Design Evaluation Survey Results and Summary

Survey Summary

The Boxpark Sushi design evaluation survey could potentially provide insight into which aspects of the brand identity successfully communicated the brand’s characteristics. However, the extremely low of respondents between Wednesday, April 8^th and Sunday, April 12^th, 2020 make the data from this date range statistically invalid.

Respondents

Links to the survey were posted to Facebook, LinkedIn, and Twitter on April 8^th and 10^th. Links were also emailed and posted to the Full Sail project discussion. By April 12^th, only eight people had completed the survey. Respondents were between the ages of 29 to 54, will only two (age 29 and 33) falling in the 18 to 35-year-old target audience. The younger of these two reported liking sushi, while the other one hates it.

Expectations

I expected more respondents, but the majority of the responses were largely as expected. Differentiation from other Japanese and Sushi restaurants was evenly split between Very Unique and Somewhat Unique. The top three words chosen to describe the designs were Fun, Modern, and Wise. It was unexpected that only one respondent chose Helpful, which is a primary characteristic that the brand is supposed to express. Also, a respondent wondered if anyone would be “offended by the stereotype” of the Sushi Sensei. I had not considered the possibility that the brand mascot might be racially or culturally insensitive.

Design Effectiveness

Responses indicate that the brand’s characteristics were largely communicated through the designs. Desired responses like Fun and Welcoming were common. Conversely, none of the respondents chose undesired responses like Childish, Cheap, or Boring. No parts of the design were deemed unnecessary or confusing in question five. However, one respondent chose Confusing to describe the designs in question two. They either checked the wrong box in question two or did not want to elaborate in question five. Respondents found the color palette to be Happy and Energetic, suggesting that the orange color is more powerful than blue in the designs.

Survey Techniques

I learned a great deal about creating a survey. However, I still have much to learn about sharing and promoting surveys. The questions were crafted to determine if the designs communicated the brand’s qualities and message, using radio buttons and checkboxes rather than open ended text fields to maximize ease of use. Respondents each completed the survey in under three minutes, so usability was not an issue. Promoting the survey was the biggest issue. I am not active on social media, so the reach of my campaign was extremely limited. I will have to research how and where other brands promote their surveys before starting another project like the Boxpark Sushi brand identity.

Design Evolution

Despite the low number of respondents, the survey provided new insights regarding design effectiveness as well as raising potential issues. Further qualitative studies with a culturally diverse testing group can find ways to ensure that the Sushi Sensei is inoffensive and welcoming to all. I will also examine whether the Boxpark Sushi logotype would be more effective using only the orange color instead of blue and orange.