Google’s Material design promotes uniformity

Looking at the new launch videos for Google’s new Material design, I can’t help but feel they are locking the platform into uniformity. For all the talk of tailoring the look and feel of your apps brand, the tools provided seem at first glance to lack the ability to create truly unique and interesting experiences in app design. While I’m sure the work Google have done with the Material Design has lifted the bottom of the range up, I feel that it’s at the expense of homogenising the design and killing differentiating experience and therefore brand. Have a look for your self and see what you think:

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