Archives of Design Research

Toy gender labeling and color coding have shaped children’s society’s ideas on progress. According to Martin and Halverson (1981), children who play with gender-stereotyped toys may adopt societal stereotypes. While biological factors influence choices, society impacts children’s behavior and attitudes (Atkinson, 2014; Frisoli, 2019). Atkinson (2014) states that social norms and prejudices heavily influence children’s toy preferences. The study found that boys liked trucks and tools and girls dolls and kitchen sets. The synchronicity with gender-stereotyped toys shows how society shapes children’s choices.

Frisoli (2019) favors society’s effect on children’s behavior and views. Color-coded toys and gender-stereotyped messaging reinforce gender norms and societal expectations. Marketing methods limit children’s play and interests. Stereotypes—widely held, oversimplified beliefs or expectations about proper gender roles, actions, and features—perpetuate rigid perceptions of femininity and masculinity (United et al., 2019). Preconceptions impede progress, opportunities, and inequality.

Gender stereotypes affect self-image and thoughts about abilities and tasks in many fields. Female caregiving and submissiveness stereotypes and male leadership and aggressiveness stereotypes can influence competence and career choices. Stereotypes make “inappropriate” gender-bent vocations and interests unattractive and impede career advancement. In 2021, Coombs emphasized that the UN’s Sustainable Development Goal 5 (SDG 5) aims to eliminate gender stereotypes, promote gender equality, and empower women and girls, as outlined by the United Nations in 2020. SDG 5 strives to end gender discrimination, ensure equal access to education, and enhance women’s decision-making abilities.

Fighting gender stereotypes and fostering gender equality requires changing cultural gender roles. Awareness programs that promote non-stereotypical gender portrayals in media, schools, and workplaces can help. Engaging with biased and diverse role models can also break gender preconceptions. Remember that multidimensional gender inequity affects all genders. That is why Gender and Development promotes equal rights and opportunities. Strategy rather than practice can reduce gender inequality for everyone (CEDPA, 1996).

The Philippines struggles to break gender assumptions, roles, and habits despite progress. Online learning during COVID-19 revealed DepEd gender stereotyping. Some parents defy gender stereotypes, others agree. Gender biases in media globally, including in the Philippines, were found by the Geena Davis Institute. Males dreaded censure for opposite-gender behaviors. STEM inequality is caused by social gender bias in encouragement.

Bian and Leslie (2018) showed that parents pushed boys more than girls to study science, perpetuating sexual inequality in STEM fields. Class, race, and social status affect hobbies and interests. Higher-class people can participate in some activities, although ethnicity and race can limit it. These aspects must be considered for equality and inclusion. Outside parental influence, societal norms and cultural representations affect opportunities and motives. It limits children’s choices, reinforces stereotypes, and slows progress.

Researching gender-inclusive children’s toy package design promotes equity, challenges prejudices, and encourages inclusive play (Dyson, 2012). Toy packaging shapes children’s preferences (Sharma & Joshi, 2017). Color theory concepts like contrast and harmony can create gender-neutral child packaging (Lindell & Sundh, 2019). Famous artists and scientists created color harmony to generate beautiful color combinations. Ostwald, Munsell, and Itten’s color connections and Johannes Wolfgang Goethe’s and Eugene Chevreul’s complementary colors can help build harmonious color palettes (Marmaras et al., 2019). Children’s visual development, especially their preference for brighter hues, can help designers build appealing and harmonious packaging (Franklin & Sowden, 2019).

Using a diverse color palette instead of “gendered” colors like pink and blue allows designers to challenge gender stereotypes. Inclusive education lets children choose based on their interests rather than cultural norms (Sharma & Joshi, 2017). Color theory can be used to design packaging that defies gender norms and gives children fun new ways to play (Lindell & Sundh, 2019).

Cognitive perception states that people actively analyze and make conclusions from visual data (Bloomer, 2018). Mental processes include selectivity, habituation, and salience. Focusing on specific visual aspects and ignoring others is mind selectivity. Unconsciously, people notice relevant or enticing things (Bloomer, 2018). Designers of toy packaging must create appealing images.

The mind ignores familiar visuals due to habituation. Toy packaging designers must use familiar toys in innovative ways to engage audiences. Viewers notice and value visual elements that are relevant or expert. Consider the target audience’s interests, tastes, and culture while creating attractive toy packaging. Other than showcasing things, toy packaging can affect perception. Understand how the brain processes visual information to create packaging that communicates and enhances product impact.

Children can grasp gender-inclusive design using visual communication perception theories. Toy stores are dominated by gendered marketing, so understanding how children may gravitate toward gender-neutral design owing to its unfamiliarity is vital. Gender schema theory states that newborns actively seek and assimilate gender-related information from their surroundings. Their gender-appropriate behavior follows this pattern. Scheme incongruity theory suggests that non-categorical information is more likely to be uncovered and trigger positive responses (Mandler, 1982 as cited in Lee & Schumann, 2004). According to integrated theories, gender schema affects cognitive categories. Schemas make people prefer gender-related products. According to schema incongruity theory, gender-inclusive design may appeal.

