Form your decisions based on data rather than mere intuition.
Inspired by the web, the A/B test consists of providing two variants of a communication medium to a sample of the target audience. The reactions to each variant will then allow decisions to be made based on data. With the A/B test, “we think” becomes “we know”.
In the case of a poster, it is for example possible to test two text variations, the size of some elements, their colours or even the visual. This approach not only allows concepts to be refined, but also adapted to a linguistic or culturally specific context.