Repetition of key elements (logo, box, rules, graphics etc.,) from page to page unifies the appearance of your publication.
In a newsletter, for example, you might place the company logo at the bottom of every page, or in a brochure you might repeat a small graphic element in a variety of places. We used star shapes as backgrounds for drop caps and pull-quotes on every page of the 1997 Freestone.
However, repetition without variety becomes monotonous, so use a photo or graphic to add interest to a page. The repetitive elements create visual coherence, while the occasional incongruous element creates contrast, the visual spice.