The cost of looking like everyone else in your category
Convention is borrowed credibility. It works until every competitor borrows the same thing, at which point the market stops distinguishing between any of you.
Every category develops a house style — a palette, a vocabulary, a stock of images. Adopting it signals competence cheaply, which is precisely why it stops signalling anything at all once adoption is universal.
Where every option looks equally credible, buyers default to price.
Departing without being strange
Distinction is not eccentricity. The productive move is to keep the category's codes of trust and break its codes of sameness: conventional structure, unconventional voice; conventional restraint, unconventional specificity.
The risk of looking different is discomfort. The risk of looking the same is invisibility inside a shortlist. Only one of those two risks is recoverable.