20 second gut test

In the course of your project, have you realized that written briefs fail to fully convey your clients' aesthetic preferences and expectations? Perhaps causing misunderstandings, frustrations, and wasted time. To overcome this obstacle, the 20-second gut test is an innovative and engaging method that allows you to align expectations from the very early stages of the project.

What is the gut test?

The gut test is a simple and quick exercise based on two key elements:

• Design examples: A selection of images or mock-ups that represent different design styles, such as fonts, images, colors, and layouts.

• Gut evaluation: Clients observe each example for 20 seconds and rate it from 1 to 5 based on their "gut feeling", or the immediate impression they feel.

How to implement the gut test?

To perform an effective gut test, it is important to follow some key steps:

• Careful selection of samples: Choose design examples that represent a variety of styles and trends, taking into account the client's industry and the brief received.

• Clear presentation: Show the samples to clients in an orderly and organized manner, using a timer to ensure a 20-second duration for each example.

• Individual evaluation: Ask clients to evaluate each example independently, without external influences or group discussions.

• In-depth analysis: Carefully examine the test results, identifying trends in the ratings and trying to understand the motivations behind the clients' choices.

• Constructive discussion: Discuss the test results with the clients, delving into their preferences and trying to find common ground for the direction of the project.

Tips for a successful gut test:

• Use the gut test in conjunction with other information gathering methods, such as written briefs and interviews.

• Create a moodboard based on the test results to obtain client approval and provide a concrete vision for the project's direction.

• Experiment with different presentation formats to find the most effective method for engaging clients.

• Make sure all key decision-makers are present at the test to avoid subsequent disagreements.

• Maintain a relaxed and enjoyable atmosphere during the test to encourage active client participation.

What are the benefits of the gut test?

The gut test offers numerous advantages over traditional methods based on written briefs:

• Reduces ambiguity: Eliminates misinterpretations of the brief and allows for precise identification of the client's aesthetic preferences.

• Actively engages the client: Transforms the client from a passive spectator into a protagonist of the creative process, fostering a greater understanding of the design.

• Promotes open discussion: The test results stimulate a constructive discussion between designer and client, allowing for clarification of doubts and a deeper understanding of preferences.

• Accelerates the design process: Reduces the number of revisions and modifications requested by the client, optimizing production times.

Through a quick and intuitive assessment of aesthetic preferences, the gut test promotes effective collaboration, optimizes production times, and increases the chances of achieving a final result that is satisfactory to all.