The public overwhelmingly prefers traditional architecture, surveys reveal

Modernism is the act of using cheaper resources and more standardized/cheaper methods of production. The aesthetic is more of a side-effect of those limits. Ugliness has become a cultural norm in order to suit the modern economy. It may come as a surprise but it required years of cultural development and education for most people to accept the work of Dieter Rams as some aesthetic pinnacle rather than soulless mass production. It's only recently, (with designs like the Ferrari EV for instance) that people are starting to see how limited our aesthetic language has become. Modernism is too cheap to replace so the "beauty" of soulless minimalism will likely endure in the zeitgeist, but it's not a very interesting environment to be in.

"Traditional" isn't really defined here, but seems to mean "first half of the 20th century," which feels like a relatively narrow tradition. Not a lot of preference for teepees and yurts.

Next thing you're gonna tell me that English speakers overwhelmingly prefer novels written in English.

Cultures have visual languages just the same as they have written and spoken (and signed) languages. The crucifix symbol has an understood meaning in most European cultures, because of how foundational Christianity is to their cultures. Is it really so surprising that people prefer buildings in a visual language they already understand?

There's also this paragraph at the very end:

>If this is true, a greater puzzle comes into view. Almost every architectural school in the world exclusively teaches broadly modernist styles, and probably more than 99 percent of architects practice exclusively in them. In Britain, there has been hardly a single public commission in a traditional style since the 1950s, and only a trickle of commercial and institutional ones. Except in the market for private housing, traditional styles have been virtually extinct for seven decades. Although in some cases this can be explained by anti-traditional planning rules, the broad trend is still evident in jurisdictions whose development control systems are stylistically neutral.

In a world where we've seen nothing but modernist designs for 70 years, is it really that surprising that people might prefer novel designs? Especially novel designs in a style they are repeatedly told is better, or references a more refined time?

In public spaces I have no doubt this is the case.

I'm more curious about residential though - see huge interesting in MCM over the last decades. I am biased but I think there is a great deal of interest in warm, modernist spaces with ideas like natural materials and lots of natural lighting, especially when compared to the beige boxes of American home building.

There's more to architecture than just the façade, which is what people are rating when they are just looking at photos of the exterior. The interiors, structure, and services, etc. of modern building are often far superior to older ones, and i suspect many 'ordinary' people would agree.

It seems like these comparisons are more "expensive traditional design vs low cost modern design." None of their examples had what I would consider a single expensive and nice modern design. But every single example of "traditional" design was essentially luxury pricing.

I absolutely love neoclassical architecture.

I wish more people were building brand new, modern neoclassical buildings that are truly beautiful in a Haussmannian way, yet as practical as modern skyscrapers.. something like 1 Mayfair in London or 150 East 78th Street in New York.