Professor Minu Kumar publishes new article entitled "Designing for the genders: The role of visual harmony" in the International Journal of Reasearch in Marketing.
Have you wondered; are there any systematic differences in design preferences for males and females? If yes, is this based on biological gender or gender identity? Is there any research on this subject? If yes, recent research by Kristina Nickel, Ulrich Orth, and Minu Kumar published in the International Journal of Research in Marketing (IJRM) will provide you some answers. Results from four multi-method studies find that biological sex plays a moderating role in the early phase of visual harmony perception due to men's and women's differential processing abilities, whereas gender identity plays a significant role later in the more reflective phase of visual harmony evaluation.