Stereotypes, Audiences & Ethics

A stereotype is a simplified and generalised belief or assumption about a group of people based on characteristics such as race, gender, age, or other factors. These beliefs often oversimplify and may not accurately represent the individual diversity within the group. Stereotypes can come from looking at data and making sweeping judgements and also from assuming personal experiences are indicative of larger truths. While we all use data and personal experiences to understand the world, it is important to try and look for nuance to ensure we are not operating entirely out of assumptions. One of the challenges of stereotypes is that can lead to biased judgements, reinforce social prejudices and inequality and prevent us from understanding others. 

Stereotypes can be present in graphic design work when a target audience is identified. By aiming to target a particular group of people, this can lead to assumptions of that group of people and influence how a movie or advertisement is perceived. When designers rely on stereotypes, they can deliberately or accidentally reinforce biased views and limit the appeal to a broader audience. This can alienate individuals who do not fit the stereotype and hinder the message's effectiveness. Creating inclusive designs that challenge stereotypes allows for a more diverse and relatable connection with the target audience and can create greater engagement.

Ethics refer to the principles of right and wrong that guide individual and collective behavior. In graphic design, ethics relate to making responsible and morally sound design choices that consider the impact of visuals on society, culture, and individuals. Because stereotypes have the power to harm individuals or society, it is important to consider how to represent people groups accurately and with nuance as well as seeking to understand diverse target audiences. Recognising and challenging stereotypes is important for promoting inclusivity, understanding, and treating each person as unique. 

It is important for designers to recognise that stereotypes have existed and that targeting ads and designs based on this can still work. Some designers will still use stereotypes to easily promote their products. There are some places that are improving but you will still see more blue on packaging in the 'boys' section of a toy isle and more pink packaging in the 'girls' section. These forms of stereotyping may even have affected out experience of the world. To avoid a stereotype, I would not say "boys like blue" and "girls like pink," rather I would say "There has been a history of advertising using particular colours targeting specific genders, based on cultural norms of the time. This has led to pink being used for female products and blue being used for male products while rainbow or purple have been used to advertise towards gender diverse and queer audiences." You could add further nuance by researching where and when this started and why. Colour-gendered clothing for children was introduced in western culture the 1940s as this meant that parents would buy more products than if they used them interchangeably (Britannica, 2023). It was decided that boys would wear a "strong" colour, while women should wear a "dainty" colour (in western countries). In the 1960s and 70s the women's liberation movement led to a dip in pink products being sold due to the negative association. 

Even though we might think these stereotypes are in the past, sometimes the design choices still work. Someone who is female identifying may choose to purchase a cosmetic related product as it is pink or white and therefore they understand it is targeted towards them. This does not mean "girls like pink" but that  this person has picked up on an existing code used to target them. I personally buy bathroom products in black packaging, not because I identify as male but because I like a minimalist colour pallet.