The Creative Boom Podcast Design in the Age of Sameness, with Michael Johnson
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Apr 27, 2025 In this chat, Michael Johnson, founder of Johnson Banks and a seasoned brand designer, unpacks the growing sameness in design today. He discusses how trends like minimalism and the rapid adoption of new styles have left many brands looking identical. Michael emphasizes the challenge of creating timeless identities against a backdrop of economic caution and client demands. He also highlights the ethical implications of AI in design and the need for deeper client relationships to foster true differentiation.
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Minimalism Plus Screen-First Motion
- Design now layers minimalism with vivid screen colours and constant motion, creating a uniform digital aesthetic.
- Michael Johnson calls this mix a reason charities, fintechs and universities now look indistinguishable.
Design Trends Repeat Faster Now
- Trends repeat across decades and designers often imitate prevailing heroes or styles.
- Michael Johnson argues speed of trend adoption (Instagram, blogs) now accelerates uniformity across sectors.
Start With Strategy, Then Push The Edge
- Do deep problem work and verbal strategy before visual design to build client trust.
- Push just to the edge of the client's frame of reference rather than wildly outside it.