Repetition

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BASIC PRINCIPLES FOR USING REPETITION

1. Repeat Within
Repeat all visual elements within a single document. Different typefaces, colors, sizes, shapes, layouts and so forth should be limited in number and repeated throughout.

2. Repeat Across
Repeat all visual elements across multiple documents to create continuity, clarity, and branding between documents.

3. Visual Cues
Consider designing visual cues—shapes, logos, icons—that repeat from page to page (or slide to slide) to make a document seem uniform and organized.

4. Personality
Keep the personality and/or professionalism of the document consistent by repeating styles in diction, tone, layout, and other content.

5. Style Guide
Develop and use style guides in order to repeat features of a brand identity, including color, layout, typography, paper weight, logo use, and so forth.