Logo testing with Datagame
The need for logo testing was made evident in the 2016 US Presidential campaign last week. If you blinked, you probably missed it. When Donald Trump announced his running mate for Vice President (Indiana Governor Mike Pence), he released a campaign logo for the combined ticket. Unfortunately, the logo was not well thought out with prominent “TP” initials, and when social media caught hold of it, the internet memes went viral. If only there was some way to avoid such negative sentiment about a new logo…
Logo testing can help to identify problem logos, as well as logos that perform well. Once you have multiple logo designs and need to choose one, it is important to get feedback on potential logos. You need to measure not just aesthetic appeal of potential logos, but what feelings and attitudes they evoke in your target audience. With logo testing, logo mistakes like this one can be avoided.
Logo testing for preference
The first step is to narrow down several possible logo choices to two or three options. Depending on how many logo candidates there are, you could use either a MaxDiff Rankifier game or a Prefer! preference game.
MaxDiff Rankifier is best when you have a large number of logo designs. This allows respondents to quickly tell you which logos they like the most and which they like the least. More than likely, there will be a handful of logos that perform significantly better than the others. This will be evident from the Net Scores graph in the MaxDiff Rankifier report.
If the options have already been reduced to six or fewer logos, use the Prefer! preference game. Prefer also allows you to capture scores on a single rating scale question, so you can also get some data about how the logo performs on a particular desired trait. For example, if you want your logo to embody innovation, you could use a follow-up question such as “Based on this logo, how would you rate the innovation level of this company/brand?” What trait is important to you? Professionalism, trust, reliability, compassion–whatever it is, you can ask respondents to rate your logo based on how it relates to the desired trait. This may help you to make a decision between two logos that rank similarly if one logo scores higher in your desired trait.
Logo testing for sentiment
When you think you have identified a potential logo, it is a good idea to further test it to make sure there are no unexpected meanings from your logo design. One way to do this is using another MaxDiff Rankifier game. This time, the attribute cards should represents attitudes or feelings that may be evoked by the logo design. There should be a variety of positive (trust, compassion, intelligent) and negative (boring, irritating, confusing) feelings in the attribute set. Then ask respondents “Which word best describes how this logo makes you feel?” and “Which word least describes how this logo makes you feel?”
If you still have two or three logo contenders at this point, you can use a monadic test design to compare how the different logos perform. Send Logo A to half of your respondents and Logo B to the other half. Have respondents from the two groups play separate but otherwise identical games and compare the results from the two games. Which of the logo designs had more positive mentions in the desired traits, or fewer negative mentions in the undesired traits? With sufficient sample sizes, there should be enough data to make an informed decision about which logo to use.
Datagame for logo testing
Use Datagame as a tool for your logo testing. It can be used at multiple points in the logo testing process and provides valuable insights. The card-based games are easy to create and engage users, resulting in higher completion rates. Sign up for a free account and run a logo test today.