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.



Georg Mörth

Maria Strieder

Simon Gostentschnigg

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