Repetition is the reusing of the same or similar elements
throughout the design. Now this is not to be mistaken for repetition of visual
elements as a pattern. Visual elements as a pattern is more to do with visual style
or visual artwork in an overall piece of design work.
Good design practice seeks to repeat some aspects of a design
throughout a piece of simple or complex work. We use repetition to create a
sense of unity and consistency throughout a design. Repetition creates a
particular style, creates cohesiveness, creates emphasis, hierarchy structure
and strengthens a design.
The ultimate goal of any piece of graphic design is to make an impression, hopefully a lasting impression.
If a design achieves this goal, it will be fulfilling its
purpose to communicate and insist upon a particular message which lingers and
becomes familiar.
It could be said that repetition in design is a type of
brainwashing. The more we see of something the more we familiarize with it,
thus remember it. Whether we like it or not, repetition is impressionable. It’s
human nature to find comfort and attraction to familiarity.
A good example of the use of repetition in design is in
branding. In any good brand there will be a consistent use of a graphic style
or language. This can manifest in many forms such as the use of a particular
color or color scheme, a consistent use of a typeface or set of chosen
typefaces, shapes and motifs, patterns, alignment, photography style, tone of
voice and so on.
All this is not done as a coincidence. This is a carefully
orchestrated design to create a noticeable and memorable look and feel. It is
valuable to any business that their brand is impressionable and memorable. The
same can be said for presentations, leaflets and brochures. It really pays to
maintain focus and consistency which adds value.
Another good example is in magazines. If you flick through any
well-designed magazine, you will notice a consistent style throughout. This is
done to create a particular user experience which you will become fond of and
want to experience again and again.
When you look at a design, ask yourself how is repetition been
considered? What elements have been repeated and how? Is there clear
consistency? And how well does it work as part of the design?
This is dummy text. It is not meant to be read. Accordingly, it is difficult to figure out when to end it. But then, this is dummy text. It is not meant to be read. Period.
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