Consistency in interfaces is misunderstood. I address this often in client meetings.
A predictable interface results in a better experience. Having the same elements act the same way is a goal all UI designers should have.
Yet, confusion starts with suggestions like matching the height of a table row to the button’s. Or a hard-coded button width — disregarding the length of the labels.
“That’s consistent”, layman argue. It is not. Not in the sense of interface effectiveness.
That ‘sameness’ can even hurt the UI. Differences in size and shape influence efficacy, as well.
Instead, steer the discussion towards consistency based on familiar patterns. The experiences the person had with similar behaving software.
Use your designer's eye and common sense for the visual aspect.
Here are the things I’ve observed that make an admirable marketer.
Skillful marketers have pinpointed a niche. Because, “when you speak to everyone, you speak to no one.”
The experts write strategies on the opportunities and bottlenecks in their customer’s journeys.
Marketers understand what resonates with their target audience. And, they are empathic of the needs of the target group. They sell benefits, not features.
Admirable marketers are consistent in their messaging; they’ve written an engaging story that gets repeated.
Great marketers understand they can’t work in silos. They work together with copywriters, designers and user experience researchers.
They always have the answer to the question ‘why’.