Why consistency matter?
Consistency and flexibility are highly important for all communication and marketing channels these days. Omnichannel strategies require designers to prepare brands to face different challenges and reach users in native ways. If there’s no united style guide, the brand will chaotically rearrange visual elements, eventually losing its unique look and feel.
Having a consistent and thorough branding strategy directly translates into higher sales. It starts with design: a logo that reflects a company’s values, consistent use of fonts and color palettes, having a style of images, associated with brands’ content. It’s hard to keep track of all these elements if you don’t have a consistent guideline.