When I saw consistency, the first thing came to my mind is an assignment of a graphic design class I did last year. The professor asked us to put a web design into iPad. At that time, I think I have considered consistency unconsciously. Now after I read the paper, I realize that this is like a very useful principle that we should consider in our design.
If we pay attention to the life around us, we can find a lot of designs are consistent. For example, store design of McDonalds is the same all over the world, other similar examples are like apple store, pizza hut, Wal-Mart, etc. We all can find consistency in the style of their store design. These store all keep the style the same. I think one of the reasons why they do this is because that it can help users to recognize the brands very easily no matter which country or city they visit, they still can find these store and have a feeling like at home because they know them. For Wal-Mart, I think one of the reasons still can be that it’s very convenience for users to find products because the positions are pretty much the same.