Open five different apps today and you’ll notice something strange:
They don’t feel like five different products.
They feel like the same product wearing different logos.
- Same layout
- Same sidebar
- Same rounded cards
- Same “modern minimal” typography
- Same onboarding flow
- Same pricing page structure
And it’s not your imagination.
We’re living in an era where design is better than ever… yet more uniform than ever.
The rise of “template UI”
In the past, every major product had a visual identity:
- old YouTube had personality
- early Twitter felt raw and unique
- forums looked different from each other
- even bad design was still distinct
Now?
A lot of modern apps are built using the same building blocks:
- Tailwind UI
- shadcn/ui
- Material UI
- Ant Design
- Bootstrap templates
- Figma kits
These systems are amazing for speed.
But they also create a world where:
originality is replaced by efficiency.
Why sameness is happening
1) Companies optimize for trust, not creativity
Design is no longer just about beauty.
It’s about:
- reducing user confusion
- increasing conversions
- making onboarding predictable
- avoiding risky UI decisions
A familiar interface makes users feel safe.
And safety sells.
2) Developers now shape the UI more than designers
This is a huge shift.
Modern UI is increasingly built by developers using component libraries. That means:
- UI decisions are driven by “what’s available”
- design becomes a selection process, not invention
- unique visuals cost more time than they’re worth
Even when designers exist, dev constraints often win.
3) Everyone copies what works
When a product succeeds, others imitate it.
Not because they lack creativity, but because copying reduces risk.
If Notion’s layout works, why fight it?
If Stripe’s pricing page converts well, why reinvent it?
If Apple’s design feels premium, why not borrow that vibe?
It’s the same logic as startups copying each other’s features.
The goal is not to be different.
The goal is to be profitable.
The “SaaS look” is now a global language
There is now a universal visual language for apps:
- left sidebar navigation
- top header actions
- cards for everything
- subtle shadows
- neutral colors
- minimal icons
- empty state illustrations
- a “new” button with a plus icon
It’s basically:
the corporate version of modern design.
And it works.
It’s readable, scalable, and easy to build.
But it also creates a problem:
If everything looks the same, everything feels replaceable
When users can’t emotionally connect with a product, switching becomes easy.
So companies compete on:
- price
- features
- integrations
Not identity.
Why this matters for the future
1) Design becomes less human
Apps are starting to feel like dashboards, not experiences.
Even creative tools feel like admin panels.
And the more the internet becomes a collection of dashboards, the more it feels like work.
2) Branding becomes the only differentiator
If the UI is identical, then:
- logo
- marketing
- tone of voice
- social presence
become more important than the product itself.
This is why many companies invest heavily in content and storytelling.
3) The next “design revolution” will be emotional
At some point, users will get tired.
And when they do, the next wave of products will win by offering:
- personality
- playfulness
- motion
- unique visuals
- community identity
The products that feel alive will stand out.
What this means for builders (you)
If you’re building websites, apps, or templates:
Don’t try to win by being different everywhere.
Win by being different in one clear place.
For example:
- unique typography
- custom icon set
- one signature animation style
- a unique content tone
- a memorable onboarding experience
Even small uniqueness can create identity.
Conclusion
The internet didn’t lose creativity.
It just became optimized.
And optimization naturally creates sameness.
But the moment a product dares to be human again…
That’s when it will feel fresh.
That’s when it will win.
