The reuse of patterns and components creates a more holistic approach to web based application where products can be scaled up more quickly. The idea is to continually build on current knowledge and not reinvent the wheel. Designing a set of standards which provide the foundations that designers can build on. This approach is not as rigid as reusing templates – it’s more designing the concept of a component which can then be recreated in a number of different situations. There can be issues that this restricts creativity but as outlined in the Components versus Patterns article but you don’t need to be creative 100% of the time. Not everything requires innovation, novel ways of getting people to login aren’t necessary and the aim is to focus innovation on key areas.