More Than Decoration: Why Surface Patterns Are a Smart Investment for Your Brand.
- deamarianastasia
- May 2
- 5 min read
Think of the last time a product really caught your eye and made an impression on you. Most likely it had a surface pattern on it.
Surface pattern designs are seamlessly repeating visuals and they can appear almost on any surface. They can be used on fashion items, wallpapers, stationary, murals, wrapping paper, beddings… basically anywhere you can imagine.
Probably many people think of patterns just as decorative designs, but they can be so much more. A surface pattern design can be a strategic branding asset, which in one glance communicates the brand’s attitude and values to its audience. One picture is worth a thousand words and in this case it’s one surface pattern design.
WHY USE SURFACE PATTERN DESIGNS IN YOUR PRODUCTS? HERE ARE 3 REASONS.
1 They stand out and make your products recognizable
Patterns are a powerful tool in building a visual brand identity and standing out in a crowded marketplace. Unique and creative surface patterns can make first impressions, which last for long in consumers’ minds. This also creates a deeper connection between the consumer and the brand.
It’s not always the boldest designs that make the best sales, but they do catch the audience's attention and bring them into the store. If the pattern is communicating the brand identity and connecting with the right audience they’ll come into your store and find your other products interesting too. This means that most likely it’s not enough to have just any showstopper pattern on your front page or shop window: The pattern also has to be aligned with your brand identity in order to appeal to the right audience.
2 They Evoke Emotions
Patterns are storytellers. They can create atmospheres, moods and emotional connections with people. A bold print on a dress can lift up a mood, a serene wallpaper design makes the space peaceful and a dynamic pattern on sportswear makes you feel more excited about your starting workout.
A good brand is not offering to its customers only a product, but also an experience, which can be created and/or reinforced with a surface pattern. So dive deep into who your target audience is, what experience are they looking for, and tell that story with your patterns.
3 They increase the product's perceived value
Beautiful, well-crafted and eye pleasing patterns increase the perceived quality of a product. Imagine a simple white linen dress vs. the same dress with a beautiful pattern on it. Most likely the one with the pattern is seen as a more valuable item.
But don’t get me wrong, not using whatever pattern on a product increases the perceived value: the pattern design should be unique and well-crafted. A poorly crafted cheap looking design, which is not aligned with the brand, will of course bring down the value of the product.
WHO SHOULD INVEST IN SURFACE PATTERN DESIGNS?
Anyone, if you ask a surface pattern designer! :D
But seriously the obvious ones are clothing brands, fabric manufacturers, stationary brands, wallpaper manufacturers and interior decorators. Basically if you are working with any surfaces, you can consider using patterns. You can use patterns even on concrete as the Finnish company Graphic Concrete (https://graphicconcrete.com/en/) is doing. Actually even if you are not working with surfaces, you can consider having a brand pattern, which can be used in your digital products, website and social media. So actually almost any company and entrepreneur could use surface patterns!
Patterns are not only for big brands, but especially small brands can benefit from truly unique designs: those will set them apart, give that spotlight in a crowded marketplace and effectively help establish the brand’s style and positioning.
I dare to say that whatever is your brand’s visual identity, you can benefit from using patterns, and that there is a pattern that will fit your style and elevate your product. I think surface pattern design is often seen as something big, bright and bold, but a minimal and subtle pattern can be as effective if it fits your style and brand identity. A surface pattern can be as minimal as just a printed texture, which will bring some subtle character to your products.
If you are not sure where to start looking for your style in patterns and what kind of patterns would fit you, send me a message and I can guide you from there. I’ll show you some style, scale and colour options, which I think could fit and elevate your brand.
HOW TO ACQUIRE A SURFACE PATTERN DESIGN?
My goal is to make this process as easy as possible and hassle-free for my clients.
At Studio DMA I sell exclusive surface pattern designs. This means that the designs are not sold to several companies, only for one brand.
This is the process of buying designs from Studio DMA:
Interested companies get access to my online pattern library, which includes over 400 unique originally hand-drawn designs. All the designs are made into seamless repeating patterns.
Company chooses the designs that they prefer.
We do some possible modifications to the designs. This can be some recolouring or adjusting the scale of the pattern.
After payment the production-ready files will be delivered to the company.
Company will then send the files to their manufacturer and soon they’ll have some unique patterns on their products!
The patterns’ colours can be changed in the future. So if you want to reuse the design, its colours can be updated according to new seasons, colour trends and purpose.
Here are some comments from my previous clients about our collaboration and how everything went (full reviews and more can be found on my linkedin profile, https://www.linkedin.com/in/anastasiapoljatschenko/ ).
"Anastasia is a highly skilled pattern designer whose collaboration with us was incredibly smooth and efficient from start to finish. Her sense of color and expertise in pattern repeats have really elevated our designs, and our customers love them." - Anniina Hiekkataipale, Designer @ Toive Company
"Anastasia has great ability to hear and understand our vision and expectations. And what’s most important, creations are very commercial. - Minna Linna, Founder @ Blaa Oy
Surface patterns aren’t just decoration — they’re a branding asset.
I love patterns because their possibilities are endless and they are such powerful visuals. With patterns you can tell any story, create any atmosphere and boost any mood. You can shock, impress, build confidence, bring peace, intrigue, inspire, make someone laugh, bring back memories, create comfort and so much more.
If you are looking for some well-crafted unique patterns for your brand, reach out and I’ll share with you the access to view my 400+ exclusive surface pattern designs. Also if you need some guidance with choosing the right patterns for your brand and products, send me a message and I'll guide you through it.
Anastasia Poljatschenko
Surface Pattern Designer
Studio DMA
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