Sixteen headlines, eight photos, six colours, two lines of small print. 312 Atlanta shoppers rated the combinations. You can rate a few first.
The same question the shoppers answered.
Their number: how many of 100 in that group would stop. Yours: your rating.
Tap one for the answer.
Sixteen headlines, from "Keep your food dollars local" to "Visit our booth for 50% off".
The sign would stand in front of thousands of different people.
The headline stops them. The sub-header and strip have to explain.
312 shoppers in metro Atlanta, recruited for this study.
A few times a year or more.
The largest difference in the results.
Organic 79, convenience 72, local 51.
169 had not.
Fresh Harvest delivers Georgia-grown groceries across metro Atlanta and needed an A-frame sign for festival booths. Sixteen headlines, sixteen sub-headers, sixteen call-to-action strips, eight photos, six colours. Each shopper rated 93 complete signs built from those pieces.
"Keep your food dollars local", "Good for people and the planet" and "Do you know where your food comes from" each added nothing for the 209 women and six to eight points for the 103 men. Women responded to the discount and the produce photo.
By age: "Organic groceries, fair prices" added seven points for people between 35 and 54 and took ten away for people between 55 and 64.
Each is assembled from the pieces that audience rated highest. The single best sign for everyone scores 78.
The six background colours scored within one point of each other.
Pick an audience. Swap any piece.
Thirty minutes is enough to plan the study.