We crave consistency in everything. That's why McDonald's has worked so hard to master their food formula, so that you instantly know that a chicken nugget is THEIR chicken nugget, not Burger King's. Bad example - sorry. When we are making a purchase or consuming a product, we want to know that what we see is what we get. A client wants to know that the work you produce for them is going to have the same feel and quality as the rest of the work in your portfolio.
Mastering consistency is difficult. I can almost guarantee that if you're in your first year of photography, your work won't be consistent. When I first started out, my work was all over the place! This will be frustrating, but it's an important part of the process. Experimenting is always valuable, but unfortunately experimenting does produce consistent results. When you've found a style of photography and post-production that works for you, stick with it. Then start thinking about what colors and light make your work consistent. We'll be discussing colors and light, as well as content and curation, in the upcoming pages. 
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