Testing and assessment

Method: Visual preference tests

What

A visual preference test is a research method that allows potential users to review and provide feedback on a solution's visual direction.

Why

This approach shows whether users respond positively to your visual design choices.

Unlike usability testing, visual preference testing focuses only on visual design.

How to do it

1. Create iterations of style tiles or other assets that represent directions a final visual design may follow. If branding guidelines or attributes do not exist, establish them with stakeholders beforehand.
2. Interview participants about their reactions. Ask questions as objectively as possible. Align questions with the branding guidelines and attributes your project must incorporate. As much as possible, allow participants to provide their feedback unmoderated or at the end of your research.
3. Compare the results of your research with your agency’s published branding guidelines and attributes.
4. Publish the results to share them with your team and decide which direction will guide future design efforts.

Time required

4 to 12 hours for style tiles and 30 minutes per participant to get feedback