Results of a Survey on branding
By Rudolf Boogerman |
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Last week, I launched a survey on twitter, facebook and various forums to find out what consumers would think about 3 logo versions representing different versions of the same software. I created 3 logos, looking exactly the same, except for the background color. On the basis of those differences, I asked the readers to indicate which color belonged to which type. There were Top quality, mid range and free version. Obviously, the free version should look cheaper then the others and I wondered if it was possible to do this purely with color changes. To my amazement, this worked because the logo version representing the top quality version received 48 points, closely followed by 36 points for the red version and 15 points for the green version. Only a small minority did not see the color changes as relevant.
48 points
36 points
15 points
The survey was constructed in such a way that the respondents could select from 3 values in a dropdown list. http://test.raboo.com/survey/survey-logo.php These values were:
- Top quality version (value= 2)
- Mid Range Version (value = 1)
- Free version (value = 0)
Every image had its own list and the respondents where not restricted to an unique answer per logo. Yet, it didn’t happen often that the same value was allocated.
The result was like I had it envisaged myself when I created the logos. Blue being the top model, Red mid range and Green the free product., but I wanted to make sure if my thoughts were in unison with that of the public because you can have all sorts of theories about color, practice may prove you wrong. This survey also indicates that, once again, color is problematic on the internet because monitor screens vary widely, therefore colors are seldom the same on different computers. Only Macs appears to be able to have some standard, as long as Apple monitors are used. There is no way to get over this problem.
The majority of the target audience consisted of entrepreneurs, professional bloggers and a small group of graphic designers, of which most were highly critical about the design itself. One even said: “Change the graphics, big time”. On www.conceptfeedback.com, I got a score of -2, which is quite bad, so I might have to change the logo a bit.
We can’t have it all :-) Seriously, Concept feedback is a great way to test your design concepts. There are a load of designers dedicating their time to give you advice and I appreciate the feedback they gave me.
I have to admit that I did expect more respondents and for a survey to be useful, you should have at least 300 voters, so you need to take this survey with a pinch of salt. Actually, you should take ALL surveys with a pinch of salt, but I haven’t said that 
Here is the survey in Excell format and ODT (OpenOffice). Feel free to add your own conclusions in the comment box here.
A big thanks for all those who participated and I’m also grateful for the comments of the designers from conceptfeedback. It is much appreciated and I hope this survey is useful to you in some way.
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