Why Logitech’s new accessories are so pink and fluffy

  • Logitech’s new Aurora lineup aims for gender inclusion for gamers.
  • Yes, some of the gadgets are pink and fluffy.
  • Inclusion isn’t just about colors.


Logitech’s new “gender-inclusive” Aurora collection gaming accessories is a welcome change from the usual aggressive aesthetic of LEDs and grilles, but…pink?

Designing models that appeal to women is a delicate task. After all, shouldn’t a good design appeal to everyone, regardless of gender? An individual may not like the look of the iPhone or something like the sleek aluminum OP-1 Field from Teenage Engineering, but no one would say they are “for boys” or “for girls”. But the game accessories market is decidedly “teenage male” in its design character, which may put off many people, including boys.

“What we to know is that women make up nearly 50% of the gaming community, and they deserve product experiences that take them into consideration,” Tania Alvarez Moreno, head of game design at Logitech G, told Lifewire via email. “For the Aurora Collection, we spent time with them to understand their gaming experiences, what motivated them, and what their needs were. It may seem like a lot of little things, but it all adds up to be an experience. tremendous.”

Pink and fluffy

Walk down the aisles of any toy store and you’ll know you’re in the girls’ section because everything is pink. Or, from Disney Frozen, pink, ice turquoise and purple. Maybe a toy will also have “Girl Power” written somewhere.


The laziest way to cash in on the “female” adult market is to do the same thing. Just take a product and render it in a pastel color. The thinking seems to be that women don’t care about the specs and capabilities of a gadget. They just buy it for the color. It’s condescending, and it was out of fashion before our modern understanding of gender and gender roles opened up to something far more ambiguous and nuanced than boys versus girls.

“The style and color options – built-in or customizable – are always fun for consumers, although design purists will argue that a really great product should be perfect without those bells and whistles,” said the journalist and curator of the design. Henrietta Thompson says Lifewire over email. “That said, there’s no need these days to label it as gender-specific. Make it pink of course, but let it be for those who love pink – hint, it’s not always girls (and vice versa).”

Inclusive design

Design isn’t just about how things look. To paraphrase Steve Jobs, design is how it works. And there are physical and cultural gender differences that need to be considered.

“Gender neutral shouldn’t mean designing for a particular audience, as gender definition is becoming more and more fluid and tastes vary from individual to individual,” Seals of BrittneyCOO at an esports technology company Exposure, told Lifewire via email. “Good gender-neutral peripherals will include a range of the color spectrum (even if it’s just white and black) at a uniform price (no pink tax) and guarantee options or suitability for hands and heads of different sizes.”


Again, we can take inspiration from Apple. The iPhone, and every smartphone on the planet that has copied it, is a slab of glass with a plain frame. It is totally neutral, its colors change every year and you can buy the current models in small, medium and large.

“For the Aurora collection, we designed primarily for women and identified equipment issues around aesthetics, longer hair, discomfort from wearing glasses, earrings, and general fit discomfort for small sizes. This has allowed us to focus our efforts on addressing these key issues that are not unique to women and therefore have expanded the openness of the product solutions we offer at- beyond a specific gender group,” says Alvarez Moreno.

The pink and fluffy parts of the Aurora collection may not help the message, but designing for inclusivity, whether based on gender, size or accessibility, is good for everyone. Not all computing gear needs to be a monolith for beauty (iPhone) or for dudes and bros (all other gaming peripherals). Additionally, the Aurora range also has non-pink colors.

And the pink colors of Logitech? User preference:

“And yes,” says Alvarez Moreno, “this collection includes a customization set that includes Pink Dawn and Green Flash colorways, which were our target’s favorite color options based on extensive testing.”

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