Repetition

Repetition means using the same styles and patterns again and again. In the example, Plan, Build, Measure and Improve share the same card, icon style and layout.

Once people learn a pattern, they can scan the rest quickly. Repetition also links to the Gestalt principle of similarity: items that look alike are seen as belonging to the same group.

Repeat what should feel the same, such as cards in a list, and change what should feel different, such as a featured item.