Designers tend to overvalue differentiation and originality. We are taught this in design school. The best solutions are created ex nihilo, break new ground, resemble nothing else in the world. Everyone wants to stand out, or else what’s the point? But this isn’t true. Most people don’t want to stand out. They want to fit in. More precisely, they want to fit in with the people they like, or want to be like.

Designers tend to overvalue differentiation and originality. We are taught this in design school. The best solutions are created ex nihilo, break new ground, resemble nothing else in the world. Everyone wants to stand out, or else what’s the point? But this isn’t true. Most people don’t want to stand out. They want to fit in. More precisely, they want to fit in with the people they like, or want to be like.

— Michael Bierut

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