Exploring gender differences in the perception of coffee shop signs

Abstract This study investigates how gender affects the perception of coffee shop signs in Jordan using gender and communication theory and visual semiotics. The research explores how different males and females perceive shop signs based on design elements and visual appeals. A mixed-methods approach was used which involved 20 participants (10 males and 10 females) aged between 20 and 35 and all from middle-class backgrounds. Participants were asked to rank the 10 coffee shop signs chosen and then explain their choices in the second part of the survey. The results showed that most males prefer signs that indicate that the shop is affordable and straightforward, and offers quick service. On the other hand, most females prefer signs that indicate that the shop is sophisticated and prestigious. The study shows how men and women have different tastes in shop signs, helping businesses understand how to design signs that appeal to a wide range of customers.