Women want deals and are more apt to stop at several shops to get a bargain. Men tend to be less sensitive to price and prefer to get in, grab the product for which they came, and go.
In traditionally female categories such as hair and skincare products, all packs are considered to be targeted at the female consumer. Hence, products for men are more likely to make a specific on-pack claim.
>Design: Color cues can help guide buyers, but there is no need to go to extremes every time: Packaging for the ladies doesn’t have to be only pink or pale purple, and men’s products can break away from the prevalent navy, gray and orange color schemes.
>Structure: Men have more positive associations with the attributes of cans and glass bottles; women, cartons and plastic bottles. But more importantly, both want packages that keep products safe and fresh, and a good number of buyers like the idea of green packaging.
>Claims: If the item does indeed suit men over women or vice versa, make the intended target obvious, but be careful when clearly assigning a gender for marketing’s sake alone. Brands have received backlash for needlessly stamping the words “for her” on pens, cars and tablets.