It always fascinated me the thinking that "a design system makes everything look the same".
Well yes, a brand's, in this example, web experience should be consistent and feel familiar no matter where you are in that experience.
And with the extensibility of a system through themes and variables you can add additional palettes to leverage if you need a special case page or experience.
Imagine the inverse. A fragmented experience where each page uses a different grid, buttons have vastly different colors.
The experience would feel disjointed. Beyond just a disconnect between each page that would stand out to designers. Your average user/customer would notice the lack of consistency. You start getting into the space of brand awareness and trust.
Feb 4, 2025 14:45Design system ≠ dilution of visual brand awareness