Emerging brands often feel overwhelmed by design expenses. They want something distinctive that fits perfectly with their brand identity and stands out from the rest. While they are typically prepared for production costs, they may underestimate the significance of design expenditure. In surface design the investment can vary greatly depending on factors such as project scope, the designer's expertise, and the value it adds to your brand.
Determining the Price
The price of bespoke surface design is influenced by factors including the complexity of the project, the designer's experience, and the intended usage of the design (licensing).
- Scope: Creating a placement print or repeat pattern may take anywhere from a few hours to several days, while developing complete collections
can span months. Projects may also include trend analysis, concept development, material exploration, and strategic brand alignment.
- Experience: Expertise plays a pivotal role not only in the cost but also in the
return on investment. A seasoned designer with a proven track record and
an efficient design process will naturally charge higher fees compared
to a novice.
- Usage: Different licensing options come with varying terms and
conditions, affecting the design's price. For example, a design licensed
for unlimited production runs and an indefinite time frame may involve a
higher fee than one limited to a specific region and season.
- Project Management: It's essential to acknowledge that the design process is not the sole determinant of cost. Designers also invest time in guarding deadlines, client communication, and administrative tasks.
Ultimately it's not about just time and price per design, but the value the design provides for your brand.
Learn More about Custom Surface Design
✒ Interested in delving deeper into custom surface design, licensing, and printed textiles? Sign up for the Kukka list and receive my Ultimate Checklist for Printing Textiles. This comprehensive 38-page guide covers all the essential topics for those considering having their own fabrics printed.
The Significance of Surface Pattern Design
At Kukka I encourage my clients to create lasting designs. Not just for sustainability, but also to give you the most value for your money. A surface pattern design has the ability to bring together the purpose, personality and uniqueness of your brand into an elegant and meaningful symbol. This symbol can be of great value to your business over many years. Think of Marimekko’s Unikko (poppy) pattern that defines the brand’s image since 1964. Or Burberry’s iconic check pattern and Chanel’s signature tweed fabrics from the 1920s. It can be an investment that pays off for years.
"I encourage my clients to create lasting designs" - Kukka
Illustrative Case: Handed By
Take, for instance, my collaboration with Handed By, a Dutch brand specialising in hand-woven baskets, bags, and accessories. Seeking to develop a new range of products for the Spring/Summer 2017 season, Handed By asked Kukka to design two minimalist graphic prints. Despite their limited prior experience in custom surface pattern design, the client provided clear guidelines regarding style, colours, and materials. From the first sketches they immediately chose two prints: one clean & crisp pattern and a second playful, hand-drawn pattern.
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| Surface pattern designs for Handed By in two colourways, designed by Kukka |
The two prints create a cohesive and complementing unity. By offering both designs in two colourways and applying them in a clever manner, Handed By was able to develop a broad collection with ‘only’ two custom patterns. The modest collection with two different prints in two colourways was a great way to test if the collection would resonate with their audience.
"Clever design can pay off very quickly" - Kukka
The collection was received very well. So well that the next season (A/W 2017-2018) the collection was expanded with new products and two new prints. The collection was repeated for four seasons in total. With a one-time investment of their time and money, they were able to sell thousands of products for many seasons. So you see how strategic design investments can yield significant returns over time.
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| Handed By's "YUP" Collection, surface design by Kukka |
Effective Communication with Designers
Clear communication is paramount to a project's success. Be specific about your desired style, and consider creating mood boards or Pinterest boards to convey visual inspirations. Also think about the (amount of) colours and (repeat) size. By articulating your
preferences upfront, you streamline the design process and minimise the
need for extensive revisions later on.
"A surface pattern design has the ability to bring together the purpose, personality and uniqueness of your brand into an elegant and meaningful symbol" - Kukka
Designing on a Budget
If budget constraints pose a challenge, consider options such as
customising existing stock designs or exploring royalty agreements with
designers. By collaborating creatively and exploring mutually beneficial
arrangements, you can achieve impactful designs within your financial
parameters.
Request a Quote
✒ My user-friendly request form allows you to specify your requirements regarding design preferences, budget, and timeline. Let me help you realise your design vision.
or request my studio deck, incl. pricing
In Summary
Custom surface design represents an investment with the
potential for long-term returns. By effectively communicating your
vision, exploring cost-effective design solutions and collaborative partnerships with designers, you can maximise the value of
your investment and create a unique product that reflects your brand for years to come.
