When producers manufacture a laptop computer especially for women, they put on a floral cover and present the product as a lifestyle accessorie, says Rune Nørager, associate professor and teacher at the Department of Product and Design psychology at Aalborg University. When the same laptop (in black) is advertised for men, the manufacturer talks about capacity and other technical specifications. What impact does this have on men's and women's approach to technology?

The prejudices existing between genders are highly influential in our ways of navigating the world. Unfortunately, the debate about prejudice frequently has a negative ring to it; but prejudices may also be conducive in our categorisation of each other into a series of ’crude categories’ in order that we can quickly pigeonhole and understand them.