Figure 1 Gender-Neutral Toy Package Design by Marty Furgal (2016)

The study identified gender-neutral design components as black, white, muted colors, outlined shapes, and plain typography. Despite these rules, toy packaging commonly uses gender-associated pink and blue. Geschlechted packaging reinforced gender-specific items and interests, impeding gender equality and inclusivity.

Package design was used to encourage youngsters to explore new hobbies without gender limits, contributing to a more inclusive society. The study investigated how package components affected children’s gender and inclusion perceptions of gender-inclusive toy packages. Children needed gender-neutral toy packaging that showed inclusivity. Understanding children’s design choices helped promote gender inclusion. This insight could help designers and manufacturers make packaging for various children, defying prejudices. To empower children to pursue their interests regardless of gender conventions was the goal. The comprehensive study improved gender-inclusive design and children’s perspectives. Design and manufacturing should promote diversity and dismantle gender preconceptions with this evidence-based approach. The research gave youngsters the freedom to express themselves and pursue their interests regardless of gender.

These insights could improve marketing and advertising beyond packaging design. Gender-inclusive design challenged and debunked gender stereotypes addressed gender role biases, promoted workplace gender equality, and removed barriers to personal growth. In addition, the study enhanced gender equality research and activism by providing gender-inclusive design approaches for other researchers. Beyond container design, it promoted gender equality and inclusive practices. They were dismantling gender preconceptions and supporting equality, and the research empowered them. Aina and Cameron (2011) explored gender-neutral toy packaging for Filipino children ages 3-6 to challenge preschool gender norms. The study improved inclusive design for young children’s development.

The study focused on packaging aesthetic design, ignoring other considerations and acknowledging its limits. Future research could examine these elements to understand how container design affects gender inclusion. For health and safety considerations, the COVID-19 pandemic limited Filipino volunteers from different locations to a homogeneous pool. The findings may reflect a less diverse sample, so future research should aim for a broader and more diverse participant pool to capture more children’s opinions.

The solitary researcher may have limited the study’s scope and data collection. A more extensive study team may produce better outcomes. The research increased gender-inclusive toy package design by illuminating young children’s perceptions and packaging graphic aspects, providing the groundwork for future research. Designers, producers, and advocates might create gender-neutral packaging that promotes equality.

Phenomenology analyzed children’s views on gendered, gender-neutral, and gender-inclusive design. Moustakas (1994) states that phenomenology studies human experience to investigate stereotypes and design. Langdridge (2007) says phenomenology helps researchers suspend biases through epoché. Thus, researchers can objectively define the phenomena. Using phenomenology, researchers impartially examined children’s perceptions of gendered, gender-neutral, and gender-inclusive design.

Phenomenology also considers participants co-researchers, acknowledging their crucial role in research. Moustakas (1994) says phenomena occur from people’s experiences, not academics’ interpretations. Co-researchers aimed to collect children’s honest thoughts and ensure their instructions were truthful and practical. It was suitable for child-centered recommendation-making. Our study team employed phenomenology to understand and combat design biases.

The investigation required qualitative methods. Semi-structured interviews examined gender-neutral toy packaging. Conversational interviews are more comfortable and provide more responses from youngsters than formal Q&A sessions, according to Fleer and Li (2016). Thus, a semi-structured strategy allowed participant responses to adapt questions and encourage natural speech.

The research collected “educational toys” packaging designs and interviews for secondary data. The designs gave further info. Secondary data strengthened the study on children’s interview responses—additional perspective and insights into educational toy packaging. Semi-structured interviews and secondary data captured participant perspectives and tangible representations of gendered and gender-neutral toy packaging design. This multidimensional method improves validity, depth, and understanding.

The study focused on children ages 3-6 due to developmental factors. According to Aina and Cameron (2011), children acquire gender identities and stereotypes around this age. The children learn pink for girls and blue for boys. This age group starts identifying brands and making independent judgments, including gender-influenced toy selection (McNeal, 1992, 2007; Brown, 2014). Thus, children’s views, attitudes, and choices are critical from 3-6.

Young children can speak (Clark & Statham, 2005; Dayan & Ziv, 2012). Although practical, interviewing parents or guardians may not represent children’s ideas. In order to research children’s views, their participation was meaningful. The most excellent interviewers were children, who cooperated and were asked about their experiences. The children are “experts” and share their opinions and experiences.

The study’s approach resembles purposeful sampling. For exact data, deliberate sampling selects the best samples (Patton, 2002). Because it sought children’s perspectives, this research was ideal. Educational toys created gender-neutral toy packages (Blakemore & Centers, 2005). Thus, purposive sampling selected respondents and toy box designs for a targeted and relevant study.

