Repetition is used in design to create unity and consistency through repeating elements like color, lines, shapes, textures, and space. When brands repeat visual elements, it creates familiarity for consumers and makes them feel comfortable, allowing the brand to build trust. Repetition reinforces key ideas and points for the audience.

1. Repetition
Addi Freiheit
Repetition

2. Repetition
The use of the same elements a number of times in a
design to create a sense of unity.

3. Repetition
Repetition creates consistency.
Consistency makes the audience comfortable.
A comfortable audience will trust you.

4. Repetition:
element by element

5. Color
Repeating colors is very important to create UNITY.
When used well, consumers begin to subconsciously
associate a color with a brand.

6. Color
Guess the brand.

7. Color
McDonald’s®

8. Color
Guess the brand.

9. Color
Twitter®

10. Line
Repeat the weight and length of lines to
create consistency.

11. Line
Even when adidas® uses different shapes of logos, their
lines are repetitive and consistent.

12. Shape
In art and design, repeating shapes can create
consistency, even amidst a design with many
elements.

13. Shape
Brands can use repetitive shapes to distinguish themselves
& provide a sense of familiarity to the consumer.

14. Texture
Repeating textures can transform the effect of a
design.

15. Texture
A cactus can look vicious until...

16. Texture
...It’s seen as a whole.

17. Space
Repeat space in the layout of the design and
between shapes & elements to create a sense of
aesthetic & ease.

18. Space
Repeat space in the layout of the design and
between shapes & elements to create a sense of
aesthetic & ease.
FOR EXAMPLE...
The space between the lines
in the body paragraphs of
this presentation have
remained the same...

19. Space
Repeat space in the layout of the design and
between shapes & elements to create a sense of
aesthetic & ease.
FOR EXAMPLE...
AND the negative space in
the corner has also remained
(mostly) constant.

20. Repetition Typography
Repeat key words, phrases & ideas you want
the audience to remember to reinforce an idea
or point.
Repetition
Repetition
Repetition
Repetition
Repetition
Repetition

21. Repetition Creates
Consistency
Familiarity between brand & consumer
Aesthetic appeal
Unity