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Why does everything look the same?
The notion that contemporary design is becoming generic, homogeneous, and just plain boring is not a revelation. However, this sentiment was recently brought to mind when renowned designer David Carson shared an interesting LinkedIn post stating, “the generification of graphic design continuing its worldwide takeover.”
Mr. Carson’s comment was in specific reference to a relatively benign 2023 World Series graphic.
Numerous designers, including myself, have extensively discussed the concept that design has become excessively boring and homogenized. However, it remains uncertain whether anyone has truly unraveled the definitive reasons behind this phenomenon, or if it is simply a matter of perception.
There are numerous explanations for why many believe design has become bland:
- Globalization: The internet has made design accessible worldwide, leading to the sharing of design styles.
- Corporate Branding: Some companies opt for safe designs to avoid controversy, resulting in similar designs.
- Lack of Creativity: Hesitation to take creative risks leads to uninspired design.
- Design by Committee: In larger organizations, designs aim to please everyone, risking originality.
- Social Media Pressure: The pursuit of viral content can sacrifice uniqueness.
- Educational Influence: Design education can favor specific styles, leading to homogeneity among new designers.
- Copy-Paste Culture: Easy copying can stifle diversity and originality in design.
Although these points are compelling, I propose a distinct hypothesis to explain the generification of design — and it all started with the birth of streaming media services.
In my estimation, streaming media companies such as Netflix and Spotify are partly responsible for the generification of design. To be fair, I am not directly accusing…
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