Consumer Behavior project
As a market research expert, our team designed and conducted a study to measure participants’ ability to recall and recognize brands presented to them in contrasting color schemes versus the display color on the Twitter interface. The inspiration behind this project stems from the curiosity of how consumers unconsciously react to colors displayed in ads. Following quantifying survey results and ANOVA tests, our team was able to create a report of our analyses surrounding the experiment.
Research Proposal
The following is a guide through our research methodology for our experiment titled “Perceptual Contrast on Light & Dark Modes”. Using A/B testing principles, participants were shown a series of ads of varying colors randomized by either light mode of dark mode in a simulated Twitter feed and asked to recall which brands they saw.