Four Philippine toy stores provided box designs for this study. For COVID-19, the designs were pulled from toy retailer websites. Landes and Hobbes had 80 educational toys, the fewest. The study’s population has 320 toy package designs for equitable representation. Following a 10% sample size, 45 toy package designs from each shop were chosen for customer appeal (Starnes & Tabor, 2018).

Since pandemic limitations were eliminated, child interviews were possible. Before interviews, parents signed a detailed consent form. The form defined the study, safeguarded confidentiality, discussed risks and benefits, and stressed informants’ freedom to withdraw. Sample sizes are advised in phenomenological research. Bernard (2013) recommended 10–20, Creswell (1998) 5–25, Morse (1994) 6–8, and Guest et al. (2006) 6–12. The study interviewed 13 participants using these parameters. Metro Manila children all.

Analysis of toy packaging. Content analysis is an extensive description, per Bloor and Wood (2006). This research examined package design images. Content analysis helps Elliott (2008) and Chrysochou and Festila (2019) develop packages. They were designed for women or men. Visual gender stereotype interpretations were constrained to reduce subjectivity. Packaging is gendered. This system encoded color, value/saturation, fonts, lines/shapes, photos, and gender-specific product labels. Everyone was masculine, female, or neutral. Visual communication gender preconceptions drove Velarde’s (2017) and Darstaru’s (2020) coding. They were assessing feminine, masculine, and neutral qualities objectively.

They coded all package-design pictures. Bright or pastel hues made women or men (intense, black). Curled fonts were feminine, angular fonts masculine. Gentle or sharp curves are feminine/masculine. Symbols, figures, and stuff checked. Flowers and butterflies were female, tools and sports gear male. They analyzed package gender labels. “For women” and “Us”. Normalized ratings reduced subjective coding. Visual multi-coder and inter-rater reliability tests agreed—gender-conformed shortcode. Discrimination and tight standards made photographs female or male.

The following tables list coding methods and categories. Chrysochou and Festila (2018) coded organic packaging design content analysis.

The modified van Kaam method analyzed interview data thoroughly. Epoché, where the researcher acknowledged and overcame personal biases regarding the subject, began this investigation. Horizontalization, reduction, theme clustering, data comparison, textural and structural descriptions, composite structural descriptions, and amalgamation followed (Moustakas, 1994).

Horizontalization needed reduction and thematic grouping to remove irrelevant responses and group significant themes. Textual descriptions used interview transcripts. The researcher then used structural descriptions to assess responses by examining how experiences or perceptions evolved. Then, common themes were combined into a complete phenomena description.

The extensive examination of 180 educational toy package designs from four stores targeting children ages 3-6 shows how the toy industry portrays gender. Color, language, visuals, and gender designations showed how packaging reinforces or challenges gender norms. These findings affect toymakers, parents, educators, and society. Educational toys shape gender. Container design determines if the industry promotes diversity and gender norms. Categorize gender research on educational toy packaging. This data helps toy companies assess their gender impact on children and design choices.

The modified van Kaam technique explains child interview gender preferences and educational toy assessments. Comparing packaging to youngsters’ interests improves representations. The toy industry must break gender stereotypes, says this report. Diversifying packages makes all children clever, creative, and confident. One hundred eighty educational toy box designs and children’s opinions changed the toy industry. These findings help stakeholders make informed decisions for a more inclusive and forward-thinking future where children may explore, learn, and develop their identities beyond gender stereotypes.

The second phase examined 13 Metro Manila 3–6-year-olds. These interviews were processed using the qualitative data interpretation method modified by van Kaam. Interviewing children this age is vital due to rapid cognitive, social, and emotional development. Research says the 3–6 age group learns independence, language, and self-identity.

Due to sociocultural and environmental implications on toy experiences, Metro Manila children were recruited to ensure a representative sample. Toy and play habits vary by city. The modified van Kaam analysis method structured and analyzed qualitative data for study reliability. This method highlighted children’s themes, patterns, and nuances. A diversified sample and modified van Kaam analysis supported the study. These findings increase Metro Manila children’s toy impressions and child development comprehension. These findings can help toymakers, educators, and parents improve young children’s play.

The modified van Kaam approach to the second data collecting phase interviews with 3–6-year-olds from many Metro Manila cities increased the study’s validity and comprehensiveness. This study analyzes children’s growth and the origins of toy perceptions. It teaches stakeholders how to optimize young children’s play.

The following table lists process minor and significant themes.

Detailed data analysis revealed five major themes from twenty-four minor themes about children’s toy box design. The first theme, “Personalness,” includes children’s preferences and environment. That suggests children evaluate product packaging depending on their preferences and experiences.

