Developing a tool for testing, diagnosing and providing creative input for corporate communication

Tore Kristensen, Gorm Gabrielsen, Flemming Hansen and Jens Halling

This project presents the problem of testing decisions companies make about their visual appearances before investing heavily in a new designprogram.
  

Developing a tool for testing, diagnosing and providing creative input for corporate communication

Tore Kristensen, Gorm Gabrielsen, Flemming Hansen and Jens HallingCopenhagen Business School

INTRODUCTION

The need for pre-testing corporate designs is evident. Often, these programs have been launched with a minimum of tests. The tests most frequently used are qualitative and partial. They focus on one issue, e.g. the corporate reputation, an advert or a product. Comprehensive tests are not common. We, therefore, aim at developing a test that is robust and easy to use for companies and design...

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