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Probably one of the reasons I like it. Big red company icon next to the big black company icon next to the big pink company icon. Nah, I'll take the uniform design, please.
But companies like to brand for, among others, usability and legal reasons. They aren't going to participate in neutering the brand they have invested so much in. It doesn't really matter if the user "likes" it because it's pretty. What matters is if the companies pouring money into app development like it, and if the users can easily identify the apps they want to use. That's why it has such low adoption.
I prioritize apps that have the option. If companies want me to choose their app over another, they'll offer it.
I have no problem identifying the app I want to use. My apps are alphabetized. Easy peasy.
Most apps aren't "choice" apps. Things like banking, transit, etc. I doubt you'd change your bank or refuse to take the bus just because they don't allow their app to be colored based on a random pixel measurement from a background image. I'll go out on a long and guess you'd also not choose an app with that option but fewer features. And if so, I'd like to think you'd be in the limited minority.
Edit to clarify: Good companies, given a choice, will by and large invest in material (pun intended) improvements over a confusing and variable prettification feature with no real usability advantage.
True, which is why I said prioritize. If I have no other option, I have no other option. Some of my open source, small project apps have already made icons available. I really have a hard time understanding why a big (or even small) business is so resistant to it other than they want to train the customer as opposed to listening to consumer's minimal requests.
As it is now, apps without the material you theming go on my second "page". Only apps with material you go on my main screen.
Because big companies have a lot more on their plate than startups or open source that may or may not pan out.
Anyone with a modicum of skill in observation who has worked in such environments knows exactly why the little guy (especially a little guy with free labor) spends a lot more time or money on less essential UI.
I don't claim to know ui design. I've created a few icons here and there and it wasn't hard. Anyway, no need to continue to belabor the point.
I've been in UX design and marketing/branding for over 20 years, mostly enterprise (large corporations.)
It's not hard to throw together a few vector lines to shape an icon. What's hard is designing one that will work in all situations and meet requirements across various platforms, rendering appropriately in all screen sizes and resolutions at any relevant size, as well as when printed on a billboard or on the side of a pen in one to four+ colors.
But designing icons falls under illustration/graphic design, which isn't paid nearly as well as UX design for a reason. I do things like the above paragraph if I need to rest my brain for half an hour.
So believe me when I talk about why the people who invest the most in tech generally aren't interested in throwing a monkey wrench into that just because a few designers and users like the novelty. There are, of course, a few exceptions to that general pattern.