Joseph Carrabis, CRO and founder of NextStage Evolution and iMedia contributor, leads an agency summit discussion on gender, usability and marketing.

Joseph Carrabis opened his topic discussion "Gender Specific Marketing Discoveries" with the following statements: "I am not an expert. I am an explorer. I don't know the truth. I know how to find things that point to the truth. I am going to be honest and am going to make suggestions. You need to decide if it is useful to you."

Carrabis launched into the differential motivational factors between female and male consumers.

According to NextStage Evolution's research, female motivational factors include:

• Extremely visually oriented
• Use their own experience to gauge current events
• Will remember past problems in order to avoid making them in the future
• Favor explanations of how to get out of present or future trouble
• Are more often influenced by the examples of others than their own experience
• Are influenced by consensus but are not locked to it.

Carrabis explained, "Women will talk with each other. Women consumers will then make up their own minds, research, discover and find out. Men, on the other hand, will posture with each other."

Male motivation factors, according to Carrabis' research, include:

• Tend to become demonstrative during conversations
• Live in the day and have a positive outlook on life
• Decisions are based on positive influences
• Can be influenced by images of problem situations that will directly affect them
• Don't rely on future rewards.

Using a cultural anthropological template, Carrabis said that many of these motivational factors are subconscious and have been "wired into our brains." He gave the example of male consumers feeling threatened by ads with images of a solitary male surrounded by success.

"To the male consumer," said Carrabis, "that image reflects competition. But add another man to the picture and if you show them as companions, the impression will be positive."

Time and gender
Another key factor in gender specific marketing research is time.

Men want it now and women show a more conservative approach to purchasing in relation to time, according to the research. Women have to gauge their purchase decisions by its usefulness within the following timeline of now, near future and far future.

Size matters
Carrabis showed a slide with three recognizable personified brands: The Jolly Green Giant, Mr. Clean and the Brawny Man.

"I'm sorry, folks," Carrabis said. "Nobody is going to buy products from The Jolly Green Little Pigmy."

Carrabis explained that the dominant male figures of these brand icons reflect a sense of power and masculinity, which may be a factor in influencing purchase decisions.

Loyalty from female consumers vs. male consumers
A good consumer experience is the precursor to brand loyalty, according to Carrabis.

"For women, loyalty means gossip. Women gossip to establish community. Men gossip to establish hierarchy," said Carrabis.

The NextStage Evolution and NextStage Global research also found that while women's loyalty increased, loyalty from men dropped. Women gathered on the same sites in the study while men diversified by visiting many sites.

"For male consumers, sites should show them leaders and companionship, not competition," stated Carrabis.

The color-loving consumer
Carrabis explained that color was also a motivating factor among genders and ages.

"We found that that the 15- to 19-year-old age group responded greatly to red. This color represents power, passion and excitement," said Carrabis.

In the 55 and older age demographic, respondents felt a connection with the color green.

"Green iconography represents earth, nature, familial ties and unity," said Carrabis. "Pink is a feminine color, while blue is often very popular with men. Blue is a good safe color to use with men but also good with women because blue represents hope and desire."

Element placement
"The door of understanding is placement," said Carrabis.

He explained that first impressions are important when designing sites. Consumers will respond differently to images placed on the webpage.

Carrabis ended his presentation by suggesting, "If you want to target more men, put the picture on the left side. For targeting women, have it across the top."

Overall, the Carrabis' discussion provided fascinating insight to gender- and age-specific design principles-- a unique perspective that marketers should potentially explore more to learn more about the differences between women and men consumers and, ultimately, what makes them loyal customers.

Roger Park is news editor, iMedia Connection. Read full bio.