Can't find the perfect font for your logo?
Get hundreds of logo designs in under 5 minutes by completing 5 easy steps
  • 1 Choose some designs that you like
  • 2 Choose your colors
  • 3 Add your company name
  • 4 Pick some icons
  • 5 Download your logo

Give it a try:

The Repetition Principle Of Graphic Design : A Brief Guide

by Henna Ray Tweet - in Graphic Design

Graphic Design

Last updated on December 22nd, 2023

Graphic design is all about conveying a message and driving attention with the strategic use of various components. Many design elements come into place to form a unique piece of design. Repetition is a crucial design tool designers frequently use to create user-friendly designs.

While talking about graphic designs, we often mention and analyze colors, fonts, shapes, images, symbols, etc. But most of us tend to ignore a designer’s plan of repeating some elements across a piece of design.

For example, we appreciate the design of navigational buttons on a website page. At the same time, we should note how the same types of controls appear in the same way on each page. Similarly, some colors and fonts are repeatedly seen at different places in a design, online or offline.

What does repetition mean in graphic design?

In graphic design, repetition is about using an element multiple times in a piece of design. Such an element could be a shape, color, font, or word. The purpose of repeating the elements is to give viewers a sense of familiarity. They can be confident in what they see and be assured of being on an authentic site.

Brands, therefore, use repetition to create consistent style and identity in web and app design. For example, you can notice the same logo of Amazon on each of its shopping pages. Likewise, the web pages’ search bar, footer, and other components are the same.

Graphic designers incorporate repetition as an element of design to achieve multiple goals. They can ensure a better user experience by helping visitors to find the buttons to access information on a web page. They do not have to find navigational elements all over again.

Why use repetition in graphic design?

When you use the same elements repeatedly in a design, it becomes a pattern. Such a pattern is the basis of building rhythm and unity in a design. But the designers use repetition to achieve their brand goals as well.

Here Are Some Chief Reasons Graphic Designers Use Reception As A Tool

01. Build A Brand Identity

Graphic designers use repetition of design elements as part of branding strategy. When viewers see an element multiple times in a design, they get familiar with the visual. That helps build a brand identity as the design appears everywhere on social media sites, websites, packaging, etc.

Such use of reception is a way to establish your brand familiarity and identity. It then also helps in making the design and brand memorable.

02. Ensure Better Usability

Repetition is also an effective tool to make your design, such as app and website designs, useful and comfortable. People who see the same design pattern find it easier to rely on and comfortable.

A navigation bar is an example of a repetition design element, as it looks the same on each website page. Visitors find the site trustworthy when they see the same navigational buttons in the same space on every page. They know they are on the right web page and can confidently navigate and make buying decisions.

Looking For a Graphic Design?

We have helped thousands of business owners from all around the world with their graphic design needs such as a logo design, website design, social media posts, banner design and much more.
Get Your Graphic Design Get a Free Quote

03. Reinforce Your Ideas

Using the same design elements, such as fonts and colors, helps reinforce your ideas. You will also make good use of the repetition of the elements on social media and other platforms. Besides colors and fonts, incorporating a specific image or graphic multiple times go a long way in reinforcing your idea and message.

For instance, a website dedicated to environmental concerns can include plant-related images to remind people of the significance of nature.

04. Present Information In A Memorable Way

You can present information by repeating some design elements, making the design memorable. For instance, your navigational buttons appear at the same spot in the same colors on each website page. So, with the design repeated, you coherently guide the visitors to move around on different web pages.

You can also make concepts memorable for your visitors by repeating some design elements. The human eye likes patterns and repetition, which is why we look at aesthetic things again. So, repetition can help present information in an organized way that people find attractive.

How do designers use repetition?

Graphic designers think of creating patterns and rhythm when using repetition as a design technique.


Patterns, in a design form, are when designers repeat elements in such a way that they align with each other. All such patterns then look like a cohesive design. For example, most apps and website pages have patterns in backgrounds. In addition, wallpapers, carpets, and custom clothing designs usually come with attractive design patterns.


Repetition creates rhythm, an essential element that evokes the feeling of movement. Visitors can see and feel a sense of movement when they see an interval between the repeated elements. It also is an effective way to build a visual hierarchy in designs.

An experienced designer will combine patterns and rhythm to emphasize specific ideas on a web page. This drives the attention of the visitors to the content.

Principles of Design Repetition

Graphic designers follow some principles while incorporating different elements of repetition. First, they want to ensure a wide range of design goals and send an intended brand message to the target audience.

There are mainly three principles of design repetition that the designers follow.

  • Aesthetics
  • Consistency
  • Usability.

