Interdependency between complexity and longevity through the lens of the designer

In today's design landscape, the prevailing trend leans towards simplicity and minimalism. However, research by Berlyne (1971) stresses the importance of visual complexity in enhancing interest and preference. My research found that product samples incorporating a mixed design, integrating elements of both visual complexity and simplicity, received the highest ratings of odds ratios in terms of participants' willingness to keep them for ten years. This results in an inverted-U shape curve, which aligns with the inverted U-shaped curve of complexity by Berlyne. It illustrates that stimuli with moderate complexity are generally preferred and evoke higher levels of interest. Striking a balance between complexity and simplicity can result in visually captivating and enduring designs that resonate with users over time. The results of this study show that designers working toward that balance should consider the diverse preferences and cognitive capacities of individuals to create experiences that are visually engaging, intellectually stimulating, and capable of standing the test of time: one size, or level of complexity, does not fit all. According to this study, it was found that there is no absolute concept of pure complexity or pure simplicity in good design. The research indicated that approximately 84.66% simplicity can be present in products, even when the audience perceives them as having 0% complexity. Conversely, about 18.34% simplicity can be found in products, despite the audience perceiving them as being 100% complex. The study also shows that the frequency of interaction between users and products may have an impact on their longevity. Specifically, products that are used more frequently may have a higher chance of survival than those that are used less often. In addition, I introduce the CMYK Method, a unique approach to visual design analysis that provides designers with an effective way to evaluate design elements. This method employs specific colors to represent different aspects: cyan for complexity, magenta for simplicity, yellow for familiarity, and black for entropy. By quantitatively evaluating these elements, the CMYK Method formulates an objective and consistent means of analyzing designs. Combining the CMYK scores, supported by the CMYK Interpretation Chart, enables an overall perception of the design. It can be a valuable tool for designers, marketers, and other professionals who need to communicate the perception of a design quickly and effectively to others.

Name thesis:degree_name

Ph.D.

Level thesis:degree_level

Dissertation

Discipline thesis:degree_discipline

Informatics

Grantor

University of Illinois at Urbana-Champaign

Year dc:date

2023

Author dc:creator

• Shin, Sung Soo

Contributors dc:contributor

• Ruecker, Stan
• Ham, Chang Dae
• Garcia, Juan Salamanca
• Strickfaden, Megan

• Visual Complexity
• Aesthetic Longevity

Statement dc:rights

• Copyright 2023 Sung Soo Shin

Language dc:language

en, eng

Handle dc:identifier

https://hdl.handle.net/2142/121460

OAI record oai:identifier

https://www.ideals.illinois.edu/oai-pmh?verb=GetRecord&metadataPrefix=etdms&identifier=oai%3Awww.ideals.illinois.edu%3A2142%2F121460