Consistency : Week 2 – Question 2

Q2)Study 3 examples (e.g. products found in everyday surroundings) that meet the principle of consistency. Provide a reasoned explanation for each example why they meet the design principle  (300 – 350 words).

Water Bottle


Pictured is a bottle of water, through consistency as Lidwell, Holden & Butler (2003) state aesthetic similarities enable consumers to be capable of learning and acknowledging when goods are displayed in similar ways. Functionality of a bottle of water is clear to the consumer and they are able to understand that a bottle of water is a bottle of water due to external consistencies even in differing cultures.Wang, Hong & Lou (2010)  discussed aesthetics in relation to web design however their views applied in this case, through repetition and similarities consumers easily understand how to differentiate products and select according to the desired use.



ATMs display consistency through all four forms, aesthetically all ATM’s are designed with similar interfaces with the only major variances being the company colours and logo that are used to increase brand recognition. Functionally all machines operate in a  very similar manner and use interactive displays that are alike as to incorporate internal consistency. Thus, the consumer no matter the location or which company ATM may belong  is able comfortably and confidently operate the machine due sense of reliability and trust consistency imparts (Lidwell, Holden & Butler, 2003).

Stop Sign

Stop sign .jpg

Stop signs display a universal meaning across many cultures. Due to consistency, we as a user understand that a red octagon shape means to cease all movement. This recognition occurs due to aesthetic consistency in repeatedly producing similar displays despite varying locations. Internal consistency reinforces the stop signs meaning  which allows the external consistency to be understood despite it being used in varying environments. Thus, building a sense of understanding and trust within a user of what is being asked of them. Montella & Imbriani (2015) state usability is increased when consistency is utilized so a user can apply existing knowledge to the product, service or in this case, road sign.


ANZ (2016) ANZ ATM. Retrieved from (2016) Stop sign. Retrieved from

Montella, A., & Imbriani, L. L. (2015). Safety performance functions incorporating design consistency variables. Accident Analysis & Prevention, 74, 133-144. doi:10.1016/j.aap.2014.10.019

Nosh (2011) Water bottle image. Retrieved from

Lidwell, W., Holden, K., & Butler, J. (2003). Aesthetic‐Usability Effect. In Universal Principles of  Design (pp. 46). Massachusetts: Rockport.

Wang, Y. J., Hong, S., & Lou, H. (2010). BEAUTIFUL BEYOND USEFUL? THE ROLE OF WEB AESTHETICS. The Journal of Computer Information Systems, 50(3), 121-129. Retrieved from


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