EMPOWERING WOMEN: A GUIDE FOR THE DESIGN OF HAND AND POWER 
TOOLS THAT ACCOMMODATE WOMEN?S NEEDS 
 
 
 
Except where reference is made to the work of others, the work described in this thesis is 
my own or was done in collaboration with my advisory committee. This thesis does not 
include proprietary or classified information. 
 
 
 
       
Jacqueline Elaine Urda 
 
 
 
 
 
Certificate of Approval: 
 
 
 
 
             
Clark Lundell        Bret H. Smith, Chair 
Profesor       Profesor   
Industrial Design      Industrial Design 
 
 
 
 
 
             
Shea Tillman       George T. Flowers 
Associate Professor      Interim Dean 
Industrial Design      Graduate School 
 
 
EMPOWERING WOMEN: A GUIDE FOR THE DESIGN OF HAND AND POWER 
TOOLS THAT ACCOMMODATE WOMEN?S NEEDS 
 
 
Jacqueline Elaine Urda 
 
 
 
A Thesis 
Submitted to 
the Graduate Faculty of 
Auburn University 
in Partial Fulfillment of the 
Requirements for the  
Degree of  
Master of Industrial Design 
 
 
Auburn, Alabama 
December 17, 2007
 iii 
 
EMPOWERING WOMEN: A GUIDE FOR THE DESIGN OF HAND AND POWER 
TOOLS THAT ACCOMMODATE WOMEN?S NEEDS  
 
 
Jacqueline Elaine Urda 
 
 
 
Permission is granted to Auburn University to make copies of this thesis at its discretion, 
upon the request of individuals or institutions and at their expense. The author reserves 
all publication rights 
 
 
 
 
 
 
 
 
 
            
      Signature of Author 
 
 
 
 
     December 17, 2007    
      Date of Graduation 
 
 
 
 
 
 
 
 
 iv 
 
VITA 
 
 
 Jacqueline Elaine Urda, daughter of Dr. Michael A. Urda and Mrs. Mary S. Urda, 
was born June 1, 1981 in Americus, Georgia. She spent the first eighteen years of her life 
there, with the exception of one adventurous year in Taiwan with her family at the age of 
four. She graduated with honors from Americus High School in 1999 and was named the 
salutatorian for her class. In the fall of 1999, Jacqueline enrolled at Agnes Scott College, 
an all-women?s college located in Decatur, Georgia, where she spent much of her time in 
the printmaking and sculpture studios. Her junior year was spent abroad in Amiens and 
Angers, France, and was a time of study, cultural experiences, and travel. In May 2003, 
she graduated cum laude with a Bachelors of Arts in Art and French. In 2005, Jacqueline 
began the post-baccalaureate program in Industrial Design at Auburn University and 
received a Bachelors of Science in Environmental Design in May 2006. She was accepted 
to the graduate program in the spring of 2006 and entered the Masters of Industrial 
Design program in the summer of that year. Jacqueline has been a member of the Auburn 
Student Chapter of the Industrial Designer?s Society of America for two years and has 
participated in corporate-sponsored studios for Emerson Tool Company and the Alabama 
Bureau of Tourism and Travel. Additionally, she served as the design intern for the Phi 
Kappa Phi Forum, a scholarly publication housed at Auburn University, for one academic 
year.
 v 
 
THESIS ABSTRACT 
EMPOWERING WOMEN: A GUIDE FOR THE DESIGN OF HAND AND POWER 
TOOLS THAT ACCOMMODATE WOMEN?S NEEDS  
Jacqueline Elaine Urda 
 
Master of Industrial Design, December 17, 2007 
(Bachelors of Environmental Design, Auburn University 2006) 
(Bachelors of Arts, Agnes Scott College 2003) 
 
 
145 Typed Pages 
 
Directed by Bret H. Smith 
 
 
Women are the largest group of consumers in the United States and are involved 
in approximately eighty percent of consumer purchasing decisions. Traditionally, 
American women have been the major purchasing agents for their families, and today this 
still holds true. In recent years, women have been making more purchases in 
conventionally male-oriented markets such as consumer electronics and home 
improvement. Many companies that have traditionally catered to men, specifically home 
centers and tool companies, are altering their business and marketing strategies to meet 
the demands of their new customer base, women. 
Traditionally a male-dominated, contractor market in the 1980s and early 1990s, 
home improvement today has become m?lange of professionals and Do-It-Yourselfers 
(DIYers), many of whom are women. The market?s transformation is due in part to larger 
 vi 
 
numbers of female homeowners, to increased visibility of female carpenters and 
designers on home improvement television, and to changes in the social roles and the 
economic status of women. 
Home centers such as Home Depot and Lowe?s have modified their store 
interiors, including wider aisles, brighter lighting, and improved store organization, to 
better meet women?s needs and shopping habits. Tool companies, such as Ryobi and 
Makita, have designed smaller and lighter versions of their power tools to accommodate 
women. Barbara K! and Tomboy Tools, women-owned tool companies, offer tools 
designed with the female user in mind and focus on educating women about home 
improvement.  
The involvement of women in the home improvement industry is projected to 
increase steadily over the coming years as more single women purchase homes and 
become involved in the Do-It-Yourself (DIY) movement. Experts predict that home 
improvement stores and tool companies will continue to make their stores and products 
more comfortable and attractive to women in order to retain female consumers. This 
thesis establishes the need for hand and power tools designed specifically with women in 
mind and provides guidelines for designing such products. 
 vii 
 
ACKNOWLEDGEMENTS 
 The author would like to thank her family and friends for their unwavering 
support and enthusiasm over the past two exciting and challenging years. To my 
committee chair professor, Bret H. Smith, thank you for helping me find my way through 
this thesis adventure and for continually steering me in the right direction. To committee 
member, Professor Shea Tillman, thank you for helping me develop the initial concept 
for my thesis and for later sharing your experience in the tool industry with me. To Clark 
Lundell, my third committee member, thank you for your continued enthusiasm and for 
your support of this project. To Professor Chris Arnold, thanks for helping me through 
the design phase and for helping bring my design to fruition. To Darwin Keith-Lucas, 
Daily Gist, Janet Rickstrew, and others who contributed to this thesis study, thank you for 
sharing your professional industry experience with me and for your encouragement 
regarding the need for this study. To my post-baccalaureate friends, Marise, Mark, and 
Alex, thank you for helping me through the many struggles and triumphs that we have 
experienced together. To Randy, Liu, Tin Man, Rich, Ahn, Owen, John, David, Chad, 
Sylvia, and Becky, thank you for the knowledge and wisdom that you have shared with 
me. To the industrial design students at Auburn, thank you for your camaraderie and for 
helping me become a better designer. To Pat, Stephanie, and Laura at the Phi Kappa Phi 
Forum, thank you for giving me the opportunity to serve as your design intern. Many 
thanks to all of you! 
 viii 
 
Style manual or journal used:  APA Standard Guide, Fifth Edition 
Computer software used:  Microsoft Word Office Professional 2000 
     Adobe Illustrator CS2 & Adobe Photoshop CS2 
 
 ix 
 
TABLE OF CONTENTS 
 
LIST OF FIGURES                    xii 
 
1. INTRODUCTION TO PROBLEM        1  
1.1. Problem Statement          1 
1.2. Need for Study          4 
1.3. Definitions of Terms          5 
1.4. Asumptions           7
1.5. Scope and Limit          8 
1.6. Anticipated Outcome          9 
1.7. Literature Review          9  
1.7.1. Home Improvement Television      10 
1.7.2. Home Improvement Books for Women     12 
1.7.3. Home Improvement Magazines     13 
1.7.4. Home Improvement Websites and Online Communities  
 for Women        14 
1.7.5. Tools as Gifts: Holiday Gifts and Bridal Registries   16 
1.7.6. Single Women and Home buying     17 
1.7.7. Marketing to Women       19 
1.7.8. Commercials and Advertisements Targeting Women  22  
1.7.9. Branding: Connecting with the Female Consumer    24 
1.7.10. Women in the Do-It-Yourself (DIY) Movement   25 
1.7.11. Educating Women through Workshops and How-To Clinics  27 
1.7.12. Tool Parties as a Source of Education    28 
1.7.13. Products and Packaging that Target Women    29 
1.7.13.1. Educational Component & Ease of Use   31 
1.7.13.2. Packaging: Making DIY Projects More Convenient  32 
1.7.13.3. Ergonomic Adjustments     33 
1.7.13.4. Emphasis on the End Result     34 
1.7.13.5. Avoid Gender Stereotyping     35 
 
2. INTRODUCTION TO RESEARCH      37 
2.1. Investigation 1: Product Feedback  Sessions and User Surveys  38 
2.1.1. Method        38 
2.1.2. Anticipated Outcome       40 
2.1.3. Outcome        40 
2.1.4. Discusion        42 
2.2. Interview with Darwin Keith-Lucas      42
 x 
 
2.2.1. Method        42 
2.2.2. Outcome        43 
2.2.3. Discusion        44 
2.3. Interview with Daily Gist of Irwin Tools     44 
2.3.1. Method        44 
2.3.2. Outcome        44 
2.3.3. Discusion        46 
2.4. Interview with Janet Rickstrew of Tomboy Tools    47 
2.4.1. Method        47 
2.4.2. Outcome        47 
2.4.3. Discusion        49 
2.5. Investigation 2: Design of Brand Identity and User Feedback  50 
2.5.1. Method        50 
2.5.2. Anticipated Outcome       52 
2.5.3. Outcome        52 
2.5.4. Discusion        53 
 
 
3. GUIDELINE FOR THE DESIGN OF HAND TOOLS AND POWER TOOLS THAT 
BETTER ACCOMMODATE WOMEN?S NEEDS    54 
3.1. Emotional Connection through Branding     54 
3.2. Aesthetic Apeal        55 
3.3. Ergonomic Considerations       56 
3.4. Qualitative Characteristics       58 
3.5. Functional Qualities        59 
3.6. Educational Focus        60 
3.7. Application of Guidelines       60 
3.7.1. Emotional Connection through the Empower Brand   61 
3.7.2. Suggested Features for Aesthetic Appeal    62 
3.7.2.1.  The Drill        62 
3.7.2.2.  The Tool Bag       64 
3.7.2.3.  The Packaging Sleeve      64 
3.7.3. Proposed Ergonomic Considerations     65 
3.7.4. Application of Qualitative Characteristics    66 
3.7.5. Functional Qualities       67 
3.7.6. Educational Focus       68 
 
4. CONCLUSION OF STUDY       70 
4.1. Summary of Study        70 
4.2. Study Accomplishment       72 
4.3. Future Areas of Study       73 
 
 
 
 
 xi 
 
BILIOGRAPHY         75 
 
APENDICES         80 
 
 xii 
 
LIST OF FIGURES 
 
 
Figure 1. Black & Decker Project Mate .       2 
Figure 2. Norma Valley, the Toolbelt Diva on the Discovery Channel. 12 
Figure 3. Tomboy Tools Mother?s Day Gift Bouquet.    16 
Figure 4. Einstone Concrete Package.      32  
Figure 5. Dutch Boy Ready to Roll.      33 
Figure 6. OXO Hardware Tools.      34 
Figure 7. Tomboy Tools ?Pink for a Purpose? Hammer.   36 
Figure 8. Barbara K! Power Lite Drill.      39 
Figure 9. Tomboy Tools Current Drill.      41 
Figure 10. Dewalt ?Caution Yellow? Tools.     43  
Figure 11. Tough Tools by Newell Rubbermaid.     45 
Figure 12. Tomboy Tools Original Drill.      48 
Figure B1. Agnes Scott College Product Feedback Session 1.   81 
Figure B2. Agnes Scott College Survey 1.     82 
Figure B3. User Survey 1- Results from Question 1.    83 
Figure B4. User Survey 1: Results from Question 2.    84 
Figure B5. User Survey 1: Results from Question 3.    85 
Figure B6. User Survey 1: Results from Question 4.    86 
Figure B7. User Survey 1: Results from Question 5.    87
 xiii 
 
Figure B8. User Survey 1: Results from Favorite Drill.    88 
Figure C1. Agnes Scott College Product Feedback Session 2.   89 
Figure C2. Agnes Scott College Survey 2.     90 
Figure C3. User Survey 2: Results from Question 1.    91 
Figure C4. User Survey 2: Results from Question 2.    92 
Figure C5. User Survey 2: Results from Question 3.    93 
Figure C6. User Survey 2: Results from Question 4.    94 
Figure C7. User Survey 2: Results from Question 5.    95 
Figure C8. User Survey 2: Results from Question 6.                          96 
Figure C9. User Survey 2: Results from Question 7.               97 
Figure C10. User Survey 2: Results for Favorite Drill.               98 
Figure F1. Empower Brand Identity Board.              108 
Figure F2. Empower Mood Board.               111 
Figure H1. Empower Logo Guidelines.               116 
Figure I1. Empower Logo Survey.               117 
Figure J1. Lyday Tools Cordless Drill.               118 
Figure J2. Walnut Hollow Designed for Her              118 
Figure J3. Vax Drill.                   119 
Figure L1. Empower Drill, Tool Bag, and Packaging Sleeve.            123 
Figure L2. Empower Drill Handle.               124 
Figure L3. Empower Venting and Label Pocket.              124 
Figure L4. Integrated Battery Pack.               125 
 
 xiv 
 
Figure M1. Thumbnail Sketches of Drill Concepts.            126 
Figure M2. Initial Drill Rendering.              126 
Figure M3. White Model 1.               127 
Figure M4. White Model 2.               127 
Figure M5. Empower Drill Sketch, Side View.             128 
Figure M6. Empower Drill Sketch, Top View             128 
Figure M7. 3D Rhinoceros Model.              129 
Figure M8. CNC Foam Model.               129 
Figure M9. Renshape CNC Model.              130 
Figure M10. Hollowed Final Model with Existing Drill Components.          130 
Figure M11. Final Model of the Empower Drill.             131 
 
 1 
 
1. INTRODUCTION TO PROBLEM 
 
1.1 Problem Statement 
Marketing firms and large corporations are just beginning to focus on women as 
an important consumer group. Only in the last ten years have marketers and retailers 
recognized how crucial women are in purchasing decisions. Women are becoming 
equally important in traditionally male-dominated markets. The number of products 
being designed for women is small but increasing rapidly. According to Datamonitor, a 
well-known online data analysis company, ?in 2001, 3.6% of all new products were 
specifically tailored to women. That number more than doubled to 7.9% in the first half 
of 2005 alone? (Korn, 2005). This data suggests that corporations want women?s business 
and are working to understand what female consumers want and how products might be 
designed more specifically for men or women. 
This thesis details a design approach that would provide guidelines for the design 
of home improvement tools and products that accommodate women?s unique needs.  
Because women look for different things than men when buying merchandise, it is crucial 
to understand these differences in order to develop products that are designed for the 
female market.  
Today, increasing numbers of women are purchasing goods such as power tools 
and home improvement products that have traditionally been associated with men and the
male consumer market. More and more single women are becoming homeowners, either 
due to divorce or delayed marriage, and are willing to tackle home repairs and 
enhancements by themselves. According to Barbara Kavovit, owner of Barbara K! tools, 
women are choosing to complete home improvement jobs primarily to save money, but 
also for self fulfillment and satisfaction (Specialists in Business, 2005). When taking on a 
project, most women seek guidance from hardware store employees or through television 
home improvement shows. Additionally, women also seek guidance from friends, home 
improvements books, and do it yourself workshops at local home improvement stores. 
(Specialists in Business, 2005). 
 
 
 Figure 1. Black & Decker 
Project Mate. 
 Large home centers such as Lowe?s and Home Depot have recognized that their 
female customer base has increased greatly and have responded in recent years by 
making their stores and their marketing more 
welcoming towards female customers. Additionally, 
Black and Decker tool company has recognized the 
importance of female consumers and recently 
introduced several tools to the market that were 
designed with women in mind, including a 
multipurpose power tool called the Project Mate 
(Figure 1), a pair of cordless power scissors, and a cordless glue gun with heating base. 
Companies such as Makita and Ryobi have also made their tools more accessible to 
women by offering lighter weight and smaller versions of some power tools.  
Tomboy Tools and Barbara K! are women owned and operated companies that 
have been founded in response to the growing need for female-friendly home 
 2 
 
 3 
 
improvement tools. These companies have designed tool kits specifically for women and 
are working to make hand and power tools more accessible to female consumers through 
better ergonomic design and education. Unfortunately, these companies do not have 
strong brand recognition and have limited availability and visibility, thus restricting these 
companies from meeting their target market?s needs.  
Despite the progress that has been made towards marketing to women by home 
centers such as Home Depot and Lowe?s, home improvement retailers still have a strong 
fear of alienating men. Currently, no sections in these stores are specifically devoted to 
women. Tool lines that are for women are a rare commodity in these stores; in fact, 
Barbara K! tools for women are available only in-store at the Manhattan Home Depot 
location in New York City. Companies such as Ryobi and Makita, while introducing 
power tools that are more user friendly for women, have also avoided committing to 
designing products ?for women.? Only a few companies are willing to call attention to 
hand and power tools designed specifically for women; almost all of these, with the 
exception of Black and Decker, are owned and operated by women. 
The information gained from studies of the increasing home improvement market 
reveals an unmet market opportunity for a well-designed, female-friendly line of power 
and hand tools associated with a well-known company or brand.  
 
