Image preference tests let you show multiple images and ask participants to pick their favourite. They are a quick way to compare design options and make informed decisions with user feedback at the heart of the process. They are especially useful for A/B testing, letting you make direct comparisons between different visuals.
When to use an image preference test
Comparing design variations for a page, feature, or interface element.
Testing different logo or brand mark options.
Evaluating icon recognition for specific actions or features.
Testing call-to-action button styles, colours, or text.
Adding an image preference test to your study
Open your study and go to the Build tab.
Click Add step.
Select Image preference.
Type your question and add a description if needed.
Click Add an image to upload your designs, or drag and drop them into the step.
Optionally, click “click to add label” under each image to give them names.
You can reorder images by clicking and dragging.
Additional options
Click Options on the step to access these settings:
Make required: Participants must complete this step before continuing.
Multiple selection: Allow participants to select more than one option.
Randomize options: Display the images in a random order each time the study is taken.
Tips for better results
Use images that are the same size and quality so the comparison is fair. You can upload PNG, JPG, or GIF files up to 6MB.
Pair an image preference test with an open text follow-up to understand why participants chose what they did.
If you are testing more than 4 options, consider splitting them across multiple steps to avoid decision fatigue.
Next steps
For testing copy rather than visuals, try a tagline copy test. You can also follow up with multiple-choice questions or rating scales to dig deeper into preferences.