The key to a good design strategy

In design and marketing, we use the term ‘consistency’ a lot, but what exactly does this mean, and why is it so important?

Consistency refers to finding the right representation of your brand and ensuring you stick to it throughout all your materials, communications and presence. This means using the same font type; the same colour palette; the same type of paper for stationary; the same printer where possible (to ensure a consistent quality), and the same style and language of wording.

It also means making sure you do not deviate on style and appearance, which is one of the marks of unprofessionalism. And it is important not to try and replicate your design agency’s work to save costs, as if the quality of what you are putting out there varies across design agency work and your own materials, this will be obvious – and another unprofessional message to send to your client base.

Why consistency?

Keeping a consistent look and feel across your marketing and advertising materials is important for building a memorable and professional identity. This is because an organisation’s visual identity reflects its character and business, along with its traditions, strengths and values.

Consistency is also another ‘anchor’, alongside your logo and slogan. These things create an association in the minds of your customers. For example, if your company has coordinating company stationary and you use your logo and slogan on all materials and advertising, this creates a definite and effective picture and message about who you are and what you do.

If you are not sure how to tie all your materials and promotions together, speak to a design agency, who will come up with a strong identity and a virtual manual of how everything you put ‘out there’ should look; the format and procedure it should follow… so it is always unmistakably yours!

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