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A site is an interface between a customer and a corporation. Literally, it's an interface; it's also an interface in the sense of a space of interaction and a space of perception. Because of this there is an opportunity to create, in the interface, what or how we want customers to perceive the corporation.
In its broadest sense this interface is the brand. It's the idea we create in the mind of the visitor through the perception of and interaction with the website.
When consistency becomes an argument used without real consideration or forethought then we are likely to fall into its trap. If you've built a boring site...be honest now...and consistency was the argument, you've probably fallen for its illusion.
Design (interaction, product, visual...) does not just swing between being ‘on-‘ and ‘off-brand’. The hazy grey area between is just as bad as being ‘off-brand’. Consistency that smothers design (...), experienced as boredom wrapped in brand guidelines, is just as damaging to your brand.
It's either ‘on-brand’ or ‘on-brand’. There's no sliding scale.
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Fight the illusion of consistency to the end. Be aware of its subtle misuse. Make wonderful, fresh, inspiring experiences...that are only ever ‘on-brand’.
End
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