Graphic design decision-makers assume that graphic design preferences vary among demographic groups. This assumption was tested on a population of 200 college students reflecting a valid demographic distribution in four categories: sex, community size, income, and occupational status. Subjects were asked to rank order their preferences for four basic designs: square, triangle, circle, and square-circle. The results indicated significant variations in graphic design preferences among the four demographic groupings. Females prefer circle and square simple designs. Males prefer a triangle simple design. Individuals from urban communities prefer a circle simple design. Rural individuals prefer circle and square simple designs. High income individuals prefer circle and square-circle simple designs. Low income individuals prefer triangle and square simple designs. Individuals with high occupational status prefer a circle-square simple design; those with low occupational status prefer circle and square simple designs. Similar variations were reflected in expressed preferences for designs requiring easy-versus-arrested eye movement. (CH)