Consistency is important in design because it allows you to create the same quality of experience across pages (such as the use of grids in magazines), spaces (the common layout of department stores of a chain), objects (the dashboard of a car), buttons (standardized web browser dialogs), or other design elements. It allows for recognizance in the sense that very particular colors (Facebook blue), fonts (Marlboro font), layouts (Target stores), or uniforms (Best Buy blue and khaki) will breed familiarity and comfort despite a difference in place, space, or format.
In this illustration I used the Burger King logo as a basis for a genre called ad-busting, where the highly recognized brand becomes a vehicle for a countermeasure to the brand, in this case, Coronary King, associating the mostly high fat foods sold at Burger King with coronary disease.
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