(image via boredpanda)
Consistency enables people to efficiently transfer knowledge of new experiences quickly and focus attention on the relevant aspects of a task.
Let’s use Logo as an example:
- An aesthetically consistent logo enhances recognition and sets emotional expectations.
- Functional consistency is the action and meaning of a website or even a logo that improves usability and learnability about that product or service.
Consistency makes brands feel more dependable and a logo brand that people can trust.
Consistency provides customers with the same experience across many platforms. It also improves brand recognition, reduces costs and establishes a relationship with customers that extends beyond a single product or service. (- Universal Principles of Design).
Use consistency whenever possible but don’t comprise clarity or usability for consistency. Find a balance that will allow your users to learn things quickly.