Isaiah Underwood
Dr. Gu
ENG 8123
8 Oct 2024
Repetition in Web Design
Definition
Repetition is essentially the consistency of various repeated elements.
Background
Repetition in web design stems back historically to the early twentieth century with research conducted by German psychologist, Hermann Ebbinghaus. His research focused heavily on the human memory and its exposure as well as retainment of information. In his research, Ebbinghaus discovered that a constant repetition of information improves our ability to recognize and remember it, which attributes to our attentiveness of recalling things we’ve seen in the past. Deliberately choosing to maintain a consistency with elements like color, pattern and alignment allows web designers to establish fluidity in terms of their display on their desired page.
As a result, their desired targeted audience can attain information quicker being more familiar with the aesthetical layout of an interface, finding different areas easily accessible in terms of navigating their way through a site without significant confusion. The visual cues in digital design serve as a guide to assist users in their understanding of the site’s content. Web designers strive to construct a consistency with that site’s aesthetics which evidently are aimed at simplifying user’s experience in exploring what a successful website has to offer. The use of repetition gives a sense of professionalism that constitutes a major portion of a site’s ability to look presentable and organized as users browse through its given information. Repetition in web design doesn’t focus entirely on one specific aesthetical aspect of the visual hierarchy of a site.
When there is a cohesive balance of typeface, font, or alignment of text then there is a consistent representation of repetition that unifies the entire design. Ultimately, the layering of these elements makes the design more alluring and visually interesting to the user, ensuring that they are invested in becoming more knowledgeable of the web interface and its content.
Features
Likewise, the consistency that applies to repetition mirrors the concept of rhythm that attributes to the cohesive balance of elements shaping a website’s visual hierarchy. In the context of web design, rhythm is defined by “using intervals or spaces between elements to give the user an impression of movement”. There are five distinctive types of rhythm:
- Random rhythm – Repeating an element (i.e. spacing) with no steady regular consistency.
- Regular rhythm – Repeating an element that is identical consistently (i.e. series of vertical lines).
- Alternating rhythm – Repeating two or more elements that are not identical to each other (i.e. using a 1-2-1-2 sequence).
- Flowing rhythm – Repeating an element that follows bends, curves, and other outlines.
- Progressive rhythm – Repeating a variation of one element that consistently changes frequently (i.e. size of a series of shapes).
Negative space is commonly understood as white space. In addition, negative space plays a role in centering the “visual breathing room” to the forefront of an interface, guiding users to the most important area of content for a website. When web designers intentionally use negative space properly, users can pinpoint “call-to-action buttons” and other useful resources that amplify their visual experience and clarity of key information on a site.
Resources
This diagram below taken from www.brightflagrecruiting.com demonstrates repetition effectively. The use of curved lines evokes a sense of continuity or schematics—detailing something being put together—which illustrates the recruiting process for the company. The use of check marks and enlarged circles adds to the emphasis of presenting the major steps that should be successfully completed during the hiring process. The headings and subheadings also offer a simplistic color scheme that isn’t disorienting in terms of the website’s display. The use of equivalent spacing under the subheadings also complements the organized appearance of the site, adding more to the visual hierarchy and selective rhythm types that were described earlier.
The color contrast of the white is faded in certain places to bring more attention to the “play”, “fast-forward” and “replay” buttons which visually have a richer white color scheme. These elements follow a consistency that is vital in understanding the importance of repetition for users to have a more simplified experience when transitioning through Spotify’s interface.
Works Cited
“Bright Flag Recruiting.” Bright Flag Recruiting, www.brightflagrecruiting.com/. Accessed 4 Oct. 2024.
Incharaprasad. “The Law of Repetition: Designing for Consistency.” Medium, Weave Design, 29 June 2023, medium.com/weavedesign/the-law-of-repetition-designing-for-consistency-63ea3ff7920e. Accessed 4 Oct. 2024.
Soegaard, Mads. “Repetition, Pattern, and Rhythm.” The Interaction Design Foundation, Interaction Design Foundation, www.interaction-design.org/literature/article/repetition-pattern-and-rhythm?srsltid=AfmBOorCEoABFyiOwTEX-jHqFxuM-GYhkKGx42ZGTYIWAw15fvAIZA6y. Accessed 1 Oct. 2024.