It Costs a Lot to Look This Cheap: Preference for Low-Quality Graphic Design

Abstract

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.

ORCID

Shannon Zenner https://orcid.org/0000-0003-4505-2317

Additional information

Notes on contributors

Shannon Zenner

Shannon Zenner is a PhD student in the School of Media and Journalism at the University of North Carolina at Chapel Hill. Her research focuses on the intersection of visual advertising cues in advertising. E-mail: [email protected]