Most website design projects have a milestone in which one of two or three visual design alternatives must be selected for further development. This selection is normally driven by visual preference testing that includes a semantic differential test as an evaluative tool. The semantic differential test is not always well understood, however, and poor test design can lead to conclusions that don’t make sense or are not supported by results of other evaluation methods.

Thoughtful design of semantic differential tests aids the visual design evaluation process by quantifying which design alternative best evokes an emotion or perception desired by website stakeholders. By quantifying which design alternative most closely meets brand and other objectives for the site, stakeholders can make a defendable decision about which design concept to move forward with.