What does Consistent look mean?

A consistent look means the uniform use of visual elements across a website, e-shop or other digital outputs. It concerns colors, typography, heading sizes, buttons, icons, images, spacing or the way content is laid out. A consistent look helps users find their way around, because similar elements work and look the same on different pages. It also supports brand recognition and creates a more professional and trustworthy impression. In e-commerce, it is important to maintain consistency between the homepage, categories, product pages, the cart and other parts of the purchase process.