 
 
 
 
 4 
 
1.2 Need for Study 
 The roles of men and women have changed drastically over the last century. 
According to a Census analysis by the New York Times, today 51% of American women 
are ?living without a spouse, up from 35 percent in 1950 and 49 percent in 2000? 
(Roberts, Sabar, Goodman, & Balleza, 2007). Another change is the number of women in 
the American labor force. Approximately 47 percent of women are a part of the 
American workforce and are earning their own income as opposed to 30 percent in 1950 
(Borinstein & Meer, 1990).   
 ?Working-age women now expect different things in life ? from their jobs, from 
their spouses and from the products and services they buy. Businesses have made varied 
progress in catching up to their needs, and some have been more successful than others. 
In some cases, it is a matter of introducing or adapting products to women?s needs; in 
other cases, it is necessary only to present existing features in a different light? (Myers, 
1996). 
This study will examine what women are seeking when it comes to home 
improvement products, what tools they use, and what their needs are, as well as what they 
find problematic. This examination will lead to the development of a design approach 
based on women?s wants and needs. The approach will be applied to the design of a 
cordless power drill and its accessories (i.e., battery pack, charger, and tool bag/box). 
Because of the importance of brand recognition in the market, additional guidelines will 
be developed to create a graphic identity and packaging system. The redesigned cordless 
drill and its packaging will serve as an illustration of the proposed guidelines and will 
 5 
 
demonstrate the changes that could be made to tools and branding in order to address the 
needs of women.
 
1.3 Definition of Terms 
Common terms used in the home improvement industry and marketing to women needing 
clarification follow: 
ABS (acrylonitrile butadiene styrene) ? a common thermoplastic used to make light, 
rigid, molded products. 
Big-Box Stores ? a superstore that is often a single story building located in suburban  
areas of the United States and carries a large volume of merchandise. (e.g. Target 
or Lowe?s). 
Brand Loyalty ? feeling an allegiance to a brand or company and its products. 
CNC (computer numerical control) ? a computer operated machine that reads code from 
 3D models and translates them into a tool path, which then cuts out the desired 
 object.  
Commodity ? a good or service whose wide availability typically leads to smaller  
profit margins and diminishes the importance of factors (as brand name) other 
than price. 
Design ? the creative art of executing aesthetic or functional designs. 
Do-It-Yourselfer (DIYer) ? a person who works on home improvement projects rather  
than hiring a professional. 
Do-It-Herselfer ? a woman who works on home improvement projects herself rather  
than hiring a professional to complete the task. 
 6 
 
Empower ? to promote the self-actualization or influence of; to provide with the means or  
 opportunity 
Feminism ? the theory of the political, economic, and social equality of the sexes;  
organized activity on behalf of women's rights and interests. 
Feminine ? characteristic of or appropriate or unique to women  
Gender ? the behavioral, cultural, or psychological traits typically associated 
with one sex. 
Home Buyer ? a person who has recently purchased a place of residence  
Home Improvement ? the act of repairing, renovating, or decorating one?s home 
Home Owner ? a person who owns his or her place of residence (i.e., a house, a 
condominium, an apartment, a mobile home, etc.) 
Hotspots ? areas on a tool handle that can create friction which in turn can irritate the  
user?s hand 
Identity ? the distinguishing character or personality of an individual. 
Infotainment ? television that is both entertaining and educational. 
Lifestyle brands ? a brand that reflects an image that is the way of life of an individual,  
group, or culture. 
OEM (Original equipment manufacturer) ? when one company purchases a 
manufactured product from another company and resells the product as its own, usually 
as a part of a larger product it sells.  
Market ? a specified category of potential buyers. 
Modern ? of, relating to, or characteristic of the present or the immediate past  
Niche Market ? a very small segment of potential buyers. 
 7 
 
Pocketbook Power ? the power and influence of women in making purchases for their  
families; power gained by women?s control of her family?s money and purchasing 
decisions. 
POP (Point of Purchase) ? a freestanding display or stand that is used to promote a 
product for purchse 
Purchasing Agent ? one that acts or exerts power to make consumer or purchasing  
decisions. 
Renshape ? a plastic composite material that is used for high quality models and 
 prototypes 
Rubber overmold ? an elastomer that is often used on handles to give it a tactile softness 
and a non-slip surface 
Segment ? one of the constituent parts into which a body, entity, or quantity is  
divided or marked off by or as if by natural boundaries. 
 
1.4 Assumptions 
For this research study, data and information from secondary sources, such as 
scholarly journals, books, magazines, and the Internet, will be used. It will be assumed 
that the facts and information given by these sources are accurate and based on factual 
information. It will also be understood that the authors of such studies are experts in their 
respective fields and are credible individuals.  
The social beliefs, world view, and personal philosophy of the researcher and 
author of this study may influence the outcome of this study. The person responsible for 
this study is a feminist and an activist for women; her purpose in researching this area 
 8 
 
was to help meet an unmet need of women pertaining to home repairs and home 
improvement. The goal of this thesis is to create a design approach that will help 
designers, both female and male, to develop home improvement products to meet 
women?s needs and help empower them to be independent and to try home improvement 
projects by themselves.  
This study aims to benefit as many types of women as possible and meet their 
many different needs. Realistically, this study will help define the needs of middle class 
American women who are interested in home improvement and who share a common 
background with the author of this study. Despite differences between women including 
class, race, age, education, and ability, this study will aim to be as inclusive as possible 
and to address the needs of women from all realms of life who are looking to improve 
their homes.
 
1.5 Scope and Limits 
This thesis study will focus on American women consumers living in the 
Southeast, specifically in Alabama and Georgia. Due to the physical location of Auburn, 
Alabama, the author of this study will have access to a diverse population of women. The 
majority of women in Auburn are traditional white, middle to upper middle class, 
educated American women from Alabama who may or may not know how to use hand 
and power tools. This type of subject will limit results of the study to what this group of 
women wants, though it will be supplemented through the literature review and 
interviews with industry experts. 
 
 9 
 
1.6 Anticipated Outcome 
It can be expected that this study will show the depth of women?s involvement in 
the home improvement industry and their need for a specialized, more accommodating 
line of tools. This study will highlight the increase of women home buyers and the 
expanding number of Do-It-Herselfers. Because women are more frequently becoming 
home owners and choosing to make repairs or enhancements to their homes, their needs 
regarding proper and suitable tools for women are becoming more and more apparent. 
This study seeks to provide a guideline to help designers understand some of the 
differences between men?s and women?s unique needs. This design approach will serve 
as an example to aid others in designing home improvement tools for women. 
 
1.7 Literature Review 
Home Improvement is a rapidly growing movement in the United States. Many 
Americans are becoming involved as Do-It-Yourselfers in an effort to save money and to 
increase the values of their homes. Others have begun doing home repairs and 
enhancements themselves to gain new skills and self-confidence, while using it as a 
source of entertainment. This trend has caught the interest of many women, both married 
and single, looking to improve the appearance of their home and the quality of their lives.  
The home improvement trend is reflected in the American culture and the media. 
Numerous television shows now focus on home d?cor and home improvement; in fact,  
several network cable channels are devoted to the DIY movement. Home improvement 
books and magazines are widely available. Additionally, the internet has become a huge 
resource for those completing home projects without the help of professionals. Today, 
 10 
 
television shows, home repair guides, decorating magazines, and Internet sites focus on 
the growing numbers of women involved in home improvement.  
Home stores and home improvement product manufacturers have taken notice 
that many of their customers are now women. Home improvement stores have changed 
the interiors of their stores to better accommodate women and their shopping behavior. 
Tool companies are producing tools that are more ergonomically correct for women. Still 
other companies are creating innovative packaging solutions to attract women. 
Companies in the home improvement industry are making considerable changes to win 
the loyalty and the business of their growing customer segment, women. 
 
1.7.1 Home Improvement Television 
 Home Improvement Television has opened up the world of home repair and home 
d?cor to millions of Americans and is a driving force in the popularity of the Do-It-
Yourself movement (Dyer, 2003). Home Improvement is more popular today than ever 
before, and this is evident by the number of DIY oriented television programs available 
to the public. According to a 2006 Neilson Media report, Home and Garden Television 
(HGTV) ranked thirteenth out of twenty cable networks for the number of viewers during 
peak evening hours (Hill, 2006). Currently, several television stations are devoted solely 
to DIY television, such as HGTV and the DIY Network; however, more and more 
network television channels are jumping on the bandwagon to join this ever-growing 
trend by creating their own versions of do-it-yourself (DIY) television.  
First popularized in the 1980s by PBS?s This Old House, home improvement 
television has become as entertaining as it is informative. Today, HGTV dominates 
 11 
 
?infotainment? television with its full line of home repair and home decorating shows 
that take viewers through the world of home improvement in thirty minutes, transforming 
outdated or worn rooms into beautiful modern masterpieces. Viewers get drawn into the 
shows by the promise of something better and more beautiful. Robert Thompson, director 
of the Bleir Center for Television and Popular Culture at Syracuse University in New 
York suggests that, ?HGTV is to [PBS?s] ?This Old House? what Nickelodeon was to 
?Sesame Street.? This Old House ... was instruction that you hoped was entertaining. 
[HGTV is] entertainment that you hope is instructional?? (Hill, 2006). 
 The personalities of the designers, carpenters, and hosts play a huge part in the 
appeal of home improvement television. The shows give viewers an opportunity to learn 
how to improve their homes from these experts and tradesmen, while being entertained 
by familiar faces. Many of these recognizable visages belong to women, female 
carpenters and designers, who now serve as role models for women and girls interested in 
completing home repair and d?cor projects by themselves. The females on television help 
other women to view themselves as capable individuals who can complete projects 
around the home that once may have seemed daunting and impossible. 
Women often seek information before tackling a home repair project and are 
using DIY television for educational and instructional purposes. Home improvement 
television is becoming a source of education and a project reference for many, including 
many women. Approximately half of women who plan to undertake a home improvement 
project seek guidance from home improvement shows or from someone at their local 
home improvement store (www.bejane.com). ?Emboldened by redo shows like TLC?s 
?Trading Spaces,? and Discovery Home Channel?s ?Tool belt Diva,? [on which] girls do 
drywall, women made 43 percent of purchases in the $215 billion home improvement 
market last year? (Furman, 2006). 
 
 
Figure 2. Norma Valley, the Tool belt Diva on the Discovery Channel 
Home improvement television will continue to grow in popularity as greater 
numbers of Americans see that they can beautify their homes without the help of a 
professional. Television shows make home improvement approachable and reachable to 
the masses. Not only does it educate those who are novices, it also sparks people?s 
imaginations and their creativity to conceive of what their homes could become. 
 
 1.7.2 Home Improvement Books for Women 
 In addition to a growth in the number of home improvement television shows 
targeting women, an increasing number of home improvement books have been 
published with women in mind. Currently numerous books, which target women who are 
interested in home improvement or home d?cor are on the market. Many of the books 
cover general home improvement topics such as tiling, rewiring lamps, and gardening, to 
name just a few, and are written for both female and male consumers. Lowe?s and Home 
Depot have published their own lines of how-to books.  
In recent years, larger numbers of home improvement books have been written by 
female authors for a female audience. Several of these are written by female carpenters 
 12 
 
 13 
 
and designers from home improvement television shows who are familiar to many 
women and who are deemed trustworthy professionals. Other references have been 
developed by online gurus Be Jane and tool entrepreneur Barbara K! All of the books 
claim to make home improvement more approachable and manageable for women 
through better instructions and clearer visuals (Appendix A). These references promise 
step-by-step instructions through common home repairs and project the message that 
women are capable of doing-it-themselves. Many books targeting a female audience 
focus on the outcome of completing a home project by including inspirational 
photographs of beautiful interiors. Emphasis is on including more visuals and less text.  
 
 1.7.3 Home Improvement Magazines 
 Magazines are another common source of home improvement information for 
women. Home d?cor and home improvement magazines are often located in the women?s 
magazine section in bookstores and supermarkets. Women?s magazines such as Martha 
Stewart Living and Better Homes and Gardens are featuring home improvement and 
home d?cor projects as regular columns in their magazines. Women?s magazines devoted 
to home projects tend to be oriented towards decorating interiors, refinishing furniture, 
and painting techniques. These magazines focus on the end result of a project and explain 
how to achieve the look that has been shown. Often, before and after pictures are 
compared to illustrate the difference a little work can make to the appearance of a room, 
which ultimately can improve the person?s quality of life. Glossy pictures, beautiful 
interiors, and creative ideas help sell many home oriented magazines to women in search 
of ideas to improve their homes. 
 14 
 
 1.7.4 Home Improvement Websites and Online Communities for Women 
 Home improvement information is widely available online for DIYers and 
includes websites specifically devoted to the Do-It-Herselfer. The Internet has 
revolutionized the way in which people seek information, as well as how they make 
purchases. Within the home improvement industry, the Internet has given millions of 
Americans the ability to find resources to help them through the challenges of home 
projects. Additionally, websites available to the public often have project pages that 
inspire the viewers? creativity and their desire to change their environment by doing-it-
themselves. 
Both Home Depot and Lowe?s have sections on their website devoted to planning 
projects. Home Depot?s project planning section is called ?Get Inspired? and is devoted 
to beautifying one?s home through a variety of projects, from outdoor patios and 
gardening to trendy interiors influenced by other cultures. This section of the website has 
a similar feel to a home d?cor magazine but allows customers to be inspired and then to 
achieve that look in their own homes by buying the products.  
Lowe?s project-focused website page is called the ?Project Center.? It includes 
extensive information regarding a variety of home projects and a very useful interactive 
design tool, which allows the user to design room plans and to choose paint colors, 
among other things. The website also has printable questionnaires that help homeowners 
find their design style and plan for their upcoming renovations. It asks important 
questions about the user?s preference in style, material, color, and so on, and gives 
examples of products that are available to complete the desired home project. Lowe?s 
 15 
 
?Project Center? web page does an excellent job helping homeowners establish their 
home improvement goals and gives them the tools they need to redesign their home. 
The Internet has a plethora of home improvement resources that are not associated 
with home centers. Home and Garden Television, the DIY Network, and Fine Living, all 
channels owned by Scripps network, have extensive websites that give their viewers 
design and d?cor ideas to improve their homes. These websites are extensions of their 
television programs and offer their fans a broad source of information. Additionally, 
these websites include practical information about home repair projects and give the 
necessary information to teach the user to do-it-themselves. Often, these websites have 
online videos that give step-by-step instructions on specific projects. The sites are well 
organized and are easy to navigate, making it possible for users to easily find the desired 
instructions they need in order to complete their DIY project. 
BeJane is an online resource designed specifically to teach women how to 
complete DIY projects on their own. The company BeJane was founded by two young 
professional women who, through their own experiences as single home buyers, 
recognized that other American women needed an accessible resource to help educate 
them about home improvement. The website offers how-to project information, a 
community forum, and videos that demonstrate how to improve one?s home. 
Additionally, BeJane.com has a page devoted to a featured member, or ?featured Jane,? 
who is very active in home improvement and very proficient with power tools. This 
section is inspirational and encourages BeJane viewers to see themselves as skilled 
women who can tackle home repair projects.  
 There are numerous home improvement and decor websites, some that target 
women , and others that are general resources. The Internet has made finding information 
on regarding home improvement and home d?cor very easy and accessible to millions.  
 
 1.7.5 Tools as Gifts: Holiday Gifts and Bridal Registries  
 The Internet?s influence has made gift giving much easier. Today, many large 
retailers, including home stores such as Lowe?s and Ace Hardware, have online gift 
registries to help customers find the perfect gift for their loved ones.  
 
 
Figure 3. Tomboy Tools 
Mother?s Day Gift 
Bouquet 
 Giving tools to women is another growing trend. According to Move.com, an 
online real estate information and support company, 
gifting moms with tools on Mother?s Day is now nearly 
as popular as giving tools to dads on Father?s Day (King, 
2007). In fact, Good Housekeeping reports that ?more 
gifts are purchased at [Home Depot] for Mother's Day 
than for any other holiday? (Meyers, 1998).   
For Mother?s Day 2007, Tomboy Tools 
introduced a tool bouquet as an alternative to traditional 
gifts (Figure 3). ?What better way to introduce our all-
pink line of tools than with a special Mother's Day 
Bouquet to replace the perennial gifts such as flowers, candy or in some cases, lobster-
shaped earrings," said Janet Rickstrew, Tomboy Tools CEO and co-founder (AOL 
Money & Finance online). 
 16 
 
 17 
 
  Another growing trend in home improvement is the popularity of including home 
improvement products on bridal registries. Couples more and more are adding hand and 
power tools to their wedding registries (Magiera, 1993) and are registering for these 
products online using the websites of stores such as Home Depot, Lowe?s, and Target. 
Home Depot?s bridal registry, established in 1992, accounts for 72 percent of its total gift 
registries (Chen, 1997). According to Modem Bride magazine, the trend for wedding 
presents is buying gifts that are sensible and are things that the couple would use such as, 
furniture, sports gear, and tools (Granfield, 1991). With the increase in the age of those 
marrying, tools and other home maintenance products are becoming the practical gifts for 
those couples who have already established their households. Gift registries are helping 
those engaged to determine what they want and need; for wedding guests, online and in-
store registries such as those of Home Depot and Ace Hardware are helping them find 
suitable gifts for the bride and groom-to-be.   
 
