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Out of context: Reply #21
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- _salisae_0
another interesting topic in the book:
Over the last 15 years my firm has store-tested hundreds of package designs. When we first adopted this practice, the reactions of shoppers to our prototypes often differed in the extreme. One shoper would love design A, but hate-I mean HATE-design B. We began to realize that the audience for one product was likely to be different than the audience for another, and that its taste in design was also likely to be different. A little more delving revealed a fundamental split between two main personality types, those who relied mostly on hard information (facts) to make a purchase, and those who relied mostly on soft information (feelings).
Eventually we were able to diagram the shades of difference we found in the shoppers we encountered and created a chart that divides the world into four mindsets, based on people's job interests: applying, creating, preserving, and discovering. "Appliers," for example, gravitate toward graphics that are precise, realistic, and familiar, while "creators" go for the lyrical, abstract, and novel. Guess what? If you divide the chart down the middle, you have an approximate map of the left and right brain.
*wish i could show you the chart