(Shelly Cashman Series) Gary B. Shelly, H. Albert Napier, Ollie N. Rivers-Web design_ introductory concepts and techniques -Cengage Learning (2008)

Step 5: Design the Look and Feel of the Site 103
and feel of a site. You can promote unity and maintain visual identity across pages at your
site by creating visual consistency — the consistent use of color, typeface, and content
positioning across all pages at your site.
Visual Consistency
When a Web site’s underlying pages fail to include common content and design
features found on the home page, site visitors might feel confused, or even possibly
believe an underlying page belongs to an entirely different Web site. To avoid confusing
visitors, all the pages at a site must share a visual consistency that reassures visitors as they
move from page to page.
You can create visual consistency by repeating design features — typeface, content
position, color scheme — and actual content — name, logo, major links — across all pages
at a site. Repeating design features and content, as shown at the Domino’s Web site in
Figure 4-4, unifies a site’s pages, strengthens a Web site’s visual identity and brand, and
maintains visual consistency.
repeated design and
content elements
Figure 4-4 Repetition of design and content elements promotes unity, maintains visual identity, and
creates visual consistency across a site’s pages.
A technique for creating visual consistency is to repeat design features, such as
the color scheme, and content, such as a logo, name, and major links, across all
pages at a site.
DESIGN
TIP