Noted futurist Alvin Toffler said, “You’ve got to think about big things while you’re doing small things so that all the small things go in the right direction.” In other words, small things end up having a huge impact.
A recent PickFu poll demonstrates this principle well. Respondents were asked to choose between two photos of home humidifiers.
At first glance, the two humidifiers look identical. Both have sleek lines, a glossy, reflective black color, similar shapes, and a simple control panel. Yet respondents overwhelmingly chose one design over the other.
Which One Won?
Women preferred the darker color, but does that explain the over two-to-one victory? Not really. Every group preferred the winning design across the board. Consumers older than 49 unanimously chose the winning design, but younger respondents were in strong agreement. Men liked the losing design a bit more than women did, but were still more than 60% behind the winner.
The overwhelming difference in the outcome appears to be explained by minor differences in the designs. Those who voted for the losing design thought it looked more efficient. One noted her preference for the control dial. Respondents who preferred the winning design cited that they found it “sleek” and more visually appealing. They also felt that it looked like it would be easier to clean.
Perhaps equally telling, subtle differences in the photography may have played a role in the outsized victory. Respondents mentioned photographic glare and the perceived level of the blackness of the winning design. PickFu clients should bear in mind that minor changes in photography may make an outsized difference in survey responses. Read our tips for product photography here.
Have you guessed the winner yet? If you guessed Option B won the poll, you’re right.Which One Won? Humidifiers and the Importance of Color Click To Tweet