That’s why brand consistency is especially critical in designing websites. Consistency allows people to feel in control while using a service or product and makes the outcomes of their actions easier to predict. One of the key elements of a positive user experience (UX) in product and website design is consistency. The brand design was still intact with the red color and the signature logo design, but this little element did a lot: this campaign is credited with an impressive 11% rise in sales in the US! The iconic packaging that so many people recognize and love was given a simple twist by adding names to personalize the experience of drinking and sharing a Coke.
A great example is Coke’s famous, Share a Coke campaign. Of course, don’t mistake consistency for lack of creativity. It shows them that what they see is indeed what they get, and if it worked once, chances are they will remain loyal customers. People who’ve purchased from you previously will respond well to the same design elements that may have prompted them to make the initial purchase. One way to do this is through consistent marketing design. That means you’re much better off nurturing existing relationships than constantly chasing new ones. It’s 5 times more expensive to acquire new customers than to retain existing ones. Creating loyalty and trust with your customers
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