12 Insights from Art Directors

By: Bonnie Christine

Story Adapted From Pattern Magazine – Volume 5

What Makes a Pattern Collection Stand Out?

Over the past several months, we have coordinated licensing challenges with incredible companies like Loomwell, TWOPAGES Curtains, Illustrated Faith, and Carriage House Printery for the creatives inside our membership, Pattern+. We have received over a thousand submissions, watched collections get chosen, and had conversations with the art directors about what they’re looking for and what consistently distinguishes a submission from the rest. 

Here are twelve insights we have observed, common threads among the pattern collections chosen for licensing: 

1. Your Theme Must Be Clear

 Art directors are looking for pattern collections that stay true to one clear theme, from coordinate prints to color palettes. The collection should feel cohesive with a tangible point of view. 

As you consider the theme, ask yourself, “What might this theme look like in today’s market? What motifs could signal that story?”

For our licensing brief with Loomwell, the given theme was Boyish Whimsy: 

Boyish Whimsy - Where Little Adventures Begin. A celebration of boyhood charm, rich with heritage hues, handcrafted details, and timeless tradition.

The theme should be immediately recognizable, a single interpretation of classic boyhood that fills the market gap. 

A collection that executes one idea beautifully will always outperform a collection that tries to hold every possible variation of a theme at once.

2. Is Your Hero Print Strong?

 Your hero print sets the tone for the entire pattern collection. It should feel fully resolved: visually compelling at first glance, with enough detail to hold attention, and a confident use of color. 

The collections with an unmistakably strong hero print resonated.

But strong does not necessarily mean loud. For our licensing brief with P&B Textiles, the top collections were bold with a confident use of color. Another company, on the other hand, chose pattern collections with hero prints that exuded quiet confidence, a soft palette, and a balanced design.

3. Favor Execution Over Style

 Is your pattern collection refined? 

We saw a variety of motif styles licensed, from painterly lines to modern graphics. Art directors are looking for work that is executed excellently. There is no single right aesthetic, but there is a standard of professionalism, and the work that gets selected, meets it. 

Are your motifs clear and well-drawn? Do your repeats feel balanced and organic? Do the details hold up when art directors zoom in? Does the collection feel like it was designed with intention?

Wanting More?

 Read the full story in Volume 5 of Pattern Magazine. 

The complete list of twelve insights is in the latest issue!