I really think that giving items icons and also a clearer description could make the shop experience better. Now everything kinda looks the same so I don't really know what I'm building.
Read what your items do, im fine with how it is now.
I completley agree with OP on this!
As a big Dota2 fan I can tell you that having items be actual items with logos and themes tied to the game makes things more easy to memorize and choose in the rush of a game. ALSO it adds allot more life to the world and theme surrounding the action.
My suggestion, since Deadlock's art seems based in an alternate New York, the items could be themed on satirical capytalism.
Some brainstorm ideas I can come up with now would be:
Healing potions - Sodas / Energy drinks
DMG reistance can be bullet proof vests
and idk I guess it can mix themes with magic a bit since it's not a regular city of humans and maybe take inspiration from Greek mythology for some items like Dota2 does.
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I agree with OP, please make items pretty and have them be cool props and stuff that give more life to this world please?
I like pretty pictures more than minimalistic icons. The colors can still be around the items to keep them divided in category as they are now.