Abstract
The Boxpark Sushi brand identity and several media asset deliverables were created as a multi-class project for the Media Design MFA program at Full Sail University. This paper examines and evaluates the effectiveness of those designs based on values delivered to both the client and the target audience. Measurable hard values like production costs are addressed as well as more qualitative soft values. The values that a design provides for the user can be categorized in a hierarchy of needs. Evaluation of the Boxpark Sushi deliverables indicates that all media assets meet the expected levels of functionality, reliability, and usability. Furthermore, the Sushi Sensei persona creates higher value by addressing the customer’s proficiency and creativity needs.
Design is about communication, and strong communication requires understanding of how different individuals respond to a design. Response is based on individual needs and desires that can be measured, providing valuable insight into consumer behavior. The success of a design can be measured in hard value and soft value. Evaluating the subjective benefits of a design as well as more measurable data gives the designer a wider perspective on the design problem, thus informing stronger solutions. Designers should consider the hierarchy of user needs presented by Lidwell et al (2009) to ensure the design delivers maximum value to the target audience. Formative research like surveys provide insight into the needs and opinions of the target audience. Surveys and questionnaires can be also used as summative research to measure the success of a design solution before it goes public (O’Grady & O’Grady, 2009). This provides the designer an opportunity to finesse the design or take an alternate path to a more effective solution.
When evaluating the effectiveness of a design, it is important to consider the values it delivers to both the client and the target audience. Value can be measured in two categories: hard value and soft value (O’Grady & O’Grady, 2013). Hard value includes measurable data such as production costs or the number of website visitors. Soft value is less measurable and more subjective. Does the design inspire brand loyalty? Does it promote a feeling of accomplishment in users? By understanding how their work creates value for a client and their target audience, the designer raises their own value and builds a stronger relationship with the client.
The Boxpark Sushi brand identity project includes many deliverables that define and reinforce the brand personality while providing hard and soft value. For example, the Boxpark Sushi takeout bag provides hard value in terms of measurable production costs. Single color printing on unbleached paper bags costs less than full color printing on cardboard containers. These savings can be easily calculated and measured. In addition, QR code links on the takeout bags drive traffic to the Boxpark Sushi website, social media, and Sushi Sensei app. Monthly analytics for these services can measure the number of new visitors and users who used the QR code links.
Soft value is created in several ways by the Boxpark Sushi deliverables. First, the takeout bags increase brand awareness as customers carry them to their home, school, or workplace. Witty sayings printed on the bags inspire and delight customers, reinforcing the brand’s wise and fun personality. The “Sushi Black Belt” magnet awarded to loyal customers provides a sense of accomplishment while promoting brand loyalty. Although these qualitative values are harder to measure, insight can be gained by examining which needs the design will address.
In the book Universal Principles of Design, Lidwell, Holden, and Butler (2009) introduce a hierarchy of user needs based on Maslow’s hierarchy of needs. Maslow’s hierarchy describes how the lowest human physiological needs like hunger must be addressed before moving to higher needs like esteem and self-actualization. Although based on Maslow’s hierarchy, the five-level pyramid model used by Lidwell et al describes user needs in terms of design value.
The lowest level of the pyramid is functionality. All designs, including the Boxpark Sushi deliverables, must serve the basic function of communication or else they have no value. (Creger, 2019). Each media asset serves a specific purpose, such as introducing the brand to new customers. Functionality is the foundation of the user needs pyramid and must be addressed before any other considerations.
The second level is reliability. The Boxpark Sushi deliverables utilize a consistent, reliable brand identity across a variety of media. Customers can expect to see the Sushi Sensei mascot on all Boxpark Sushi media assets, from the signage to takeout bags and brand merchandise. The typographic system, color palette, and imagery are consistent, adding to the perceived value of the designs.
Usability is the third level of the user needs hierarchy. Designs should be easy to use and understand. The Boxpark Sushi brand identity utilizes highly legible type, straight-forward language, and open space to ensure that designs are comfortable and present information to the customer in a way that is easy to process and recall. Although usability adds value to a design, it is expected. To attain higher value, designs must reach the upper hierarchy levels of proficiency and creativity (Bradley, 2010).
Proficiency empowers people to do things in a new and better way. For example, the Sushi Sensei app helps customers learn more about sushi while providing an easy way to customize their order. While the other Boxpark Sushi deliverables are not so innovative, the brand identity revolves around the idea of educating and empowering sushi eaters.
The final, highest level in the user needs hierarchy pyramid is creativity. Creativity in design goes beyond differentiation. It requires true innovation that inspires users to interact with the design in a novel way. All lower needs should be satisfied before seeking more creative ways to strengthen the design and extend its value. The Boxpark Sushi deliverables achieve the lower levels in the ways described above and utilizes the Sushi Sensei mascot in creative ways. The Sushi Sensei expresses the brand personality in all media categories to develop deeper connections with the target audience.
Understanding the needs of the market can help guide the design of additional media assets that support the brand and deliver maximum value to the target audience. Evaluation of the Boxpark Sushi deliverables indicates that all media assets meet the expected levels of functionality, reliability, and usability. In addition, the Sushi Sensei persona creates higher value when used to connect with users in creative ways. These soft values are not easily measured, but user surveys can provide deeper insight into how the designs address user needs.
Evaluative research can also be conducted through product testing. Testing can measure customer preferences as well as performance measures like how easily a menu is read. Boxpark Sushi continues to evolve as a brand, and regular evaluation of designs and deliverables will ensure that customers receive maximum value.
References:
* Bradley, S. (2010, April 26). Designing For A Hierarchy Of Needs. https://www.smashingmagazine.com/2010/04/designing-for-a-hierarchy-of-needs/
* Creger, R. (2019). How to evaluate the quality of your design. https://99designs.com/blog/tips/evaluate-design-quality/
* Lidwell, W., Holden, K., & Butler, J. (2009). Universal Principles of Design, Revised and Updated. Rockport Publishers. https://learning.oreilly.com/library/view/universal-principles-of/9781592535873/
O’Grady, J. V., & O’Grady, K. V. (2009) A Designer’s Research Manual. Rockport Publishers. https://learning.oreilly.com/library/view/a-designers-research/9781592535576/
O’Grady, J. V., & O’Grady, K. V. (2013). Design Currency: Understand, Define, and Promote the Value of your Design Work. New Riders. https://learning.oreilly.com/library/view/design-currency-understand/9780133052862/
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