Learning Portfolio 2 – Q2 Examples

Item 1 – Traffic Lights


(Image: arizonatrafficschool.wordpress.com)

Traffic lights would have to be predominately one of the most common designs that apply the affects of Functional Consistency. We all know that red means stop, green means go and amber means slow down – it is universally understood what traffic lights represent and the colours that represent each of the meanings of a traffic light. When we look at Traffic Lights, we are subconsciously applying “… existing knowledge about how the design functions”. (Lidwell, Holden, & Butler, 2010).

Item 2 – Nike Symbol


(Image: oeilsj.wordpress.com)

As discussed in my previous post, the Nike Symbol (or the “Tick”) is a great example of Aesthetic Consistency. This symbol (or logo) is used throughout Nike’s promotional materials, clothing apparel, websites, magazines, stores etc. It is a logo that consumers associate with the brand Nike, you dont even had to have the word Nike underneath the logo to know what this is representing – this is due to Aesthetic Consistency. It “enhances recognition…” (Lidwell, Holden, & Butler, 2010) allowing the consumer to identify clearly what the product is and who is promoting it. It also allows the consumer to emotionally connect with the logo, knowing that the Nike logo represents health, fitness and wellness allowing the consumer to feel positive about themselves when they buy products with this logo on it.

Item 3 – Street Signs


(Image: www.vincent.wa.gov.au)

Street signs are a good example of Internal Consistency. Street signs are apart of a system, and usually the system is a Shire or a Council. You will see that within different suburbs of Perth (and other states across Australia as well as the world) have a system of street signs that are cohesive with one another. They will all have the same font face and colour scheme as well as size and usually will have a logo of the Shire or Council on there as well. It allows the general public to know that a “…system has been designed” (Lidwell, Holden, & Butler, 2010) particularly for this area.


Lidwell, W., Holden, K., & Butler, J. (2010). Universal Principles of Design. Massachusetts: Rockport.


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