Optimising marketing messages with user testing
Recent user studies we have undertaken involving comparative visual treatments have re-enforced the importance of visual impact and brand identity as an important component of the user experience - one that sets the tone and expectation of the interactions to follow. Balancing seemingly disparate aspects of credibility, relevance and simplicity with impact, distinction and interest can sometimes best be resolved by polling your demographic with a focus group or survey.
Everytime I go to my local pool shop I marvel at their marketing - an image of a surgeon with a flask below is so far removed from what the real pool-guy looks like - are they kidding? Is this a joke? Would this be laughed at in a focus group? Maybe, but its undeniably high on impact and memorability.
Wednesday, January 27th, 2010, 9:21 am, News
