HOW PATTERNS CAN ENHANCE YOUR VISUAL BRAND

As a pattern enthusiast, and a big believer in the power of adding design elements to expand your brand—I’m excited to talk with you about how you can add patterns to your own brand and why you should be using them!

 

Patterns add brand recognition.

More and more people are understanding the importance of a memorable brand. They focus on a strong logo, logo variations, color scheme and type that speaks to their story. However, many businesses are missing a key element that can strengthen their messaging. Developing patterns unique to their brand can help complete that story and speak more clearly to their audience.

 

We tend to remember patterns more naturally than we do the logo itself. We rely on repetition as a way of remembering visuals and facts. Adding patterns to your brand can help you stay consistent and add visual dimension without relying heavily on just your logo and logo variations.

 

Patterns give your brand more wiggle room to be playful and eye-catching.

They can help strengthen your brand by utilizing them throughout design collateral (packaging, business cards, postcards, booklets, etc.), web design and merchandise. Having consistent and memorable patterns in your brand will help you stand out to your ideal audience. Patterns work for all types of businesses, adding a sense of personality and connection.

 

Here are a few ways you can add complimenting patterns to your brand…

 

You can use them on your website.

Adding patterns to your website can draw in your ideal client/customer, wanting to explore and to learn more about what you have to offer. Seen below is the beautiful Cafe Frida website. Before you start scrolling this is what you see. When you do start scrolling the pattern moves away elegantly and becomes a border for the design. Click on it for yourself. I’m in love! 

 

You can use them throughout your packaging design. 

Adding patterns to your packaging can enrich the buying experience for your customer. Personally, I’ve always appreciated a nice pattern design on the outside or even a surprise pattern design on the inside! Brands that have thoughtful packaging stand out and stay in your customer’s mind for the next time they need to make a purchase. Seen below is Mast Chocolate, not only are these organic but they have such gorgeous packaging! Their pattern designs surely stand out on a shelf. They’ve always caught my eye. 

 

 

You can use them throughout your stationery. 

Have a stack of business cards you hand out at events or send out in every order? Adding a pattern on the back or as a playful element on the front, can establish a great first impression and add visual dimension to a small 3.5” x 2” card. Seen below are eye-catching business cards for One Darling Day Events located in Los Angeles. Their pattern on the back is fun and fresh, perfect for attracting their ideal clients. 

 

You can use them in a brick and mortar space.

Have a shop, office space, practice, restaurant, or even maybe a food truck? Adding patterns on a larger scale can create more interest from onlookers wanting to see what you’re all about. Seen below is The Grounds Bean Bar located in San Diego. With this gorgeous wallpaper pattern, I’m already planning a stop here whenever I do take a trip to California! 

 

 

You can add them to merchandise. 

Adding a beautiful and effective pattern to merchandise like a tote bag can draw in your audience, as they may see a bit of themselves in that pattern through their own sense of style. People like to find a sense of connection with things, may it be clothing, home items, and/or accessories. Adding patterns to merchandise can create a sense of connection to your brand. Seen below is Rifle Paper Co.’s Shop Small Business tote, with a cheerful design on the back. 

 

 

You can use them in social media and blog templates. 

Create a strong visual that will shine in the sea of endless posts! Add patterns to the background of your graphic or as accents throughout. Having a visually pleasing design show up in places like Pinterest and Instagram help you stand out in the crowd and gain more click-throughs.

Seen below are a few of my very own blog graphics using a few patterns from my Speckle & Floral Pattern Set found on Creative Market. 

 

 

Patterns are essential for adding dimension, connection, and recognition for your brand. They’re playful and a great way to build on the visual elements that make up your business identity. I highly recommend investing in some affective pattern designs for your brand today!