Contrast gives designs visual excitement, consistency makes your viewers
feel at home — whether they're viewing a Website, looking at a
brochure, or reading an ad.
Once your page is balanced, you
will no longer notice the elements as being individual. Your whole page
will become one piece and the viewers eyes will flow from one element
to the next seamlessly.
According to "Graphic Fundamentals
Every Editor Should Know":
While there is
value in using some surprise and variation in a newspaper's design,
this must be balanced against the need for consistency and a solid corporate
Design creates unity by using
white space, type and colors in a consistent way throughout every document
your firm produces, and within every page of a single document, presentation
or web site.
So just how do you create consistency
in your designs?
Margins and Page Layout
Use the same margins throughout a document, and choose the same underlying
Face it, if you're a designer, you've probably got a bazillion fonts.
That doesn't mean that you have to use every font you own in every design.
Two typefaces is enough for many jobs; one typeface can lend beauty
to documents, too.
When (if) you travel in Europe, do you find yourself confused because
the language and signs change from country to country? Visitors to your
Website might become confused if navigation graphics are on the left
on one page, on the right on another, and at the bottom on another.
If your logo is two colors, you probably wouldn't dream of switching
those colors around. You thought long and hard about the right colors.
Your viewers/readers will feel more comfortable with your Websites and
printed designs if there's a recognizable color scheme. Even in a process
color design, there's no reason to use all sixteen million or so colors
available to you. Try to keep your design palette limited to two or
three colors, and don't forget to use them consistently!