Branding Basics: Uniformity

uniformity pattern squares rainbow uniformOne of the major factors that gets overlooked when running a website is uniformity. When you set up a site you’ll choose a theme, pick colors and styles, and set a layout. Beyond that, particularly if you run a blog, what thought have you given to what headings and subheadings you use, and when? What size are the images on your posts? Is your text justified or ragged right? Taking the time to focus on small elements to create uniformity makes your site instantly look more professional and polished, and goes a long way towards building your brand.

The easiest way to ensure uniformity across all your site’s posts is to create a “cheat sheet” of basic rules. What style of title do you use? Do you hide text behind a read more tag? Do you use illustrating images? If so where do you put them, and what size? Answering these and many more questions will let you build up a plan of how to present each post, so every page on your site is uniformly yours.

Use defaults

Start by helping yourself. Set up defaults you’re happy with and then stick to them. If you have to change the font from default every time you write a post, you’re guaranteed to forget at least once. Amending the font in your theme rather than at the local level means you only have to make the change once and it’s done. Changing the font is often as simple as making a small alteration to the style.css sheet in your site’s theme.

Headings and subheadings

Once you’re happy with the font, look at how you use headings and subheadings in your posts. For the sake of uniformity, you need to decide on a fixed method of breaking up your text. WordPress has a range of default headings built into its post and page editors. It’s up to you which you think looks the best on your site, but once you’ve made a decision, stick with it. Keeping the same heading and subheading structure doesn’t only increase your site’s uniformity, it also acts as a shorthand, telling regular readers how the information on the page is broken up.


As well as font style and size, remember to consider how you punctuate, particularly how you use capitals. Is a particular heading or subheading in all caps, every word capitalized, or only the first word? There aren’t any right or wrongs, as long as you have uniformity. Pick the style you like best and stick with it.


Images can be the hardest thing to get right on any site. You have to find graphics that suit your site and posts, and avoid the common pitfalls of stock photography. You might not think about how they look compared to the other pictures on your site, but you should. Are they color or back and white? Portrait or landscape? Photographs or vectors? The images you use form a large part of the first impression your site makes. Taking the time to ensure there’s uniformity between them brands the site as unmistakably yours, whatever page a visitor first lands on.


Focusing on uniformity across your website might seem like an insignificant detail, but it can make a big difference to your brand’s appeal. Not only does it make you consider how to make each post look as good as possible, it makes understanding and navigating your content quicker and easier for regular visitors. It might even have the subconscious effect of reinforcing the message that your company pays meticulous attention to detail!

If you want help to improve your site’s uniformity, maybe by updating its style sheet or resizing images, pick a plan today and’s friendly experts can get started.

You deserve a better, faster website.
And so do your visitors.

Contact us today to find out how can get you there.