You would be forgiven for thinking we’ve got spring fever at Sue Fidler Associates recently, with these blogs about empathy and emotions…
In this time of austerity and cutbacks, we were thinking about things you can do yourselves to avoid paying other people to do them for you. And one of those is assessing potential designs.
This is always a difficult area: show a design to a number of people and you’ll find as many liking it as disliking it! (I remember once inviting feedback about a design and being told on the one hand, “It’s too bright! It’s too bare!” – but also “It’s too dull-looking! It’s too cluttered!” You clearly can’t please all the people all of the time!)
This is where Emotional Response Testing (ERT) comes in. All it takes is some time, some willing participants, some blank cards and a copy of the design you want to test. This is how you do it:
- Get a number of members of your target audience, preferably not together, though.
- Show them a series of cards, each bearing opposite words and phrases – for example: professional/relaxed; caring/business-like.
- Ask them to tell you which one of each pair best matches what they think of your organisation.
- Armed with this information about how your audience sees your brand, show the same individuals the intended design.
- Ask them to consider the design against the same words/phrases, telling you which best matches the design they are looking at.
- If the responses to 3. and 5. match, your design is on brand. If not, you will need to alter it.
Get testing! It couldn’t be easier.
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