VALS UK Results and Analysis

For this assignment, I was asked to take a personality survey on a website called VALS US, but my tutor advised me to take the UK version because they have slightly different laws regarding certain topics in America, so the UK version would be more accurate to my personality. The survey consists of 40 multi-answer questions about your interests, your academics, your income, your thoughts on various controversial topics and your personal opinion on yourself.


How VALS examined my personality and how I examined my personality were more or less the same because I had said that I have a positive personality and that I am eager to help others and learn more. VALS UK said that my personality was that of a striver and a believer.

By which I mean that my primary VALS personality type is a striver, and my secondary type is a believer.

A striver is someone who is trendy and fun-loving, motivated by achievement, concerned about the opinions and approval of others, see themselves as having a job rather than a career and are an active consumer because they see shopping as a social activity and a chance to prove to their peers that they have the ability to buy and purchase. They can also be impulsive consumers at times.

 A believer is someone who is motivated by ideas, live very organised lives, generally tend to buy the same brand and are very predictable as consumers.

Personality PowerPoint and Explanation Why I Did It

For this assignment, we were asked to analyse what sort of personality categories that groups of people fit into and how companies use personality tests and surveys to determine what sorts of adverts that certain people are attracted to. As such, I was asked to analyse our personality so as to determine what sort of advertisements would catch our eye. 

Captain Catt-O's Synthefish - Captain Catt-O

This is the mascot for Captain Catt-O's Synthefish, Captain Catt-O. I created it by overlapping a captain's hat onto a cat that I found from the internet. I originally planned for Captain Catt-O to be a cross between a pirate captain and a super-hero. Unfortunately, due to digital and technological restraints, it was impossible. However, I still maintained the captain element through the aforesaid process.

Captain Catt-O's Synthefish - Label

This is the possibly finished label for our organic cat food brand 'Captain Catt-O's Synthefish'. The text is a combination of Edwardian Script, Trojan Pro and STIX General. I Screen Shot a cat and placed a captain pirate's hat with it to make it look authentic and to fit in with the theme.

Captain Catt-O's Synthesis - Slogans

Since me and my partner decided on the font for our product previously, we decided to create slogans for our product. Here are those slogans:

This is the first slogan that we came up with, but it was disapproved due to the fact that it was too long.

This is the second slogan that we came up with. It was catchy, short and likely to stick in people's minds, so it was approved.

Captain Catt-O's Synthefish - Proposed Design

This is the proposed design for the 'Captain Catt-o's Synthefish' brand. It uses a variety of colours while using only one colour per word. It uses the various tones of colour in that specific colour.

The deign as a whole is highly reminiscent of the old and traditional pirate or sea captain font and text, which is the key emphasis of the overall ad.

Techniques of Advertising

This is a sheet that we had to fill in about the various techniques that advertisers use to try to convince us to buy their products. We had to find an advert that represented each of the advert genres listed above and say why it represents that specific genre.

The reason why all but one column is filled in is because we only covered fifteen genres of advertising, so the extra column at the end is simply not required.