1.7.6 Single Women and Home Buying 
 
While some women are marrying and setting up homes with their husbands, many 
others are not. The number of single women in America continues to rise and is projected 
to increase further as more and more women delay marriage, get divorced, decide not to 
remarry, live longer, and are widowed. In fact, today there are more unmarried women 
than ever before (Drew, 2006). According to The State of the Nation?s Housing 2004, a 
report published by Harvard University?s Joint Center for Housing Studies, 75 percent of 
single or unmarried women are classified as single mothers, young women on their own, 
middle aged singles, and seniors living alone. The other 25 percent of single women are 
 18 
 
women living with roommates and other adult family members or unwed women living 
with their partners. 
 Today, many single women are buying homes. According to the National 
Association of Realtors? 2004 Survey of Home Buyers and Sellers, ?the share of single 
female homebuyers increased from 14 percent in 1995 to 21 percent in 2003? (Drew, 
2006), making single women the second-largest group of home buyers in America, just 
behind married couples.  
A study by Fannie Mae projects that by 2010, women-headed households will 
represent approximately 28% of the U.S. total or about 31 million American households 
(Tsao, 2005). Even married women are more frequently naming themselves as the head 
of their household, from 11 percent in 1993 to 26 percent in 2003 (Drew, 2006).  
Women in the U.S. have more spending power and financial wealth than ever 
before. ?It would be difficult to find a group of working people in all of history that has 
improved its position as dramatically or in as short a period of time as American women 
have during the past two or three decades? (Borinstein & Meer, 1990). Modern women 
are in greater control of their economic futures and do not have to wait until marriage to 
invest in a home. In fact, buying a home is now viewed as a smart financial decision and 
a better option than renting for many single women, especially by young, financially 
independent women (Drew, 2006).  
Buying for Themselves: An Analysis of Unmarried Female Home Buyers, a report 
published by Harvard University?s Joint Center for Housing Studies, states that young 
single female home buyers tend to prefer condos located in urban areas that frequently 
include extra amenities and added security. More than 40 percent of these condos were 
 19 
 
built before 1970; 15 percent were built after 2000 (Drew, 2006). Single mothers, on the 
other hand, often choose to purchase single family homes over condominiums (Drew, 
2006).  
Single women tend to have less purchasing power when buying a house and less 
money to spend on home improvement and repair projects than married couples or 
unmarried men. ?Unless they benefited from equity appreciation in a previous home, 
most [unmarried female home buyers] face the housing market with less purchasing 
power than other types of buyers? (Drew, 2006). ?Married couples, who were 63 percent 
of all recent buyers, accounted for 75 percent of remodeling spending by this group in 
2002-3, with over $58.2 million spent. Unmarried men were second with $10 million, 
while unmarried women spent a total of $9.3 million, or an average of just under $5,000 
per household with a remodeling project during this period? (Drew, 2006).  
While some women are comfortable with the idea of maintaining their homes 
themselves, others are not. A Sears study of female homeowners found that many 
?women are worried about being responsible for their home on their own? (Tsao, 2005). 
Owning a home and maintaining it are big responsibilities, especially for singles. 
 
 1.7.7 Marketing to Women 
 Managing the American home has traditionally been the job of women, whereas 
maintaining it has been the responsibility of the men. However, the social roles of 
American women have changed significantly since the middle of the twentieth century. 
Much of this change started during WWII as women helped keep the U.S. economy 
afloat by going to work in factories as their male counterparts went to war. For many 
 20 
 
women, this was their first opportunity to earn their own income. Following the war, 
many women continued to work, while others returned to their traditional position as 
keepers of the home. ?Since the onset of the feminist movement, female roles have 
undergone considerable change. Decades later, further social and economic changes ... 
cemented the importance of the female [consumer] segment? (Hupfer, 2002). Today, 
women have considerable ?pocketbook power? and influence well over half of all 
purchases made by their families (Johnson & Learned, 2004, pg.ix).  
 Marketers and big business have recognized the strength of the female consumer 
only in the last ten to fifteen years and now see this market as a huge business 
opportunity. Women are earning more money and are continuing to make the majority of 
purchasing decisions for their families, which more frequently are products in 
traditionally male-oriented markets. ?Government agencies do not break spending down 
by gender. But market researchers in specific segments estimate that women are driving 
most retail purchases, even in categories traditionally considered to be dominated by 
men? (Ecklebecker, 2005). 
 The home improvement industry traditionally has been a male-dominated, 
contractor-based market and has had to change its business and marketing strategies in 
the last ten years to accommodate women. As marketing expert Lisa Johnson observed in 
2005, the home improvement segment has approached female consumers through 
transparent marketing. Using this method of marketing, companies are targeting women 
indirectly through advertising and merchandising and avoid labeling products or services 
as ?for women.?  
 21 
 
 Home improvement retailers have developed subtle ways to make female 
shoppers feel more comfortable in their stores, without alienating men (Johnson, 2005).  
Lowe?s was the first home store retailer to recognize women?s influence in regards to 
which home improvement projects were pursued by a household. Even though men often 
were doing the work, Lowe?s saw that women controlled ?the design schemes, and 
consequently, the purse strings? (Facenda, 2003). After realizing the importance of the 
female consumer, Lowe?s took steps to research women?s shopping habits and 
determined that the established warehouse atmosphere needed to be made more female-
friendly. Lowe?s, followed by Home Depot, widened shopping aisles, installed brighter 
lighting, and set up display vignettes; they even changed the way products were arranged 
and grouped to better suit women and the way they shop.  Additionally, both added high-
end, designer brand products, such as Ralph Lauren paints and Bosch appliances, to 
appeal to women and to win their business.  
Many of the big box retailers have added design centers focusing on home d?cor 
products such as interior paint and wallpaper. Home Depot introduced the Design Place 
into many of its stores as a means to attract female customers (Home Channel News, 
2003, March). Ace Hardware followed suit by offering ?a new in-store d?cor package? 
which is more female-friendly. According to Ace?s marketing manager, John Venhuizen, 
women are an asset to Ace because they are good customers and spend approximately 
fifty percent more than male customers in one shopping excursion (Home Channel News, 
2003, March). 
Female consumers prefer big box stores for their shopping, including for their 
home improvement needs (Allen, 2005).  Home Depot, Lowe?s, and others will continue 
 22 
 
to make modifications to their stores, product lines, and overall image in order to retain 
their female patrons. 
 
1.7.8. Commercials and Advertisements Targeting Women 
 Home stores, tool companies, and home improvement product suppliers are 
reaching out to the growing number of women in the home improvement movement 
through print and television campaigns.  
Home Depot?s current True Stories Campaign tells the stories of women who 
have transformed their homes and the quality of their lives through home improvement 
and gardening projects. In one of these advertisements, a middle-aged single mother with 
high school aged children discusses her journey into homeownership, as well as the 
process she went through to renovate her home and to make it a beautiful, comfortable 
space for her family. Another commercial is about a single woman who turns her 
apartment building into a community of friends through gardening and improving the 
shared outdoor space. The True Stories Campaign strives to convince women that they 
too can take on household repair projects and be successful in doing so.  
Lowe?s current commercials sell home improvement as a way to build 
communities and strengthen families. According to Lowe?s spokeswoman, Chris Ahearn, 
the North Carolina retailer seeks to make ?an emotional connection with homeowners, 
because people?s homes are still the most important things to them? (Caulfield, 2001). In 
one commercial, a husband and wife are shopping in Lowe?s. When they go to the garden 
section, the wife imagines that she is gardening and picking flowers with her future 
daughter. The father, in turn, imagines playing in the family yard with his future son. 
 23 
 
Lowe?s illustrates home projects as a way to improve one?s quality of life and to build 
one?s future. 
Home improvement supply companies, such as Dutch Boy and Einstone, are also 
seeking to make home improvement appealing to women through strong marketing and 
advertising campaigns. In 2003, Dutch Boy released a series of female-friendly 
commercials and promotional ads of its revolutionary Twist n? Pour container (Kern, 
2003). Robert Falls & Co., a Cleveland-based PR firm, led this promotion and 
successfully placed product advertisements of the Twist n? Pour in thirty mainstream 
consumer magazines and sixty major newspapers. Additionally, the product received 
coverage on Good Morning America and on Home and Garden Television 
(www.robertfalls.com). 
 Einstone, like Dutch Boy, desires the attention and the business of female 
consumers and is working to reinvent concrete as a product for sophisticated women.  
Through its advertising campaign, in which the concrete bag is carried by a well-dressed 
woman who appears to be coming from a chic boutique (Kern, 2003), Einstone seeks to 
change the public?s perception that concrete is messy and unmanageable; the concrete 
company has reinvented itself in an effort to create a new market and a new clientele. 
According to Ms. Sampson, the director for the Prince Program in Retail Management at 
Simmons College, many traditional markets are oversaturated; as a result, companies and 
marketers have to seek out new business opportunities, such as the female consumer 
market, in order to gain sales growth (Ecklebecker, 2005). 
 
 
 24 
 
1.7.9 Branding: Connecting with the Female Consumer 
 A company?s brand and brand message is key when trying to connect with 
consumers. According to Home Channel News, a news and analysis publication for the 
home improvement retail industry, tool companies and home improvement retailers will 
best attract the female consumer by creating product brands that focus on the end result 
or present a ?solution-oriented story? (2003, June 16). Tapping into women?s emotions is 
a key way to connect with the female DIYer.  
?Meaningful brands exist to provide those consumers with the associations, 
experiences and community in which they desire to participate? (Arnell, 2006). Modern 
women want to be able to relate to the brands that they are buying and what the brands 
stand for. Today, consumers are more invested in the brands of products they use and use 
these brands as a means to express who they are (Arnell, 2006). Brands are not just about 
what products a company sells but what lifestyle and qualities they project.  
In the home improvement industry, this means that home centers and tool 
companies must have an image to which women can relate. In recent years, home 
improvement retailers, Home Depot and Lowe?s, have changed their brand identity to 
reflect their shifting clientele, now more Do-It-Yourselfer and female oriented, and their 
attitude towards these consumers. Since 2003, Home Depot?s tagline has been ?You can 
do it, We can help? and sends a message of self-reliance and customer service. Its 
previous tagline, used from 1999-2003, was "The Home Depot: First In Home 
Improvement!? Lowe?s current slogan, ?Let?s build it together,? is very community 
oriented and evokes a sense of camaraderie and companionship. Before 2006, 
?Improving Home Improvement? was synonymous with Lowe?s. Ace?s existing tagline 
 25 
 
?Ace, the Helpful Place? reflects the company?s commitment to its customers and to 
great customer service, a key characteristic to win women?s loyalty.  
The taglines of major home stores reflect the influence of the Do-It-Yourselfer in the 
home improvement movement. Home improvement is now about empowering people to 
make changes in their homes and communities themselves. These messages of inclusion 
and community appeal to a growing female audience of DIYers. 
 
1.7.10 Women in the Do-It-Yourself (DIY) Movement 
 Women from a variety of backgrounds and ages are involved in the DIY 
movement. While home improvement was once a contractor-based, male-oriented 
market, today this is no longer true. Female DIYers have become more visible in this 
sector and are initiating more projects than ever before. ?While women have traditionally 
been keepers of the home, the housing boom of recent years, gradual shifts in gender 
roles, and an increasing number of households headed by single females have helped 
boost women?s interest and involvement in home projects? (Tsao, 2005).  
Multiple studies have shown that women are influential in the home improvement 
market as consumers, decision makers, and project initiators. ?Women initiate more 
project ideas themselves than men: 43 percent compared with 38 percent? (Clough, 
2005). According to a Lowe?s study, women have input in four out of every five home 
improvement decisions. An Ace Hardware survey revealed that sixty-two percent of 
American women are completing DIY projects on their own. Additionally, it has been 
reported that at least half of Home Depot and Lowe?s customers are women (Howell, 
2002). ?Another major survey, recently conducted by market researchers ACNeilson 
 26 
 
PanelTrack and Hardlines, an electronic news service for the home improvement 
industry, indicates that women now make 80 percent of the decisions about where to go 
shopping and 94 percent of the decisions about which home improvement projects to 
pursue? (Allen, 2005). 
Women are completing home projects often because many live alone and are 
unable to find reliable help or afford professional work. Frequently, women are choosing 
to complete home improvement projects to save money, gain a sense of independence, 
have fun, and improve their quality of life. According to Melissa Birdsong, director of 
trend forecasting and design for Lowe?s, many women find DIY projects fulfilling and 
empowering due to the money they save and the sense of self accomplishment they gain 
(Home Channel News, 2003, June). For others, undertaking home improvement projects 
and using tools make them feel powerful and independent. In fact, a 2004 Sears study 
found that  83 percent of participants, all of whom were women, stated that working with 
tools made them feel empowered and independent (Tsao, 2005). Another study found that 
home improvement and home d?cor projects are a means for creative self-expression. ?49 
percent [of women surveyed] say that they enjoy expressing themselves creatively 
through home improvement and 36 percent through home decorating? (Taylor-Smith, 
2006).  
In Impact in Household Composition on Home Improvement Decisions, a study 
by the Joint Center for Housing Studies, Harvard University, Bogdon (1996) found that 
household characteristics such as income, education, and number of residents help 
determine whether a household will complete home improvement projects themselves or 
will hire outside help (Baker & Kaul, 2000). Home improvement retailers and tool 
 27 
 
companies would benefit from marketing to young, professional women who are often 
single and have disposable income to spend. By gaining their attention early on, 
companies could gain a group of brand loyalists and lifetime customers. 
 
 1.7.11 Educating Women through Workshops and How-To Clinics 
 Teaching women about tools and how to complete home projects is another trend 
in the home improvement and tool industry. In the late 1990s and early 2000s, Home 
Depot and Lowe?s began offering general DIY clinics to the public, covering topics from 
floor and wall tiling to preparing for a hurricane. On May 14, 2003, Home Depot 
launched its Do-It-Herself workshops which are held quarterly. In a friendly 
environment, women learn home improvement skills and get advice pertaining to home 
improvement products. As John Costello, Home Depot?s executive vice-president of 
merchandising and marketing, points out, the Do-It-Herself workshops provide women 
with education, which in turn leads to sales opportunities and helps build the Home 
Depot brand (Tsao, 2005). Following the workshops, many women are eager to purchase 
the tools and products that were demonstrated. ?When the lessons stop, the students often 
shop? (Ridge, 2002). According to NBC Nightly News, the Home Depot?s Do-It-Herself 
workshops have done extremely well since they were introduced, increasing from 43,000 
participants in 2003 to 370,000 in 2007 (Burkey, 2007). 
 Lowe?s, like Home Depot, offers how-to clinics which teach basic home 
improvement skills. In recent years, Lowes? has partnered with Habitat for Humanity?s 
Women?s Build and offers specialized clinics to teach female volunteers basic home 
improvement skills. According to Chris Ahearn, Lowe?s director for public relations, 
 28 
 
Women?s Build clinics provide volunteers with ?two very important tools for success: 
how-to knowledge and the opportunity to practice new skills. These projects also have a 
ripple effect?individually they strengthen a woman?s confidence in her construction 
know-how, and collectively they reinforce the importance of working together to build 
stronger communities? (www.habitat.org). Lowe?s sponsorship of Habitat for Humanity?s 
Women?s Build reinforces its commitment to women and bettering communities 
throughout the United States. 
Both Home Depot and Lowe?s are committed to educating women about home 
improvement and recognize the strength of this consumer segment. Home Depot?s Do-It-
Herself clinics and Lowe?s Women?s Build workshops are unique ways to educate 
women and to build their involvement in home improvement.  
 
1.7.12 Tool Parties as a Source of Education 
Tool parties are another approach to educating women about tools and home 
improvement; they are offered by Tomboy Tools, a women-owned and operated 
company founded in 2000. The Tomboy Tools parties are similar to Tupperware or 
Pampered Chef parties, but the Tomboy Tools consultants focus on selling tools and 
teaching women how to use them. Sue Wilson, co-founder and former CEO of Tomboy 
Tools explained that ?it doesn?t do us any good to just put tools into a woman?s hands. 
We want them to know how to use them, and we want them to know how to complete 
projects? (Evans, 2002). Women are more willing to purchase tools if they know how to 
use them, and this shows the importance of including an educational component to win 
women?s business in the home improvement industry. 
 29 
 
Tomboy Tools has a comprehensive training program to teach its consultants, 
who are women, how to teach other women ?to become confident and competent 
DIYers? (Tomboy Tools promotional flyer). Consultants begin by purchasing a tool kit 
with essential tools, a training DVD, and other business materials. They are trained to 
teach women about specific beginner projects. An online message board is available for 
sharing ideas with other consultants, for support, and for networking. Tomboy Tools? 
consultants are located in many states across the U.S. and are now in Canada and the 
United Kingdom. 
In the words of Sue Wilson, ?Sometimes it?s intimidating for a woman to go to a 
hardware store when she really doesn?t know where to begin, and she feels stupid 
because she doesn?t know. So our whole point is that that?s okay with us because we all 
started there? (Evans, 2002). Tomboy Tools has made the home improvement experience 
better for many women through its educational tool parties and website. Women in need 
of basic tools no longer need to go to the hardware store; they can go on-line or contact 
their nearest Tomboy Tool consultant.  
 
1.7.13 Products and Packaging that Target Women 
 The number of products made specifically for women is increasing. ?In 2001, 
3.6% of all new products were specifically tailored to women. That number more than 
doubled to 7.9% in the first half of 2005 alone, according to Datamonitor?s Productscan 
Online new-product database? (Korn, 2005). During the Home Channel News Marketing 
to Women conference, female home improvement industry experts suggested that ?when 
repackaging and redesigning a home improvement product to appeal to women, make it 
 30 
 
lightweight, functional, and stylish, and provide clear and concise instructions (Home 
Channel News, 2003, March). 
In the past, products marketed towards women have often been a feminized version of 
a man?s product. A good example of this is the razor; until recently, a woman?s razor was 
a differently colored version but the same design as a man?s razor. With the introduction 
of the Venus razor in the early 2000s, the status quo in the shaving market changed, and 
companies began to study how men and women shave (Bittar, 2002). This example 
shows the value of researching the ways in which men and women use products. 
More than ever before, companies are producing lifestyle brands and products. As 
a result, consumers are buying into the idea that a specific brand or product is a statement 
of who they are. Peter Arnell, a regular columnist for Advertising Age, suggests that 
?Consumers not only buy your products, they buy into them? (Arnell, 2006). This 
statement suggests companies who understand their target market and project a lifestyle 
image might be successful in gaining extremely loyal customers because the brand or 
product is part of who the customers are and what they do, or even who the customers 
imagine themselves to be.  
Many women interested in home improvement and DIY projects take on such 
work often to feel independent and capable; thus, the products and brands targeting 
women should embody these feelings. Existing companies such as Tomboy Tools and 
Barbara K! connect emotionally with women by offering tools and education for women. 
They are creating a community of women who are either strong, independent women 
looking to do work on their own, or women who want to become that woman. They 
ultimately are selling confidence and knowledge. ?It?s not just the tools that are drawing 
 31 
 
women ? it?s the help the company provides in using the tools,? says Sue Wilson of 
Tomboy Tools (Evans, 2002). 
 Many retailers are hesitant to develop and to market products for women, 
especially within the tool and home improvement market. The influence and visibility of 
women as a strong customer base is still relatively new in these markets. However, 
ignoring women?s needs or not investigating them thoroughly may be a mistake because 
women are purchasing more home improvement equipment than ever before (Kern, 
2003). Several large retailers, such as Lowe?s and Target, are expanding their product 
lines to include more merchandise that focuses on women?s needs: lighter, scaled-down 
tools and beautiful packaging that focuses on selling the end result through pristine 
photographs (Arnell, 2006). 
 
