How can repetition improve your graphic design?

1 Why repetition matters

Repetition is a strategic way of using elements that share a common attribute or function to create a sense of unity and coherence in your design. It can be used to emphasize a key point or idea, create a visual hierarchy, build a brand identity, or enhance the readability and usability of your design. For example, you could emphasize a key point by repeating it in different ways or locations. You could create a visual hierarchy by repeating elements that indicate the level of importance or order of information. You could use repetition to build a brand identity by repeating elements that represent the values, personality, or style of the organization or product. And you could also use repetition to enhance the readability and usability of your design by repeating elements that provide navigation, orientation, or feedback.

3 How to avoid repetition pitfalls

Repetition can be a great tool for graphic design, but it can also have some negative effects if used excessively or improperly. Common pitfalls to avoid include boredom, confusion, and clutter. Boredom can occur when the same element is repeated too many times without any contrast or variation; to avoid this, introduce subtle changes or surprises that break the monotony and capture the viewer's attention. Confusion can arise if elements with different functions, meanings, or importance are repeated without any contrast or variation; to avoid this, use clear visual cues or labels to clarify the purpose of each element. Clutter can be an issue when elements with no function, meaning, or importance are repeated; to prevent this, eliminate or reduce any unnecessary or redundant elements that do not contribute to your message or goal.

4 Examples of repetition in graphic design

To demonstrate how repetition can bolster graphic design, let's look at a few examples from different designers. The World Wildlife Fund (WWF) logo utilizes the shape of a panda to create a memorable symbol that reflects their mission. The Social Network poster repeats its tagline in different fonts and sizes to create a visual hierarchy and emphasize the main theme of the film. Spotify's website incorporates green into the logo, buttons, icons, and backgrounds to create a consistent brand identity. Lastly, the cover of The Elements of Typographic Style repeats the title in various styles and orientations to form a dynamic and playful design that corresponds with the book's content and tone.

5 How to practice repetition in graphic design

Repetition is a skill that you can improve with practice and experimentation. To do this, analyze existing designs that use repetition effectively and identify the elements, frequency, contrast, and variation they use. Additionally, create your own designs that use repetition as a main principle and test how it affects the harmony, consistency, and impact of your design. Vary the combinations of elements, frequency, contrast, and variation to see how they change the mood, tone, or message of your design. Lastly, seek feedback from other designers or users to understand how they perceive and respond to your use of repetition. Comparing your designs with others can also be beneficial in learning from their strengths and weaknesses.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?