Diversity and inclusivity are the buzzwords in an array of industries, ranging from fashion to beauty but these are qualities that all forward-thinking companies should include in their web design, as well. Statistics indicate that companies that prioritize inclusivity are 1.7 times more likely to be innovation leaders. They are also more profitable and quicker at making key business decisions. Diversity and inclusivity are also key to brand success at a time in which millennial and younger generations are looking for these qualities in the brands they support and wish to work for. For many consumers, the inclusivity experience begins when they first check out a company’s site to view their products and services in greater detail. To ensure your design is up to scratch, keep the following considerations in mind.
Avoiding Asking About Gender
Some companies ask consumers (subscribers to newsletters or clients) to indicate whether they are male and female, in order to know ‘the appropriate salutation’ to use when addressing them. Of course, the world has advanced far beyond a situation in which Mr., Miss, Ms., and Mrs. are the only options. Instead of asking for your clients’ genders, simply ask them what their preferred salutation is. Popular salutations can include Mx. and M., which are considered gender-neutral. Ideally, you should also ask clients the name they prefer to go by, since this won’t necessarily match up with the legal name they have been given.
Choosing Inclusive Terminology
Try to avoid words that associate specific groups or professions with one gender. Examples include ‘mailman’, ‘steward/stewardess’, ‘landlord’, ‘headmistress’, ‘hostess’, and similar. These words are all gendered and they imply that the person carrying this profession identifies with the gender they are associated with. You should also avoid using she/her/hers or he/him/his pronouns, using the plural (they/them/theirs) instead. Companies like Instagram have already incorporated gender-neutral language in their web design, using terms like ‘A replied to their story’.
Avoiding Categorizing Products and Services by Gender
Online fashion, jewelry, beauty, and fitness apps and services are just a few industries that tend to create a sharp divide in terms of which products are catered to which gender. If possible, design your website in a way that focuses more on the product and less on the gender of the person buying it. This obviously goes beyond design, since it depends on the type of market, lines, and collections companies are working on. However, for an item like a coat, there is
no need for traditional labels such as ‘for men’ or ‘for women’. In fact, the clothing industry is increasingly embracing gender-fluid and gender-neutral styles. In your design, you can also avoid the use of so-called ‘feminine’ colors and fonts for products aimed at females and ‘masculine’ ones for those aimed at male consumers. Once again, your design will be heavily dependent on the chosen colors and styles of the brands that hire you. However, gender neutrality is a subject that should at least be discussed with clients as a way to boost the inclusive appeal of their products and services.
Web design is more than about the colors and styles you choose. It is also about language; the way forms and requests for information are phrased. Try to use gender-neutral language in the pages you create and steer clear of visual designs that create artificial divides between the spectrum of genders that exist.