BOOK LAUNCH ON AT WATERSTONES TRAFALGAR SQUARE, 25 NOV, 7.00 pm                                            Hear about the book that revolutionises our understanding of men and women’s visual i

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  Men and women do not see things in the same way                                                                                                                    The book is written as a work of popular psychology and opens with an anecdote about William and Kate, the Duke and Duchess of Cambridge, and how on their visit to Canada when they both took up a paintbrush, she lavished care on four concentric circles of a snail, while he formed straight lines into a geometric shape. The book shows, through anecdote and reviews of worldwide studies, that Kate’s leaning towards rounded shapes, and William’s towards straight lines are typical of their gender, with other typical features being a tendency to detail on the part of women with Kate adding dots to two of the concentric circles  - see 

Did you know that 99.5% of all the paintings in the National Gallery in Trafalgar Square are by men, with a massive 95% by men New York's Museum of Modern Art?   The book explains that men and women's visual skills are not identical and that differences in what they create and a tendency for each gender to prefer visuals created by their own gender are major factors in this bias towards male art in galleries.

The book reveals how men's visual creations and preferences, whether for fine art, garden furniture or websites, are rooted in a hunter way of seeing requiring excellent 3D vision and focus on a distant horizon (leading to a focus on straight lines, darker rather than brighter  colours and little detailing); women's visual creations and preferences, by contrast, are rooted in a gatherer way of seeing evolved from hundreds of thousands of years of close-up vision focused on picking berries and nurturing babies with rounded features. These female activities placed a premium on being responsive to round shapes, colours and detail. 

Controversial                                                                                                                                                                                          This is a controversial but fun book which takes a fresh look at the way gender affects visual tastes, and the implications of this for relationships and the physical world around us, whether it is architecture, gardens or Fine Art or Christmas cards.  In fact, one experiment by Moss has 70% of men and women preferring Christmas cards designed by their own gender.

The finding that men and women’s visual creations are consistently different and that each gender has a tendency to prefer creations produced by their own gender is a revolutionary finding with revolutionary implications.  Worldwide, about 83% of consumers are women while the majority of boards, marketers and designers are men, so could businesses do better if there was a greater feminine input?  Historically, the majority of gallery art collectors and curators have been men so would a shift in the demographics bring new art into our galleries?  Finally, would an understanding of the differences in male and female tastes mean that presents to the opposite sex have greater impact.  Now is the chance to experiment with Christmas just round the corner!

Comment on the book                                                                                                                                                                                This book is a thought-changing one that will revolutionise the way that you look at the visual world around you. You will see how each of us is influenced by elements in our gender that we may be unaware of and how this impacts on what we produce and prefer in the way of visuals - whether it is art and design, architecture, websites or advert. This is relevant to us as consumers as well as people who work in organisations and you will need to be ready to forget a lot of what you know already. This book presents fascinating new information that shows again…and again …and again that there are different ways of seeing that shake the foundations of much of our current understanding. Individuals, companies and society needs to sit up and take note and then move forward! Thomas Jordan, Ex-Chief Creative Officer, Hoffman York Advertising, Chicago. Speaker, Creative Writer and author of Re-Render the Gender