 1.7.13.1 Educational Component and Ease of Use 
 Ease of use is a strong factor that designers should consider when creating 
products for women. Women want information that is straightforward and easy to 
understand. The technical jargon is best when omitted or scaled-back. Zircon, a 
Californian company that makes stud finders, has spent a great deal of time and resources 
developing products that are easy to use. ?We feel strongly that people, particularly 
women, are concerned with ease of use,? said Dan Harrell, director of communications 
for Zircon. ?All of our products are rigorously designed to be as simple as possible to 
understand and to use? (Kern, 2003). Their iSensor, a small stud finder available in candy 
colored translucent plastics, has been successful with women; in fact, approximately 
three-quarters of this product have been sold to women (Kern, 2003). Of all the stud 
finders offered at Lowe?s, Zircon was the only company to offer an educational DVD to 
teach customers the proper way to use the tool. 
 
 1.7.13.2 Packaging: Making DIY Projects More Convenient 
 
 
Figure 4. Einstone Concrete Package. 
Another way to appeal to women is to 
make home improvement projects more 
convenient and less messy. Einstone, a 
Miami-based company, has reinvented how 
concrete is sold. Packages of this company?s 
concrete come in manageable 40-pound bags, 
40 pounds less than standard bags that include 
premixed concrete and an activator. The 
redesigned packaging (Figure 4), inspired by 
ready-to-eat lettuce bags, has been updated to 
make the dirty task of using concrete more appealing (Kern, 2003 & Home Channel 
News, 2003, March). By making concrete more manageable and less messy, Einstone has 
reinvented its product as a creative medium for craft and small home d?cor projects and 
is now selling it in craft stores, a place where concrete had never previously been sold 
(Kern, 2003).  
Dutch Boy is a company that has also made great strides to better home 
improvement. The Twist and Pour paint container was developed to make the painting 
process less messy and the paint can easier to use and to store. The change in packaging 
makes the overall product more appealing and has resolved many of the problems with 
 32 
 
the old metal paint cans. By using features similar to a laundry detergent bottle (i.e., easy 
pour spout and blow molded handle), Dutch Boy, a division of Sherwin Williams, 
reinvented the paint can and in the process won over many women. 
 
 
Figure 5. Dutch Boy 
Ready to Roll. 
Following its great success with the Twist and 
Pour paint can, Dutch Boy introduced the Ready to Roll 
(Figure 5), a two-and-a-half gallon paint container with a 
built-in roller tray and easy opening lid. According to 
Adam Chafe, Dutch Boy?s vice president of marketing, 
consumer research conducted by Dutch Boy showed that 
?when it came to painting, the Ready to Roll paint container was far neater and far easier 
to use, transport, open and close, and more secure for storage than any of the other 
project-sized alternatives, such as three- or five-gallon buckets, or separate, one-gallon 
metal paint cans? (Packaging Digest, 2005). The innovative Ready to Roll is a product 
that makes painting, a favorite project of Do-It-Herselfers, simpler and less messy. 
Einstone and Dutch Boy?s innovative packaging benefits the consumer and helps 
make DIY projects more manageable and more appealing. By solving the problems of the 
existing packaging, both companies created products that make home improvement 
easier. 
 
 1.7.13.3 Ergonomic Adjustments 
When designing tools and tool handles, it is important to consider the hand size 
differences between men and women. Ames True Temper created a line of gardening 
tools called Earth Tools that were designed with women in mind. The tools are ?25 
 33 
 
percent lighter and 20 percent smaller than full-sized tools [as] women tend to have a 
smaller hand size [but still] want real tools that work and fit them? (Kern, 2003). 
 Female-friendly tool companies, Barbara K! and Tomboy Tools, both offer lines 
of tools that are marketed as ergonomically correct (i.e., lighter weight and smaller 
handle diameter). 
OXO International has taken a 
different approach to gaining the trust 
and business of female customers in 
the home improvement industry. Many 
women know the OXO Good Grips 
brand but associate it with ergonomic 
kitchen utensils. OXO has expanded 
its product line by adding hardware 
and gardening tools (Figure 6) and thus has given its loyal customers ergonomic tools for 
other areas of their lives.  
 
 
Figure 6. OXO Hardware Tools. 
 
 1.7.13.4 Emphasis on the End Result 
Home improvement product manufacturers and tools companies are altering the 
manner in which they market and sell their products. They are reinventing their products 
by thinking how and why women might use them. 
Campbell Hausfeld has marketed its paint sprayer to women, a product 
traditionally used by professional painters. The company discovered that the sprayer 
worked well for faux finish paint jobs and created a ?Custom Decorating Kit? for women. 
 34 
 
 35 
 
Instead of emphasizing the utility of the sprayer in its packaging, the company focused on 
the end results of a beautiful room to connect with women?s emotions (Kern, 2003). 
According to Pam Melton, senior product manager at Campbell Hausfeld, it is more 
important to focus on ?the emotion of getting the project done? than on the tool or 
product. Consumers are more interested in product performance and project results than 
product specifications (Home Channel News, 2003, June).  
According to Barbara Kavovit, owner of Barbara K! tools, ?it?s not about the tool, 
it?s about the whole packaging of the tools combined as one to enable you to accomplish 
the things around the home that you need to get done? (Rusch, 2005). Women?s focus 
when it comes to home improvement is the overall picture and how her life can be 
changed by the products she purchases. 
 
 1.7.13.5 Avoid Gender Stereotyping 
 Currently on the market, there is an overabundance of pink tool kits that are being 
sold as ?tools for women.? In American culture, pink is commonly considered a feminine 
color and is often associated with girls and women. In fact, apparel for infants begins this 
gender stereotype; blue clothing is typically for boys, and pink is for girls. This color 
trend continues to womanhood as many ?feminine? products are pink.  
 Pink is a topic of contention for many women. Some women love it, while others 
dislike it and find pink products condescending. In the razor industry, razors were 
generally designed for men and then later offered in feminine colors such as pink and 
sold as ?women?s razors.? Gillette?s Venus razor changed this cycle and revolutionized 
the woman?s razor. It was designed for the way women shave their underarms and legs 
and was initially only offered in turquoise. In the words of Michele Szynal, Gillette?s 
director of Global Communications, ?We really wanted something that women wouldn?t 
think was offensive? (Korn, 2005). 
 
 
Figure 7. Tomboy Tools ?Pink for 
a Purpose? Hammer. 
After being on the market for some time and proving its value, a pink version of 
the Venus was introduced (Korn, 2005). This 
example shows the importance of researching 
the consumer and understanding their needs. 
Producing a product that is pink does not 
automatically make it a woman?s product; the 
design of the product is the critical part. 
 ?No Pink Tools? was Denver-based 
Tomboy Tools? motto for its first six years of 
operation. In 2000, when Tomboy Tools was 
founded, the pink tools being sold to women were of poor quality and badly designed. 
Thus, the motto, ?No Pink Tools,? was developed. According to Janet Rickstrew, co-
founder and current CEO, the female founders of the company viewed pink tools as 
condescending and offensive. Recently, however, the company has changed its standing 
on the issue of pink tools. In 2006, Tomboy Tools developed a pink hammer (Figure 7) as 
a fundraiser for the Susan G. Komen Foundation. Following the fundraiser, requests for 
pink tools skyrocketed, and afterwards, the company launched a line of quality tools 
available in pink. According to Ms. Rickstrew, the company wants to dismantle the 
stereotype that pink tools are poor quality. Overall, the tool company created pink tools to 
meet the demands of its customers, who now have a choice of pink or blue tools.
 36 
 
 37 
 
2. INTRODUCTION TO RESEARCH 
This report is a compilation of research from a series of product feedback 
research, user surveys, and interviews with industry professionals in an investigation of 
tool design and designing for women. This summary of the research supports the need for 
specialized hand and power tools designed with women in mind. The work for this study 
is broken down into the three main categories mentioned above: product feedback 
research, user surveys and interviews with industry professionals.  
In each phase, the goal was to gain information about whether there is a need for 
tools designed to better accommodate women and whether this line of products would 
have a place in the mainstream tool and home improvement markets.  
It must be clarified that currently on the market several tool lines are devoted to 
women; however, the questions that arise are whether these tools are designed for women 
or if they are marketed in a manner to attract female consumers?  The difference between 
the two is vast, as the second is almost a disservice to the idea of tools for women.  
Another question that continues to surface is whether tools for women are really 
necessary and what, exactly, defines a ?woman?s tool.? Because of pink tool kits and 
other non-professional tools on the market geared toward women, some female 
consumers have a negative perception of what tools for women means. 
The climate is changing in the home improvement industry as the number of 
female consumers increases. Despite the changing client base, tool companies and home 
 38 
 
improvement retailers are reluctant to design products for women and, even more, to 
visibly market these products directly to women; there is a strong fear of alienating men 
and possibly even women. Additionally, no large tool company has taken steps to create a 
full line of tools for women, as it is seen as a risk too big to take.  
This study, however, supports a case for the design of tools modified to better 
accommodate women?s physiology, as well as to meet their product feature demands. 
During user surveys, numerous women expressed interest in this topic and were curious 
to know how a drill designed for women might differ from the ones currently on the 
market.  
 
2.1. Investigation 1: Product Feedback Sessions and User Surveys 
 2.1.1 Method 
 Seventy-four women, all members of the Agnes Scott College community, many 
of whom were undergraduate students, served as subjects. They participated in the study 
on an individual and voluntarily basis outside of any classes, during two on-campus 
events. 
 The research included two product feedback sessions, in which six drills/drivers 
were examined, and a short user survey. Overall, seven drills were studied; however, one 
in each session was not included in the other study. This difference was due to human 
error and shipping delays. In regards to the survey, it was deemed necessary to make 
revisions to clarify information that seemed confusing to participants of the first study 
session. Additional questions were asked in the second session to gain more knowledge 
about user preference relating to color and product features. 
The drills varied in size, shape, voltage, and color; the intention was to better 
understand what combination of these factors would be most preferred by women. All 
brand names were covered to keep participants from being unduly influenced. 
Additionally, each drill was numbered for response purposes (Appendices B & C). 
 
 
Figure 8. Barbara K! Power  
Lite Drill. 
Participants were asked to examine and to handle six drills that ranged from a 6 volt 
screwdriver to an 18 volt cordless driver/drill. The women were encouraged to analyze 
the features that they liked or disliked and to choose a favorite drill following their 
examination of all six drill/drivers. Subjects based 
their opinions on how the drill felt in their hands, 
not how well it worked, as they did not actually use 
it to drill or drive. 
Immediately following product testing, each 
subject was given a user survey that asked a series 
of questions, which varied in format from multiple-
choice to open-ended questions (Appendices B & 
C). The design of the questionnaire was intended to allow subjects to participate in the 
study in an efficient manner. Those who were more interested in the study or who had 
more free time were allowed to spend as much time as they needed to answer questions. 
There was no minimum or maximum time limit set for responses. 
 
 
 
 
 39 
 
 40 
 
 2.1.2 Anticipated Outcome 
It can be expected that female survey participants will prefer the cordless drills 
that have smaller handles and are lighter weight, such as the 12 volt cordless drills by 
Barbara K! and Tomboy Tools, as well as the 9 volt drill by Black & Decker. One can 
assume that the subjects of this session will prefer the cordless drills over the one corded 
drill. Additionally, it can be anticipated that color and marketing features (i.e., bubble 
levels, magnetic trays, and bit holders) will be important to women. 
 
2.1.3 Outcome 
 Among the six driver/drill choices, the 12 volt drills scored the highest. 
Participants remarked that the 12 volt drills had enough power while not being too heavy. 
In the first testing, the Barbara K! Power Lite 12 volt drill (Figure 8), a drill designed for 
women, was the most favored, followed by a 14.8 volt Black & Decker drill. The 
preferred drill of subjects participating in the second testing was the Tomboy Tools 12 
volt drill (Figure 9), which was not a part of the initial study; the runner-up was the 
Barbara K! drill. The added features such as the bubble levels, the magnetic strip, and the 
built-in bit holders pushed the Tomboy Tools drill into first place. The female 
participants liked the convenience of these organizational tools. 
 The questionnaires from participants resulted in a variety of answers, though there 
was enough feedback to draw some conclusions. Approximately 90 percent of the women 
surveyed had held a drill prior to the day of testing. The majority of women responded 
that they knew how to use a drill and most had learned this skill from their father. When 
asked what features were most important when purchasing a drill, the top two answers 
were price and overall design. Weight and handle 
size were the next considerations. Surprisingly, 
color was not an overriding consideration for many 
women purchasing a drill.  
 
Figure 9. Tomboy Tools  
Current Drill. 
In the study, participants were asked how 
they would imagine using a drill. Study subjects 
overwhelmingly stated that they would use a 
cordless drill most often for home improvement 
projects, followed by home d?cor and craft projects. 
The survey asked if there were any feature that the women respondents would like to see 
on a drill. The top answers were that the drill should be lightweight, well-balanced, and 
have a small handle.  
 Color was an interesting topic for those participating in the survey. A variety of 
answers was given to the question: What color would you imagine a cordless drill for 
women to be? The top colors chosen were pink, black, blue, and purple. However, pink 
was a subject of contention; though it was popular with some women, it was very 
unpopular with others, who even responded ?not pink.? 
 A question was added to the second survey to learn more about colors that 
surround women in their everyday lives. Women were asked to think about the 
accessories, cosmetics, and products that they use as a part of their daily lives. They then 
were asked to record the colors that are most prevalent. Blue, pink, and green were the 
high scorers among the many varied answers. 
 41 
 
 42 
 
 Finally, part of the user survey included comments and suggestions. The majority 
of respondents did not prepare an answer for this question. Those who did respond made 
comments about the importance of making the drill lightweight with good balance and a 
small handle. Others emphasized that the drill should be good quality and easy to use. 
Several women felt that drills should not be gendered and that there should be a universal 
drill, instead of a woman?s drill. Overall, the survey participants felt that the idea of 
women?s tools was a good one, but many made it clear that the drill should not be of poor 
quality or a stereotypically feminine color. 
 
2.1.4 Discussion 
 According to this study, color was not a top consideration when women are 
purchasing tools. This information attained from the survey is interesting but shows that 
there is a need for more conclusive research. On one hand, women suggest that color is 
not important; however, when given the chance to make a suggestion for the color of the 
drill, the female participants were very specific, suggesting colors such as ochre and 
lipstick red. From these disparities, it must be advised that a further color study be done 
in order to better understand what women really prefer. 
 
2.2 Interview with Darwin Keith-Lucas 
 2.2.1 Method 
 Darwin Keith-Lucas, a professional industrial designer who has 3 years of 
industry experience working specifically with power tools at Porter Cable in Jackson, 
Tennessee, was interviewed for approximately an hour. His graduate research was a study 
on tool handles and if there needed to be more than one to accommodate both men and 
women. The complete interview can be viewed in Appendix B. 
 
 2.2.2 Outcome 
Taking from his past research and professional work in the tool industry, Mr. 
Keith-Lucas felt that there is room for gender-specific tools in the home improvement 
and tool markets. He suggested that the main reasons companies have not explored this 
area more is due to distribution issues and the fear of alienating men. He tended to think 
that a smaller company or a company producing consumer grade tools might be able to 
break into this market, as it would have less to lose.  
 
 
Figure 10. Dewalt ?Caution Yellow? 
Tools. 
When asked about what important considerations to make when designing tools, 
Keith-Lucas suggested paying close attention to the diameter of the handle, the shape of 
the grip, and the button placement. He 
recommended references on human factors 
and ergonomics as good sources for 
understanding the user?s needs. Form 
language with soft lines was suggested to 
make tools female-friendly.  
According to Mr. Keith-Lucas, color is very influential in tool design, and he gave 
the example of DeWalt?s ?caution yellow? (Figure 10). Regarding the tool material, it 
was concluded that a transparent plastic would perform poorly as a material for a cordless 
drill and that glass-filled nylon was the common industry standard for tools. Additional 
information about the thickness of the housing and the size of the bosses was given. The 
 43 
 
 44 
 
housing is 3mm thick; bosses are 10mm in diameter, and screws are thread forming. 
Overall, Keith-Lucas made the suggestion to study right angle drills and battery 
technology.  
 
2.2.3 Discussion 
The interview with Mr. Keith-Lucas was very informative and helped the 
researcher gain a deeper understanding of the tool industry. Additionally, the interviewee 
shared important industry information regarding specific tool dimensions and 
characteristics, helpful information for design considerations. 
 
2.3 Interview with Daily Gist 
 2.3.1 Method 
 A one-and-a half-hour telephone interview was given to Daily Gist, a ten year 
veteran in the tool industry, who has worked for Porter Cable and currently works for 
Irwin Tools. She is also friends with Sue Wilson, one of the founders of Tomboy Tools, 
and did some initial design work for them in the early 2000s. Ms. Gist discussed many 
aspects of tool design, from the quality of internal components in power tools to her own 
experience designing tools with women in mind. 
 
 2.3.2 Outcome 
 One of Ms.Gist?s strongest points was that tools vary quite a bit in quality and that 
the better the internal components, the better the power tool. As an example, she 
compared getting a hamburger at McDonald?s to ordering a gourmet burger at a high-end 
restaurant. She was trying to make the point that the consumer will get the kind of drill 
that she pays for and that there is a huge difference in quality between professional and 
consumer grade tools.  
 
