[{"Title":"Evidence","Percentage":"70","Summary":"

This design has a distinct strong brand presence with easy recognition. It is bold and confident.

\"I can recognise the branding more distinctly than design A. It is bolder and in line with the flavoured water I have seen in stores, encouraging me to trust the brand.\" \"It is very easy to understand as the logo and fruits are separate.\"

","ColorInner":"#edb0c4","ColorOuter":"#E68FAC","Children":[]},{"Title":"Opinion","Percentage":"100","Summary":"

The messaging is clearly understood, the design architecture, message hierarchy along with the visual styling deliver brand presence, definition of flavour and type of water. All instantly identifiable.

\"It is very clear what the product is. They are each distinctive with the fruit graphics and colouring of the different fruity flavours varying. They all clearly state the sugar free and still spring water boldly and the large \"Clear\" hints to the clean living/healthy element.\"

","ColorInner":"#a2b1df","ColorOuter":"#7B90D2","Children":[]},{"Title":"Power","Percentage":"90","Summary":"

The majority of shoppers demonstrate a preference for this design and would choose it vs the previous design A.

\"It looks like a proper brand. It looks like it will deliver a really pure, fresh fruity taste. And it's sugar-free too! The words 'Sugar FREE' sound better than 'ZERO sugar' (which sounds more negative) as it sounds more natural. The blue colour of the sugar free droplet feels more natural than the white droplet on version A.\"

","ColorInner":"#b6e1e1","ColorOuter":"#97D5D4","Children":[]}]