Skeuomorphic vs flat design : A comparison of preferences of design techniques between two generations

Abstract: Purpose: The purpose of the study was to compare two visually opposite design techniques: skeuomorphic design, recognizable for its realistic presentation, and flat design, an abstract design option that has gained popularity in the last years. The two designs were compared using two generations of Internet users to find out what the preferences were for each generation. A knowledge gap was found in which design that would be the most beneficial to use for each generation. Methodology: To fulfill the purpose of the study, two methods were used; a literature study and an empirical study. The empirical study included experiments, interviews and questionnaires. The participants were contacted personally or via social media. All participants were in the age of 20-30 or 65+. Findings: Based on the collected literature and empirical evidence, it was concluded that the older generation of users might tend to prefer the skeuomorphic, realistic design online. Bright colors and a pedagogical style creates a good visual for elderly eyes and inexpert of using internet. The younger generation might tend to prefer the flat and abstract way of design online. A modern appeal with less clutter compared to the skeuomorphic style is considered beneficial. This opens up for further investigation. Implications: The empirical study included 20 people, who all participated in the experiment, interviews and answered questionnaires. The study groups consisted of 10 persons at the age span 20-30 years and 10 persons at the age span of 65+ years. Limitations: The study was only focused on two specific age groups with a small population found through convenient sampling. This means that in the future, the research could be conducted in a broader matter including more age groups and a larger population with a more specific sampling. The study's extent was affected by the time period in which it was executed. A longer period of time could have contributed to a more extensive study, perhaps with additional age groups and more participants in each group.