Q1) Consistency in aesthetic and functional design is vitally important as it gives reassurance and confidence  to the user that they have strong skills to interact and enjoy with a product. “the heritage of a design or brand makes it easily identifiable to anyone who has seen that brand before. It is a very powerful thing for brands to do” (Barry, 2012) In my opinion having consistency is a very important thing in Aesthetics and functional designs, it gives the user instant recognition of actions and thoughts when seeing consistent items, we develop internal rules, actions and perceptions which make us do automated reactions. “Coherance and consistency are indispensable in our quest in our quest for understanding and prediction” (Ajzen, 2005) we recognise good quality designs by their repetition of important elements, such as reapeating colours, logo’s and repeating actions such as colours or sounds. “Consitency also creates implied meaning for users so that they can be transparently guided by hierarchy […] a cornerstone of good design” (DiMarco, 2010) having functional consistency means users can user their learnt skills to immediately interact with a product and be confident in their functions, a malfunctioning product that is not consistent immediately indicates that the product is faulty. Internal consistency can be found within organisations for recognition and reputation, this can be with companies such as Microsoft and Apple, where company colours and symbols are used to identify themselves and build reputation. “For most consumers, Microsoft is ubiquitous with not alternative to Windows or Office, and hence a utilitarian essentiality” (Baxi, 2014)  immediately if we see the Windows Start-Up menu, the four-square coloured symbol or the menu bar we immediately recognise its Microsoft and we remember learnt skills that help us navigate around their products. This brings about emotional expectations such as trust, reliability, functionality and competency.


Azjen, I. (2005) Attitudes, Personality and Behaviour  Retrieved from

Barry, N. (2012) What is Aesthetic, Functional, Internal, External: Consistency? WordPress Retrieved from

Baxi, A. (2014) Microsoft takes the top spot in a brand survey by Forrester Mobile Nations Retrieved from

DiMarco, J. (2010) Digital Design for Print and Web: An Introduction to Theory, Principles and Techniques. doi: 978.0.470.39836.4


Coca-Cola Aesthetic Consistency

Woolworths Internal Consistency

Functional Consistency – Keypad

These three items all feature the principle of Aesthetic Consistency, whether visual consistency, functional consistency or internal consistency. Coca-Cola features Aesthetic consistency, where the brand image, colours and format are instantly recognisable. This brings about connotations of brand trustworthiness, reliability and taste expectations. “make a set of guidelines that would unify  the brands expression and allow for seasonal and promotional variations […] visual guidlines designed for Coca-Cola, Coca-Cola Light, Coca-Cola Zero etc” (LOOP, n.d)  Woolworths Supermarket have incorporated Internal Consistency, with branding, colour scheme, images and font type which shows that Woolworths have an internal niche that represents their business. “Working with Woolworths supermarket to articulate the vision. redesign of their catchy logo and typeface and develop a brand strategy that was indicative of Woolworths’ value and beliefs” (Hulsbosch, 2012) Once inside Woolworths their branding is consistent, with the use of a green red and white, signage and typeface are kept within the store to keep the professional feel. The functional consistency  of a mobile phone keypad is universal and by using retained existing knowledge we immediately know how to use one, what the green and red call symbols stand for and how to text on  a numeric keypad “Functional consistency improves usability and learnability to enabling people to leverage existing knowledge” (Holden, Lidwell, Butler, 2003) if this layout was to change we would immediately disguard our learnt knowledge and develop knew skills at a slower pace to re-learn from a new layout.


Holden, K. Butler, J. Lidwell, W. (2003) Universal Principles of Design Rockport. doi: 978.15925.30076

Hulsbosch, H. (2012) What it Takes to Build a Powerful Brand Dynamic Business Retrieved from

LOOP (n.d) Brand Consistency leading to millions in cost reduction Loop Retrieved from


coca cola cans [image] (2012) retrieved from×522.jpg

Mobile phone [image] (n.d) retrieved from

Woolies [image] (2009) retrieved from 


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