 
Figure 11. Tough Tools by Newell 
Rubbermaid. 
 In regards to designing tools for women, Ms. Gist had done several concept 
ideation sketches for tool design for Tomboy Tools. She had also tried to push the idea at 
Porter Cable without any success. At Irwin Tools, she took part in the Tough Tools 
design process, which were tools designed 
with women in mind but were not marketed as 
tools for women (Figure 11). The hand tools 
were given a soft look with cobalt and gray 
rubber over mold, as well as soft lined form 
language. Unfortunately, the Tough Tools line 
did not do well on the market and was pulled 
off of retail shelves.  
 Ms. Gist speculates that in order for tools for women to be successful, a large 
well-known company with a big financial backing will have to undertake this project. She 
also believes that the company will have to commit to the idea completely and will need 
to follow through by spending lots of money on branding and advertising. She gave the 
example of DeWalt entering the tool market with ?caution yellow? tools in a time when 
tools had traditionally been black. She also mentioned Lenox tools, which are white. 
Speculation surrounded this company until people made the connection that many items 
surrounding construction sites are white, and that the white tools fit right in. Ms. Gist 
believes that tools designed and marketed towards women can be successful in the home 
 45 
 
 46 
 
improvement arena; it will just take a lot of money and advertising, and the tools will 
need to be released at the right time, during the right social climate. 
 Ms. Gist suggests finding a niche with women and understanding what they need 
outside of tools, such as education or help with measurements. She also mentioned 
teaching women how to begin a project by suggesting the tools one would need to 
complete the project. Finally, Daily talked about seeking endorsements from well-known 
women, such as Martha Stewart or Oprah, who have gained the trust of American 
women. Again, this effort would require a large financial backing to pay the celebrity but 
would be a possible way to earn the confidence of women in the company. 
 Overall, Ms. Gist felt that it would be best for a large, mature company to initiate 
a line of tools for women. She mentioned that it is hard to break into the tool industry and 
that there is ?no money in power tools.? Companies such as Barbara K! and Tomboy 
Tools are inexperienced in tools and are not mature companies, which Ms. Gist  says 
makes them inconsistent.  
 
 2.3.3. Discussion 
 Ms. Gist was extremely helpful in regards to sharing industry knowledge of tool 
companies. Her experience with tools and desire to see a line of tools designed with 
women in mind made her a great source of information. She was able to share her own 
experience regarding the barriers of getting tools for women produced.   
Following the interview, Ms.Gist provided the researcher with several hand tools 
from the Tough Tool line, designed by Newell Rubbermaid. These tools had been 
designed with women in mind but were not marketed as ?for women.? After reviewing 
 47 
 
the tools, the researcher feels that this tool line may have failed due to branding issues. 
The name of the tool line is very masculine, as is the chosen font and graphics. The tools, 
however, convey a feminine quality with smooth, rounded lines and a soft tactile 
material. It can be suggested that the tool design and the logo design did not work well 
together and thus possibly missed catching the attention of the intended market. 
 
2.4 Interview with Janet Rickstrew 
 2.4.1 Method 
 Janet Rickstrew, co-founder of Tomboy Tools, gave a consultant recruitment 
lecture to approximately fifteen women in a private meeting room at the Gwinnett Daily 
Times Women?s Expo. She demonstrated methods and projects that consultants use to 
teach other women home improvement skills. 
During intermission, the CEO was interviewed briefly. Ms. Rickstrew was 
available for a ten minute meeting in between the tool demonstration lectures to answer a 
few questions regarding the Tomboy Tools cordless drill, the company?s business history, 
and Tomboy Tool identity. 
 
 2.4.2 Outcome 
 Janet Rickstrew?s motto when teaching female consultants to instruct other 
women how to use tools is: ?Make it Fun. Keep it Simple.? Throughout her tool 
demonstration to potential Tomboy Tool consultants, the CEO emphasized that education 
is crucial when helping women new to home improvement become confident DIYers. 
Ms. Rickstrew summarized that Tomboy Tools is a way for women to ?find friends and 
community? and that it is much like a buddy system where everyone helps and supports 
each other.  
 
 
Figure 12. Tomboy Tools  
Original Drill  
 During the interview with the CEO, the first topic of conversation was the 
Tomboy Tools cordless 12V drill, which had placed as a favorite during the previous 
product testing at Agnes Scott College. Ms. 
Rickstrew revealed that the cordless drill is an 
outsourced product that is manufactured by 
Campbell Hausfeld, a Harrison, Ohio, based 
company. According to Janet, this drill was chosen 
because it is well-suited for the DIY consumer and is 
ergonomically correct for women. Additionally, the 
Tomboy Tools? co-founder feels that Campbell 
Hausfeld is a reputable company that is known for 
manufacturing well-made tools. Ms. Rickstrew mentioned that Tomboy Tools had been 
launched in January 2000 and that power tools were not introduced until two or three 
years after the company was started. The drill that they carried earlier differs from the 
one they currently sell (Figure 12). 
 Tomboy Tools was founded to give women well-made tools designed with the 
female user in mind. According to Rickstrew, the tools offered by Tomboy Tools are the 
antithesis of traditional stereotypical ?women?s tools,? which often are poor quality tools 
that are available in pink or floral patterns. To avoid any association with badly made 
tools, the founders of Tomboy Tools decided to use blue, a more ?neutral? color with 
wide appeal, as the color for their company?s logo and tool line. 
 48 
 
 49 
 
After six years in business, Tomboy Tools has changed its view of pink tools 
following the success of the Susan G. Koman breast cancer hammer. Apparently, many 
?Tomboys? wanted pink tools so that their husbands or boyfriends would not use them 
and so that they would have access to their tools when they needed them.  From Janet 
Rickstrew?s perspective, Tomboy Tools changed to meet the demands of its female client 
base and is trying to change the stereotype of cheaply made, pink plastic tools.  
Following the end of the interview, Ms. Rickstrew continued her consultant 
recruitment presentation. She discussed Tomboy Tools partnerships with LP Molding, the 
Susan G. Komen foundation, Habitat for Humanity?s Women?s Build, and the Girl 
Scouts of America. Tomboy Tools? goal is to create a customized tool kit for the 
Women?s Build project and is working with the Girl Scouts to create a ?Miss Fix-It? 
Badge. Their goal is to get tool kits into the hands of as many women and girls as 
possible and to help empower them and build their confidence. Overall, they want 
women to be self-reliant and knowledgeable enough to complete home repairs by 
themselves.
 
2.4.3 Discussion 
 Tomboy Tools should be commended for their effort to educate women about 
tools and home improvement products. However, they are incorrectly marketing their 
tools as ergonomic tools designed for women. The tools that they carry are OEM tools 
that in some cases may fit a woman?s hand properly. The tools, conversely, are not 
?designed for women? and are not designed by Tomboy Tools. Tools sold by the Denver-
based company are designed and manufactured by others. In the case of the cordless drill, 
 50 
 
as mentioned above, Campbell Hausfeld is the manufacturer and sells the same model 
drill on its website at a lower price than the same drill embellished with the Tomboy 
Tools logo. It is a disservice to women to mark up prices on tools just because they are 
?for women.? 
 
2.5 Investigation 2: Design of Brand Identity and User Feedback  
 For this thesis study, the researcher developed a hypothetical tool company called 
Empower that would specialize in tools designed specifically with women in mind. The 
brand identity, company name, tagline, and graphic identity were carefully designed for a 
specific market, women ages twenty-five to fifty-five who are novice to intermediate Do-
It-Yourselfers. For more information regarding the company identity and branding brief, 
see Appendices E, F, & G. 
 
 2.5.1 Method 
A logo was developed for Empower, a hypothetical sub-brand of tools for Black 
& Decker that would be marketed and designed with women in mind. After looking at the 
logos of existing tool companies owned by Black and Decker, it was determined that a 
sans serif font would best fit in with the rest of the logos. Most of the Black & Decker 
owned companies have a largely male clientele and use very masculine, bold sans serif 
fonts in all capital letters.  
For the Empower brand to attract women, it was determined that a rounded, semi-
bold sans serif font in lower case letters would work best. ITC Ronda, a very feminine 
font with round letters, was chosen as the primary logo font. Lowercase letters were 
 51 
 
chosen for the word Empower to project an approachable image. The letters are clean and 
exude a level of quality and precision.  
The tagline, ?Build Your Life,? was designed using Helvetica Neue, a different 
sans serif font. The second font, like the first, is clean and approachable, but the letters 
are all capitalized to draw attention to the message trying to be conveyed. 
Pantone 2735C, a deep blue-purple, was chosen as key color for the Empower 
logo and is used for the word Empower. This color was chosen for its feminine and rich 
quality and was selected following color feedback on tools from the Agnes Scott College 
surveys. An orange, Pantone 1585C is used as a supporting color for the logo?s tagline, 
?Build Your Life? and ties the Empower brand to the Black & Decker brand. In addition, 
the orange Black & Decker hexagon symbol was added to reinforce Empower as a sub-
brand of this company (Appendix H). 
After the Empower logo and brand identity was completed, a short, four part 
survey on logo design (Appendix I) was given to thirty-eight women from the Auburn 
University Industrial Design community. Two women were staff members of the 
Industrial Design department; five participants were upperclassmen industrial design 
students. Eighteen were industrial design summer option students. Nine were industrial 
design summer day camp students. Subjects participated in the study voluntarily. 
This survey was used to discover more about women?s preferences concerning 
fonts and to test the initial Empower logo, developed prior to the survey. The logo was 
tested in an effort to acquire feedback from women in the target market and to better 
understand how women interpreted the brand and tagline.  
 52 
 
For the short survey, the Empower logo was varied eight times by using eight 
different sans serif fonts for the word empower. The tagline in Helvetica Neue did not 
change. Participants were asked to chose their favorite version of the logo and describe 
why they liked it best. Then, the subjects described what the word ?Empower? meant to 
them. Lastly, the survey asked how the women interpreted the tagline, ?Build Your Life.?  
 
2.5.2 Anticipated Outcome 
It can be expected that this study will show that women are attracted to sans serif 
fonts and prefer ones that have a very round quality to them. The results of this survey are 
expected to validate the design decisions made by the researcher, such as the fonts and 
colors chosen for the target market. It can be anticipated that the original logo will be the 
most favored and that the brand colors will be deemed appropriate.   
 
 2.5.3 Outcome 
 The top logo choice varied quite a bit among the female participants. However, 
two logo variations were most favored, and together, received two-thirds of the votes. 
Century Gothic, a very round-lettered sans serif font received ten votes; the top choice, 
with eleven votes, was the original logo that used the ITC Ronda font for the word 
empower. These results support the researcher?s understanding of logo development for 
this study?s target market.  
 ?Empower? was interpreted by many women to mean independence, self-reliance, 
self-motivation, and believing in oneself. Others interpreted it as being in control of one?s 
destiny and making things happen for oneself. Further participants focused on the power 
 53 
 
aspect of the word and thought that empower meant to give power to those who did not 
have it before. Overall, the word empower was well-received and was validated as an 
appropriate word to use for a brand focusing on women. Additionally, the survey 
feedback showed that the word ?empower? conveyed the desired message to the target 
audience. 
 The tagline, ?Build Your Life,? was successful as it meant many different things 
to female survey participants. To some women, it meant creating the life that one would 
like to lead and making things happen for oneself. Other women understood it to mean 
bettering one?s life through self-determination and planning. One woman interpreted it in 
a unique manner. She wrote, ?it makes me think of tools that are good for a lifetime 
[which are] long-lasting and durable? (personal correspondence, June 27, 2007). Some 
female participants suggested that ?Build Your Life? meant to be the author of one?s life 
and not to be dependent on others. Still others associated the tagline with creating a 
family and having children. The variety of responses to this question seemed to vary 
according to the participant?s situation in life, age, and perspective. Overall, this tagline 
achieved its intended purpose by being interpreted on many different levels and 
conveying many messages.  
 
 2.5.4 Discussion 
 The Empower brand and logo was a success as it was well-received by its 
intended audience. The desired messages crafted by the researcher were interpreted as 
anticipated. Survey participants related to the word empower in a positive manner. The 
?Build Your Life? tagline generated a variety of answers which illustrated its depth. 
 54 
 
3. GUIDELINES FOR THE DESIGN OF HAND TOOLS AND POWER TOOLS 
THAT BETTER ACCOMMODATE WOMEN?S NEEDS 
3.1 Emotional Connection through Branding 
 Men and women are very different emotionally and psychologically (Appendix 
K). It is therefore important to take note of this and design with this difference in mind. 
The following points reflect methods of connecting emotionally with women involved in 
the home improvement and tool markets. Often for women, home improvement projects 
are a form of self-expression and a way to improve their surroundings and their quality of 
life. Forming a strong emotional connection with women is important way to build brand 
loyalty and to win their business. 
 
? Focus on selling the end result; show women what they can accomplish with the 
tools or products (i.e., before and after photographs of rooms; glamour shots of 
rooms that have been made over). 
? Sell an improved quality of life. Help women imagine how their lives would be 
changed for the better after completing a home improvement project (e.g., Home 
Depot?s True Stories commercial about gardening turning an apartment building 
into a community; see page 22).  
? Send encouraging messages by showing other women completing the project 
successfully (e.g., Home Depot?s True Stories advertisement campaign).
 55 
 
? Use advertising and commercials as a way to show that women are capable of 
doing home improvement projects; consider using a female endorser who is 
familiar to women and who is considered a credible person. 
? Build a brand that is relevant to the target group of women, one in which they see 
themselves reflected (refer to 1.7.9).  
 
3.2 Aesthetic Appeal 
 The criteria listed below address the appearance of the tool and how it should be 
designed to appeal to women?s senses. The form and design of home improvement 
products designed for women should be carefully considered. Details for every aspect of 
the tool should be well thought through. 
 
? Pay attention the overall design of the product, including the packaging, the 
instruction manual, the tool box or bag, and the other items that it comes with 
(i.e., the battery pack and charger for a cordless drill). 
? Focus on a well-designed product manual with visuals (i.e., photographs and 
graphic elements) and a good graphic layout. Instructions should be easy to 
understand through clear written and visual instructions. 
? Do not insult women by automatically conforming to gender stereotypes such as 
using pink or floral patterns; be thoughtful and deliberate when making design 
decisions. Products can be pink but should be well-made and well-designed; be 
prepared to defend specific color choices or offer the product in pink and an 
alternative color (e.g., Venus razor and IPOD mini & shuffle). 
 56 
 
? Use form language that is consistent and thoughtful. 
? Soft, fluid lines and rounded surfaces will make the product appear more 
feminine, but be careful not to overdo this. Tools and home improvement 
products still need to have some straight lines and surfaces in order to portray 
precision. 
? Strategically use rubber over-mold to add visual and tactual softness to the tools. 
 
3.3 Ergonomic Considerations 
 Women have a different physiology than men, and these anthropometric 
differences should be considered when designing for women. Hand size and strength are 
the two most critical considerations for tool and handle design, and for these 
measurements, it is recommended that designers refer to the anthropometric standards 
created by specialists in the respective fields of Anthropometry and Ergonomics. The 
Measure of Man and Woman by Alvin R. Tilley and Henry Dreyfus Associates and 
Bodyspace by Stephen Pheasant are good references with which to begin. Ergonomic 
considerations follow: 
 
? The maximum grip diameter for women by percentile is consistently smaller than 
men?s. For the fifth percentile of women, the maximum grip diameter is 43 mm; 
for the fiftieth percentile of women the maximum grip diameter is 48 mm, and for 
the ninety-fifth percentile, it is 53mm (Pheasant, 1996, pg. 84).  
? The handle diameter for tools designed with women in mind should be 
approximately ten percent smaller than tools designed for men. This estimate is 
 57 
 
based on Stephen Pheasant?s maximum handle diameter measurements for 
women and men (1996, pg. 84). In general, for both men and women, 30-50 mm 
is the suggested range in diameter for tool handles (Pheasant, 1996, pg. 87). For 
women, Henry Dreyfus Associates suggests that 32-38 mm is the optimum 
diameter for ball or cylinder grips (Tilley, 2002, pg. 75). 
? Avoid sharp points, finger grooves, and flat or raised surfaces that may cause 
hotspots on gripping surfaces (Pheasant, 1996, pg. 87).  
? A circular handle or rounded handle with a minimum radius of 25 mm will be 
most comfortable for the user (Pheasant, 1996, pg. 87).  
? Handle length should be at least 100 millimeters or approximately 4 inches 
(Grandjean, 1998, pg. 121).   
? The weight of tools should be carefully considered when designing for women. It 
is commonly suggested that women are two-thirds as strong as men. However, the 
variance in strength between the two sexes depends on the muscles or regions of 
the body being tested. In general, there is a larger sex difference in upper body 
strength than lower body strength. It has been suggested that upper arm and 
shoulder strength varies more between the sexes than hand and forearm strength. 
(Pheasant, 1996, pg. 157). Thus, tools which require the female user to hold the 
tool in an upward position, using upper arm and shoulder muscles, should be 
reduced a third in weight. Designers can accommodate for this factor by using 
lighter materials and lighter-weight components.  
 
 
 58 
 
3.4 Qualitative Characteristics 
 Qualitative factors are ones which convey quality to the consumer. In relation to 
tools, these characteristics address convenience, weight, balance, and perceived 
thoughtfulness, all key features that are important to the female consumer. 
 