Second, “Simplicity” shows newborns prefer simple, appealing packaging with essential reactions. The third primary theme, “Gender Inclusivity,” examines positive and negative gender portrayals in toys and play. Children prefer gender-neutral packaging for inclusive play.

The fourth issue, “Perception of Package Design Elements,” shows newborns gender colors, illustrations, and text. The last issue, “Package Design Choices,” examines children’s aesthetic preferences and toy package expectations.

Themes explain youngsters’ toy packaging preferences. These features help toymakers, marketers, and designers produce children-friendly, fascinating packaging.

The study recommends gender-inclusive toy packaging. Package design followed content analysis: Van Kaam, toy packaging studies, altered gender, and appearance. Key results follow. Toy packaging colors, graphics, typography, and other aesthetics influence youngsters’ preferences, according to content study. Graphics can affect toy packaging gender representation and inclusivity, according to this study.

Modified van Kaam’s research and developed packaging using data analysis. Research themes and patterns shaped gender-inclusive packaging. Systematic data analysis and interpretation improved the study’s rigor and depth. Content and modified van Kaam analysis make gender-inclusive toys. These strategies can assist toymakers and designers in promoting gender diversity, inclusion, and cross-gender child interests. Modified van Kaam analysis and study content suggest gender-inclusive toy packaging. For more inclusive and appealing toy packaging, consider aesthetics and gender.

3. 3. 4. Communicating Gender Inclusivity to Children Through Package Design

Toy packaging must consider children’s simple perceptions and responses. Little ones like bundle graphics and literalize. Therefore, designers must simplify graphics. Healthy food package design research reveals that children read graphics and phrases literally (Brierly, 2017). Fruit-flavored packaging may look healthy to children without fruit. Some children think gender-specific toys are for them.

Design is simple, neither minimalist nor depressing. Design for children should utilize simple, appropriate images to avoid confusion. For all children, iconic cues can help gender-inclusive package design.

3. 3. 4. 1. Gender Inclusive Package Design Guidelines

User validation and design-driven iteration created gender-inclusive toy packaging from theory and research. This method seeks inclusive child designs.

Design tips from guidelines and ideas:

Design for Children: Ask children what they like and follow their advice (Druin, 2019).
Address children’s needs (Carroll et al., 2012).

The package design should involve both sexes to prevent gender prejudice (D4CR, 2012).
Remove gender-specific designs for gender equality (D4CR, 2012).

Communicate clearly with simple graphics (Druin, 2019). Visuals should convey toy content and intent (Brierly, 2017).

Yellow and green packaging is gender-neutral (Gao, 2021). Avoid blue, pink, red, and violet (Babu & Rani, 2019).
Bright colors fit youngsters’ designs (Gao, 2021).

Use inclusive, gender-neutral, rounded, and regular typefaces (van Leeuwen et al., 2014) instead of forceful, geometric, crisp, curving, cursive, and decorative (van Leeuwen et al., 2014).

Increase packing circular polygons (van Leeuwen et al., 2014). Polygons, curves, and forms are appealing and inclusive (van Leeuwen et al., 2014).

Include the toy in product photos and other materials (Druin, 2019). Children-friendly design features gender-neutral animals and environments (Druin, 2019).

Toy suitability by age, not gender (Babu & Rani, 2019). Avoid gender identifiers to promote tolerance and reduce bias (Babu & Rani, 2019).

Create gender-inclusive toy packages that respect children’s rights, challenge stereotypes, and promote inclusive play using these design guidelines and user validation.

3. 3. 4. 2. Sample Package Design

Figure 2 Sample Gender Inclusive Package Design 1

Figure 3 Sample Gender Inclusive Package Design 2

Studies reveal that gender-inclusive toy package designs need iterative, design-driven approaches and user validation to be appealing.

Short research-based design concepts:

The packaging needs gender-neutral white, green, and yellow (Gao, 2021). Use complementary colors instead of macho blue (Babu & Rani, 2019). Bright colors create intriguing patterns for children (Gao, 2021).

Consider Gender-neutral round and regular sans-serif typefaces (van Leeuwen et al., 2014).

Use feminine curved lines and masculine polygons (van Leeuwen et al., 2014).

Package design should include photographs of children of both sexes to encourage diversity and eliminate gender bias (Furgal, 2014). Genders, jobs, interests, and heroes/villains should be balanced in imagery to promote diversity and inclusivity (Shutts et al., 2009; Hennefield & Markson, 2017).

Instead of “for boys” or “for girls,” use age labeling for toys (Babu & Rani, 2019). Clear packaging and info eliminate gender bias.

Test design for target-age children. This iterative method requires children’s input, changes, and design improvements to reflect their ideas and gender inclusivity.

Gender-inclusive toy packaging that engages youngsters challenges assumptions, and encourages play equality requires design and user validation.