Developed by NOVA Research, Inc., the Design Visibility Lab (DVL) evaluates the visual strength of alternative package designs by measuring six dimensions of visibility. Moreover, packages can be judged against existing competitive products to determine their shelf impact. While the DVL focuses on package design, some of its tests are also suitable for measuring the effectiveness of signage.
The DVL concentrates on the physiological ability of the human eye to see a package under various physical conditions. Unless a package is literally seen, it cannot communicate any message. Both visibility and image are integral components of successful packaging.
The six instruments in the lab evaluate packaging structure, performance and graphics - size, color and legibility - on the competitive retail shelf.
DVL instruments
The six DVL instruments include:
1. The Eyesight Quality test. Purpose: Determines the strength of a package's design based on the quality of eyesight required to identify the product and key copy points from typical shopping distances.
Test: An optical mask, transparent when touching a package but opaque when more than 18 in. away, is moved toward and away from the package. Distances are noted when certain design elements (copy, logos, symbols) can be correctly identified.
2. The Design Dominance test. Purpose: Determines the dominance of one package design over another.
Test: Two packages are placed at the same location in side-by-side chambers separated by a membrane. The two designs are viewed simultaneously and independently; one eye sees one design and the other eye sees the second design. Because of the location of the designs and the brain's conditioning, the two designs fuse into one image comprised of the dominant characteristics of the two designs. Since left and right brain biases exist, packages are rotated and each respondent is tested twice.
3. The Apparent Size test. Purpose: Measures the perceived size of a package. Because of the physical size and graphic/color treatment of designs, some packages may appear larger or smaller than their actual physical size.
Test: A package and its gray card silhouette are placed in side-by-side chambers, separated by a membrane. Each is a movable track. The gray card, similar to the test product but lacking graphics, serves as a reference point. As in the design dominance test, the product and gray card are viewed independently and simultaneously. The two packages are moved toward or away from the respondent until they appear to be the same size.
The results of this test determine whether a package is perceived as larger or smaller than its actual size.
4. The Recognition Distance test. Purpose: Measures the distance at which the product can be correctly identified.
Test: A package is placed at the back of a chamber. The respondent looks through a 35mm camera-like device placed in the front of the chamber. A series of lenses are adjusted to make the package appear slightly beyond recognition distance.
Through a series of optical modifications, the package is made to gradually appear closer until respondents can correctly identify specific elements, such as logos, copy and symbols. Identification distances for each element are recorded. This test can also be applied to exterior signage evaluation.
5. The Recognition Angle test. Purpose: Measures the angle at which the product can be correctly identified. Products on a retail shelf are initially viewed from a side angle as the shopper moves down the aisle.
Test: A package is placed on a rotating platform within a chamber. The consumer rotates the platform from both the right and left sides. The points at which the product and design elements are correctly identified are recorded. The resulting left and right angles together comprise the product's overall recognition angle.
6. The Threshold Illumination test. Purpose: Determines the amount of light or illumination required to properly recognize an overall design and/or specific design elements. The density of ink, degree of paper gloss and absorption of ink by paper can affect the amount of light needed to recognize a package.
Test: A package is placed in a sealed and darkened chamber. As the respondent looks into the chamber, the level of illumination, which imitates typical fluorescent retail lighting, is gradually increased. The test determines the point at which a package and its design elements can be identified. This test is appropriate for both packaging and signage.
Objective method
"DVL is one of the design industry's most objective methods of measuring the strength of a sign's design and its visibility in the retail environment," says William D. Haueisen, president of NOVA. "With so many restrictions - size, location - being placed on the use of the external sign, it is important to ensure that a sign remains effective within those limitations, especially in terms of its visibility."
DVL tests are administered to an expert panel whose members are prescreened for corrected 20/20 vision, correct depth perception, balanced eyesight and the absence of color blindness, to ensure that responses have the same basis of comparison.
Editor's note: NOVA Research, Inc., San Francisco, is an international firm specializing in design, new product and corporate and retail identity research.