If you give the same graphic designing projects to two different entities, professional and non-professional, you will notice many differences. The biggest difference you will notice is that professionally done graphic designs are consistent whereas the non-professionally done designs are not. A design can be striking at first but human minds won't take too long to completely forget it. You need to consistently remind them about your brand through a consistent design to stay in their memory permanently. This is why the biggest brands of the world are so consistent with their designs. Take a look at why consistency is important in graphic design.
It Makes You Memorable
As mentioned above, human minds can forget things pretty quickly. You might have designed a logo that looks great to every eye, but this is not enough. In order for you to make an impact in the minds of your target audience is by repeating the design over and over so they start recognizing it at first glance. By repeating it does not mean that you will keep showing them the same design over and over – this can be quite frustrating in fact. What it really means is that certain elements of your design must be followed in your logos, marketing messages, products etc. This makes you memorable and creates the image of a "brand" in the minds of your potential customers.
It Keeps Your Brand Alive
Once you have made an impact and people have started to recognize your brand by just a particular color scheme or typeface, it's time for you to maintain that image and keep it alive. Of course, the only way you can do this is by staying consistent with your designs. One of the most important decisions you will have to make is when you are thinking of making changes to your main logo. You have to get rid of the unnecessary elements but keep the most striking and memorable ones alive. If your logo's strength lies in pointy corners of its typeface, make sure you don't get rid of it no matter how many changes you make to the design.
It Shows Your Discipline
The success of your business revolves around your discipline. Discipline of your business needs to be shown to the customers through your designs. The more consistent you are with your design the more disciplined you appear to not only your customers but other business partners and affiliates too. Of course, if you can be disciplined with your logo and other graphical elements, you will be expected to be disciplined with your products and services as well. These things might seem small on surface but as you continue to grow into a brand from a small business, these efforts will make great differences for your business.
It Makes You Unique
Once you have created a successful logo and the market has accepted it, your next big task is just to be consistent with it. It's the uniqueness of your logo, typeface, font size, trendiness etc. that really sets you apart from your competitors. The more consistently you present your logo and designs to people the more they accept you as a unique entity. Many businesses failed or received harsh reaction from their customers for changing their logos or copying a few elements from other brands. Your graphic design elements are more like attire of your business. If you look different and people love that about you, all you have to do is keep on looking different through consistency.Keep in mind that creating a brand requires you to make repeated efforts. These repeated efforts are only as good as you are consistent.