? Balance was mentioned frequently by women as a crucial factor for determining 
the perceived quality and effectiveness of a product. ?The tool weight should 
balance close to the point of support? (Woodson, B. Tillman, & P. Tillman, 
1992). In the case of the cordless drill, the motor is located over the handle and 
the battery below it. The combination of the two helps balance the drill. 
? Use quality materials and components to ensure that the product works well. It 
has been suggested that the quality of internal components is as important when 
determining a tool?s power as the level of voltage available. Refer to the interview 
with Daily Gist, page 44.  
? Include convenient product features when possible. In the case of the cordless 
drill, a bit holder and a bubble level might be included. These added features 
increase the value of the product to women. 
? Bundle relevant tools together into kits for specific projects. Ready-to-use toolkits 
are popular with the female market because they are convenient and make home 
improvement projects more straightforward and manageable. 
? Make tools convenient and easy to use (e.g., quick-change drill & screwdriver 
bits).  
 59 
 
? Provide a place for tools to be put away. This should go beyond the traditional 
carrying case and provide a special place for associated components (i.e., drill bits 
and battery charger).  
? Make products and projects less messy (e.g., Einstone pre-mixed concrete). 
Products that make home improvement easier and cleaner will be favored by 
women. 
? Multipurpose tools for projects are viewed positively by many women (e.g., the 
Black & Decker Project Mate) because they take up less space, but still allow the 
user to complete a set of basic tasks. 
 
3.5 Functional Qualities 
These qualities contribute to utility of the overall product and to the way it works.  
? Use mechanisms that reduce stress (i.e., springs that help ease the tensions when 
squeezing handles together such as with scissors or pliers). 
? Controls should be obvious and communicate clearly. 
? Use redundant queuing when applicable. Indicating a function to users in more 
than one way allows them to better understand how to use the tool and its features 
(e.g., a forward/reverse light indicator and a forward/reverse switch on the 
Empower cordless drill). 
? Minimize the need for changeover between parts (e.g., using quick-change bits, 
which allow the user to switch between a drill bit and a screwdriver bit). 
? Design tools to be battery-powered when possible to avoid the potential safety 
hazards of an electrical cord (Woodson et al., 1992, pg. 508).  
 60 
 
3.6 Educational Focus 
 Education is a key component of the female market segment. Teaching women 
the correct way to use tools and to complete home improvement projects is a positive 
way to build brand loyalty and to increase business.  
 
? Include an educational component that has clear, jargon-free, and well-illustrated 
directions on how to use the product; avoid industry jargon when possible. 
? Make additional educational information available online or through the use of a 
DVD or CD included with the product. This will give women a how-to resource 
that will help build self-confidence and brand loyalty.  
? When possible, sponsor or take part in educational workshops or programs that 
teach women how to use tools and complete home improvement projects (i.e. 
Home Depot?s Do-It-Herself workshops and Lowe?s Women?s Build clinics). 
 
3.7 Application of Guidelines 
The guidelines developed for this thesis were applied to the redesign of a cordless 
drill in an effort to illustrate how a tool could be made to better suit women and their 
needs. The goal of the product design was to test the effectiveness of the newly 
developed guidelines and to illustrate their value. Points from each of the five key areas 
were used to create a dynamic and well-rounded product that has many of the female-
friendly qualities.  
As a starting point, the researcher used an existing cordless drill (i.e., the Ryobi 
12 volt cordless drill, model HP512K) that was designed with women in mind. It has 
 61 
 
positive characteristics, such as a handle diameter appropriate for women, nice marketing 
features such as a bubble level and magnetic tray, and an overall good design. 
Additionally, the drill had been scaled down in a manner that used as little extra material 
as possible and used well-made internal components (i.e., the chuck, the clutch, and the 
motor). By using the existing drill handle and the internal components from the Ryobi 
HP512K, the researcher was able to build upon a good design and make it even better 
using the guidelines developed for this study. The following points describe the 
application of the tool guidelines to the design of the Empower cordless drill.  
 
3.7.1 Emotional Connection through the Empower Brand 
Creating an emotional connection between the brand and the intended audience 
was the clear goal of the Empower brand. Research from this study suggests that a very 
powerful way to gain the female consumer?s business and loyalty is through emotional 
connections. 
 
? The Empower brand was developed carefully to evoke feelings of self-reliance, 
self-motivation, and taking control of one?s life. The word ?empower? relates to 
women in a positive manner and is appropriate for women within the targeted age 
range of 25-55 years. 
? When compared to the other lines of female-friendly tools, Empower stands out 
with its strong and direct brand message.  
? The tagline ?Build Your Life? has layers of meaning and is interpreted according 
to the woman?s age and situation in life. The depth of the message allows for the 
 62 
 
brand to reach women of many ages, social classes, and life experiences. The 
tagline portrays a message that is relevant and meaningful to many.  
? The goal of the brand development was to make an emotional connection with 
women by building a brand that is applicable to them and is one in which they see 
themselves reflected.  
? Additionally, the brand is approachable to women not yet comfortable with tools 
and home improvement and encourages them to try home improvement projects. 
? The proposed advertising and marketing strategy for Empower would be one that 
portrayed women as strong, capable individuals who author their own lives. 
Home improvement projects would be shown as achievable tasks that women can 
do with the education and the right tools. The advertisements would focus on the 
end result of home improvement projects (i.e., images of beautiful interiors) and 
the improved quality of life as an outcome.    
 
3.7.2 Suggested Features for Aesthetic Appeal 
Attending to details is important when designing for women and was a primary 
consideration for the design of the Empower drill kit. Careful thought was put into every 
element of the kit from the drill design to the tool bag (Appendix L, Figure L1).  
 
3.7.2.1 The Drill 
  The drill was designed to appeal to women aesthetically; curved lines and 
rounded surfaces were used to soften the design and make it approachable. The form 
language is consistent and shows beauty through simplicity. The form includes flat 
 63 
 
surfaces and straight lines in a few places to convey precision, an important quality to 
portray when designing power tools. 
 
? Curved transition lines, used in areas where there is a material change, give the 
drill a feminine touch. The line on the drill handle specifically adds flare to the 
design and exudes a quality of self-confidence and strength, characteristics of the 
brand (Appendix L, Figure L2).  
? The form language for the motor venting and the label pockets mimics curves 
used in other areas of the drill. This ties the different areas of the drill together in 
a consistent visual manner (Appendix L, Figure L3). 
? The round bubble level in the back of the drill and the magnetic tray on top also 
share a similar form language (Appendix L, Figure L1).  
? The battery pack was incorporated into the drill design to create one well-
designed form. Using an integrated battery allows for a more streamlined design 
and a simplified tool with fewer parts and a reduced weight. As a result, the tool 
becomes more approachable and less complicated to novice DIYers. 
? The integrated battery pack was given chamfered edges to make the change 
between surfaces more interesting (Appendix L, Figure L5). The transition 
between the ABS plastic and rubber over mold was done with care. 
? Rubber over mold was used to add visual and tactile softness to the tools. 
 
 
 
 64 
 
3.7.2.2 The Tool Bag 
The tool bag, fashioned after an electrician?s bag, is unique in its shape, color, and 
compartments. It is a well-designed bag that would be suitable for women?s home 
improvement storage needs (Appendix L, Figure L1).  
 
? The Empower tool bag provides great storage for tools. It is well-organized and 
uses pockets and pouches to divide the bag into appropriate-sized compartments 
for tools. There is a place for every tool one might want. Its central compartment 
is the correct size for the Empower drill to be safely and snuggly stored.  
? Often tool bags available on the market are oversized, unmanageable, and overtly 
masculine. The Empower bag does not share these characteristics. Overall, the 
bag chosen for a female DIY clientele is visually pleasing; it is made with nicely-
colored material and is a suitable size for a tool bag designed with women in 
mind.  
? The Empower tool bag is also easy to handle and is well-balanced. These 
attributes make it convenient to carry around. 
 
3.7.2.2 The Packaging Sleeve 
? The packaging sleeve for the Empower drill kit illustrates useful product 
information and graphics in a succinct and sleek manner. 
? The interior of the sleeve would show examples of product and tool placement for 
the Empower tool bag. It would clearly illustrate where to place other Empower 
tools and would take away any confusion the user might have.  
 65 
 
? Additionally, the packaging sleeve covers empty pockets on the tool bag and 
presents a clean, well-organized image. 
 
3.7.3 Proposed Ergonomic Considerations 
For the ergonomic considerations, the researcher referred to the work and 
recommendations of experts in the fields of Anthropometry, Ergonomics, and Human 
Factors. Whenever possible, designers should reference texts that give well-researched 
and clearly cited anthropometric and ergonomic data. 
 
? The Empower drill was designed to accommodate women?s hand size. The 
measurements for the handle were taken from the Ryobi 12 volt drill (model 
number HP512K), which is a drill that was designed the female user in mind. The 
4 inch length and 45 mm width fall in the range of anthropometric 
recommendations (Grandjean, 1988; Pheasant, 1996).  
? The drill handle was designed with rounded surfaces to prevent any problems 
with hotspots. The screw bosses were placed strategically to avoid any hand 
irritation due to the change in surface depth. 
? The weight of the drill was another important consideration. A 12 volt lithium ion 
battery (Li-Ion 18650 11.1V 2200 mAh Rechargeable Battery Pack with PCB 
Protection) from all-battery.com was chosen for its small size and light weight. 
The designer chose to incorporate the battery pack in with the drill body; this 
saves material weight and thickness. Overall, both adjustments to the drill make it 
 66 
 
lighter weight than a standard 12 volt nickel-cadmium (i.e., Ni-Cad) battery-run 
drill. 
 
3.7.4 Application of Qualitative Characteristics 
Perception of quality is an important aspect when designing and marketing 
products, in this case the cordless power drill to women. For novice to intermediate level 
DIYers, added features on the drill more than likely will increase its appeal. 
The Empower drill includes multiple quality-enhancing features such as an 
innovative directional light indicator, an integrated battery pack, a bubble level, and a 
magnetic tray. 
 
? The forward/reverse light indicator is a unique feature that would allow the user 
to better understand the driving direction of the drill when in use. The directional 
arrows would light up according whether the drill was driving in or out. The 
indicator located on the top of the drill would be conveniently in the user?s direct 
line of sight. This feature makes use of redundant queuing which reinforces 
communication through visual (i.e., the light indicator) and tactile queues (i.e., the 
forward/reverse switch).   
? The internal components of the Empower drill would be OEM parts, used 
successfully in the Ryobi 12 volt drill (model number HP512K). These parts are 
high quality, entry-level components that are suitable for the intended target 
market.  
 67 
 
? Quick-change drill bits would be included with the purchase of the Empower 
drill. These bits would make it very easy to switch between drilling and driving 
and would save a substantial amount of time. Using a quick change bit system 
would help novice DIYers use the tool more efficiently and would make it less 
intimidating.  
? The Empower drill additionally would have a feature that would allow the user to 
continue to use the cordless drill when its battery died. A small DC adapter plug 
would be located near the base of the battery pack and would allow the user to 
continue operating the tool as a corded drill until it was finished charging. An 
adapter and wall charger would be included with the drill kit. 
 
 3.7.5 Functional Qualities 
? The forward/reverse switch on the Empower drill is clearly marked using arrows 
to indicate the rotational direction of the drill bit. 
? Redundant queuing has been applied to the Empower drill with the 
forward/reverse switch and the forward/reverse directional light indicators. Using 
the two different features in unison will help clarify the direction in which the 
drill is moving. Removing this confusion will help the female target market of 
novice to intermediate DIYers. 
? A set of quick change drill bits will be included in the Empower drill kit and 
reduce the time needed to switch between drill and screwdriver bits for drilling 
and driving. The reduction in time and convenient quick-change mechanism 
allows the user to quickly change bits with one hand. Additionally, these  
 68 
 
fast-changing bits are not grip-strength dependent and will make changing bits easier 
for the female target market. 
? The Empower drill has been designed to be a cordless drill, which gives the tool 
operator flexibility to move around freely without the hassle or hazard of 
electrical cords. However, when the drill is running low on power, an electrical 
cord can be plugged into the battery pack area, and then the drill can be used 
briefly as a corded drill until the battery is recharged. 
 
3.7.6 Educational Focus  
Lack of knowledge regarding tool use and home improvement projects is a huge 
inhibitor for many women and new Do-It-Yourselfers. Empower would tackle this 
problem by incorporating educational solutions with the sale of its tools. Through 
education, Empower would build a strong customer base of loyal women and would 
likely profit from the increased business of these customers.  
 
? The proposed drill and carrying case would come with an informative, 
educational DVD that would teach women how to use the product or tool 
properly. It would be targeted towards the novice to intermediate level female Do-
It-Yourselfer.  
? Another educational feature would be the development of a visually appealing 
instruction manual to illustrate the workings of the drill, which would have a short 
tutorial about choosing the right screw and bit combination. It would also include 
short how-to projects, such as hanging a picture frame and installing a curtain rod.  
 69 
 
? Empower tools would have an informative webpage that would include project 
tips, home improvement tutorials, and inspirational home enhancement ideas. 
? Finally, Empower would partner with the Do-It-Herself workshops at Home 
Depot (i.e., POP display with the workshop schedules).Through this sponsorship, 
Empower would be aiding in the education of women. 
 
The guidelines, when applied to redesigned tools, illustrate the need for designers to 
take care when developing products for women. Superficial changes through color and 
pattern are not complete solutions. The many details of a product?s design should be 
thoughtfully worked through by the designer in an effort to create a well-done, cohesive 
design.  
 
 70 
 
4. CONCLUSION OF STUDY 
 
4.1 Summary of Study 
 This thesis study began with the identification of a need or problem which was a 
lack of high-quality tools on the market designed with women in mind. It was determined 
that a set of valid guidelines needed to be established to help other designers understand 
what characteristics and features are important to consider when designing home 
improvement products for women. 
 Over the course of this study, it was revealed that there are many misconceptions 
regarding the meaning of tools ?for women,? and this confusion is a result of the weak 
examples of existing women?s tools on the market. Many of the hand tools on the market 
targeting women are OEM tools that are being produced in pink or purple. These tools 
are not thoughtfully designed and are not accommodating to women.  
Companies Barbara K! and Tomboy Tools have established themselves as 
providers of quality tools for women. Ergonomic considerations have been applied to 
their tools, and marketing has been done to target women. However, despite the 
development of their tool lines and marketing strategies, neither company has met the 
needs of women interested in home repair because their tool lines are not accessible to 
many and their brand names are not recognizable.  
 Brand recognition and store placement were key problems for the existing 
women-owned companies manufacturing tools for women. For a line of products 
 71 
 
like this to be accepted, it was suggested that a major corporation would have to 
undertake the project and invest a large amount of money into a strong marketing and 
advertising campaign. Additionally, home improvement retailers such as Home Depot 
and Lowe?s would need to carry these tools for wide availability. The problem, however, 
is that many home improvement retailers and tool companies are unwilling to take the 
risk of designing or marketing tools specifically for women. Over the course of this 
study, it has been revealed that these institutions are fearful of alienating men and are 
trying to avoid losing their traditional customer base, male contractors. 
Ironically, home improvement statistics and studies done by major home 
improvement retailers show that women represent approximately fifty percent of home 
improvement purchasers; in some cases, women are over half of the customer base. This 
data reveals the importance of the female market segment in home improvement. This 
trend will continue to grow steadily as increasing numbers of single women are becoming 
homeowners and are involving themselves in home improvement. This information 
suggests that there is a consumer market, women, with an unmet need, tools designed 
with the female-user in mind. 
After building a case for the creation of thoughtfully designed tools for women, 
guidelines were developed to help organize a list of important features that the female 
consumer looks for when buying tools. The points suggested cover five categories: 
connecting emotionally through branding, creating an aesthetic appeal, including 
qualitative features, using functional qualities, and incorporating an educational 
component. The guidelines were developed through field and academic research. Some 
 72 
 
points were ideas that were expressed in publications dedicated to the home improvement 
retail industry, while others were developed from product feedback and user surveys.  
The guidelines developed for this thesis study were applied to the design of the 
drill, often the first power tool purchase by women. Factors such as weight and handle 
size were made to accommodate women?s strength and smaller hand size. Additionally, 
features that added to women?s sense of perceived value were incorporated into the 
design (e.g., a bubble level, magnetic tray, and directional light indicator). Form language 
and color choices were also carefully considered to appeal to women in a sophisticated 
manner.  
In addition, the guidelines were considered during the development of the 
Empower brand identity and graphic system. Points which reflected the need to connect 
on an emotional level were used in the design of the brand and marketing strategy. 
Emphasizing self-reliance and the ability to improve one?s life through home 
improvement were messages suggested by the Empower tagline, ?Build Your Life.? 
The Empower design solutions demonstrate how tools can be developed to better 
accommodate women and to appeal to their senses. Overall, it can be concluded that tool 
companies and home improvement retailers can better meet the needs of their female 
customers through careful research and thoughtful design. 
 
4.2 Study Accomplishment 
 The accomplishments of this study are the guidelines for designing tools with 
women in mind. These principles were successfully applied to the design of a home 
improvement product, a drill designed with women in mind. The drill redesign is a 
 73 
 
successful illustration of a product that has been designed to better accommodate women. 
It shows a level of sophistication and is a visual example of the thought and consideration 
that should go into developing products specifically for women.  
This study has streamlined the key points of many articles and research studies 
into a concise list of design considerations that can now be used by designers who are 
developing tools or other home improvement products for women. 
 
 
4.3 Future Areas of Study 
In the future, it would be worthwhile to conduct a drill comparison session that 
would test the new Empower drill against the Barbara K! Power Lite and the Tomboy 
Tools drill. This would allow the researcher to get feedback from the target market, 
women ages 25-55, and to discover whether or not the Empower drill is an appropriate 
design for these women. Better understanding the preferences of women would benefit 
the researcher in the process of refining the Empower drill design.  
This thesis study illustrates the design of one specific product using a new set of 
guidelines which focus on design rules for developing tools for women. These guidelines 
could easily be applied to other home improvement products or even the creation of a 
complete tool line for women. Similar guidelines for designing other types of products 
for the female market could be an extension of this study; the key connection would be 
designing products with women in mind.  
 Markets such as electronics and automotive supply, which traditionally are male-
oriented, might be an interesting area of expansion. Like home improvement, these retail 
 74 
 
areas may be seeing a change in their customer base and thus, would need to make 
changes to accommodate women. 
 Additionally, further study could be made to segmenting the female market. 
Research on the variation of female consumers would reveal more specifics about how 
these consumers shop and make their purchasing decisions. This information could 
expand the depth of the guidelines developed for designers creating products for women 
or with women in mind. Better understanding the market and its needs would lead to the 
improvement of existing consumer products and the possible creation of others where 
there is an identified unmet need. 
 75 
 
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Premier. 
 
