What Are Brand Patterns?
Brand patterns are a series of graphic elements, often repeating, that form a consistent visual theme. They can be simple, like geometric shapes, or more complex, incorporating illustrations or abstract designs. These patterns are designed to be instantly recognisable and associated with your brand, helping to create a cohesive visual identity.
Where to Use Brand Patterns
Packaging Design
There's nothing quite like the excitement of receiving a parcel in the post and unboxing a brand-new gadget or a fresh pair of Nike trainers. It’s a special moment, filled with anticipation, and the perfect opportunity to reinforce your brand identity. The four walls of a cardboard box offer a prime canvas to showcase your brand, making that unboxing experience even more memorable and impactful. Whether it’s a product box, bag, or label, incorporating your brand pattern makes your product stand out on the shelves and reinforces your brand identity. Customers often make purchasing decisions based on visual appeal, so a well-designed pattern can attract attention and convey the quality and personality of your brand.
Website Design and Digital Platforms
Your website should visually align with your brand identity, incorporating consistent colours, typography, layout design, graphics, and brand patterns. Digital platforms offer the ideal space to showcase these beautiful and artistic brand patterns, reinforcing your brand’s presence and creating a cohesive online experience. On your website, patterns can be used in the background, as borders, or in sections to break up content and maintain visual interest. On social media, patterns can be used in banners, posts, and stories to keep your brand’s look consistent across platforms.
Print and Marketing Materials
Brochures, business cards, and flyers are traditional but essential elements of creating a unique and authentic brand identity. Integrating your brand pattern into these materials helps to create a uniform look that reinforces your visual identity, whether you're at a networking event, a trade show or sending out direct mail.
Branded T-Shirts
Everyone loves a branded t-shirt; I personally hoard a wardrobe of moth-eaten but beautifully worn vintage ones. T-shirts are a blank canvas, perfect for showcasing your brand identity and extending your brand’s reach. By incorporating your brand pattern on these items, they become mobile advertisements, allowing your brand to appear organically in various locations.
Office and Retail Spaces Graphics
In physical spaces, brand patterns can be used on walls, floors, and even furniture to create an immersive brand experience. In an office setting, they contribute to a professional and cohesive environment, while in retail, they can enhance the shopping experience and make the brand more memorable to customers.
Advertising
Whether online or offline, advertising is a key area where brand patterns can be used to great effect. In digital ads, patterns can make your ads more visually engaging and help them stand out in crowded spaces. In print ads, patterns ensure that your brand is recognisable even from a distance.
How to Use Brand Patterns Effectively
- Consistency is Key
The power of brand patterns lies in their ability to create consistency. Ensure that your pattern is used consistently across all platforms and materials. This doesn’t mean it has to be used in the exact same way every time, but the core elements should remain recognisable and not altered. Don’t change colours or stretch graphics to fit awkward spaces. - Adapt to the Medium
While consistency is important, flexibility is equally crucial. A pattern that looks great on a business card might not translate as woven blanket. Adapt the scale, colour, or complexity of your pattern to suit different media without losing its recognisability. - Complement, Don’t Overpower
Your brand pattern should complement your overall design, not overpower it. It’s important that your pattern enhances your brand identity rather than distracting from it. Use patterns to frame content, guide the viewer’s eye, or add texture, but be careful not to make them the focal point unless that is the intent. - Consider Colour
Colour is a vital element of brand patterns. The colours used should reflect your brand identities colour palette, ensuring that your pattern feels like a natural extension of your brand. Additionally, consider the context in which the pattern will appear and make sure the colours are appropriate for that setting. For example, if your pattern will be printed using spot colours, make sure the correct colour specifications are set up in advance.
Transform Your Small Business with Effective Brand Patterns
Brand patterns will help to reinforce your small business brand. When used thoughtfully and consistently, they can enhance every aspect of your brand’s visual presence, from packaging right through to website design and marketing materials. By understanding where and how to use these patterns effectively, you can build a strong and memorable brand that stands out and resonates with your brands target audience.
