HOW IT PLAYS OUT
In packaging, the attention given to gender is most obvious in the structure’s shape and the colors of the design.
WHY GENDER CUES EXIST
Historically, callouts have been used to make shopping quick and easy.
WHAT CUES ARE NOT
Cues are one thing; stereotypes are a whole different animal. Females disapprove when defined in stereotypical terms of the little wife or hot chick; men should not be thought of as one-dimensional caricatures either.
Even though unisex packaging is done, and done well (CK One, for example), some females will still always gravitate to girly designs, and some men will forever pick up the manliest packs. You can’t please everyone: Brands should examine their reason for being and product and choose packaging and art accordingly.
Anyone who works (with the exception of volunteers, unpaid interns and the like) can bring home the bacon — even kids, thanks to lemonade stands and lawn mowers.