Consistency is one of the most crucial aspects of any well-designed webpage. 

While our brains can process a tremendous amount of information, it’s easy to become overwhelmed or even frustrated when confronted by a wall of text when we’re not engaged with the material or a series of advertisements when we’re not interested in a product.

Therefore, any good web designer’s main job is ensuring consistency and clean and fluid pacing throughout the web page. There’s no point in spending hours manipulating colour schemes, fonts, and logos if they distract the user from the content presented.

Consistency should apply to every aspect of your design, from the frequency of ad placements to the overall colour scheme which will help users identify your brand.
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For Grapedrop, we’ve chosen to go with an off pink-black-white combination which can be seen throughout our website.

​​This consistent design choice makes our brand easy to become accustomed to, and easy to recognize later.
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Here’s another example:

When you see these colours, chances are you think ‘Google’. That’s on purpose. The designers at Google have committed themselves to these colours for everything and anything they do — and they’ve stayed committed for decades.

You should continue this trend of consistency when choosing a colour for your CTA buttons, and make sure the colour will pop regardless of which background it falls on so that you don’t have to keep manipulating it. Even the smallest manipulation in colour and placement can negatively affect your brand.

Thus, if the user becomes used to seeing a yellow CTA button, they will naturally expect that every yellow button is a CTA and that all non-yellow buttons are not. This colour confusion may lead to skipping over a random green CTA button you placed on a different webpage.
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Even if you keep the changes so small that the user may not consciously notice, each change is just one more obtrusion in an otherwise stress-free experience.

Look at how much longer it takes to read each word in the image below compared to how fast you read this sentence.

While each font is legible, the lack of consistency between them makes each word significantly more difficult to read. Indeed, most of the effort expended while reading them is adjusting to the rather insignificant differences between them.

This example may not seem like a huge deal, but any extra work your user must do reflects poorly on the part of a web designer.
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So, if you want to make a stress-free, user-friendly experience, make sure you stay consistent and firm in all your design choices.