Pattern design is a coming of age—a natural next step for a growing brand.
Many brand managers know that pattern can help consumers form a stronger emotional attachment to products. Consumers today want to express their individual style, and pattern can be a great way to help them do that. Brands can use patterns strategically to do many things.
There are typical products that feature surface patterns, like clothing, wrapping paper, and throw pillows. But are there unexpected items that could benefit from a pop of pattern? What about sauce pans, brooms, file cabinets, or ice skates?
Over time, a pattern can become iconic and subliminally bring to mind a brand’s reputation. Think of Burberry’s famous tan plaid. It became iconic on coats, but if you saw that plaid on a bicycle, you would assume Burberry had something to do with making that bike—and you’d assume the bike was well made and high end without knowing a thing about how it was actually put together.
Can you think of other iconic patterns? If not, that means there’s room for you to stand out.
A pattern doesn’t have to go on your product—maybe it’s part of the environment surrounding your product. Put it on your shipping box, tissue paper, shopping bag, your delivery truck, or retail store wallpaper. Or maybe your business provides services. Use pattern on the inside of your pocket folders or the back of your business card. Branding with pattern is pleasing and powerful.