Joint Center for Housing of Harvard University (2004). The State of the Nation?s Housing  
2004. John F. Kennedy School of Government. Cambridge, MA. Retrieved 
February 7, 2007 from 
http://www.jchs.harvard.edu/publications/markets/son2004.pdf 
 
Kern, T. (2003, March 17). Venders Pursue Women. Home Channel News, 29 (6).  
Retrieved December 15, 2006, from ProQuest. 
 
King, L. (2007, Spring). Get Mom the Coolest, Trendiest Gift Ever: Power Tools a Hip   
 Alternative to Candy and Flower for Mother?s Day. Retrieved July 22, 2007, from  
 http://finance.move.com/HomeGarden/HomeImprovement/Features/Spring/Moth
 ersDay.asp?poe=homestore 
 
Korn, M. (2005, October). Hey, Lady! Women and the Art of Product  
Development. Fast Company, 99. Retrieved November 11, 2006, from 
http://www.fastcompany.com/magazine/99/trend.html 
 
 78 
 
Magiera, M. (1993, January 25). For Couple with Everything, Try Hardware Store. 
 Advertising Age, 27. Retrieved July 22, 2007, from Lexis Nexus. 
 
Mantrell, S. (2004, October 11). It?s the Perfect Blendship. Publishers Weekly,  
251 (41) 36-44. Retrieved June 7, 2007 from Academic Search Premier. 
 
Meyers, M. (1998, October). Gift Registries for All Occasions. Good Housekeeping, 227  
 (4), 198. Retrieved July 22, 2007, from Academic Search Premier. 
 
Milligan, J. (2005, June). A House of HER Own. Mortgage Banking, 65 (9), 60-65.  
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Montenegro, M. (2006). Single Women are Home Buyers. Retrieved November 26,  
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Myers, G. (1996, April). Selling (a Man?s World) to Women. American  
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Packaging Digest (2005, September). Paint Packaging Ingenuity Spills Over into  
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http://www.packagingdigest.com/articles/200509/91.php 
 
Peters, T. (1997, June 2). Opportunity Knocks. Forbes, 132. Retrieved December 15,  
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Pheasant, S. (1996). Bodyspace: Anthropometry, Ergonomics and the Design of Work.  
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Psychology Today (1994, March). The Last Word on Gender Differences.  
27 (2), 50-56. Retrieved January 17, 2007, from ABI/Inform. 
 
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Side --- With ?Ladies? Nights,? Classes for Women, Home Stores  Cultivate 
Growing Market. Wall Street Journal, B1. Retrieved December 15, 2006, from 
ProQuest. 
 
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51 % of Women are Now Living without Spouse. New York Times, A1. Retrieved 
July 16, 2007,  from Lexis Nexus. 
 
Rusch, R. (2005, May 2). Barbara Kavovit: Building Girl Power with Barbara K! Brand 
Channel News. Retrieved July 18, 2007, from 
http://www.brandchannel.com/careers_profile.asp?cr_id=55 
 
 79 
 
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MarketResearch.com, Inc. New York, NY. 
 
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Retrieved December 15, 2006, from ProQuest. 
 
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 Human Factors in Design, Revised Edition. John Wiley & Sons, Inc., New York, 
 NY. Pages 74-77.  
 
Tsao, A. (2005, February 14). Retooling Home Improvement. Business Week  
Online. Retrieved November 26, 2006, from 
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[U.S. Edition], 148 (4), 46. Retrieved January 17, 2007, from ABI/Inform. 
 
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of General Demographic Characteristics. Retrieved December 15, 2006, from 
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Woodson, W., B. Tillman, and P. Tillman (1992). Human Factors Design Handbook.  
 McGraw-Hill, Inc. New York, NY. Pages 507-519. 
 
 80 
 
APPENDIX A 
Reference List of Home Improvement Books for Women 
 
Baker, Heidi and Eden Jarrin (2006, December). Be Jane's Guide to Home  
 Empowerment: Projects to Change the Way  You Live. Clarkston Potter.  
 
Hemmis, Paige (2006, December). The Tuff Chix Guide to Easy Home Improvement: 
 Great Tips, from Fixing Faucets to Laying Tile. Plume.  
 
Herrick, Lyn (1997). The Woman?s Hands-On Repair Guide. Pownal, Vermont: Storey 
 Books.  
 
Liebeler, Joanne (2007, February).  Do It Herself: Everything You Need to Know to Fix, 
 Maintain and Improve Your Home. Sunset Books. 
 
Meyer, Laura and Robyn Roth (2007, March).  Remodel This! A Woman?s Guide to 
 Planning and Surviving the Madness of Home Renovation. Perigree Hardcover. 
 
Sussman, Julie and Stephanie Glakas-Tenet (2002). Dare to Repair: A Do-It-Herself 
 Guide to Fixing Anything in the Home. New York: Harper Collins.  
 
Vally, Norma (2002). Chix Can Fix: 100 Home-Improvement Projects and True Tales  
 from the Diva of Do-It-Yourself. New York: Penguin. 
 
 
 
 
 
 
 
 
APPENDIX B 
 
Investigation 1: Product Feedback Session 1 and User Survey 1 
The following six drills were examined during a product feedback session at 
Agnes Scott College. Female participants were asked to handle each drill and give 
feedback on their opinion of each. 
 
Figure B1. Agnes Scott College Product Feedback Session 1 
 81 
 
Investigation 1: User Survey 1  
 The following survey was given to female participants following the product 
feedback session 1. Those involved in the survey were asked to quickly answer the 
following questions: 
 
 
Figure B2. Agnes Scott College User Survey 1. 
 
 82 
 
Charted Results from User Survey 1 
 The following charts represent the results of the first of two user surveys given to 
female participants at Agnes Scott College. Results for the first survey follow: 
 
User Survey 1
Question 1: Have you every held a cordless power drill before today?
23
4
0
5
10
15
20
25
Yes No
N
u
mb
er of
 A
n
swer
s
 
Figure B3. User Survey 1: Results from Question 1 
 
 83 
 
User Survey 1
Question 2: Do you know how to use a drill?
23
4
0
5
10
15
20
25
Yes No
Nu
m
ber o
f
 An
swers
 
Figure B4. User Survey 1: Results from Question 2.  
 
 The majority of female survey participants knew how to use a drill prior to the 
product feedback session in which they were asked to examine six drills. Many 
mentioned that their fathers had taught them how to use a drill. Most of the women who 
did not know how to use a drill expressed interest in learning how to use one. 
 84 
 
U
s
er
 Su
r
v
ey
 1
Q
ue
s
t
i
on 3
:
 I
f
 y
ou 
w
e
re
 t
o 
buy
 a
 dri
l
l
,
 w
hi
c
h f
a
c
t
or
s
 w
oul
d m
os
t
 i
nf
l
ue
n
c
e
 y
our purc
ha
s
e
?
R
a
te
 th
e
 fa
c
tor
s
 1
 to 8
 w
i
th 1
 b
e
i
n
g th
e
 m
o
s
t i
m
p
o
r
ta
n
t.
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1012
12
345
67
N u mb er  o f  R esp o n ses
  
  
   
   
   
   
W
e
i
g
h
t
  
  
   
   
   
   
To
r
q
u
e
 85 
 
 
Figure B5. User Survey 1: Results from Question 3. 
  
   
   
  
   
   
C
o
l
o
r
  
   
   
  
   
   
P
r
i
c
e
  
   
   
  
   
   
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a
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e
 
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i
z
e
  
   
   
  
   
   
W
o
u
l
d
 N
e
v
e
r Bu
y
 a
 
D
r
i
l
l
  
   
   
  
   
   
Ov
e
r
a
l
l
 
D
e
s
i
g
n
  
   
   
  
   
   
Oth
e
r
U
s
er
 Su
r
v
ey
 1
Q
u
e
s
t
i
o
n
 4
:
 If
 y
o
u
 we
r
e
 t
o
 u
s
e
 a
 d
r
ill,
 h
o
w wo
u
ld
 y
o
u
 e
n
v
is
i
o
n
 u
s
in
g
 it
?
 
(
C
ir
c
l
e
 a
ll t
h
a
t
 
a
p
p
ly
)
21
24
14
4
6
0
4
05
1015202530
a.
 f
o
r
 
hom
e
d?c
or
 pr
oj
ec
t
s
b.
 f
or
 hom
e
i
m
p
r
ov
em
ent
pr
oj
e
c
t
s
c
. 
f
o
r
 a
r
ts
 &
c
r
af
t
s
 pr
oj
ec
t
s
d.
 a
t
 w
o
r
k
e.
 at
 
s
c
h
ool
 
f
.
 
w
oul
d 
nev
er
us
e a 
dr
i
l
l
g
.
 ot
her
N u mb er o f  A n swers
 
Figure B6. User Survey 1: Results from Question 4.  
 86 
 
Figure B7 represents the top results for question five from the first user survey. 
These answers were determined to be the most important as they received multiple votes. 
Answers that received two votes or less were not charted. 
U
s
er
 S
u
r
v
ey
 1
Q
u
e
s
t
i
o
n
 5
:
 W
h
a
t
 C
o
lo
r
 wo
u
ld
 y
o
u
 Im
a
g
in
e
 a
 
C
o
r
d
le
ss
 D
r
ill f
o
r
 W
o
me
n
 t
o
 b
e
?
012345678
B
l
ac
k
P
i
n
k
L
i
gh
t
 
B
l
u
e
 
B
l
u
e
R
ed
N
o
 P
r
ef
eren
c
e
N
O
T
 P
i
n
k
P
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rpl
e
Oran
ge
N u mber of  R e s p o n se s
 
Figure B7. User Survey 1: Results from Question 5. 
 87 
 
U
s
er Su
r
v
ey
 
1
F
a
vor
i
te
 Dr
i
l
l
4
0
9
1
11
11
02468
1012
D
r
ill
 1 
D
r
i
ll 2
D
r
ill
 3
D
r
i
l
l
 4
D
rill 
5
D
r
i
l
l
 6
D
rill 
3/5
Nu m be r  o f An s w e r s
 
Figure B8. User Survey 1: Results for Favorite Drill.
 88 
 
APPENDIX C 
Investigation 1: Product Feedback Session 2 and User Survey 2 
The following six drills were examined during the second product feedback 
session at Agnes Scott College. Female participants were asked to handle each drill and 
give feedback on each. 
 
Figure C1. Agnes Scott College Product Feedback Session 2 
 89 
 
Investigation 1: User Survey 2 
 The following survey was given to female participants following the product 
feedback session 2. Those involved in the survey were asked to quickly answer the 
following questions: 
 
 
Figure C2. Agnes Scott College User Survey 2. 
 
 90 
 
Charted Results from User Survey 2 
 The following charts represent the results of the second of two user surveys given 
to female participants at Agnes Scott College. Results for the first survey follow: 
 
User Survey 2
Question 1: Have you ever held a cordless power drill before today?
35
10
0
5
10
15
20
25
30
35
40
Yes No
Nu
m
b
e
r
 o
f
 
An
s
w
e
r
s
 
Figure C3. User Survey 2: Results from Question 1. 
 
 91 
 
U
s
er
 Su
r
v
ey
 
2
Q
ue
s
t
i
on
 2
:
 Do 
y
o
u k
no
w
 ho
w
 t
o
 us
e
 a
 
dr
i
l
l
?
35
10
05
10152025303540
Ye
s
N
o
N u m b er  o f  A n sw er s
 
Figure C4. User Survey 2: Results from Question 2. 
 92 
 
Us
e
r
 S
u
r
v
e
y
 2
Q
u
e
s
ti
o
n
 3
:
 I
f
 y
o
u w
e
r
e
 to
 buy
 a
 dr
i
l
l
,
 w
h
i
c
h
 fa
c
t
or
s
 w
o
ul
d m
o
s
t
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n
fl
ue
n
c
e
 
y
o
ur
 pur
c
h
a
s
e
?
R
a
te
 fr
o
m
 1
 
to 8
 
w
i
th 
1
 be
i
ng t
h
e
 m
o
st i
m
por
ta
n
t
.
 
05
1015202530
12
345
678
M
o
st
 t
o
 
Least
 Impor
t
a
n
t
N u m b er  o f  R esp o n ses
w
ei
ght
t
o
rque
 93 
 
 
Figure C5. User Survey 2: Results from Question 3. 
co
l
o
r
pr
i
c
e
handl
e s
i
z
e
w
oul
d
 nev
er
 
buy
 a 
dr
i
l
l
ov
eral
l
 des
i
gn
ot
her (
p
l
eas
e 
s
pec
i
f
y
)
U
se
r
 S
u
ve
y 2
Q
u
e
s
t
i
o
n 4
:
 I
f
 y
ou 
w
e
re
 t
o us
e
 a
 dri
l
l
,
 ho
w
 w
oul
d y
ou
 e
nv
i
s
i
o
n us
i
ng 
i
t
?
 (
Ci
r
c
l
e
 a
l
l
 t
ha
t
 a
pp
l
y
)
05
1015202530354045
a.
 f
or
 
h
o
m
e
d?c
o
r
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o
j
e
c
t
s
b.
 f
o
r
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m
e
i
m
p
r
ov
em
en
t
p
r
oj
ec
t
s
c
.
 fo
r a
r
ts
 &
c
r
af
t
s
 p
r
oj
ec
t
s
d.
 
a
t
 wo
r
k
e
.
 a
t
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c
ho
o
l
 
f
.
 
wo
r
k
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n
 c
a
r
g
.
 wo
ul
d 
ne
ve
r
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s
e a d
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h.
 o
t
he
r
 (
pl
e
a
s
e
sp
e
ci
f
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)
N u m b er o f  A n swer s
 
Figure C6. User Survey 2: Results from Question 4. 
 94 
 
The following chart represents the top answers given for question 5. There were 
many suggestions for a variety of features; however, the ones seen here are the ones that 
were most popular and most desired. 
U
s
er
 Su
r
v
ey
 
2 
Qu
e
s
t
i
o
n
 5: W
h
at
 f
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r
es
,
 i
f
 an
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 w
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02468
1012
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ig
h
t
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ll H
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a
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 Gr
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H
a
n
d
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v
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o
mp
a
c
t
 
D
r
ill f
o
r
T
i
ght
 A
n
gl
es
Num b e r  of Re s p o n s e s
 
Figure C7. User Survey 2: Results from Question 5. 
 95 
 
Figure C8 represents the top colors that were most suggested by survey 
participants to be used for a cordless drill designed with women in mind. There were 
many other color suggestions, but these were the answers which garnered the most votes.  
Qu
e
s
t
i
o
n
 6
:
 W
h
at
 
co
l
o
r
 w
o
u
l
d
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u
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m
ag
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n
e a
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r
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r
 
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02468
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P
i
n
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l
a
c
k
B
l
u
e
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r
pl
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reen
N
o
 P
r
ef
eren
c
e
N
O
T 
P
i
n
k
Num b e r  of Re s p ons e s
 
Figure C8. User Survey 2: Results from Question 6. 
 96 
 
 Figure C9 represents data from another question relating to color in women?s 
lives. The following chart shows the colors that are common in women?s everyday lives. 
The listed colors represent only the top answers. 
U
s
er Su
rv
ey
 2
Qu
e
s
t
i
o
n
 7
:
 T
h
i
n
k a
b
o
u
t
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h
e 
acc
es
s
o
ri
es
 
y
o
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ear, 
t
h
e c
o
s
m
et
i
c
s
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o
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n
d
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od
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r
e 
t
h
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col
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rs
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h
at
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t
and
 
o
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t
?
02468
101214161820
B
l
u
e
G
r
e
e
n
P
in
k
B
la
c
k
P
u
r
p
le
R
e
d
N u m b er o f  R esp o n ses
 
Figure C9. User Survey 2: Results for Question 7. 
 97 
 
 For the second product feedback and user survey session, drill 1 was most favored 
followed by drill 5. Interestingly enough both drills that were most liked were drills 
designed with women in mind. Drill 1 was the Tomboy Tools 12 volt drill, and drill 5 
was the Barbara K! drill. 
Us
e
r
 S
u
r
v
e
y
 
2
 F
a
v
o
r
it
e
 D
r
ill
05
10152025
D
r
i
ll 1
D
r
i
ll 2
D
r
ill 3
D
r
ill 4
D
r
ill
 5
D
r
il
l 6
Num b e r  of  Re s pons e s
 
Figure C10. User Survey 2: Results for Favorite Drill.
 98 
 
 99 
 
APPENDIX D 
 
Interview with Darwin Keith-Lucas 
Q. From your experience, do you see a need for gender specific tools? 
A. Yes, refer to the chapter on the need for two sized handles. 
 
Q. Is there room in the home improvement sector for a woman?s tool line? 
A. Yes, single women are the fastest growing segment of consumers 
 
Q. Are there specific factors that restrict a company?s desire to head into this market? 
A. Distribution issues & alienating the male consumer 
 
Q. What type of company do you think would consider making tools for women? 
A. Smaller companies that have less to risk 
 
Q. From your research and work, what were the major factors to consider when designing 
tool handles (for men/women)? 
A. Diameter, button placement, possibly grasp (dip in hand-bulge in handle & scallop 
out)
 100 
 
Q. Do you have any suggestions on resources that I should definitely use for my thesis? 
A. Human factor/ergonomic society (HFES); Natick Soldier Center (US Army) hand 
study; Weiman/Gordon Study 
 
Q. Do you have any suggestions on how to develop a form language for a tool line? 
A. Use soft lines, which will come across as less aggressive; review the form language 
uses in women?s outdoors products & household cleaning products. 
 
