Week 10 Question 1.

In your own words, write a summary of the article and provide critical analysis/discussion on the  topic of the article

This Article talks about the principle of consistency and that it is easier to transfer knowledge already learnt than starting new. If you design a system that improves on its predecessor it states that it is better to take what it has and build upon it. Because if you completely change a system; then the user will not be able to already learnt skills and use them on the new system. But even if you follow these ideas much like Berger said “Everyone has his own taste.”(Berger, Pg 1)


Aesthetic consistency.

Aesthetic consistency refers to keeping the style or appearance of objects like logo, graphics and harmonious colour pallet. Logos play a part in how the user feels about a company and tries to relate an idea to the brand through symbolism or when they use their products.and companies put so much money into their logo because it reflects who they are its almost abhorrent. “In 2001, oil giant BP commissioned creative agency Landor Associates, advertising agency Ogilvy & Mather and the PR consultants Ogilvy PR to replace their “Green Shield” logo with the current Helios symbol and create a surrounding identity and campaign… A mere 211 Million USD.” (Lowe, 2010)

Functional Consistency

Functional consistence is the idea that elements are of the same meaning and action. Much like someone who learns how to play they acoustic guitar will naturally be able to transfer some of his already learnt skills onto a electric guitar because they are of the same instrument. And if you created a guitar that a seasoned veteran couldn’t pick up and play then most likely it would fail.






                  Berger, D. (2009). Kant’s aesthetic theory : The beautiful and agreeable (Continuum studies in philosophy). London: Continuum.

                  Lowe, J. (2010). The Cost Of A Logo. http://www.huhmagazine.co.uk/4140/the-cost-of-a-logo


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