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Websites, digital public spaces by excellence, are increasingly evacuating multiplicity in favour of more uniform aesthetics.

A study (cited in this post from OneZero, a blog hosted on Medium, an ironic example of the problem described in the article) suggests that, since 2010, websites have become increasingly homogenous.

What is the problem?

Arguably, the homogenization of design may signal that a few corporations have gained influence over what constitutes proper design on the web.

Sam Goree, one of the authors of the study, reminds the irreducible intrication between form and content:

One of the fundamental principles of design is a deep and meaningful connection between form and content; form should both reflect and shape content

(Sam Goree)

Corollary: the uniformization of forms goes hand in hand with the uniformization of ideas—homodesign.