THESIS
2014
viii, 43 pages : illustrations ; 30 cm
Abstract
This paper examines how design training and adherence to design norms influence
within-contest design distinctiveness. Based on an online banner ad design competition in a
crowdsourcing platform, I found that there is a joint effect of design training and adherence to
design norms on within-contest design distinctiveness, which is negative. However, this
negative effect holds for designers with design training in a way that deviation from design
norms makes their designs more distinctive, whereas it is not hold for designers without
design training. Rather, their adherence to design norms makes their work more distinctive.
This may because of the adherence to design norms guarantee their design work to be
appropriate and with good quality. This paper emphasizes the importance of...[
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This paper examines how design training and adherence to design norms influence
within-contest design distinctiveness. Based on an online banner ad design competition in a
crowdsourcing platform, I found that there is a joint effect of design training and adherence to
design norms on within-contest design distinctiveness, which is negative. However, this
negative effect holds for designers with design training in a way that deviation from design
norms makes their designs more distinctive, whereas it is not hold for designers without
design training. Rather, their adherence to design norms makes their work more distinctive.
This may because of the adherence to design norms guarantee their design work to be
appropriate and with good quality. This paper emphasizes the importance of "no training"
designers in design competition with regard to distinctive design, which contributes to the
theory of crowdsourcing that highlights the advantages of collective wisdom, as well as the
importance of design norms in adjusting the design quality. Managerial implications for
online banner ad clients and designers are provided in the crowd-based design contest, and
future research is discussed.
Keywords: design distinctiveness, crowdsourcing, banner ad, design training, design
norm, design competition
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