The Halo Effect is a cognitive bias where one attribute of someone/something affects how you think about other, unrelate...Read more
Using a consistent style of fonts, elements, sticking to a writing style and keeping to a colour palette will help to build an identity.
People respond more positively to a sense of harmony. In the example of a company website, people will be more willing to trust the company as an established business if their website feels organised.
If the navigation differs from page to page, people are more likely to get lost and frustrated.
Any function or UX that a site has more than one of, should work the same way to reduce leaning time. The faster and easier a user can get through to the goal of the site the better the conversion will be.
If information is randomly plotted around a website, users may not find what they’re looking for. Also, take care with the use of bold writing or italics.
This will quickly pull people to particular types of information and this information needs to all be of the same level of importance in order for the webpage to feel consistent.