What does the term ‘design consistency’ mean?
In web design, the term ‘design consistency’ refers to a state wherein all the pages and elements on a website follow a uniform (or near uniform) look and feel. The goal is to create a unified, intuitive experience for the user.
If you wish to learn more about this topic, check out the FAQ section below:
Question #1: How do I achieve design consistency?
There are three primary things you need to look at if you want to achieve design consistency:
- Visuals
- Voice and tone
- Patterns
Let us take a look at each one in more detail:
First, your website’s visuals refer to, as the name suggests, all the visual elements in contains, including:
- Graphics
- Colors
- Fonts
- Buttons
The goal is to ensure that you use similar visual elements throughout your website.
For example, if the hyperlinks on your homepage are written in the bold, orange text, then you need to make sure that the hyperlinks on all the other pages are also written in bold, orange text. Otherwise, the user might miss them.
The same goes for your website’s buttons. If the main call-to-action buttons on your homepage are blue, then you need to make sure that they look exactly the same everywhere else on your website so the user can easily spot them.
Second, your website’s voice and tone refer to the language it uses and how it uses it. For example, if you use a fun, friendly tone on your homepage, then you need to make sure that you use the exact same language everywhere else on your website—including popups and error messages. The goal is to make the user feel as if they are interacting with a single brand throughout your website.
Finally, the patterns in your website refer to how you arrange the elements on each page. The goal is to implement either the exact same one or something very similar throughout your website.
If you do not know where to start, you can check out the patterns the top websites in your industry use and just copy it exactly or with minor tweaks. Doing so should make it easier for people who visit your website to learn how to use it because it uses patterns that they are most likely already familiar with.
Question #2: What are the different types of design consistency?
There are four basic types of design consistency:
- Visual
- Functional
- Internal
- External
Let us take a closer look at each one:
First, visual consistency refers to the state wherein all the visual elements of a website—such as the fonts, colors, graphics, and buttons—follow a uniform look.
Second, functional consistency refers to the state wherein all the functional elements of a website work the exact same way across all pages.
For example, if you use a drop-down menu for date selection on your homepage, you will need to use a drop-down menu for all instances of the same functional element on all the other pages of your website. Switching to, say, a text box on one page and a calendar on another can make your website extremely confusing to use.
Third, internal consistency refers to a state wherein a website achieves both visual and functional consistency and retains it even after new features and pages are added after the site goes live
Finally, external consistency refers to a state wherein the design consists of a website is implemented across other systems and products, such as landing pages and apps, to make the adoption of said systems and products easier for users.
Question #3: What are the benefits of it?
The main benefits of design consistency include:
- Ease of use
- Lower bounce rates
- Improved conversion rates
- Stronger branding
Let us take a closer look at each one:
First, by implementing design consistency in your website, you are making it easy for users to learn how to use it and access the content they are looking for.
Second, by making your website easy to learn and use, you effectively minimise the risk of visitors leaving due to frustration or having to figure out how to make things work.
Third, by making it easy for users to go where they want and find what they need on your website, you also make it easy for them to take the action you need them to take (e.g., sign up for an event or make a purchase).
Finally, by implementing design consistency in your website, you are able to create a unified brand experience across all pages.
Here’s another useful article from UX Design you can check on.