Have you ever been drawn to a product because you liked the look of its packaging or label? If I had to guess, I would say yes, you probably have. We all have at one point or another, stopped dead in our tracks to check out a product just because it had a pretty (striking, bold, colorful, unique) pattern on its packaging or label.
I know I have, not just because I’m a designer and I notice these things, but really and truly there is something powerful about patterns. They have the power to speak to you and make you want to buy a product just because of how they look. They speak to you in a unique way, without using words, which is why patterns are very powerful and a key player in your brand marketing.
And that is not just me talking because I love patterns, scientifically, the brain recognizes repetition so a pattern or texture that is incorporated into your brand will help it to be remembered and identifiable.
“Quite simply, humans are amazing pattern-recognition machines. They have the ability to recognize many different types of patterns - and then transform these "recursive probabilistic fractals" into concrete, actionable steps.” https://bigthink.com/endless-innovation/humans-are-the-worlds-best-pattern-recognition-machines-but-for-how-long
And they are everywhere
Patterns are everywhere in the world around us. Patterns can be found on everything from clothing, housewares, artwork, and wallpaper, just to name a few. Patterns have the ability to draw people to a product by speaking to them without words by invoking a feeling. They add color and personality to packaging and distinguish brands from each other.
Patterns give your brand the uniqueness it needs to help your branding stand out
A custom-made pattern will add that extra special touch guaranteed to help your brand stand out from the competition while supporting your brand message. Oftentimes a unique pattern design will incorporate core brand elements which will help build consistency and help with brand recognition.
How to use patterns for your brand
Patterns can be used on everything from your business cards, labels, packaging, stamps, websites, cover photos and a whole lot more. Gone are the days when logos tied the brand together. Now it's a pattern that pulls it all together. In fact, over time, a pattern can become so popular that it speaks to an audience in such as away that it because an icon of a brand’s reputation and fully promotes a lifestyle.
Use patterns to help your audience visually recognize your brand:
- Business Cards
- Marketing Presentations
- Ad Design
- Social Media Posts
- Social Media Cover Photos
- Blog Posts
- Web Banners
- Tissue Paper
Create an iconic brand
In fact, over time, a pattern can become so popular that it becomes iconic and therefore the brand becomes iconic. A popular pattern has the power to sell a product even without the use of a company logo. They become part of our culture.