the product to consumers prioritizes the reproduction of gender-stereotyped design and lacks information about the product itself, such as its fragrance and usage instructions, thereby limiting access to accurate information and attracting purchases based on brand value and design rather than the product’s actual quality.