Basic Design Principles

Repetition

Repetition is defined as to “repeat styles down the page for a cohesive feel”. We like to say that the more you use similar styles and elements the more comfortable the user feels understanding and interacting with your design. By using repeating styles you create usability, trust, and ultimately action.

In this example of www.yeticoolers.com, you see that the informational panels all have the same style. The typography (text), buttons, and side-view photo of the coolers all share a similar style. By repeating the panels a user can easily choose based on the content alone without distracting design differences between each product options. This is a great example of repetition.

Things to Consider:

  • Repeat design elements to create consistent “feel”
  • If specific elements contain a certain style – use it elsewhere
  • Repetition creates visual connections between content
  • Repeating styles make a website more user-friendly
  • Repeating styles reinforce their meaning to the use
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