Page 23 - Tax Free Catalogue Covers Research Report

The “Vacation” themed covers are liked most because they remind travellers of their holidays, particularly the image with the palm trees (1b). The image of the wave (1a) is considered particularly attractive and appealing
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Reasons For Liking the Most Liked Covers
➢ The “Close Up” themed cover featuring the model wearing a hat and accessories (5a) is significantly more likely than other covers to be liked because it is colourful and looks exotic and warm, giving a “holiday” feel
Vacation 1a (139)
Vacation 1b (94)
Close Up 5a (38)
34%
45%
26%
40%
22%
11%
32%
6%
58%
20%
27%
45%
17%
18%
13%
17%
19%
11%
19%
12%
18%
3%
19%
5%
8%
2%
3%
4%
1%
8%
Reasons for liking image the most Total sample (416)
Reminds me of holidays Nice/attractive picture Colourful Looks exotic/warm Looks beautiful The beach/palm trees Looks inviting/appealing Looks relaxing Looks fun/exciting Looks eye-catching
31% 27%
23% 22%
16% 14%
14% 7%
6% 5%
Q9.Why do you like this image?
Significantly higher
Significantly lower