Design with Consistency

Designing with consistency in mind should be quite simple. Consistency helps to keep a brand visually strong and the relationship between a brand, the users and customers to a high level.

One age-old marketing technique is to design by repeating your messages to help your users remember things. While this can be utilized in your designs, it’s consistency in another way that I want you to think about more.

Think about the way that you create all of the items in your design, such as:

• colour (focus, secondary colours)

• visuals (imagery, photos, icons, buttons)

• typography (size, hierarchy, positioning)

• size (of content, imagery, relationships)

Think about the visual style of these elements and how they play off against each other. Try and think about how you can make all of these elements consistent in some way. Just like we wouldn’t (normally!) use eight different typefaces in one paragraph or area of our design, we should be the same with our other design elements.

Building consistency into your designs is all about the small details that might go unnoticed by most, but even then will sub-consciously provide them with a better experience. However, it’s the small details that will be appreciated by those that do notice the extra time and attention that has been spent on those extra things.