Aesthetics is a vital repetition principle of a design. It helps designers visualize thoughts, feelings, and concepts and helps make perceptions. A designer chooses elements of aesthetics based on what is to be presented to the viewers.

So, an aesthetically created design helps people organize their thoughts, perceptions, and feelings about that design. This becomes repetition is a potent tool for forming customers’ attitudes about a product.

Consistency in a design means making it look uniform. A designer achieves consistency by equalizing the design elements to behave similarly across a design piece. Such a design can communicate efficiently, and it looks professional as well. A lack of consistency will mean no direction regarding sizes, colors, etc., which leads to confusion.

Usability is about how useful a design is to the target audience or consumers. It is a crucial design principle because it largely determines the success of a design or product.

What are the major graphic design repetition types?

While you need to use some of the design elements more often in your designs, you must learn about the elements to repeat. You can explore multiple types of elements to take advantage of the repetition method. Knowing what components to repeat in the right way will help you achieve your design goals.

Here Are The Main Design Elements You Can Repeat To Your Advantage

01. Patterns and Lines

Patterns and lines are the most repeatable elements in any graphic design. For example, each web page usually has background patterns. These patterns make a design look cohesive, which helps build trust for a brand.

Also, repetitive visual elements in a design give clues for using a product or service.

02. Fonts and Typeface

Graphic designers incorporate fonts and typefaces repetitively to create memorable and trustworthy products. Repeating the same fonts across a design, such as a website, leaflets, booklets, packaging, etc., improves user experience. But repeat typefaces occasionally, as too many can confuse the viewers and users.

03. Images and Graphics

Images and graphics are elements designers incorporate repetition as one of the potent graphic design tools. For example, logo images are used on each website and apps pages.

CTA buttons are, among other images, repetitively placed at different spots on a web page.

04. Colors

Colors evoke our emotions. Graphic designers make strategic use of colors to convey a brand message. They create designs by repeating the same colors repeatedly at different places on a web or app page.

05. Shapes

Repetition of shapes is also an effective way for designers to convey a message and create a unique design. Shapes create artistic patterns. With their repetitive use, designers make a website page look consistent and clean.

06. Themes

Graphic designers often repeat themes to emphasize a particular message. For example, if you want to convey your firm position in the food industry, your designer may incorporate multiple images from the food sector on your website pages.

So, these are some key aspects of repetition as a design element. Make sure you have a well-thought-out reason and plan to place the same elements repeatedly.

Talking of designs, are you looking for an eye-catching logo design for your new brand? You do not have to hire an expensive designer to do the job. You can create your logo all by yourself with little or no design experience using a logo maker.

Give your choice of colors, fonts, etc., elements to this software, which will come up with multiple unique logo ideas. You can customize one idea further to have a logo for your business.

Are You Looking for a New Graphic Designer?If Yes, Call Us on +1-855-699-2851 [times for calling 9am to 6pm EST (US)] or Register for a Free Design Consultation

Wrapping Up

Repetition is a crucial design element that helps create familiarity and trust for viewers and the target audience. A designer repeats lines, colors, fonts, shapes, and themes to create a specific pattern to make a design user-friendly and trustworthy. There are repetition design principles that a designer follows to achieve particular goals.

Get Your Graphic Design

Hi! I am professional Logo designer and an aspiring blogger. An expert on various tools Like Adobe Photoshop, Illustrator and Coral Draw, I have successfully designed several application interfaces, android apps, logo designs, business card designs, letterhead designs, envelop designs, flyer designs, brochure designs and web banners. Twitter



Need a Logo?
A powerful logo can give a company easy recognition. Create your unique business logo using our AI powered logo maker tool. Or, hire a designer to get your logo.
Best for when you want a logo in minutes. Our Artificial Intelligence powered logo maker creates dozens of unique designs in minutes. You can also edit colors, texts, icons and elements.
  • Uses power of AI & Machine Learning
  • Uses library of more than 10,000 fonts and 1M+ icons
  • No design experience required
  • Pricing starts at $20 but you pay only when you find a design you love.
Best for when you want to crowdsource ideas. Multiple designers submit entries for you to rate and review before you award a winner.
  • Fixed price packages starting from $199
  • Hand crafted designs from World-class designers
  • Dozens of concepts to pick from
  • Get 50+ designs in 7 days
  • 100% money back guarantee
Best for when you want to work with a single designer only. Explore the range of creative services offered by our highly talented designers.
  • Work with a single designer
  • Hand crafted designs from World-class designers
  • Options within all price ranges
  • Flexible turnaround time
  • Multiple revisions