I’ve been reminded recently that the easy option is often the safe option. More often than not, this is decision-by-consensus; where no one rocks the boat.
But I’ve noticed that it’s the opinionated products that are memorable. The ones that take a risk, that do something different with their language, branding, and design. AirBnb’s icons is a great recently example of this.
They don’t try and be all things to all people. They draw a line in the sand and say, “this is what we are, and this is what we’re not”. And I love that.