Bounty assembles female team for website redesign

Daniel Farey-Jones, brandrepublic.com, Tuesday, 20 December 2005, 7:00am,

LONDON – Mother and baby marketing company Bounty has used a team of female designers to make its website more appealing to women, after being influenced by research from the University of Glamorgan Business School.

The business school unveiled research earlier this year that showed men and women have a marked preference for websites developed by their own sex.

"The guidance we have received from the business school has been invaluable," Bounty's ebusiness director Andrew Thomas said. The company hired a female coder to work with an established female designer and account manager.

The new site uses more colour, softer lines and fewer lists, and the redesign will be rolled out to Bounty's email newsletters, also created in-house, in the New Year.

The differences are subtle but significant, according to Glamorgan Business School research fellow Gloria Moss.

"There are significant differences between sites designed by men and women. Currently a lot of design is anchored in the male paradigm and the finding of the female design paradigm has striking implications for brands targeting women," she said.

"Bounty is leading the way with this message."

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This article was first published on brandrepublic.com