When it came’s to consistency its very common in visual design, as it allows better usability when it comes to learning about new products, some examples of this would have to be company logos and in the way in which they are structured, because if they are well known brand everyone will be buying it.

“The usability of a system is improved when similar parts are expressed in similar ways”(Lidwell, Holden, & Butler, 2010).

There are four type of consistency: aesthetic, functional, internal and external.

Aesthetics consistency is more to do with the way in which the world of graphics and logos. Aesthetics is very important as it can define a company just by seeing the logo for example Apple or Nike, it can also determine if you buy the product.

Functional consistency is more to do with the product of the same design which can have a different meaning to the product. some of the things that it might consist of would have to be audio/technology, meaning that just by seeing a symbol you know what it means and what it does, and example of this would have to be a MP3 player.

Internal consistency refers to “consistency with other elements in the system” (Lidwell, Holden, & Butler, 2010). When it comes to internal consistency signs at parks or on roads can have a lot and consistent to one another, which make people follow the rules of which a sign can represent trust in the community.

External consistency is refers to things to do with the environment this meaning, things like emergency alarms which are used in all the parts of the world which provides us with an know sound which we know how to react to when it comes to an emergency and we would know what to do in any case of emergency around the world.

To conclude aesthetic and functional consistency is more to do with design and the elements in like aesthetic is consistent of establishing and identifying elements that are easy to recognised. Functional is know how to use new features and learning how they work. Internal and external consistency is know what the meanings of the signs are and how they are used.


Lidwell, W., Holden, K., & Butler, J. (2003). Aesthetic‐Usability Effect. In Universal Principles of Design (pp. 46). Massachusetts: Rockport.


Badre, A. (2002). Shaping web Usability interaction design in context. Boston, MA:add-on-Wesley.

Consistency of design. (2009). Principles of design.

Universal usability. (2006). Available from

uie: consistency. (2012). Available from






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