hidden treasures - USER TESTING
My target audience is people around 18-25 years old. I belong to this group, so I could understand what they need well. The purpose of this user testing was to make sure that the posters could impress my peers add value to the existing Brisbane Festival’s marketing strategy.
Problem Validation
How much do you know about Brisbane Festival events?
Harriet (22 y.o.): Honestly, I don’t know much. I don’t think I’ve ever been to Brisbane Festival.
Sally (21 y.o.): Yeah, me neither.
Have you come across their ads online?
Harriet: I saw a little pamphlet in cafes, but I don’t think I’ve ever seen their social media.
Visual Direction Validation
Final Feedback
Which option do you like the most?
Alicja: I prefer the options with characters rather than without. With them it looks more like you, your artistic expression.
Sally: I think without illustrations they look more “normal.” The characters make it more unique, so I like them. The second option is probably a bit too dark. Between the first and the last options, I prefer the last one because the characters look more integrated into the scene.
Harriet: Yes, I agree with Sally.
What do you think about this visual direction?
Sally: I really like it.
Harriet: Yeah, that looks very interesting.
Which examples do you like the most?
Sally: I like the ones with more simple backgrounds. Because the other examples with busy backgrounds look cool, but I have no idea where to look.
Harriet: Yes, I agree. I think my favorite one is the one with the flower.
What do you like about it?
Harriet: I like this mix of technology and nature, it looks very nice.
And what kind of vibes would you expect to see from Brisbane Festival posters—more fun or mystery?
Harriet: I would prefer more fun.
Sally: Fun, but a little bit of mystery would be my personal preference.
Applications Validation
I can say from my experience that I often find out about different events and raves from Instagram Reels. How about you guys, do you often learn about events from Instagram?
Sally: Not really, to be honest.
Harriet: I don’t think so.
Alright, it looks like this media doesn’t reach out to everyone. What would you say about building projections? Would they make you stop and pay attention?
Sally: Yes! I always stop to look at projections.
Harriet: Yes, definitely.
First Drafts Feedback
Nitin (industry mentor): Yeah, that looks great, Ivan. I’m curious to see how the finished outcome will look like!
Hannah (tutor): Your concept looks really strong and justified. Great job.
Sally: I really like it.
Connor (21 y.o.): That looks really cool, good job!
Developed Concept Feedback
Nitin (industry mentor): I think these are looking great. I like the 3D models and the glass feel. My only feedback would be I don’t think you need the flat people illustrations underneath. It’s a very different tone and style to the sophistication of the 3D glass. It also obscures the detail in the 3D work. I think cleaner would be better. Less is more.
Would this poster catch your attention if you saw it on Instagram Reels?
Florencia (19): Yeah!
Would you be curious enough to go through the link and check out the BF events?
Drew (20): Yes, probably.
If you saw a projection on the building with these posters, would you be more interested to check out their events?
Florencia: Yes, I would.
Drew: Yeah, definitely. That looks amazing.
Do you feel like this kind of asset would add to the BF promotional strategy?
Drew: Yeah, I think so.
Clyde (23): Yes. They should be doing more!
What do you think about the characters in the background?
Hannah (tutor): I like the characters. They show how 2D and 3D animations work together, and I think they add some personality. Perhaps they could be a little darker to make the 3D objects pop more.
Florencia: Yeah, I like the characters too.
Sally: Yeah, I also feel like you should keep them.
Clyde: I think I like them in static, but when they move, the characters look too flat compared to the objects in front.
Final Feedback
Which option do you like the most?
Alicja: I prefer the options with characters rather than without. With them it looks more like you, your artistic expression.
Sally: I think without illustrations they look more “normal.” The characters make it more unique, so I like them. The second option is probably a bit too dark. Between the first and the last options, I prefer the last one because the characters look more integrated into the scene.
Harriet: Yes, I agree with Sally.
