Flow

Laws / Perception

Law of similarity

Things that look alike are seen as related, even when they're apart.

Same action, four looks

Shipping address
Payment method
Contact emailEdit

Questions? Read our returns policy before you change anything.

Why it matters

If two things look the same, people expect them to do the same thing. Inconsistent styling breaks that promise.

Rules to follow

  • Give elements with the same function the same style everywhere.
  • Make links look different from body text (color plus underline, not color alone).
  • Don't style non-interactive elements like buttons or links.
  • Use one button style per level of importance across the product.