The age of average

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There are many reasons why this might have happened.

Perhaps when times are turbulent, people seek the safety of the familiar. Perhaps it’s our obsession with quantification and optimisation. Or maybe it’s the inevitable result of inspiration becoming globalised.

Alex Murrell • The age of average

To find out Adam Mastroianni analysed the top 20 grossing films in every year since 1977 and coded whether each was part of a “multiplicity” (i.e. a sequel, prequel, franchise, spin-off, reboot etc.).

What he found was surprising:

“Until the year 2000, about 25% of top-grossing movies were prequels, sequels, spinoffs, remakes, reboots, or cinematic ... See more

Alex Murrell • The age of average

Elizabeth Goodspeed argues this is because these brands are more likely to draw inspiration from the same vast online sources. The result, she says, is a “moodboard effect”:

“This kind of visual homogeneity is a common occurrence in the art direction world, where ubiquitous styles operate less like trends and more like memes; remixed and diluted un... See more

alexmurrell.co.uk • The age of average

In Hadley Freeman’s book Life Moves Pretty Fast, Oscar winning director Steven Soderbergh argues that this is the natural result of testing:

“If you've ever wondered why every poster and every trailer and every TV spot looks exactly the same, it's because of testing. It's because anything interesting scores poorly and gets kicked out. (...) I've tri... See more

alexmurrell.co.uk • The age of average

So, there you have it. The interiors of our homes, coffee shops and restaurants all look the same. The buildings where we live and work all look the same. The cars we drive, their colours and their logos all look the same. The way we look and the way we dress all looks the same. Our movies, books and video games all look the same. And the brands we

Alex Murrell • The age of average

Ben Schott writing for Bloomberg:

“Visually, blands are simple, neutral and flat. The palette is plain and pastel (with the occasional vibrant splash); the mood is upbeat and happy, or pensive and cool, but never truly real; the dress-code is smart-casual. Bland people are stock-photo attractive (or quirkily jolie laide). (...) Complex products and ... See more