Consistency in the context of a website refers to the design, layout and interactions following the same set of rules on every page. When a website is designed with consistency with mind the user trusts the site more and finds it easier and more intuitive to use. Grids and baseline grids are a really useful tool to create structural consistency in an app or website. A colour scheme, the same typography, type sizes, leading and kerning are also key elements to ensuring consistency. Using a design style or system such as Google’s Material Design where the visual and structural rules are laid out in detail for the designer to follow.



Good Example of Consistency   

Apple Home Page 

Throughout their entire website, Apple apple the same high standard of design to each page. Whether checking out the specification of a new iPad or buying an iMac, there is clean, elegant consistency throughout. The creators have obviously applied a detailed set of rules that create familiarity with the interactions but enough visual differences to keep the user engaged with the content.


Bad Example of Consistency 

The main website of Newcastle University has obviously recently rebranded, however the new look and layout has not yet transferred onto pages of secondary or tertiary importance. A prime example of this is on their Student Wellbeing pages. The startling differences between this page and the Home Page caused me to double check that I was still on the Newcastle University website.