Does your new visual identity fit the brand and positioning? Does your visual identity stand out enough? Is the new visual identity linked to the characteristics of your brand? Are the right elements of the visual identity attracting attention and is it easily recognisable? These are all important questions to determine whether your new visual identity is good enough to use in all types of communication.

DVJ tests a new visual identity with a validated research model, which tests important characteristics such as recognisability, evaluation and as an influencer of choice, leading to rich insight into the potential of the new visual identity and concrete recommendations for possible optimisations. The visual identity can be optimised or adjusted at an early stage, before it will be used on a large scale.

Our approach

DVJ’s Visual Identity Test has been proven to be effective and is based on a unique combination of implicit and explicit research techniques.

  • We test the visual identity on four different levels: 1) recognisability, 2) appreciation and evaluation, 3) support and strengthening of the brand values, and 4) confirmation of the choice.
  • We use a few registration techniques like the instant appeal test and online eye tracking, so we know exactly how people pre-attentively react.
  • We validate by using free associations and a set of evaluation and activation statements, and by using open question techniques we get a deeper insight into how the visual identity performs.
  • We always take the visual identity of the competitors into account, and can also include the current visual identity. This allows the potential of the new visual identity to be made immediately insightful.

Our deliverables

To fit the short development processes, it’s important that a visual identity test is carried out in a fast and efficient way.

  • The most important results are summarised in a compact PowerPoint presentation where the potential of the new visual identity is determined, and possible optimisations identified.
  • Our Senior Consultants add value to the presentation in the interpretation and discussion with important internal and external stakeholders.
  • Completion of the study within 5 business days after fieldwork has ended.

 

Your benefits

  • Insight into the potential of the new visual identity based on a validated model that both explores and validates.
  • Concrete recommendations that help implement optimisations.
  • Insightful presentations by our Senior Consultants.
  • Short timings.