Page 9 - Tax Free Catalogue Covers Research Report

Key Findings: The “Vacation” theme has the greatest appeal because it reminds passengers of their holidays and is seen as a good fit to a pre-order tax free catalogue
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Reasons for Most Liked Theme
Vacation 1a
Vacation 1b
➢ “Vacation” is the preferred theme for a pre-order tax free catalogue cover because it reminds passengers of holidays, puts them in a holiday mood and is seen as a good fit to the contents of the catalogue
➢ The wave image in particular is liked for its colours
➢ The images of the beach and palm trees are considered highly attractive and appealing
and are most likely to encourage passengers to pick up, open and read the catalogue
➢ The Vacation covers are also liked because they are considered suitable for men and
women, unlike other covers. For example, the “Product” cover with the perfume bottles (2a) was unappealing to men because it was seen as being primarily aimed at women
Reasons for Least Liked Theme
Fashion 4a
Fashion 4b
➢ “Fashion” is the least liked theme amongst passengers, as they felt the images were more appropriate to a fashion magazine than a catalogue selling duty free items
➢ The Fashion 4a cover in particular was considered sexist, as well as bland, colourless and boring
➢ The Fashion 4b cover was felt to be too provocative, as well as having no associations with holidays or duty free goods