User Testing for Print
jesscampbell (79 points) | Thu, 2008-05-22 23:03Hello everyone,
I'm currently working on a project for a winery, redesigning all of their wine labels. Essentially, a new face for their business.
The client has asked me to incorporate some user-testing in the process. We are a fair ways into the project. At a point where I am happy with the design we've arrived at after a number of revisions.
I'm wondering how I could go about testing a print project. I know there is a hierarchy in the designs, and that it is important to communicate each element of information (ie. wine name, brand, vintage, denomination, etc.) at its level within that hierarchy. But I'm at a bit of a loss in how I could go about testing the effectiveness of the design without just gathering opinions.
Essentially, I want to know how the design works for the users, and not how it looks to them.
If anyone has any ideas, please share them. I'd be very grateful.
Take care.
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What about running consumer-paid focus groups, or has that method proven ineffective for you in the past?
Or go full Joe Blow Sunday and set up shop on liquor store shelves (if licensed) with accompanying incentives...(still can't believe people need incentives to drink!)
"Without deviation from the norm, progress is not possible."
— Frank Zappa
"Art -- the one achievement of Man which has made the long trip up from all fours seem well advised." - James Thurber
A focus group is I guess what I was getting at.
My question is more on how to orchestrate something like that so it isn't opinion oriented, and focuses on function.
I could imagine that open ended questions would result in a lot of opinion based answers.
ie. "I don't like that font, what about Arial?"
I guess it would be a matter of developing a few different labels, and having a number of questions that the group could rate different aspects of the label from 1-5 or something.
Hmmm...now those gears in my head are churning out some answers.
Have generic stations set up with the newly packaged product displayed alongside actual competitor samples. See how they measure up in the eyes of the consumer. Don't reveal which product is your client's.
And/or place the product in varied settings (home table, restaurant, et al) to learn how the consumer views the design--will assist in more targeted future ad and program campaigns.
I'd make no mention of the redesign of your client's product even though this is what you're testing on the consumer. You're happy where the design is, and now you're just running its marketability, discovering where any weaknesses lie. Have dummied up P.O.P. units, magazine spreads, boards with collages to evoke emotions, etc..
"Without deviation from the norm, progress is not possible."
— Frank Zappa
"Art -- the one achievement of Man which has made the long trip up from all fours seem well advised." - James Thurber