Maintain Visual Consistency
While creating rhythms and variations from page to page, one must also
remember to maintain an overall aesthetic integrity. The purpose of graphic design is to communicate, not dazzle, and an inconsistent design will result in decreased user effectiveness. This means keeping individual visual and typographic elements simple and clear. It also means applying them uniformly, so that the connotations of a particular type style, or the results of interaction with a particular graphic element, are independent of their context. There should be an overall visual system to the text, carefully considered in the first stages of design, that brings together the elements into a coherent whole.