Design Consistency

How many times have you researched something that you wanted to purchase? Sometimes it can get confusing and even frustrating. A company will put a print ad out advertising a certain product. The product is something you’ve been searching for. Later that night you want to do a little more research on that product, so you decide to look up the company’s website.

WHOA! Are you at the right place? This doesn’t look like the same company. You can’t even find the item that you’re interested in. You try to find the phone number on the web site so you can check it against the one in the ad, but you can’t find that either.

This happens more often than not. Some companies are inconsistent with their branding, print advertising, web site and company collateral. This not only weakens the company’s marketing, but it shows that it’s not organized. How do you know they’ll get your order right?

Being consistent will strengthen every part of the company, e.g., if you have a consistent tag line that you use. A memorable logo can go a long way. Use your advertising space wisely. Don’t forget to conspicuously place recognizable symbols to assure your readers they are looking in the right place.

All of this comes down to planning your strategy. Having a plan and staying consistent will not only make your company stronger, it will cut costs in certain areas. For an example, you can look at your company’s print collateral. If you consistently use the same colors and standardize elements it takes less time to produce something in the future.

A tool that is used for staying consistent is a Brand Guidelines Manual or Style Guide. Within this guide, depending on how detailed it is or who put it together, it will contain all of the standard company information so that it can be cross-referenced at any time. This manual could have sample layouts of your ads showing measurements and positions for logos, photography that is appropriate and copy ideas. It will also contain printed samples, color swatches and much more.

This may sound like a lot of work to set up. It may take a little time in the beginning just like anything else, but in the long run it’ll be well worth it. You won’t have to explain the standards every time they are needed. When something needs to get done, it’ll all be right there ready to be used and cross-referenced. Consistency is the key, stick to it. It can only benefit you.

- Tim Parsons, Designer