Yellow Background: Executions Key characteristics… Clear and simple visual (especially compared to others of this type) Familiar colours Decibels measure difficult to interpret know what 55 decibels sounds like – Generally easy to Most successful (only meaningful as a comparison) interpret number of stars of this group Stars stand out, however, regions not always differentiated enough Preferred by… No particular skews Clever way of Considerations… showing Less differentiated from heating and Confusing for most looking at two separate columns to understand – existing labels can mean cooling efficiency is off putting additional information on together, QR code is prominent (links to comparison and more product without the these labels could be information most preferred) clutter of missed or misinterpreted multiple rows Few NZ consumers, who would mainly use an air Preferred by… Heating and cooling of stars conditioner for heating only scores need to be shown Easy to interpret together (i.e. by region Stars can be For some, easier to see how appliances compare across region when rather than purpose) reminiscent of stars shown vertically however, industry members particularly concerned – QR code should have its the American that customers might not understand there is little point comparing regional own space to ensure if flag for some information feels purposeful Preferred by… Smaller maps preferred in New Zealand but some find them harder to see Recommend 1st label consumers in Preferred by… Some male consumers Sydney, industry continue into next round members (kWh of testing (with prominence) amendment) Grey Background - Mix of Label Type A and Label Type B
Yellow Background: Executions Most successful of this group Clever way of showing heating and cooling together, without the clutter of multiple rows of stars Easy to interpret Stars can be reminiscent of the American flag for some Preferred by… consumers in Sydney, industry members (kWh prominence) Clear and simple visual (especially compared to others of this type) Decibels measure difficult to interpret – know what 55 decibels sounds like (only meaningful as a comparison) Stars stand out, however, regions not always differentiated enough Preferred by… No particular skews Confusing for most – looking at two separate columns to understand efficiency is off putting QR code is prominent (links to comparison and more product information most preferred) Preferred by… Few NZ consumers, who would mainly use an air conditioner for heating only For some, easier to see how appliances compare across region when stars shown vertically – however, industry members particularly concerned that customers might not understand there is little point comparing regional information Smaller maps preferred in New Zealand but some find them harder to see Preferred by… Some male consumers Key characteristics… Familiar colours Generally easy to interpret number of stars Considerations… Less differentiated from existing labels can mean additional information on these labels could be missed or misinterpreted Heating and cooling scores need to be shown together (i.e. by region rather than purpose) QR code should have its own space to ensure if feels purposeful Recommend 1st label continue into next round of testing (with amendment) Grey Background - Mix of Label Type A and Label Type B
Report_Climate_Rating_Labels_Research_Round_1_0.docx