Graphic Design 2.1: Professional Practice, Project 5: ‘Testing and Evaluation’ Research points
Research Task 1: Product Testing
Find further examples of the kinds of testing a research or marketing team might conduct. You can include examples from your own personal experience or resources you find online. Reflect on your findings. How might the research inform your work as a designer? Include your findings and reflection in your learning log.
Figure 6 is a screenshot of an info graphic from a video which breaks down the purpose of product testing in a succinct way.
I came across a great article via Indeed’s website which breaks down types of product launches and gives some examples. I screenshotted and collated this information in figures 8-11 into easily accessible pages.
I can see how a form of A/B/Multivariable testing can relate to design proposals to clients. Throughout previous tasks I researched designers such as Allan Peters who constantly express the importance of presenting multiple options to clients along the design process for them to choose from.
I began this research task by looking into types of market research to add context/tie into product testing- you must know your market to test your product to, or to deliberately test to consumers who aren’t your test market. I found a few very informative Youtube videos I have shown linked under figure 1 and 2.
The target market must always be considered and designs must targeted towards them. This is especially the case within the brand design sector of graphic design- if the core of the brand doesn’t aesthetically appeal or add context for the target audience then no matter how great it looks to the designer, it isn’t functional within it’s real every day context and will not appeal to the target audience.
I then moved onto researching product testing and the various testing methods a research or marketing team might conduct, beginning with various informative videos (figures 3-7).
I continued to make notes from these videos including interesting information such as the differences and needs for In-home useage tests and Central location tests.
The idea of ‘concept testing’ is something that this research has solidified as potentially the most important area of product testing. How can you be sure the product/idea is even needed without a test? This also helps iron out preliminary issues regarding patents, product costs and design.
Figures 12-16 are examples of information I collated into pages from another article I found at ‘hotjar’ by Contentsquare. This article listed 10 product testing methods and included their benefits and limitations. When considering the benefits and limitations of each method it consolidates which method/s would be better to test different types of design e.g. website design vs packaging design.
I collated what I thought could be the 3 most beneficial/necessary types of product testing in relationship to graphic design and made brief notes for each to reference (reflection notes).
I found this research task very interesting and informative. I had considered product/design testing ideas previously but not in depth and it was great to gather further information on specific methods. This task helped inform limitations of certain types feedback and allowed me to consider which methods could be used for varied sectors of design.
I believe concept testing to be the preeminent ‘type’ of testing for feedback. Concept testing should always be done during any design process, whether designing packaging, a website or branding, the concept should always be the main priority. The concept testing can simply be done by the designer themselves by creating a design plan, leaving it for a few days and coming back to it with fresh eyes to
re-examine the design brief and see whether the design plan is functional in relationship to the brief or not. If the designer knows or has a community of other designers they are a part of, the brief could be discussed with them or any preliminary sketches shared. If the work was for a larger company with a greater budget, depending on what the design was (for example a website design) the concept could be described to potential users of the website and feedback given by them before any design work takes place. The downside of this is that the potential users of the site may not understand the brief like you as they haven’t completed all of the research you have or have the design knowledge etc so may give a less informed opinion/feedback.
Multivariable testing is the perfect method of testing for something like a re-brand for a company. Various iterations of a logo, word mark, copy text, mock ups in different colours etc can be presented to different test groups and feedback can be given. There would be many options to present to people and receive initial opinions on them. This could be done before creating packaging or spending time designing a website etc using colours and branding that may not be what the consumer finds most compelling. This method combined with eye/mouse tracking would be even better as you would get more objective data on which designs garnered more attention and even if a person would be more likely to react to a call to action prompt from one brand or another. A potential downside to these methods are that they would produce complex results and would be expensive, but a smaller test could be done by a single designer asking their friends/family or for a non-biased opinion by putting out polls via social media etc.
Overall this research task has further highlighted to me the importance of feedback and taking the time to step back and re-consider the audience the design is for- not just working from personal opinions on aesthetics or function.
Resources:
Figure 1: Jotform (2022) 7 common types of market research. Youtube. Available at: https://www.youtube.com/watch?v=nJTCnw9cd-Q (Accessed: 11 May 2024).
Figure 2: Management Courses-Mike Clayton (2021) What is market research? The five types, and a basic how to. Youtube. Available at: https://www.youtube.com/watch?v=a9wa1-_2R9E (Accessed: 11 May 2024).
Figure 3: Kettner, R. (2020) How to TEST ANY BUSINESS OR PRODUCT IDEA with REAL customers → 3 simple steps. Youtube. Available at: https://www.youtube.com/watch?v=sxD67gRYguY (Accessed: 11 May 2024).
