Observations of a 'gap' in visual design testing

In the related literature review, it is described how I have observed a significant lack of effective testing methods tailored specifically to visual design in both educational and professional settings. Students often struggle to obtain actionable feedback on their visual projects, while practitioners in the design industry face similar challenges when trying to validate creative decisions. Existing frameworks for testing visuals, such as "think-aloud" tests, often produce oversimplified feedback like "I like it" or "I don’t like it." This lack of nuance limits opportunities for deeper analysis and improvement. Is the reason that the test participants feel insecure, shy or inadequate when it comes to verbalizing their experience? It is, for sure, difficult for test participants to articulate their responses to visual elements, further compounding the issue.

I observe that this absence of robust methodologies often leads to stagnation in design workflows. We can call it a dead end in the design process. The need for a tool that facilitates structured and meaningful feedback on visual designs became apparent, driving the development of the VERT test.

From BERT to VERT: A conceptual evolution

The Visual, Emotional, Rational Test (VERT) builds upon the principles of the BERT test, a heuristic tool for understanding user emotions in UX design. However, my research revealed limited academic resources validating or detailing BERT’s origins, with most information stemming from practical sources such as blog-style introductions on UX for the Masses by Neil Turner (A), UX Design by Sherwin Pollack (B), and Clearleft by Harry Brignull (C). While these resources provide valuable insights into BERT’s application, they lack a rigorous theoretical foundation.

Inspired by George Kelly’s Repertory Grid Technique (1955) (1) and J.A. Russell’s Circumplex Model of Affect (2), I developed the VERT kit. Kelly’s framework, which captures subjective evaluations using bipolar scales, aligns closely with BERT’s approach to measuring user sentiment. Similarly, Russell’s circumplex model maps emotional states across dimensions of arousal and valence, providing a nuanced way to analyze affective responses. These theoretical underpinnings informed the structure and metrics of VERT, enabling it to evaluate both emotional and rational dimensions of visual design.

VERT is designed to 'measure' and gather data from users' immediate, impulsive reactions to visual stimuli, whether that be an interface, layout, color palette, or other visual elements. VERT is a structured test designed to assess visual designs by integrating visual, emotional, and rational evaluation metrics. It provides a systematic approach to understanding how design elements resonate with users, offering insights into By combining scientific rigor with practical usability, VERT serves as a versatile tool for students, educators, and professional designers alike.

By focusing on these instinctual responses, VERT provides a framework for understanding how design choices resonate on both an emotional and rational level. The kit employs a series of bipolar scales and open-ended prompts, encouraging participants to articulate their perceptions and emotional reactions. This process not only captures the initial impact of the visual design but also enables designers to identify areas where the product aligns or diverges from intended goals.

The structured yet flexible nature of VERT allows it to be applied across a range of design contexts, from evaluating branding elements to fine-tuning user interfaces. By anchoring the evaluation in both theory and practical application, VERT aims to provide actionable insights that support iterative design processes, making it a valuable tool for designers seeking to refine their visual products.

Development and methods

VERT has undergone four iterations, involving over 200 students and several industry case studies, including the evaluation of visual identities for businesses. The process began with a pilot study in which two students tested the initial VERT kit in a longer project about visual identity. Observing their application of the tool and gathering their feedback allowed me to refine it iteratively. Drawing from exploratory design methods, I continuously revised the test to address user needs and improve its usability.

This development process incorporated Design Thinking as a core framework, emphasizing iterative refinement, user-centric design, and problem-solving. Additionally, elements of Cultural Probes were used to gather feedback and insights from larger groups of students, further shaping the final product. These methodologies, combined with empirical testing, resulted in a robust and adaptable tool for visual design evaluation.

Digitalization

Although VERT is currently a manual, analog tool, its potential for digital transformation is significant. A digital version could incorporate advanced analytics, real-time feedback, and dynamic interfaces to enhance its application. However, in its current form, VERT remains an essential foundational tool for bridging the gap in visual design testing, empowering designers to make informed and impactful creative decisions.

Aligning VERT with broader themes

The development of VERT is done with color and color palettes as the test objective. Though VERT can be used for testing most visual products: compositions, layouts, printed matters, website, typographies, interfaces and visual identities. The development directly supports the themes discussed in the literature review, particularly the gaps in communication and articulation highlighted in sections on Color & Language and Tacit Knowledge.

Online Articles and Resources
A) Neil Turner, UX for the Masses, Read here, Last accessed: 10.12.2024.
B) Sherwin Pollack, UX Design, Visit here, Last accessed: 10.12.2024.
C) Harry Brignull, Clearleft, Visit here, Last accessed: 10.12.2024.

Scholarly and Literary References
1) Kelly, George, The Psychology of Personal Constructs, 1955, Norton.
2) Russell, J.A., A Circumplex Model of Affect, 1980, American Psychological Association.