Experiment 2

Applied Psychology

A national brewery is thinking of adopting a newly designed font for one of its lagers. The font is the part of the dispenser visible to the customer. A prototype is set up in a busy town pub. One aspect of the new font is that it is expected to be "memorable". Twenty customers who buy the lager are stopped on the way out and shown two photographs; one of the old font and one of the new. They are asked to point out the font from which their lager was served. Ten chose the new font and six the old. Four refused to take part.

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