Newspapers have been doing this for centuries. The front page and certain inside pages always look the same with different content every day. Look and feel With every page looking the same and every page feeling the same, visitors are more comfortable about wandering through a site, knowing there are no shocking surprises waiting under the next link. If a visitor clicks on a link which leaves your site, they know it instantly because the look and feel changes. Keep showing a visitor the same graphics and layout, and they will begin to remember it.
Corporations spend big money to make sure people see a repetitive, consistent image.
So, the next time you think about adding a new feature or graphic or even a whole new section of your site, keep in mind that consistency counts. It is an important element in designing your web site.