Top 3 Tips for Commercial Success in Surface Pattern Design
In the world of surface pattern design, talent and perseverance will take you far. However, creating artwork that sells also requires market awareness and a willingness to make work that’s commercial. While it's tempting to let artistic expression run wild, it's crucial to consider the commercial viability of your designs.
This week, let’s explore my top three tips for commercial success in surface pattern design.
1. Themes, Motifs, or Colors That Appeal to Your Target Industry:
Mismatched Market: One of the most common pitfalls is creating designs that don't resonate with the target market. For instance, using dark and somber colors for children's bedding. Parents of young kids are looking for happy, cheerful or whimsical designs, not something dark or slightly scary. Understanding the preferences of your audience is key to crafting designs that sell.
Market Research Matters: When creating work for your portfolio, take the time to research trends and consumer preferences in your target market. Whether it's whimsical patterns for children's clothing or sophisticated motifs for home decor, aligning your designs with market demands increases your chances of success.
Safe vs Too “Out There”: It's essential to stay true to your signature style while working within the boundaries of commercial viability. That’s what will set your designs apart from the competition.
2. Developing a Signature Style:
Jack of All Trades, Master of None: Using too many different techniques in your designs can dilute your artistic voice and prevent you from developing a distinctive style. Aim for cohesion and consistency in your work to create a recognizable brand.
Focus on Strengths: Identify your strengths as a designer and leverage them to establish your signature style. Whether it's hand-drawn illustrations, intricate digital patterns, or vibrant color palettes, doubling down on what sets you apart will strengthen your brand identity.
Evolution, Not Revolution: While it's important to refine your style over time, avoid abrupt shifts that alienate your existing audience. Gradual evolution allows you to grow as an artist while maintaining continuity in your body of work.
3. Embrace Commercially Reliable Themes:
Holiday Headaches: Straying too far from traditional themes can be risky, especially when it comes to major holidays. It’s simply a fact that consumers gravitate towards familiar motifs and color schemes during festive seasons. Art Directors do too, because that’s what sells.
Balancing Innovation and Tradition: Find ways to put a fresh spin on classic themes without alienating your audience. Whether it's incorporating unexpected elements or reimagining traditional symbols, striking a balance between innovation and familiarity is key.
Test the Waters: Before committing to a new direction, consider testing your designs with a small audience or focus group. Their feedback can provide valuable insights into the commercial viability of your concepts.
Bonus Tip: Color Selections:
Clarity is Key: Insufficient contrast in color palettes can render your designs difficult to read or distinguish from a distance. Ensure that your motifs stand out clearly against the background to enhance visibility and impact.
The Power of Contrast: Experiment with contrasting colors to create visual interest and emphasis within your designs. Whether it's through bold color blocking or subtle shading, judicious use of contrast can elevate your artwork to new heights.
Test for Readability: Step back and assess your designs from a distance to gauge their readability. If elements blend together or become indistinct, it may be time to revisit your color choices and adjust accordingly.
Navigating the intersection of artistry and commerce in surface pattern design requires careful consideration and strategic decision-making. By embracing best practices, you can enhance your commercial success. Remember, artistry and profitability need not be mutually exclusive—finding the right balance is the key to unlocking your full potential as a surface pattern designer.
Join me LIVE this Wednesday, May 1 at noon pacific / 3pm eastern for my weekly Wednesday broadcast about art, creativity and surface design. I’ll be live on my Facebook business page and on my YouTube channel.
See you there!
xo,
Anne
Remember,
It’s Never Too Late to Create®
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MEET ANNE
Hi…I’m Anne!
My creative inspiration comes from a lifetime of observation. I grew up in Paris on the Place St. Sulpice and walked to school through the Luxembourg gardens. And that was only the beginning… Learn more by watching the video on my About page.
