Good design keeps the user happy, the manufacturer in the black and the aesthete unoffended.
—Raymond Loewy (1893–1986), industrial designer
In the design phase of an application, you will identify standards that will guide the development work. One category of standards to consider is the look and feel of the web pages in the application. Users will more easily understand your application and will therefore be more productive if all pages are designed to look and act the same. If UI consistency is properly implemented, users can learn the common features of one page and they will quickly understand all other pages in the application.
Standards for “common look and feel” are most often implemented ...