It’s been said many times before “consistency is key”.  It’s a golden rule for numerous reasons and one that deserves to be highlighted.  Why you say?... Well because consistency is what creates a repetitive impression.  It creates a distinguishable emotion if done correctly, and it can be really really effective.

In fact, consistency is a fundamental element of design and that is why it’s so important.

In this blog post, I’ll be covering: what design consistency is,  the value in creating a consistent design, and how to start with designing consistently.  I’ve got some great tips lined up so let’s get going...

What is design consistency?

Simpy put, design consistency is when all the elements of the design, this could be website design, mobile app design, social media design, or collateral design to name a few,  act in the same way.  For example, on a website you would want to ensure all the “large” buttons (call to actions) all physically look the same for that set grouping.  This consistency will ensure visitors to your website will easily understand how to recognise a call to action button, which in turn sets their user expectations - they know once they click on the button something will happen. 

This nicely leads me to...

The value in creating a consistent design

A consistent design is incredibly valuable for you, your clients or customers, and your brand because:

Design consistency creates comfort and removes confusion

When you view a website on your desktop you are more than likely to see a logo and a set of calls to action (links) at the top.  You also know that clicking on the logo will take you back to the homepage at any given time. Did you know, however, that you have learnt that process and so your expectations of clicking on the logo at the top are instantly met and understood?  Because of this understanding and consistency across the board, you feel comfortable in knowing what to expect when you make that click.
Now imagine you clicked on the logo and the page which loaded took you to Domino’s Pizza website, you would be confused right?
Another example is when you use your visual brand identity assets (logo, colours, fonts, etc).  Consistency in using these assets on and across any marketing efforts is key. The recognition creates a level of comfort and removes any confusion about who you are and what you represent.

Design consistency saves time and money

When you have a consistent design you are saving time and money as firstly you have created a set of rules that can and should be followed - this means there aren’t any lost hours in trying to create something from scratch that doesn’t wholly represent your brand or the feeling you want to evoke when someone interacts with your brand.
Additionally, design consistency saves your clients and customers time as they don’t have to relearn any of the basics that they are already either aware of or have learnt via a previous encounter.  Money is also saved as they are aware of where to go and how to proceed and so limiting the learning curve means they can avoid looking around and move forward.
It’s win-win all around if you ask me!

A consistent design is beautiful

It can be debated that a consistent design can be boring.  That nothing “pops” (FYI only and massive side note, it’s cringy when I hear anyone say “the design needs to pop”), but a consistent design is helping your clients and customers, so in fact it’s respectful to create a level of consistency as it showcases you have considered their user experience and expectations. 
The challenge comes into play because as a designer, it is my job and responsibility to create something that is consistent and beautiful, which can be done.

Want to know how?...keep reading...

Tips for designing consistently (How to ensure design consistency)

You’ll be surprised at how easy it can be to create a consistent design, hence I’m sharing some gold nuggets of information to get you going if you want to tackle this yourself! (Otherwise, you know I’m here to help so just drop me a line)

1 | Visual hierarchy

Define a visual hierarchy and ensure the most important elements are big and clear,  so they are not easily missed. A visual hierarchy can be split into categories, so for example, Colours, Typography, and Calls to Action.

Colours

There’s no shortage of information out there on creating a colour palette, and it’s no joke to say that colour can be a key visual identifier.  For example, we all know Coca Cola has a very distinct colour identifier - that red is unmistakable, the same goes for the Tiffany blue.
Picking a primary colour and using colour psychology to add secondary colours can help you stay consistent.

Typography

Typography needs a similar treatment to Colours in that they should be defined as part of the set of style rules.  Again picking a primary typeface and size, and pairing this with a complimentary secondary typeface will not only elevate the design but it will also ensure design consistency.  I’d recommend no more than 3 typefaces.
It can get tricky when applying typography rules for the web, as there are specific type treatments to consider, but the key is to keep these things in mind when designing.

Calls to Action

Did you know Calls to Action also have different levels within a hierarchy? A quick explanation, you can have a large, medium, and small button, all alongside a textual link.  Defining and using each one with the order, prominence of priority and placement will help ensure the design stays consistent.
Ideally, a brand board or brand styleguide is key in helping you to ensure your brand remains consistent, strong, recognisable and professional going forward.  

Related:

• Brand boards - 7 key elements to include!

2 | Create a visual order or use a grid

Imagine receiving a leaflet which has a paragraph of text justified to the left, some centrally aligned and then some text to the right.  You wouldn’t know where to start reading it and it would probably look like a mess. 
That’s exactly why creating a visual order is important. Being able to clearly balance and align the elements in a sensible order will ensure consistency and will make it easier to digest.  Most design tools, including Canva, also have grids which you can use to help align and compose your elements for consistency.

3 | Consider the size and relationships of the elements 

Keeping in mind the size of the elements and what relationship they have to each other is key to ensure design consistency.  Are all the large buttons the same size? Are all the main headings or headlines using the same font?
The size of the elements should be dictated by prominence, priority and style. 

4 | Use space wisely

Space is equally as important as the size of each element.  There’s nothing more distracting and unattractive than a design which has every element as large as it can be to “catch your eye”.  The best way to best way to think about spacing elements is to use a grid, as mentioned above. Don’t forget to check the placement vertically as well as horizontally. 

5 | Reuse the same elements for different situations

Last but not least, use brand visuals consistently.  So images, icons, illustrations, and photography should be used across different mediums.  For Cambridge Clinical Laboratories, for whom I was commissioned to create the visual brand identity, Squarespace website and a 12-page brochure, I used the wonderful photography taken by Elodie Giuge to ensure design consistency across the different mediums.

Related:

• How to make sure your photography is on-brand

Conclusion

Remember a consistent design is incredibly important and should be bought into the process at a foundational level. It ensures you have your clients and customers at the forefront of your mind, and that you have considered their expectations and experience.

It does all begin with order so having a set of rules, some guidelines, which define how to use colour, type, size, space, and even interactions will help you stay consistent and will also help speed up the process.

If you need any help with creating a consistent design or with defining the rules, do get in touch! 

Good luck and let me know how you get on!