I wonder why Facebook, Twitter and LinkedIn all have essentially the same on-screen look. Their purpose and audiences are quite different, yet when looking at a screen on a mobile device it is hard to tell which platform you are viewing – thus, it takes a moment to consider an appropriate reply. Facebook is a circle of my friends and far more casual – I am much more apt to like a political post on Facebook than I am on LinkedIn where I have business colleagues and a more public presence – yet it looks just the same as LinkedIn when scrolling through.
I am surprised that at least one of the three hasn’t branched out and created a new branding look for themselves. Would Facebook look some of its billions of followers if it switched from the generic “social media blue” to a more distinctive color? I doubt it, but it could set the platform apart I the minds of viewers, make it easier to trace a source of a forward or screenshot and just add some variety when scrolling.
When designing a look for your organization, don’t use these as role models. There is a whole spectrum of color available to you for branding – don’t choose one that is the same as two of your main rivals. Your goal is to stand out, not blur together.