[incrudible]

This sounds like the kind of stuff people can just say without evidence because it sort of sounds right but is unfalsifiable in practice.

In my experience, there is far more people that complain about inconsistent UI than those who care about your cute little corporate identity.

[pupileater]

Also, not like we have these "color palette" thingies that we, UI designers, already use to establish branding without affecting usability. We have a lot of UI elements we can change their properties of without directly affecting usability like borders, elevations, distances (while maintaining good contrast and looking out for color blindness too). Design systems exist for a reason. Heck, every SaaS and product already has a sales page for marketing content that is entirely designed to drive sales, no need to introduce dark patterns (or invent new crazy patterns that solves an already solved problem) in the application. A lot of interaction has already been solved, I don't see why can't we automate the whole UI process with a given opinionated design system.