Sex, Gender and House Paint:
Sex, Gender and House Paint examines the gendering of color. Behr ® paint company has labeled over fifty paint colors, in the pink to violet range, with highly sexualized and gendered names, referencing only girls and socially constructed ideas of femininity. No paint names could be identified in the Behr ® database referencing boys and masculinity.
Corporations, with the help of industrial designers and marketers, are reinforcing socially constructed ideals of femininity and masculinity. The simple act of naming a product tells women who they are and how they should be treated by men.
click on paint swatches below