Preference test

An introduction to preference test

A preference test allows you to get user feedback early on in the design stage to understand what users prefer – and the reasons behind their choices.

While some preference tests will consist of a simple choice between two to five design options, researchers also have the opportunity to ask follow-up questions to gather a deeper understanding of what makes testers choose one design over another. These tests can only take a few minutes to complete, and are great for validating designs quickly.

Preference test

Preference tests can be run on:

  • Logos
  • Colour schemes
  • Images
  • Graphics
  • Videos
  • Packaging
  • Website branding

When to use preference test


At any stage of the design process, user feedback can shape branding or design

User preferences

To uncover what designs your audience prefers, and why


When you want to observe how users interact with designs

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