Thanks for your response. I agree that the basic process used here was scientific, but the way it was framed was misleading.

> The experiment was not 'flat' vs 'not-flat'.

> It is weak-signifiers vs strong-signifiers.

I agree completely.

The title of the article is "Flat UI Elements Attract Less Attention and Cause Uncertainty".

Read a few of the comments here and you'll quickly see how the article is being misinterpreted.