Consistency Refernce Guide

Universal Principles of Design. (2010, March). California Bookwatch. Retrieved from

Lidwell, W., Holden, K., & Butler, J. (2010). Universal principles of design. Rockport Publishers.

Spool, J. (2005). Consistency in Design is the Wrong Approach Retrieved 2nd of November 2014, from

Horton, S. (2006). Apply a Consistent Design.   Retrieved 2nd of November 2014, 2014, from

Jordan, P. W. (1993). Consistency and usability. (Order No. U058175, University of Glasgow (United Kingdom)). PQDT – UK & Ireland, Retrieved from (301537863).

Consistency – Question 2 – Part 1


ASOS is an online clothing store that is known for carrying multiple brands of clothing; the target market is 17-30 year olds with having promotional days on for university students but also selling more high-end fashion for older buyers. Their logo shown in above picture is bold, stands out, easy to read and stylish with their slogan “discover fashion online”. This comes under aesthetic consistency as it is a recognizable sign and loyal consumers to this brand (like myself) are able to identify it if comes up anywhere whether it be in a magazine on another online store or on a billboard.

Consistency – Question 2 – Part 3

Street Signs

Street signs is another thing that is consistently designed. Imagine if street signs had a different picture but the same meaning wherever you went, which would just be a recipe for disaster. In street designs common colours are used e.g. red, yellow and white being the main colours as these catch peoples attention. Also keeping in with the common colour theme a stop sign is red but on a traffic light, when that shines read it also means stop, this is consistent design used in a functional and internal manner.

Consistency – Question 2 – Part 2

Traffic Lights

Traffic Lights are one of the most consistent things in this world, without traffic lights there would be many crashes and a lot of injured people. Traffic lights are all over the world and all stand for the same thing; red = stop, amber = slow down and green = go. Traffic lights come under the example of functional consistency, when learning something for the first time we automatically apply it to the same thing over and over again.

Consistency (Learning Portfolio 1)

The text consistency, explains the four main types of design consistency. The four main types of consistency are, Aesthetic, Functional, Internal and External. “Consistency enables people to efficiently transfer knowledge to new contexts, learn new things quickly, and focus attention on the relevant aspects of a task.” (Lidwell, Holden & Butler (2003). Aesthetic consistence refers to the consistency of style and appearance to a product, aesthetic consistency enhances recognition to others on what particular product may be, it communicates membership and sets emotional expectations. Functional consistency is meaning and action. “It improves usability and learnability by enabling people to leverage existing knowledge about how the design functions.” (Lidwell, Holden, & Butler, 2003). An example used in the text that has been provided to describe functional consistency is a remote control., “Videocassette recorder control symbols to MP3 music players, the consistent use of these symbols on new devises enables people to leverage existing knowledge. (Lidwell, Holden & Butler (2003). The consistency of functional use in the design of these types of products enables the user to rely on pre-existing knowledge of how each function works, it also creating a product knowledge level with ease as it the consumer is already familiar with each of the settings works. The Next type of consistency is internal. Internal consistency is an indicator that cultivates trust in people, the example displayed in the text was in relation to park signage, this is a excellent example as passers by learn from observing signs in the park and then can relate them to others they may see, this is internal consistency as the sign is internally imprinted into you. The last main types of design consistency is external, external consistency is consistency with other the other design consistency component’s in different settings. Although one of the most unique design types can be the most difficult to achieve as it cannot be linked with any other external design types.