If you take a look at the marketing materials of most Fortune 500 companies, you'll notice that they all have one thing in common: within each one, all of the company's marketing materials are similar in their appearance.

世界500强企业的营销材料具有一个共同特点：营销材料外观相似。

There are elements of consistency that carry over between the company's brochures, business cards, letterhead, and website. The logo is the same on each, the tagline is the same, many of the fonts are the same, the colors are often the same, and the general image in each piece is consistent with the rest. They have a carefully established visual identity.

这些公司的宣传册、名片、信笺以及网站具有某些相同的内容：logo相同，结束语相同、大部分字体相同、颜色相似，所有宣传材料外观基本相似，这些宣传内容具有外观一致性。

What these companies have done is employ the principle of repetition. They repeat certain elements in all the materials they put out. In this way, they are able to present a unified, cohesive image to the public.

这些公司利用了重复法则：在所有的宣传材料中重复利用某项内容，这样创造一种统一的、具有凝聚力的企业形象。

The principle of repetition can be applied within your website as well. It's a powerful tool that strengthens your pages' organization and helps your company establish a strong identity. The principle of repetition goes like this:

网站设计中也可以利用重复原则。利用重复原则可以增强网页组织性，建立良好的公司形象，下面介绍运用此原则的方法。

Repeat some elements of your design within each page, as well as throughout the entire site.

网站中的所有网页重复使用某种元素。

Repetition can be defined as conscious consistency. It goes further than having the same header on each page, or the same links in your menu, although those are important. It's tying your site's visual appearance together in a deeper sense by using some threads that run through the entire site. It doesn't happen by accident; you must be purposeful.

重复也就是有意识的统一，不仅仅要求标题统一、菜单统一，更强调某项内容贯穿网站始终。你必须明确这个目的。

Here are some items you can repeat:

以下内容可以进行重复：

1. Headings and subheadings - Most people naturally use the same style of heading for each page (or at least they should!), which is a form of repetition. However, this repetitive element can usually be made stronger. For example, you can use a bolder color, a stronger font (if your headings are images), a larger size, or boldface. By doing this, you make the element stand out more, which makes the repetition more obvious.

1. 标题与副标题——大多数设计者在所有网页中使用同一类型的标题（至少应该这样），这是一种重复形式。其实，你可以利用其它方法，突出重复内容，例如，醒目的颜色、效果强烈的字体（图像文本），更大的字号或者粗体字。这样，内容更突出，重复更明显。

2. Colors - Pick a few key colors for your site and use that color scheme throughout. Instead of using multiple accent colors, stick with one or two. If you think that looks too bland, use several different shades of the same color.