REPETITION
The
Principle: Repeat some aspect of the design throughout the entire
layout. Wisely used, repetition generates perceptions of consistency and
constancy. Both are important to casual web browsers who often distracted by the
web's infamous infoclutter.
Common Mistakes: Overkill, for example excessive repetition of garish bullets that scream,
"We are here, all of us--so don't get distracted by the content of the
text."
Repetition is not only saying the
same thing several times to get a point across. It is also the use of a
consistent theme throughout a Web site. While all the pages on a Web site do not
have to be exactly the same, there should be enough similarities to create a
consistent look and feel to the site. This consistency is one of the things that
help make a site easy to navigate
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Margins and Page Layout
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Fonts
As in traditional print
publishing, high-quality Web sites adhere to established type style settings
consistently throughout the site. Consistency gives polish to a site and
encourages visitors to stay by creating an expectation about the structure of
a text. If sloppy, inconsistent formatting confounds this expectation, you
will confuse your readers and they may not return.
You should decide on such settings as fonts, inter-paragraph spacing, the
size of subheads, and so on and then create a written style guide to help you
maintain these settings as you develop the site. This step is especially
critical for large sites that incorporate numerous pages.
If you choose to use CSS you will have powerful tools to maintain the
consistency of styles throughout your site. This is particularly true if you
opt to use a master style sheet for your whole site via the "Link" option in
CSS
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Navigation
When (if) you travel in
Europe, do you find yourself confused because the language and signs change
from country to country? Visitors to your Web site might become confused if
navigation graphics are on the left on one page, on the right on another, and
at the bottom on another.
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Colour
If your logo is two colours, you
probably wouldn't dream of switching those colours around. You thought long and
hard about the right colours. Your viewers/readers will feel more comfortable
with your Web sites and printed designs if there's a recognizable colour scheme.
Even in a process colour design, there's no reason to use all sixteen million
or so colours available to you. Try to keep your design palette limited to two
or three colours, and don't forget to use them consistently!
Consistency in Action
Above is what a simple business card for a Tennis Group might look like. I've
used only two colours in the card, the same two colours that are used in the logo.
The same fonts used in the logo are used in the card, and the rule underneath
"Tennis" is repeated at the bottom of the card.
The letterhead uses pretty much the same scheme as the business card. Like
the business card, the name is in the upper left corner; the logo is in the
upper right corner; and the phone numbers and email are at the bottom, with the
same rule from the logo.
Even though the Tennis Group Web site has more design elements than either the
business card or letterhead, it's easy to tell that we've landed at the same
company.
The same colours are used; the same logo; and the familiar rule at the bottom
of the page repeats the rule in the logo. Anyone who's familiar with The Tennis
Group's stationery should feel right at home in their Web site.
Consistency doesn't mean that everything must be an exact clone: you're going
to use different elements when designing a brochure than when designing a
Web site. You can make viewers feel at home by consistent use of fonts, colours,
design elements, and layout.
After all, part of most designs is a "branding" element. When someone thinks
of tennis lessons, you want them to think of The Tennis Group first. And having
a strong, consistent look will make it easier for prospects to remember the
company.
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