The Beauty (and Hysterics) of Pre-Testing

One of the kabillion things we're working on for our upcoming couples HIV counseling and testing campaign is the campaign logo. As part of the logo development process, we conducted focus group discussions with our target audience (couples of unknown HIV status) to get their thoughts on the current options. The results made me laugh the hardest I think I've ever laughed in a professional context. The logos:


The reactions:

Logo 1:
What we saw:

• An abstract couple with joined hands forming the shape of a heart, showing their love and concern for one another

What our target audience saw:

• A face, with one eye bigger than the other, and a nose joined to the mouth

Logo 2:
What we saw:

• A more obvious couple holding hands, with the heart over their joined hands depicting love and support

What our target audience saw:

• Two children, crossing the street

Logo 3:


What we saw:

• Again, a couple holding hands, depicting their strength and unity

What our target audience saw:

• Two people arm wrestling

Good thing we pre-tested ;-)