These are a few shots of the printed prototype in the actual retail environment. I spoke with both the employees and shoppers in a local EB and Futureshop. They were asked if it drew their attention more, if the scale made sense and if they had any useful advice on improving the design. The photos include placement next to current rated M games and placement in the "Family" section. Feedback from testing included:
"The M is too big and so is the QR code, but that's ok because it doesn't need to be that big."
"Anything that would help and explain it (the ESRB) to parents is good. We get dirty looks from the kids."
"One thing that would be helpful is letting parents know it is a CONTENT rating and not a difficulty rating. Lots of parents just think it indicates an age recommendation based on how hard it is."
"Check out Australia and Germany's ratings. In Germany, there's no killing. And no Nazis. You're not allowed to see Nazis there. And stuff gets banned in Australia, like all the time, like Manhunt 2."
"The current black rating doesn't draw any attention, you have to really be educated, you have to be looking for it to see it's there. The red is a good choice. And seeing it on the spine is good."
"Having something on the spine will really help us organize. It would make it easy to see if one was in the wrong place."

I had no idea some parents thought that the ESRB was related to the difficulty of the game! Sounds like you have an uphill battle on this one, in some ways. I agree with one of your users, in that it seems really useful to have some indication on the spine of the game. Nice thought. Considering how arbitrary some of the rating systems seem, it must be a real challenge communicating them to parents. I think your solutions make sense.
ReplyDeleteTIff!
ReplyDeleteI must admit, I am one of those people who don't understand fully the descriptions for each label (I have no idea how hard or violent each game is based on the rating). So I can totally understand your struggle with the color coding.
I do think the bars were too much (slightly overwhelming), but I do like the reverse such as in the M example. The wrap around label was also awesome.
Maybe size or scale could be incorporated? The larger the rating or label, the more violent it is? Haha. Although probably not.
Good luck - I'm sorry I'm not more help!
- Jesslyn