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Unity

Balance

Relevance

Emphasis

Contrast

Appropriateness

Repetition

Consistency

Simplicity

White Space

Consistency is key

All promotional materials should have the same overall look and feel. Using some key images and graphic elements in a consistent manner promotes your brand.

Consistency gives your company an air of professionalism and familiarity. It also makes design and communication effortless as everything is thought-out before hand.

 
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Focused

Alignment

Hierarchy

Readability

Information Rich

Booklets

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Type

Color

Images

Graphic Elements

Details

consistency: Consistency is two-fold: (1) it's the consistent use of design elements in your layout and (2) the layout is consistent with the rest of your materials. Consistency promotes steadiness, reliability and professionalism.

Consistency at work:
I wanted to show how consistency can work as a whole unit rather than in just one design. You find here ads, booklets and packages that all work together. They all have a distinct "look" to them.