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š Become More Memorable with this Simple Design Trick
Reinforce your brand identity and become more memorable when you use this lesser-known design fundamental.
š¤ Robert
February 21, 2023
Read time: 2.5 minutes
Everyone talks about consistency.
Nobody talks about repetition.
So letās talk about that, shall we?
But firstā¦
A little clarification:
Consistency and repetition are similarā¦
But theyāre not the same ā
Consistency means keeping the same style/voice/personality across your whole brand image.
ā Usually found in your fonts, colours, imagery, messaging, etc.
Repetition means a recurrence of specific things within your design.
ā Usually your headshot, tagline, shapes, angles, backgrounds, etc.
Hereās an analogy:
Consistency is the underlying melody and rhythm that runs throughout a song and sets the mood.
Repetition is the recurring chorus that makes the song catchy and memorable.
Both are important concepts in branding.
Together, they help youā¦
Be more interesting and memorable.
Establish and reinforce your brand identity.
Create a sense of trust and familiarity with your audience.
Now itās time to get practicalā¦
How Can You Use Repetition in Your Branding?
Say youāve already chosen a brand colour, a couple fonts, some images, and a messageā¦
And youāre using them consistently.
(You ARE using them consistently, right?)
Just try REPEATING certain things within your designs:
A background, pattern, shape, angle, or button styleā¦
Even your name or your sign-off.
Examples:
I always use the robot in my name (š¤ Robert), and now in my DMs, a few people have addressed me as just š¤
Over the years, Iāve seen a few different people use āonwards and upwardsā as a sign-off.
Repetition even extends into video and audio branding.
Itās essential to have the same intro or soundtrack in your videos and podcast episodes.
Thatās your theme!
Alright, alright, alrightā¦
Letās look at some great examples of repetition in brand designā¦
Examples of Repetition in the Wild
Like many big consumer brands, Target repeats its iconic logo across multiple campaigns and media.
How can you steal this? ā Use the same logo, background, and shapes throughout your social profiles, web pages, and digital products.
You may not have the same budget or design team as Targetā¦
But there are lots of other ways to add repetition to your designā¦
Solopreneurs Using Repetition
One easy way to do this is to use the same object in various places.
See how Dylan Redekop uses the lightning bolt multiple times in his profile:
Try using the same shape for your containers, backgrounds, and buttons.
Dan Kulkov uses the same rounded-corner rectangle twice in his banner:
And that brings us toā¦
An excellent example I came across the other day from Jens Lennartsson ā and his Make & Market newsletter for SaaS founders.
Jens has a few things echoing nicely in his brand design:
The card shapes
The black speech bubble labels
The dotted background texture (in two different colours)
š Take a peek belowā¦
Notice how Jensās Newsletter subscribe page is a completely different colour than on Twitter?
The grungy dotted pattern is so recognizable that itās safe to use a different colour for the newsletter.
Both the red and blue backgrounds still look like theyāre from the same person/brand.
And on this subscribe page, a new repetitive element is introduced ā the black and white paper cutout style:
So tell meā¦
Are you using any recurring elements in your design?
š¤ Robert
ANSWER TO LAST WEEKāS RIDDLE
I always run but never walk. I often murmur but never talk. And I have a bed but donāt sleep, and I have a mouth but never eat. What am I?
ā A river.
TODAYāS RIDDLE
What belongs to you, but other people use it more than you?
āā
If you think you know the answer, hit reply and let me knowā¦ or find out in next Tuesdayās newsletter.
š¤ Like my content? Share this newsletter with a friend. Noice!
š¦ļø Catch me on Twitter @RobertHacala for branding tips and bad puns.
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