La Revue des Sciences Commerciales
Volume 23, Numéro 2, Pages 222-247
2024-12-21
The Role Of Perception Design In Gender Attribution: Gestalt Based Analysis Of Shower Gel Packaging In Algerian Market
Authors : Bouadjehine Rayane . Belboula Imene .
Abstract
The study examines the complex relationship between perception design and gender attribution in the context of the Algerian market, specifically within the shower gel industry, using the Gestalt theory as a guiding framework. The research involves a two-phase investigation: a qualitative study to categorize shower gel bottles based on design similarity (s), and a quantitative survey to explore gender perception based on design elements. The findings reveal a significant influence of perception design on gender attribution. Algerian consumers categorize shower gels based on visual aspects “form and colour”, consistently linking them to perceived gender. Male and female respondents demonstrate similar trends in design perception, although there are differences in the intensity of gender association.
Keywords
Perception design ; Vidual design ; Gender ; Gestalt theory ; Similarity principle
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