05.03.2021 | In Focus

Does it have to be pink? What really matters to women when it comes to hand tools

Women were identified as a target group for hand tools at an early stage. Although it is great that advertisements now often show women carrying out large and small DIY projects, there is not enough in-depth knowledge about what women's needs are when it comes to hand tools. It’s time for a couple of facts!

A rosy outlook

When the first hand tools specially designed for women appeared in DIY stores, it became blatantly clear what was thought at the time about women and their tool requirements.
A large number of manufacturers seemed to be convinced that the appearance of the products was vitally important for women and that women have a special preference for certain colors and patterns. The consequence – cheap, low-quality products that were, of course, pink and printed with colorful flowers.



In a study funded by PB Swiss Tools into the “Gender Marketing of High-Quality Hand Tools” (Claudia Schweizer, 2013), we have proven that women neither have an especially strong affinity to the color pink, nor select tools based primarily on their aesthetics.
On the contrary, it is often even the case that they reject products that are marketed as “developed for women”.


Women are tradespeople


What really matters to women – quality, ergonomics and good product design. Women use tools in the same way as men do and are therefore reliant on the same characteristics. They must be able to hold a tool easily and safely, and the tool should be able to do its job reliably for a long period of time.


The difference is obvious

There are of course anatomical differences between men and women.
The question is, however, are these differences important?

Although women do, on average, have slightly smaller hands than men, this does not affect their ability to use screwdrivers and other hand tools. A sufficiently sized handle ensures that the pressure exerted during work is equally distributed across the entire palm of the hand. Women also benefit from optimal mechanical transmission with larger handles.


High-quality hand tools for everyone

There is no place for prejudice at PB Swiss Tools. We manufacture high-quality hand tools that are suitable for all users. In order to keep this promise, we constantly enter into dialog with our users, ask for feedback and optimize our products.

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