Household design, such as that found in kitchens and appliances, is focussed too much on the needs of men and the balance should be restored so women are more of a consideration in the design process, a leading design firm has said.With this in mind product design firm Smart Design has launched Femme Den, a group which specialises in designing products geared towards women.It could reap dividends, as according to a recent study by Growth Strategies, women make or influence 80 per cent of purchases.Producers of male-oriented consumer products are increasingly realising the potential in the female market, yet are unsure how to tackle the issue - especially as women are still under represented in the design industry, explained Erica Eden, co-founder of the Femme Den. Some companies believe that by pinking and shrinking products they will appeal to females, but this isnt always the case and by doing so companies are in fact alienating the male population from buying their products.She highlighted that fact that a significant number of women live on their own, or are single parents, and have to use products that were not really designed for them.