Chapter 7 is about designing for uniformity, consistency, and meaning which are all necessary for providing for ease of learning. Uniformity and consistency help the user to become familiar with an application and makes it easy to navigate through. If each page were different on a site people who just be confused. Having said that it is also necessary to use simpler irregularities to signal importance. You should put meaningful data in a way that stands out so it gets noticed.
An example of a website that uses these things to create an ease of learning is youtube.com. It follows uniformity and consistency by aligning your results in the same pattern each time you search for something. It also keeps the search box in the same location no matter what you do. It does a good job of minimizing chrome which allows more room for what you really want to see.
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