Level AAUnderstandable
3.2.4

Consistent Identification

Call the same thing by the same name everywhere, don't label the same feature 'Search' on one page and 'Find' on another.

In plain English

If the same function shows up in different places, give it the same name and icon each time. A cart that is “Cart” on the header, “Bag” on the product page, and “Basket” in the footer makes people wonder whether those are three different things. This rule says: same function, same label, everywhere.

Who this is for

  • Screen-reader users, who recognise a control by its consistent announced name.
  • People with cognitive differences, for whom inconsistent naming is confusing.
  • Everyone, who moves faster when things are named predictably.

How to check and fix it yourself

List your recurring functions (cart, search, account, wishlist) and check the label, icon, and alt text are identical wherever each appears. Standardise on one:

Cart:   "Cart" (same icon + alt) in header, product page, footer.   ✓
Search: "Search" everywhere, not "Find" in some places.             ✓

Where we can help

Naming drift is common once multiple apps and templates are involved. We compare how recurring features are labelled across your store and flag inconsistencies. It is a quick fix on the common failures list.

How to meet it

Techniques the W3C accepts as sufficient (summarized). Follow a link for the full method.

Common mistakes

Patterns the W3C lists as failures of this criterion. Avoid these.

Frequently asked questions

What does consistent identification require?+

Success Criterion 3.2.4 (Level AA) says components that have the same functionality across your site must be identified consistently, same label, same name, same icon and alt text. A feature shouldn't be called one thing here and another thing there.

Why does this help?+

When the same function has the same name everywhere, people (especially screen-reader and cognitive-disability users) recognise it instantly. Different names for the same thing make them wonder if it's actually different, which causes hesitation and mistakes.

What's a common example?+

A cart icon labelled 'Cart' on one page, 'Bag' on another, and 'Basket' in the footer. Or a search feature called 'Search' here and 'Find' there. Pick one term and one icon and use them everywhere.

Reference

This is a plain-language explainer. The authoritative source is the W3C Web Content Accessibility Guidelines (WCAG) 2.2.

WCAG 2.2 © W3C. Excerpts are paraphrased; see the linked documents for the normative text.

Not sure if your store passes 3.2.4?

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