Client:
Bostock & Pollitt / BT
Objective:
Optimise the design of the new BT Phone Book cover
Method:
50 respondents tested with eye tracking
Total project duration:
5 days
Service:
Think Print Rapid Field Testing
Location:
Reading, UK
Methodology:
50 people of general population viewed different cover designs followed a questionnaire to explicitly express their preferences.
Implicit measures:
Eye tracking
Explicit measures:
Questionnaire
Findings:
Optimal graphic (key image) identified from four variations. Positioning and colour background of key statement and contact details. Selection of creative aspects including, spine and tab colour.
This is the best piece of research we have commissioned.
Project Lead
British Telecom