Repetition is the practice of using the same or similar elements multiple times to reinforce ideas and organize content. Our brains are made to recognize patterns. Repeating elements within a design creates consistency and familiarity — key components of a pleasant user experience.

The Gestalt principle of similarity supports the principle of repetition — elements that have visual similarities, like color, shape, or iconography, can visually be grouped together. Designers can use both principles to help users identify items that belong to similar or different categories.

Repetition can also provide harmony and unity in designs and is vital for typographic styles and color palettes that are used in many instances throughout a design.