Beyond the Beautiful: Why Market Understanding Matters in Surface Pattern Design
- Jo Phillips
- Oct 20
- 4 min read
When it comes to surface pattern design, beauty is just one piece of the puzzle.
A pattern can be stunning, bold, full of movement and colour... but if it doesn’t connect with the right audience, it might never make it to product. Or if it does, it may not be as successful as hoped. I know this feeling well. As designers, we can pour our hearts into creating something beautiful, only to realise later that it doesn’t align with the market we were aiming for.
So why does market understanding matter so much in surface pattern design? And what makes Infinity Designer a little bit different?
What Happens When Market Understanding & Market Insight Is Missing?
Surface pattern design is more than making something aesthetically pleasing. It’s about designing with purpose, creating a visual experience that complements the product, connects with the customer, and strengthens the brand.
When market alignment is missing, you might see:
Colour palettes that miss the emotional tone your customer expects
Motifs that are too trend-driven (or not trend-aware enough)
Designs that feel disconnected from your brand’s story or retail environment
Scale and composition that look great digitally but fall flat when printed
This isn’t only a creative issue - it’s a commercial one. A disconnect between design and audience leads to missed sales, higher item returns, and unused designs sitting on a shelf.
How Infinity Designer Approaches Market‑Led Design
For me, creating patterns isn’t just about self-expression. It’s about listening deeply to what your brand (and your customers) need. My main collections reflect my own design language, but always with an eye to how they could live in the real world.
Take my Whispering Petals collection, for example. It began as pencil sketches, imperfect curves layered into soft blush and mauve colourways. While the designs feel true to my style, they were also created with interiors in mind; bedding, wallpapers, and cushions where calm, layered botanicals have strong commercial appeal.
Trends also play an important role in this process. I often write about how seasonal direction shapes design in my trends blog, and I use that insight behind the scenes to make sure my collections remain both authentic and commercially relevant.
That balance between creative identity and client need is at the heart of how I work. Here’s how I make sure every design is purposeful and commercially relevant:
1. Understanding the Customer and the Category
Whether your product is for high-end interiors, eco-conscious stationery, or children's apparel, I explore who it’s for. That includes competitors, trends, price points, and colour psychology. Good design needs to resonate with the buyer as much as it works for you.
2. Translating Insights into Design
I don’t just follow trend forecasts; I interpret them for your specific audience while weaving in the design language that makes my work distinct. That means selecting what’s relevant, combining it with your brand identity, and translating it into thoughtful, flexible collections that feel both fresh and familiar.
3. Designing for Real-World Use
Every repeat is created with the end product in mind. Whether it’s wallpaper, bedding, packaging or apparel, I consider scale, layout, and detail to ensure the pattern works beautifully in its final application.
Why This Links Back to Pricing
Market alignment isn’t just about aesthetics. It connects directly to your product’s pricing and positioning.
If your product sits at a premium price point, your surface patterns need to reflect that level of refinement. If you’re targeting impulse-buy gifting or children’s accessories, the design tone and colourways need to match faster buying behaviours.
I’ve written more about this in my blog about Understanding Pricing as a Surface Pattern Designer, where I explore how design, positioning, and price are all interlinked.
This is why conversations with new clients always start with questions about your customer, your market, and your vision. Truly impactful design is built through collaboration, not just a handoff.
Design That’s Strategic and Beautiful
If you’ve ever created or commissioned a design that looked perfect on screen but somehow didn’t connect with customers, you’re not alone. It’s something I’ve experienced too, and it’s a common challenge across our industry.
The truth is, beautiful work isn’t always enough on its own. What makes a real difference is when patterns are purposeful and market-aware, designs that not only look good but also resonate with buyers, support your brand story, and feel right in their retail setting.
Ready to Design with Strategy?
If you’re a brand, buyer, or creative studio looking for surface pattern designs that align with your audience, product and price point, I’d love to help.
Book a call here to discuss your next brief or explore licensing options at Infinity Designer.
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