Some 1,000 surveys were conducted on Amazon's MTurk, asking respondents to rate a high- and low-quality visual design, in this case a billboard ad. While most respondents preferred the high-quality ad, over a third opted for the low-quality design. Respondents who showed a preference for the low-quality design liked it for its “static” qualities, in that it was common, typical, average, and standard. Those who preferred the high-quality design liked it for its “dynamic” qualities, such that it was innovative, fascinating, novel, creative, and rich in elements. Older participants show a significant preference for the low-quality design. Implications of these findings for different types of visual communication are discussed.

中文翻译：

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看起来这么便宜要花很多钱：对低质量平面设计的偏好

在亚马逊的 MTurk 上进行了大约 1,000 项调查，要求受访者对视觉设计的高品质和低品质进行评分，在这种情况下是广告牌广告。虽然大多数受访者更喜欢高质量的广告，但超过三分之一的人选择了低质量的设计。对低质量设计表现出偏好的受访者喜欢它的“静态”品质，因为它是普通的、典型的、平均的和标准的。喜欢高品质设计的人喜欢它的“动感”特质，即创新、引人入胜、新颖、有创意、元素丰富。年长的参与者表现出对低质量设计的显着偏好。讨论了这些发现对不同类型的视觉交流的影响。