Business blending. This pattern keeps repeating. Detailed briefs look ambitious on paper, but in reality everything collapses into “just make it look nice.” As brands grow, boldness turns into safety. Design becomes neutral and forgettable — classic blanding. Big companies fear change more than being boring, so “like our competitors” feels safer than “let’s do it better.” Startups win by taking risks and having a clear point of view. Design is the first place where fear — or courage — shows.

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Is this POV just for brand identity? Personally, I’m finding boring and consistent with others is better in UX/UI.

Going through an experience that feels familiar to similar ones makes general navigation better for people. The best kind of UI experiences are so boring and easy that nobody needs to think about how they were put together.

Agree with this point in the branding space though, every AI company either uses a ton of purple, or sparkles, or both.

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Yes, especially against the background of artificial intelligence, more and more brands, agencies, etc. is washed into a single pile. Now I already notice how TV ads are made through AI. It's terrible. I think over the years the value of people who stay afloat will become even more expensive. You can compare yourself to wine, which has been infused for years and becomes even tastier.

There will never be a unique mindset in AI.

Sometimes boring and consistent is the brand. I’d also say many are in over their heads with ambition and revert to safety because of poor management.

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Yes, but in this case, safety is a comfort zone from which you need to leave.

Its your job as the designer to sell them on the strategy of why standing out from a design landscape makes more sense as a business advantage.

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I recently encountered a client who didn't want anything new, only something updated. Neither I nor the PM, not the CEO, managed to convince the clients that they needed to keep up with the current state of affairs.

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