This research project tries to answer the question, whether or not the average preference
in terms of aesthetics of goods of any kind changed over the last generations in favor of a
more minimalistic approach.
To answer this question, the research team conducted a quantitative survey, in which 87
participants of all ages took part. In the digital questionnaire probands where shown one
complex and one simplistic example of one and the same item and were asked to choose
the option they prefer. Furthermore, questions regarding personal details and character
were asked in order to determine whether or not circumstances of life impact the personal
taste in a predictable way.
The hypothesis that the average preference has shifted towards more simplistic design
approaches over the last generations cannot be supported by the findings of this research
project. People over 30 years old were indeed 7% more fond of complex design solutions
than people under the age of 30, but this disparity lays within the fluctuation margin.
Furthermore, female participants were 4,5% more likely to choose complex designs, which
also lays within the margin of error. The findings suggest that neither biological sex nor
age have a significant universally predictable effects on personal taste.
