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


Week 10 Question 2.


Mobile Phone

The mobile phone has slowly developed into a single recognisable object that encompasses many different brands. They live off they idea that now the user is used to phones having a large front screen, WiFi connectivity, ability to call and text, battery and their very shape. For a user to buy an iPhone 5 it is inferred that when the iPhone 6 comes out the user will be able to smoothly transition into the new phone with little hassle. That is because there has been a trust relationship built on how they consistently use similar aesthetics and functions to make the user feel more comfortable.



The guitar has divulged into three different types, acoustic, electric and classical and they all have similar consistencies to the point once you are a master at one, picking up another variant is easy to do because the functionality of all three are slightly different. All guitars  have the same core components built like, bridge, neck and neck. these ideas vary very slightly which gives a user pleasure that the next guitar he buys, he will be able to buy something of similar style


Computer Keyboard

Computer keyboards Have kept the same layout for decades to keep their functional consistency. Many may differ from size, colour, height adjustable, arm rest addons, USB (Universal Serial Bus) female ports, lights, program-ability, storage and if it has or hasn’t got a numpad. But the core functionality of the layout of the keyboard has stayed the same due to the nature of our use of keyboards. We use them to type and we develop muscle memory from them which increases our typing speed and consistency. But if you swap the “A” key with the “P” key the users functional consistency will be severely hampered because he has learnt how to type soundly on a traditional keyboard.