Are you colouring inside somebody else's lines?

Every category develops a look.
Banks look like banks.
Property ads look like property ads.
Hospitals look like hospitals.

Then someone decides the safest way to appear credible is to resemble everyone else who already appears credible.
So everyone uses the same colours, words, photographs and promises.

Eventually category convention becomes camouflage.
You fit in beautifully.
Perhaps too beautifully.

Authenticity sometimes requires knowing which rules belong to the category and which rules exist simply because nobody questioned them.

Whose picture is this?

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