And who today would deny the importance of creativity in advertising design.
Over a period of 200 years advertising moved from focusing only on what people wanted to say to focusing on how to say it.
They then tried rather unsuccessfully to liven them up with clipart and whacky transition effects..
But slowly they learnt that colour and images should not be used just to decorate per say, but to help communicate ideas more clearly...
Sorry I am being a bit unfair there as there are people creating surveys that do look better than this, and so this is probably a bit of a cheep trick, but I hope you get my point that this is still today what the majority of surveys look like. We have not really got our heads round the survey design process quite yet. I would say we are still at the 1980's clip art and whacky transitions stage of things. Our idea of making a survey more creative is to add in often a badly designed flash question or slapping a thumbs up icon on the top of a likert scale. Our only real concession to the consumer in 15 year has been to add a progress bar, but I have seen recently suggestions we should take it off as it is causing drop-out (presumably because they are looking at it and thinking oh dear how much more of this survey have I got to endure!)
There is almost no basic grasp of design aesthetics in most surveys I see, very little effective use of imagery and that is just the start. The problems extend far beyond the visual. Our whole approach to the structure and copy writing of surveys is stuck in the 1950's when face to face interviews were pioneered, with these long verbose questions that nobody want to read and no sense of what it feels like as a respondent to answer a typical survey.
A question then is why?