Figure 4: Wolters (2020) Different Types of Test Markets - How firms test their products before they launch. Youtube. Available at: https://www.youtube.com/watch?v=e1ppxGd60oM (Accessed: 11 May 2024).
Figure 5: Marketing (2021) Product testing - meaning, purpose, methods and examples of Ikea and Samsung (marketing 318). Youtube. Available at: https://www.youtube.com/watch?v=YYK8ZeR9YNM (Accessed: 11 May 2024).
Figure 6: Marketing (2021) Product testing - meaning, purpose, methods and examples of Ikea and Samsung (marketing 318). Youtube. Available at: https://www.youtube.com/watch?v=YYK8ZeR9YNM (Accessed: 11 May 2024).
Figure 7: Easy Marketing (2023) Product Concept Testing. Youtube. Available at: https://www.youtube.com/watch?v=NSYr9PI7VBQ (Accessed: 11 May 2024).
Figure 8: Types of market testing (no date) Indeed.com. Available at: https://www.indeed.com/career-advice/career-development/testing-marketing (Accessed: 12 May 2024).
Figure 9: Types of market testing (no date) Indeed.com. Available at: https://www.indeed.com/career-advice/career-development/testing-marketing (Accessed: 12 May 2024).
Figure 10: Types of market testing (no date) Indeed.com. Available at: https://www.indeed.com/career-advice/career-development/testing-marketing (Accessed: 12 May 2024).
Figure 11: Types of market testing (no date) Indeed.com. Available at: https://www.indeed.com/career-advice/career-development/testing-marketing (Accessed: 12 May 2024).
Figure 12: Types of product testing & product testing methods (no date) Hotjar.com. Available at: https://www.hotjar.com/product-forge/product-testing-types/ (Accessed: 12 May 2024).
Figure 13: Types of product testing & product testing methods (no date) Hotjar.com. Available at: https://www.hotjar.com/product-forge/product-testing-types/ (Accessed: 12 May 2024).
Figure 14: Types of product testing & product testing methods (no date) Hotjar.com. Available at: https://www.hotjar.com/product-forge/product-testing-types/ (Accessed: 12 May 2024).
Figure 15: Types of product testing & product testing methods (no date) Hotjar.com. Available at: https://www.hotjar.com/product-forge/product-testing-types/ (Accessed: 12 May 2024).
Figure 16: Types of product testing & product testing methods (no date) Hotjar.com. Available at: https://www.hotjar.com/product-forge/product-testing-types/ (Accessed: 12 May 2024).
How Do Research Findings Inform Design?
Graphic design studio Whitman Emorson:
This was an interesting article and presented informative reasonings behind the brands fun and inclusive branding/colours. Their product/campaign photos further add to their brand and are marketed towards the younger generation in a non condescending or gaudy way.
Quantitative and Qualitative Data:
The intent behind Soto Sake to have an authentic artisan brand is clearly displayed through their individual, visually interesting and abstract bottle shape design. The Japanese denim used for the cover is a brilliant idea, immediately draws the consumer into the narrative and concept behind the brand. The multi-functional denim cover instead of a regular aluminium or paper material paired with the ‘hole’ in the packaging to see through the bottle in a circle shape similar to the Japanese flag is an example of genius design.
Resources:
Figure 1: Graphic design studio Whitman Emorson on how Gen-Z has inspired its fun and inclusive condom branding (no date) Itsnicethat.com. Available at: https://www.itsnicethat.com/articles/whitman-emorson-jems-graphic-design-170222 (Accessed: 12 May 2024).
Figure 2: Graphic design studio Whitman Emorson on how Gen-Z has inspired its fun and inclusive condom branding (no date) Itsnicethat.com. Available at: https://www.itsnicethat.com/articles/whitman-emorson-jems-graphic-design-170222 (Accessed: 12 May 2024).
Figure 3: Graphic design studio Whitman Emorson on how Gen-Z has inspired its fun and inclusive condom branding (no date) Itsnicethat.com. Available at: https://www.itsnicethat.com/articles/whitman-emorson-jems-graphic-design-170222 (Accessed: 12 May 2024).
Figure 4: Gibson, E. (2015) Joe Doucet encourages westerners to drink sake with SŌTŌ bottle design, Dezeen. Available at: https://www.dezeen.com/2015/10/17/joe-doucet-soto-sake-bottle-design-packaging/ (Accessed: 12 May 2024).
