Aesthetic consistency mainly relates to the world of graphics/logos and is very useful for enhancing recognition of a brand along with the companies values. This consistency makes it easier for customers to make decisions on purchases, for example clothing labels use the same logo on their designs for brand recognition. Take a look at the logo below, most people will instantly be able to list values/qualities it indicates.
This logo as most would have recognised is nikes swoosh and when seen on any item of clothing will indicate to the customer that the product is manufactured to a high standard.
Other benefits to companies using aesthetic consistency for their logos are that they can explore new business avenues with similar logos, providing recognition of the company values within the new venture. A good example of this is shown below.
The three Virgin logos are for three different companies of Richard Bransons and because of there similarity in colour and font they all carry the same values, indicating reliable, affordable and quality services/products.
Functional consistency relates to products of the same type using similar meanings within they're design. This consistency is seen in the audio/technology and appliance market regarding button symbols indicating certain actions. It allows a design to be learnt and understood quickly without confusion. Examples of universal symbols used in different designs to indicate actions are as follows.
Each of these symbols can be found consistently on any device that provides audio including MP3's, Stereos, Laptops, Voice Recorders, etc.
Keeping consistency in design is vital and as a designer this principle already shapes my own personal designs. It improves the simplicity of the design, with the user not having to re-learn symbol meanings or new logos.
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