The Law of Repetition: Designing for Consistency
Maybe the redundant designs are okay
Introduction
Have you ever noticed how we habitually reach for the same coffee mug each morning? Or perhaps you’ve observed the comforting repetition in your favorite song’s chorus? These small elements of repetition create a comforting rhythm in our daily lives, guiding us through the chaos with a soothing familiarity.
Similarly, in the world of design, this rhythm is crucial. It creates an anchor that holds all design elements together and guides the user through the maze of interfaces, colors, and typography. It establishes a sense of familiarity, making the user feel at home even in a new digital landscape. This rhythm, this powerful tool in a designer’s kit, is driven by a principle known as the Law of Repetition.
You are reading the Day 14 of the series, “30 Days Of UX Laws and Principles”. You might enjoy reading the Day 13 article which talks about The Law of Contrast, so check it out before we continue. Today we will be looking into —
- Breaking down the Law of Repetition
- The Law of Repetition and UX
- Real-life brand examples
- Difficulties and Limitations
Breaking down the Law of Repetition
Design is not an isolated practice. It intertwines with various other fields, one of them being psychology. A psychological principle that plays a fundamental role in design is the Law of Repetition.
The origins of this law can be traced back to the early 20th century with groundbreaking research by a German psychologist named Hermann Ebbinghaus. His work was revolutionary in understanding human memory. Ebbinghaus’s most well-known contribution is the ‘Forgetting Curve,’ which demonstrates how information is lost over time when there is no attempt to retain it. However, he also found that repeated exposure to information dramatically affects our ability to remember it. Essentially, repetition reinforces recall.
Ebbinghaus’s repetition experiments were focused on the process of learning and memory, but the implications extended far beyond. This led to the understanding that repeated elements are more likely to be remembered, thus guiding the attention and focus of the viewer. It became clear that repetition could be harnessed to guide behavior and understanding.
By repeating specific elements like colors, shapes, and patterns, designers could create a sense of unity and rhythm. This repetition also allowed designers to emphasize essential elements or information.
Repetition is not just a design principle; it’s a fundamental aspect of life. In nature, repetition manifests in various ways, from the symmetry of a snowflake to the rhythmic patterns of waves lapping against the shore, from the spirals of a seashell to the annual cycle of seasons. This natural repetition brings rhythm, structure, and predictability, creating a sense of comfort and familiarity.
Humans, being part of nature, are hard-wired to recognize and respond to these patterns. Our brains are exceptional pattern recognition machines, and we’re inclined to find repeated patterns comforting and familiar. This cognitive trait explains why repetitive patterns in design — be it in digital interfaces, physical products, architecture, or marketing — resonate with us.
Here are other ways nature exhibits repetition :
1. Petals
2. Animal patterns
3. Fractals
4. Biological rhythms
The Law of Repetition and UX
In the digital landscape, the Law of Repetition has a profound influence on User Experience (UX) design. The principle of repetition allows designers to create a consistent and intuitive interface, guiding users through the sea of information with visual cues and familiar patterns.
Consider the weather app example. You might have noticed that whether you’re checking the weather for your current location or browsing the forecast for another city, the representation remains consistent. The sun icon consistently stands for a sunny day, the cloud for a cloudy day, and so on. This consistent use of icons across the app builds an instinctive understanding for the user, creating a seamless user experience. This is the Law of Repetition working its magic, establishing patterns that simplify and enhance user interaction.
Now, let’s turn our attention to social media platforms, another realm where the Law of Repetition is in full swing. Take Instagram, for instance. No matter whose profile you visit, the layout is always the same: profile picture to the left, followed by the user’s name, bio, and then their posts. This repetition allows users to navigate the app with ease, instinctively knowing where to look for specific information.
The same concept is applicable to the “Like”, “Comment”, and “Share” icons under every post. They maintain the same design and location across the platform. Because of this consistent repetition, even first-time users can interact with posts without needing explicit instructions.
Furthermore, the Law of Repetition also governs using color palettes and typography across a digital platform. A consistent color scheme and font type lead to a unified, pleasing aesthetic that doesn’t distract or confuse the user.
The Law of Repetition in UX design is not just about the consistent use of visual elements. It’s also about repeating successful user interactions and design patterns. If a particular interaction model — say, swiping left to delete an email — works well in one context, using it in other similar contexts makes the interface easier to use and learn.
Real-Life Brand Examples
Spotify
One notable example of the effective use of repetition is the music streaming app Spotify. The green color theme, the typography, and the “play” button — all follow a consistent design language, making the app’s experience intuitive for users.
Google is another prime example. Be it Google Docs, Google Sheets, or Gmail, all these applications share the same design elements, from icons to color palettes. This consistent experience across different platforms makes it easier for users to adapt and use Google’s wide range of applications.
Louis Vuitton
Louis Vuitton, the iconic luxury brand. Its monogram, a repetitive pattern of the LV logo and four-petal flowers, is instantly recognizable worldwide. This repeated pattern not only creates a distinct visual identity but also invokes a sense of luxury and exclusivity associated with the brand.
The Great Gatsby
Even in film and storytelling, the concept of repetition is used to create emphasis, symbolism, and connection. From the repeating motifs in ‘The Great Gatsby’ to the reiteration of certain lines in a film, repetition creates a thread that weaves the narrative together.
BMW
Cars are a great example of repetition in design. The repetition of shapes, lines, and design elements gives a particular brand or model its unique identity. For instance, BMW cars are instantly recognizable by their iconic kidney grilles and the roundel logo, repeated on the hood, trunk, and wheel hubs.
Difficulties and Limitations
While the Law of Repetition offers numerous benefits in designing an excellent user experience, it comes with its own set of challenges and limitations:
- Risk of Monotony: Too much repetition can make a design boring and monotonous. It’s vital to strike a balance between repetition for consistency and introducing variations to keep the user’s interest alive.
- Lack of Flexibility: Repetition could lead to a lack of flexibility in design. There might be cases where a unique approach is required to address a specific user need. Strict adherence to the law might make this difficult.
- Scaling and Adaptation: As design needs change with a growing user base and evolving technology, it might become challenging to maintain the repetition while incorporating new elements or functionalities.
Conclusion
Repetition is a simple, yet powerful design principle. The Law of Repetition guides us in creating a design that resonates with the user, creating a comforting rhythm and familiarity. However, like all principles, it should be applied judiciously, keeping in mind the unique requirements of the project, the audience, and the ever-evolving landscape of design.
As the sun rises and sets each day in a comforting repetition, so should our designs echo a familiar rhythm, welcoming users into a space they recognize and can navigate with ease. As you design your next project, remember the coffee mug and the song chorus; remember the power of repetition.
Check out: “30 Days of UX Laws and Principles”
Check out Day 13: The Law of Contrast
ANNOUNCEMENT 🔥
We’re working on our very own AI tool that lets you create fully editable screens just from text prompts!
Check it out here and don’t forget to join the waitlist :)
