202112061944 coherence not consistency

Coherence means making sure every part of your product feels like it belongs there, instead of trying to make them exactly the same.

For a product team, consistency has some potential costs:

1. It could increase the size of a new project before it's validated.
2. Designs can be delayed because of consistency details not user problems.

Areas where consistency is important:

1. Information Architecture - Users can always find the information they need on all platforms.
2. Copy - Specifically the nomenclature.
3. Icons - Icons should always represent the same thing across your product.
4. Brand - Key elements of the brand should remain consistent (colour, font, etc)