Transforming Your Print Direction from Flat Images to a Multi-Sensory Inspiration Station
In today’s fast-paced design world, mood boards remain a staple for setting the tone and direction of creative projects. But what if you could take your mood board beyond flat images and turn it into a full, multi-sensory experience?
In this article, we'll explore how to elevate your print direction through a more immersive, creative process that channels your highest inspiration. Plus, I’ve included five essential tips for creating the perfect print direction for your briefing.
This topic was inspired by a recent collection I curated for an independent, soulful brand. Pulling together antique textiles and wallpapers from our archive at Print Pattern Archive (PPA) led me to rethink how I approach trend interpretation. I realised that my process has evolved from simple mood boards to a more complete, immersive understanding of both the brand and its aspirations.
At PPA, we break this process into four key stages, which you may find useful in your own creative journey:
Stage 1 – Understanding the Brand
Before diving into collections or concepts, we prioritise understanding the brand. This means exploring its messaging, identity, and how these elements are visually communicated. We also assess its position among competitors and its historical trajectory. After many years in the industry, my co-director, Kerri, and I have developed an intuitive sense for this—often feeling it instinctively.
Stage 2 – Expanding the Aesthetic
This stage is where creativity truly flourishes. While we always work within the framework of current trends, we seek deeper, more unique sources of inspiration. It could be a specific era, music, an iconic figure, or even a location. Expanding on the brand's initial direction helps us create designs that are not just trendy but also rich in context and story.
A personal favourite? I love starting with my 30-year collection of design books, often sourced from secondhand bookshops. There’s something special about the tactile experience of flipping through pages, even in this digital age.
Stage 3 – Multi-Sensory Immersion
As designers, we’re constantly absorbing images, experiences, and cultural cues. These visuals and emotions often sit dormant until they’re triggered by the right stimulus. Whether it’s listening to music, tuning into podcasts, or watching documentaries, this broader sensory immersion unlocks those latent ideas, helping me tap into the current zeitgeist and brand aspirations.
Stage 4 – Sourcing from the Archive
Once I've followed my creative curiosity and found that perfect spark, it's time to dive into our archive. I’ll often set the tone with music or a podcast that complements the mood of the collection I’m assembling. Hours are spent pulling together prints that strike a balance between the unexpected and the iconic. When the client is fully aligned and briefed well, the result is often magical—a harmonious collaboration where we truly understand each other.
Image credit: River Island
Creative Collaboration: 5 Tips for Briefing Well
Collaboration is key to success. When working with our clients, I see it as a "trend tag team"—we carry the brand’s baton and move the project forward. That said, providing a solid brief is crucial to getting the best results. Below are five top tips for planning your print direction when briefing external print sources:
Context - A clear brand context is essential. Share your best-sellers, customer avatar insights, and information on aspirational brands and competitors. This helps us refine our approach and elevate what we offer.
Vibe - Go beyond print references—include a broader vibe. People, places, cultural cues, or even iconic figures help connect the dots between the brand and the current cultural zeitgeist. A strong vibe, like one I received from Alexander McQueen (which contained no prints, just pure atmosphere), can go a long way in directing design.
Production Considerations - Small to medium brands may have specific production limitations. Whether it’s colour separation or digital printing, knowing these details ensures we select the right options—especially when working with vintage designs that require special considerations.
Brand Narrative - Stay true to your brand’s story. In a world saturated with global trends and fast-paced influence, it’s easy to follow the crowd. However, maintaining your unique identity will enhance your brand’s long-term impact. Print can be a powerful tool for brand messaging—while trends may come and go, identity is your DNA.
Sustainability - Aim for timeless design. Good design endures, transcending fast fashion and fads. We advocate for sustainable print direction that can stand the test of time—think about whether your collection will still be relevant in 8, 20, or even 50 years when it might be sold as vintage. After all, with polyester fibres taking up to 200 years to decompose, the least we can do is create designs that will remain desirable.
Conclusion
Creating an immersive mood board and planning your print direction with intention can take your designs to the next level. By understanding your brand, expanding your aesthetic inspiration, and immersing yourself in a multi-sensory process, you can create prints that resonate deeply with your audience.
If you have any tips or suggestions on trend interpretation, briefing, or creative processes, we’d love to hear your thoughts! ❤️
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