Repetitive elements make website design consistent and coherent. When visitors recognize a pattern and know where to find certain content, they're more receptive to it.
Discover types of rhythm with examples:
A pattern of repeating elements of the same size that are equally distant from each other. For example, navigation elements or a list of benefits.
If you are using repetitive elements too often, your visitors might get bored. It's important to find the right balance and not overdo it.
A sequence of elements that changes—in size or color—every time they are repeated. This type of rhythm can help diversify the presentation, show a hierarchy, and highlight key details.
A pattern of elements that creates a visual illusion of movement. Every element is different, just like in nature: a raccoon or a cat doesn't have identical stripes.
Any design will have its own rhythm because the human eye involuntarily finds repetitive patterns. As a designer, it's important to control the rhythm and use it to achieve the goals.