Consistency is a fundamental principle in the product design process. It requires that within the same or familiar functions and scenes, to use the consistent performance, operation, and feeling in a (or a category) product. The purpose of consistency is to reduce the user’s learning costs, the user’s cognitive costs, and the probability of misuse. Let me show you an example:
If I told you this is a part of the poster from a famous company, do you know which one? Ok, a little hint for you, a beverage company. That’s right, it’s Coca Cola, here is the original poster.
Why the first picture does not appear Coca-Cola’s logo, product images, product introduction and any other information, and you still can assure it is Coca-Cola? Because behind Coca-Cola, there is a system called VI (Visual Identity System) that guides all of its external image design. The essence of VI is the visual consistency through a high degree, to guide users to be forcibly associated with some kind of visual information and a business, or products.
The white streamers in the picture are actually the auxiliary graphics commonly used in the Coca-Cola VI system. The graphics appear on almost all Coca-Cola promotional materials. The colors (including the red background), the shapes, and the twisted angles are exactly the same, so when we saw the similar graphics and color, our brain will generate reactions “This is Coca-Cola,”immediately. This action drastically reduces a lot of cognitive costs.
In a certain type of product or an industry that can form a wider range of “consistent” and get everyone’s recognition. At this time, consistency will become “standard.”