Gadgets Go Beyond "Cute" And "Pink" To Attract Women

Ms. Duarte represents a growing number of women who are embracing consumer electronics just as the technologies are reaching out to embrace them. Behind this quiet revolution are engineers and designers who are bringing a more feminine sensibility to products historically shaped by masculine tastes, habits and requirements.

Only a few years ago, feminizing a consumer electronic product meant little more than creating a pink or pastel version of the same black or silvery item coveted by men. And, some retailers note, that kind of marketing still goes on. But feminizing technology is more about a product's fundamentals, often expressed in its ease of use. It is not always aimed exclusively at women, but it is female friendly. Shoppers see it throughout electronics store from the rising popularity of digital picture frames to flat-panel televisions that are designed to fit into the cabinets and armoires that once housed smaller-screened traditional televisions by moving the TV speakers from the sides to the top or bottom of the TV.

The impact is being noticed. Women bought slightly more than half the digital cameras in the first four months of this year, compared with 48 percent a year ago, according to the NPD Group, a market analysis firm.

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