Q. How important was color in your tool design? Percentage of colors used (company 
colors)? 
A. Color was very influential (e.g., Dewalt?s ?Caution Yellow?) 
 
Q. I am considering using a transparent plastic for the drill that I design. Do you think 
this would work okay for this type of product? (e.g., Zircon iSensor; Gillette Sensor for 
women, & Gillette Venus) 
A. Transparent colored plastics will get scratched up and will become hazy. 
 
Q. If I do use transparent colored plastics, I will need to pay special attention to designing 
the screw bosses in a pleasing manner. Any tips? 
A. Use glass filled nylon instead; it unfortunately is not available as a translucent 
material. The housing is usually 3mm thick. Bosses are 10mm diameter, and screws are 
thread forming. 
 
 101 
 
Q. Do you have any advice for redesigning the power drill? Are there specific things I 
should consider when designing this tool? 
A. Right angle drills house the motor in the handle not barrel body. Balance is important. 
Also, look at battery technology.
 102 
 
APPENDIX E 
Core Branding Questions: An Exercise Completed by Jacqueline Urda from 
Professor Chris Arnold?s Summer Studio 2007 
1) What is your mission? What are your three most important goals? 
To create a line of high quality hand and power tools that accommodates and 
empowers women through improved design and accessible education. 
? educate & empower women 
? make tools that are more accessible and accommodating for women 
? good design of product, packaging, and user experience 
 
2) Why was this company created? 
Business opportunity and unmet need within the home improvement industry due to 
the growth of the DIY movement and women involved in home improvement 
 
3) Describe your products or services? 
Quality tools that accommodate women by emphasizing education and ease of use 
 
4) Who is your target market? 
? Women ages 25-55
 103 
 
? DIYer (novice to intermediate level)
? Single women 
? First time home buyers /homeowners 
 
5) Prioritize your stakeholders in order of importance. How do you want to be perceived 
by each audience? 
? Women ages 25-55: Tools for me (women) 
? DIYer (novice to intermediate level): Educational, easy to use products 
? Single women: Empowering Women; I can do home improvement projects 
myself without the help of a man 
? First time home buyers /homeowners: Can do home improvement projects 
myself 
 
6) What is your competitive advantage? Why do your customers choose your product or 
service over others? What do you do better than anyone else? 
? Tools for women: design & marketing 
? Educational focus 
? Focus on end result; what women can accomplish with the product 
? Ease of use 
? Approachable & fun; antithesis of intimidating 
 
 
 104 
 
7) Who is your competition? Is there a competitor that you admire most, and why? 
? Barbara K, Tomboy Tools, Ryobi, Makita, Black & Decker, RIGID, DeWalt, 
Craftsman 
? Barbara K has done well in the media and has gotten a lot of press in regards 
to her line of tools.  
? Makita & Bosch have really well-designed cordless drills that are lightweight 
because they use lithium ion battery technology. Their drills are less bulky 
and are more manageable. 
 
8) What are the trends and changes that affect your industry? 
? More women entering the home improvement & DIY movement 
? More single women homeowners 
? Increase in the number of DIYers 
? Improved technologies (lithium ion batteries) 
? Focus on education (television shows, magazines, books, etc) 
? Home improvement has been popularized 
 
9) Where will you be in five years? In ten years? 
? Full line of basic hand and power tools 
? Gear & promotional items 
? In-store displays (POP/POS) 
 
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? Established, well-known brand and line of tools 
? Expansion of brand into DIY books & magazines 
? Partnership with major home improvement store 
 
10) How do you measure success? 
? Press coverage 
? Distribution of product 
? Quantity of units sold 
? Number of women that have been educated 
? Profits earned 
? Positive feedback from consumers 
 
11) What values and beliefs unify your personnel and drive their performance? 
? Belief in the benefits of education 
? Desire to deliver quality tools at an affordable price 
? Confident that women are capable of doing DIY projects and using tools 
? Making home improvement accessible and approachable 
 
12) What are the potential barriers to the success of your product or service? 
? Distribution of Product 
? Marketing strategy: transparent vs. visible 
? Alienating men 
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? Alienating women 
 
13) Place yourself in the future. If your company could do anything or be anything, what 
would it be? 
? An educational resource for women (like This Old House) 
? Educational seminars for young girls and teenagers 
 
14) If you could communicate a single message about your company, what would it be? 
? We take women seriously. 
? Women deserve to have quality tools that are easy to use.
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APPENDIX F 
 
Brand Brief 
This document provides a brief description of the Empower brand. It outlines the 
plan and framework by which decisions will be evaluated. 
 
Project Details: 
Brand name: Empower 
Associated Brand(s): Black and Decker 
 
Existing Base / Perception 
Black & Decker is best known for its small home appliances and entry level 
power tools. Its products are relatively inexpensive and are reliable. Black & Decker is a 
well-known and reputable company that carries a decent consumer grade product.  
B&D is widely available in many retail outlets such is Wal-Mart, Target, Home Depot, 
and Lowe?s, to name just a few.  
The Black & Decker Company owns DeWalt, Porter Cable, Weiser Lock, 
Kwikset, Delta Machinery, Emhart Technologies, and Price Pfister. Under the Black & 
Decker brand, there are sub-brands like Firestorm; the Empower brand would be treated 
as a sub-brand, like Firestorm.
 
 Figure F1. Empower Brand Identity Board. 
 
 108 
 
 109 
 
Existing Brand Offering / Delivery 
Customers of Black & Decker (B&D) products expect to buy a decent quality 
product that will meet their basic needs. B&D tools are generally consumer grade, not 
professional, and the price point reflects this. Often, these tools are the first that one 
might receive as a present or might purchase as a beginner in home improvement. 
Tools developed under the Empower brand, a sub-brand of Black & Decker, 
would be entry-level, consumer grade products and would be priced accordingly. This 
brand would continue to reflect Black & Decker?s reliability, as well as its availability. 
This line of tools would be marketed towards women who are novice to intermediate 
level. 
 
Strength, Weakness, Opportunity, Threat (SWOT) Assessment 
Black & Decker?s Empower brand would be a line of tools designed for and 
marketed towards novice to mid-level female consumers. This brand would be 
approachable to women and would focus on ease of use and education to lure women. 
Additionally, the Empower brand would sell the end result approach by showing women 
what they can accomplish. 
Very few tools companies have approached the female segment of home 
improvement as a business opportunity. Home improvement and repair has traditionally 
been a male-oriented, contractor based business. Alienating men is a huge concern within 
this industry, and marketing or designing tools for women is viewed as risky business. 
Women are increasingly becoming members of the Do-It-Yourself movement and 
are becoming more and more visible in home improvement stores. Women are 
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completing home improvement and repair projects to make their surroundings more 
beautiful, to make themselves feel empowered and independent, and because frequently 
there is not anyone around to help. Today, single women are the 2nd largest group of 
home buyers, just behind married couples. This market is projected to grow steadily.  
Black & Decker currently has a line of craft and painting tools that were designed 
with women in mind. The Project Mate is a multi-purpose tool that was developed for 
light home improvement or craft projects. The Empower line of tools could easily include 
some of these existing products and would be a great brand to develop further to include 
tools that would appeal to women and their projects or hobbies. 
The Empower brand would need to be different enough to distinguish it from the 
standard B&D tool brand, but similar enough so that there is an association between the 
brands. The line of Empower tools should include the B&D colors, even if it is just as an 
accent. 
 
Identify Stakeholders / Measures of Success 
? Home Improvement Stores 
? Retailers 
? Female Consumers 
? DIYers 
 
Desirable Brand Vocabulary 
? Approachable 
? Affordable 
? Empowering 
? Well-known 
? Quality 
? Educational 
 
 
Figure F2. Empower Mood Board. 
 
Desirable Brand Image (i.e., moods and themes) 
? Empowering 
? Independent women (Rosie the Riveter) 
? Approachable / Easy to Use (Anyone can do it) 
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? Affordable (Assessable to Many) 
 112 
 
? Reputable  
 
The Desirable Brand Message 
To develop a line of high quality hand and power tools that accommodates and 
empowers women through improved design and accessible education.
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APPENDIX G 
Creative Brief: 
This document provides a brief description of the project. It outlines the 
objectives, audience, and assumptions for the project and details the creative concept the 
team intends to use moving forward. 
Project Details 
Project name: Empower by Black & Decker 
Brand Concept 
The objective of this project is to develop a line of high quality hand and power 
tools that accommodates and empowers women through improved design and accessible 
education. This project encompasses both the need for design focused on women, as well 
as marketing strategies to attract women and to make home improvement approachable.  
Business Objectives 
Empower by Black and Decker seeks to create a new line of tools for a specific 
market segment, women who are involved in the DIY movement. This brand seeks to 
increase Black and Decker?s market share of the home improvement industry. Tools
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 focusing on women?s needs or designed for women are not common and are not 
available in most hardware stores. Black & Decker products are placed in many stores; it 
is likely that B& D would introduce the Empower brand into many high volume retail 
stores, creating a niche market of available tools designed for women.  
Value Proposition / Benefits 
? Educational component 
? Ease of use 
? Quality tools 
? End result or product (what can be accomplished with the tools) 
Design Considerations / Opportunities 
? Quality of Life (tools are a means to an end) 
? Make life easier (ease of use) 
? Make time more meaningful (efficient) 
? Connection 
? Experience 
? Education (the adventure of learning) 
? Sell Convenience 
? Benefit to Consumer 
? Clear instructions 
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Target Market / Audience 
? Women ages 25-55 
? DIYer (novice to intermediate level) 
? Single women (home buyers & home owners) 
 
Competitive Landscape 
Barbara K! has created a line of tools designed for and marketed towards women. It has 
placed its product in retail stores where many women shop such as Bed Bath & Beyond 
and Linens ?n Things. Barbara K! has had great press coverage and continues to be 
visible in the media. The story of the Barbara K?s founder strikes a cord with female 
consumers and makes her a credible figure in the tool industry. 
Tomboy Tools is a company that has put together an educational community for 
women that focuses on teaching women how to use hand and power tools. This company 
uses the strategy of house parties to sell its products and has created a strong word of 
mouth campaign. Tomboy Tools? products are available to purchase online and from 
Tomboy Tools consultants. They are not available in retail or hardware stores. 
Ryobi has created several smaller and lighter cordless drills that have been 
designed with women in mind. They are however not marketed as drills for women, but 
have been popular with female consumers. 
Makita has also designed several of its drills to be smaller and lighter, making 
them more accommodating to women. Again, the drills are not marketed towards women, 
but have features attractive to female consumers.
APPENDIX H  
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Figure H1. Empower Logo Guidelines 
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APPENDIX I 
 
 
Figure I1. Empower Logo Survey. 
 117 
 
APPENDIX J 
 
Tools for Women: Other Existing Tool Lines 
 
 In the main body of this thesis, Barbara 
K! and Tomboy Tools were used as examples 
of tool companies designing tools with women 
in mind. These two companies have the most 
extensive product lines for the female-friendly 
tool market and are the most credible and well-
known. 
 
 
Figure J1. Lyday Tools Cordless  
Drill 
 
 
Figure J2. Walnut Hollow Designed for Her 
Tools.  
 There are other existing companies of 
whom the researcher is aware. These 
companies, while relevant, are not the forerunners in this category. Lynda Lyday, a home 
improvement expert and television 
personality, introduced her line of 
red and cream hand and power 
tools, Lyday Tools, at the May 
2005 National Hardware Show.  
 Walnut Hollow, a well-
known nationwide provider of high
 118 
 
quality woodworking tools recently created a line of tools for women. In January of 2007, 
Walnut Hollow was awarded the Craftrends? Award of Creative Excellence (ACE) in 
the Innovation Category for its ?Designed For Her? Tools Program? (Walnut Hollow 
Tools, 2007).
 Ladies Tools Online is a website that sells a series of tool kits targeting women as 
its market. The tools sold by this company are not designed specifically with women in 
mind; the tools are superficially colored pink, purple, and peach and are off-the-shelf 
models. 
 
 
Figure J3. Vax Drill. 
 Vax, a British company that primarily sells 
vacuums, has a cordless drill/driver that is similar to 
the Ryobi 12 volt drill (model number HP512K). In 
fact, the Vax 12 volt drill is an OEM product 
produced by Ryobi. The only substantive difference 
is color.  
Vax also sells a tool kit which includes 
several basic hand tools and a cordless drill. This 
toolkit is worth noting because it has been well attended to and is a good solution. The 
toolkit appears to have been designed with the female consumer in mind, as it is well-
designed and comes with an instructional DVD. This product is for the UK market and is 
out of the realm of this study. 
 Other less serious cordless mini drill/screwdrivers available in the UK are the 
Handy Mandy and the DIY Diva. Similarly designed to these drills is a pink mini drill 
offered by U.S. based Lillian Vernon.  
 119 
 
 120 
 
 Another tool line that focuses on women as the end user is Norma Valley?s Chix 
Can Fix company, which sells a variety of hand tools to women. These tools seem to be 
OEM models that have been ?feminized? using the color purple. Grip is another tool 
company which has toolkits for women. They also are likely to be OEM tools and are 
very similar to the Norma Valley tools. 
 In addition to the above mentioned tool lines, still others are available for 
purchase.  The general problem with many of these tools is a lack of depth and 
understanding of what differences should be considered when designing with women in 
mind. Furthermore, each of the tool companies targeting women needs to improve its 
brand and marketing strategy because they are missing the depth of their target market.
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APPENDIX K 
 
 
Psychology of Men and Women 
Evolutionary psychologists believe that nature and evolution are the key 
differentiators between men and women. According to this theory, it is in men?s 
instinctive self to have as many offspring as possible with as many mates as possible, 
with the goal of spreading their DNA to many. Women on the other hand, from the 
evolutionary psychologist?s perspective, innately are caregivers and are keepers of the 
home who are searching for a strong, loyal man with whom to mate (Blustain, 2000). 
On the other side of the argument are psychologists who believe that social roles 
and gender stereotypes, not biology, are the cause of differences between men and 
women. The behavior of men and women, as well as the way they each think, according 
to social and feminist psychologists, is a result of social pressures and societal influence 
(Blustain, 2000). Following social standards, men?s role is to be the provider for their 
family, whereas women are given the role of caregiver and homemaker. Despite personal 
philosophies, psychologists on both sides believe that there are differences between men 
and women. 
Doreen Kimura, an authority on sex differences, according to Scientific American, 
believes that many of the differences between men and women result from the difference 
in sex chromosomes (i.e. XXY and XX). Genetic differences between males and females 
develop in utero and are a result of prenatal hormones. Kimura claims that ?from the 
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start, environment is acting on differently wired brains in girls and boys? (Psychology 
Today, 1994). Size and structure are two differentiating factors between the male and 
female brain; these anatomical variations result in organizational differences between the 
thought processes of men and women. (Kimura, 1999) 
 Other psychologists describe differences in the orientation of males and females 
in relation to their view of themselves in the world. Bakan, Carlson, and Meyers-Levy, 
psychologists quoted by Maureen Hupfer (2002), in Communicating with the Agentic 
Woman and the Communal Man, describe men as the ?agentic male,? a man whose world 
is characterized in terms of himself, who is self-reliant and independent, and who is 
autonomous; women are identified as the ?communal woman? who is defined in terms of 
herself and others, who is often the caretaker, and whose self-concept is interrelated with 
that of others. The roles of the ?agentic man? and the ?communal woman? support 
Doreen Kimura?s claim that men and women do not view the world and their part in it in 
the same way. 
 Another example of how men and women vary is illustrated by a study on 
impulse buying, which suggests that ? men tend to impulsively buy instrumental and 
leisure items projecting independence and activity, while women tend to buy symbolic 
and self-expressive goods concerned with appearance and emotional aspects of self? 
(Dittmar, Beattie, & Friese, 1995).
APPENDIX L 
 
 The following images show the Empower drill and highlight its features. The drill 
was designed with women in mind throughout the whole design process and incorporates 
the guidelines developed to design hand and power tools to better accommodate women. 
 
 
 
Figure L1. Empower Drill, Tool Bag, and Packaging Sleeve.  
 123 
 
 
 
Figure L2. Empower Drill Handle. 
 
 
Figure L3. Empower Venting and Label Pocket.  
 124 
 
 
 
Figure L4. Integrated Battery Pack.  
 125 
 
APPENDIX M 
 The following sketches and images represent the design process used for the 
creation of the Empower drill. The drill concepts started out very rough and got more 
refined over the course of three months.  
 
 
 
 
Figure M1. Thumbnail Sketches of Drill Concepts. 
 
 
 
Figure M2. Initial Drill Rendering. 
 
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 Yellow polyurethane foam was used to 
make rough sketch models of two designs. The 
models were made to help the researcher gain a 
better understanding of the drills form. 
 
 
Figure M3. White Model 1. 
 
 
 
Figure M4. White Model 2. 
 127 
 
 
 
Figure M5. Empower Drill Sketch, Side View. 
 
 
Figure M6. Empower Drill Sketch, Top View. 
 128 
 
The Empower drill was developed using two 3D 
modeling programs, Rhinoceros and Solid Edge, and a 
3D object scanner. After developing a decent 3D model 
using computer software, the file was used to create a 
machine-milled foam model. The foam model allowed 
the researcher to view the form and to test its level of 
comfort. After getting feedback from others around the 
Industrial Design department, it was determined that 
the drill handle need to be lengthened by half an inch.
 
 
Figure M7. 3D Rhinoceros  
Model. 
 
 
Figure M8. CNC Foam Model. 
 129 
 
 
 
Figure M9. Renshape CNC Model. 
 After finalizing and revising the drill model, the computer file was once again 
used to create a 3D model. This time however, the model was made out of a high quality 
modeling material called Renshape and was created as a hollow model with screw bosses.
 
 
Figure M10. Hollowed Final Model with Existing Drill Components. 
 130 
 
 
 
 
Figure M11. Final Model of the Empower Drill. 
 131