In order to measure the psychological attributes, we avoid the inadequacies of verbal description by directly quantifying the immediate visual experience. We literally measure the psychological attributes of names, concepts, containers, packs, colours and graphic devices. Our methods quantify the psychological impact that a particular stimulus has on an individual.
To do this one firstly identifies those factors likely to be important for sales success. If the product is frozen peas, then it is important that the package should communicate 'freshness'. Different colours can then be scaled in terms of the dimension of freshness and the colour highest on this attribute identified and included in the design. This technique is then repeated to test a selection of names, logos, layouts, etc. and concludes with an assessment of buying preference. Our method is thus directly measuring something extremely relevant to market performance. We learn both how the products perform relative to each other and why.