Figure 5: Gibson, E. (2015) Joe Doucet encourages westerners to drink sake with SŌTŌ bottle design, Dezeen. Available at: https://www.dezeen.com/2015/10/17/joe-doucet-soto-sake-bottle-design-packaging/ (Accessed: 12 May 2024).
Figure 6: Gibson, E. (2015) Joe Doucet encourages westerners to drink sake with SŌTŌ bottle design, Dezeen. Available at: https://www.dezeen.com/2015/10/17/joe-doucet-soto-sake-bottle-design-packaging/ (Accessed: 12 May 2024).
The Ethics of Gathering Feedback:
Ethical Considerations:
Resources:
Figure 1: EHub (no date) Oca.ac.uk. Available at: https://learn.oca.ac.uk/mod/book/view.php?id=21897&chapterid=3146 (Accessed: 13 May 2024).
Figure 2: EHub (no date) Oca.ac.uk. Available at: https://learn.oca.ac.uk/mod/book/view.php?id=21897&chapterid=3146 (Accessed: 13 May 2024).
Research Task 2: Give and Take
I was apprehensive to start this task and began by taking a look at the Padlet- all works displayed already had comments made. 2 of the 3 were unavailable to view which left Ellie’s work to view and provide comments for. I aimed to make comments regarding areas of her design that hadn’t already been commented on. Below is my response on Padlet and next to it, it is typed out and easier to read.
My reflection on this task:
This task was initially daunting. I looked forward to receiving feedback on my work, but regarding giving feedback to someone else, I felt unqualified.
As I began to look through and analyse Ellie’s work I was able to notice elements that worked well and others that didn’t so well. I noted these down and expanded upon them, comparing them to the feedback left by the previous student in an attempt to make notes on different elements of Ellie’s work.
When looking through their research for the task I noted areas I found interesting or can implement myself such as Ellie’s use of the ‘Coloors’ website for colour palette inspiration. I also really liked Ellie’s colour palette chosen, particularly the use of brown on the business card. Brown tones were elements I had mitigated when choosing a colour palette for my own design but this made me re-think my choices.
Overall this project was interesting and helped me with analysing my own work more objectively. I think time is important when working on projects and leaving myself with enough room to step back and look at my work at different stages.
“Hey Ellie, I’m just working my way through Project 5- Research Task 2 and am leaving you Feedback as a part of this Assignment. I see you’ve already received feedback for this so I will try and mention something new if I can :)
It works because of your strong colour palette. The colours chosen contrast well, the orange is eye catching, engaging and is particularly striking within the business card mock up on the brown background. The colours represent the safari parks ethos, they create a natural, friendly feel to the design, whilst remaining playful.
It doesn’t work as well on the park map as the other mock ups. The current park map design works in continuity with the overall brand but the green colour of the logo seems to get lost within the background image colour, making it less prominent. Perhaps it could also be orange, or even white/cream like the street sign mock ups- they work really well.
It works because the logo icon is versatile. The leaf shape represents the values of the safari park (nature, conservation, care for animals etc) and the animal icon shows to be interchangeable to represent different areas of the park. The logo is scalable, works well at all sizes and overall is a strong visual that makes your brand memorable. The icon works particularly well within the mobile website mock up, I can imagine it would also look great as a social media profile photo.
It doesn’t work because of the icon layout within the logo. The logo on the right hand side to me is less visually striking or memorable than alternative placements such as being on the left or above the type.
Overall I loved the project, your use of ‘coolors’ to develop colour palettes was great. Resources wise here’s a website: https://99designs.co.uk/designers/search the designer search section is helpful for gaining inspiration for all sorts of projects and allows you to search by specific design industry categories- such as ‘animal and pet’.”
Case Study + Reading Task 1: Playtesting
I watched Joe Stone’s case study, made notes and collated a couple of mood boards (figure 1 and 2) with some of my favourite visuals by Joe to reference for the final assignment.
I then moved onto reading ‘Simply Knizia: The Art in Keeping Game Design Simple’ and made a few brief notes, again to reference for A5.
Resources:
Figure 1: Joe Stone (no date) Oca.ac.uk. Available at: https://learn.oca.ac.uk/mod/book/view.php?id=25347&chapterid=6213 (Accessed: 16 May 2024).
Figure 2: Joe Stone (no date) Oca.ac.uk. Available at: https://learn.oca.ac.uk/mod/book/view.php?id=25347&chapterid=6213 (Accessed: 16 May 2024).
Figure 3: Convivium (no date) Org.uk. Available at: https://convivium.org.uk/ (Accessed: 16 May 2024).
