Where visuals are concerned, males favour the use of straight lines (as opposed to rounded forms), few colours in the typeface and background, and formal typography. As for language, they favour the use of formal or expert language with few abbreviations and are more likely to promote themselves and their abilities heavily. A selection of the University websites was then shown to a group of individuals of both sexes who had to rate their appeal on a scale. In almost every case women preferred those sites designed by women and men showed a preference for those created by men.
from the University of Glamorgan
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