Learning Portfolio 2

In your own words, write a summary of the article and provide critical analysis/discussion on the topic of the article.


Aesthetic consistency refers to the uniformity of style and appearance within objects, brands and products. A particular aesthetic aspect of a product from a brand or between products of similar use and purpose, creates an enjoyable consistency for the user. “Keep in mind that consistency isn’t about pleasing yourself-it’s about pleasing others by giving them what they understand and can rely on” (Schlatter & Levinson, 2013, p.7). People enjoy the feeling of knowing what they can expect from a product and the endurance that they can rely on it to perform consistently each time it’s used. The symbols pause, play, rewind and forward are an example of a universal consistency between products of a similar use (remote control) “Consistent representation of these objects means the user recognizes them for what they are when encountered.” (Cole, 2012) Logos are an example of consistency that can assist in a brand’s success as they become instantly recognisable and are more trusted when compared with products of similar uses. “Building consistency in your designs also helps to strengthen your brand and keep a brand’s message clear.” (Shillcock, 2013) Internal consistency is when elements within a product work very cohesively together or the same product in a certain area like a public place have a similar style that links them. This creates trust within people as they recognize a comprehensive product and design that works well. External consistency is the product working with other elements that exists in the environment around it. It’s aware of the potential environmental factors that could influence the product and is consistent with reacting to those factors. Consistency can break the realms of just visual design and mean more than what is presented “also found in invisible convention that connect the sign with the signified and make it possible to connected signs with other signs” (Thyssen, 2011, p.27)

Retrieved from:

Cole, D. (2012). Why is consistency important in design. Retrieved from https://www.quora.com/Why-is-consistency-important-in-design

Levinson, T. S. a. D. (2013). Visual Usability : Principles and Practices for Designing Digital Applications: Elsevier Science

Shillcock, R. (2013). Building Consistency and Relationships into Your Designs. Design School for Developers. Retrieved from http://webdesign.tutsplus.com/articles/building-consistency-and-relationships-into-your-designs–webdesign-14849

Thyssen, O. (2010). Aesthetic Communication . Retrieved from http://www.palgraveconnect.com.ezproxy.ecu.edu.au/pc/doifinder/10.1057/9780230304017


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