Researchers from the University of Exeter carried out survey research on public preferences for different designs for high voltage pylons. The online survey was conducted by YouGov in 2012, involving a representative sample of 1519 UK residents. The study found that the ‘T-pylon’ design, winner of a recent competition, was most strongly preferred and the one most perceived to fit with a rural landscape, by comparison to the conventional ‘A frame’ design and a ‘Totem’ design shortlisted in the competition. The authors found three factors that explained perceived fit, regardless of the designs: lower levels of educational attainment, positive general attitudes towards transmission lines and higher levels of trust in National Grid were associated with positive perceptions of fit of the pylons in a rural landscape.