Consistency Versus Current Knowledge
Consistency in design is a key element in creating a successful website or marketing campaign. It's easy to understand why — consistency creates a sense of order and familiarity that is reassuring to users. However, in certain circumstances, consistency can work against you. This is especially true when current or common knowledge among your users is at odds with your consistent design choices.
Let's say you have a website with all text links in red. From a design standpoint, this may make sense — it's consistent, it stands out, and it looks nice. However, if the current common user experience knowledge is that text links should be blue, then your consistency is working against you. Users may find the red links confusing or difficult to navigate, and this could negatively impact their experience on your site.
So, what's the solution? You don't want to be so consistent that you're ignoring what users expect or want. At the same time, you don't want to be so focused on what's current that you're constantly changing your design or marketing approach. Instead, you want to be aware of what's currently working and what your users expect and use that knowledge to inform your design choices.
As a small business owner, you may not have the time or expertise to constantly stay on top of design trends and user expectations. That's where Jarbo can help. Our team of experts can work with you to create design and marketing strategies that take both consistency and current knowledge into account. We'll help you navigate the complex world of design and marketing so you can focus on what you do best — running your business.