As the Omicron variant tears through the United States, more people than ever are turning to online retailers to secure their COVID-19 at-home test kits. While this current surge in demand is driven by rising cases, it’s clear that at-home testing is here to stay. But when the dust settles, which test kit brands are best positioned to become household names with American consumers based on their visual branding and product content design?
We evaluated 31 kits sold online, both rapid antigen and PCR tests, to winnow it down to the top five scoring. Vizit’s platform measures the impact of their visual content and designs with an intended audience. The Vizit Score (0-100) predicts how likely an image is to visually engage an intended audience, while attention insights shed light onto elements of the image that garner the most attention and stopping power.
Here are what the winners had going for them in packaging design and for their carousel imagery (these are those extra images showing product features and/or use). Overall, color gradients and photos of a person demonstrating exactly what to do appealed to our US General Population Audience.