The truth about art licensing

Debunking the biggest myths that stop surface pattern designers from getting their work onto real products

When I first started designing patterns, I decided to pour my energy into print-on-demand.

I chose to focus on Spoonflower (and it’s a decision I’ll always be grateful for!) Uploading my designs there and taking part in the weekly design challenges really jump-started my business.

But after a while, I began noticing something interesting...

Other designers on Instagram were talking about collaborating with companies and seeing their patterns appear on wallpaper, fabrics, and all sorts of products.

Naturally, I was intrigued!

But as I started researching how this worked, I quickly realised there was very little information out there for new surface pattern designers wanting to get their work onto products (otherwise known as art licensing).

Everybody else out there already seemed to know how to do it, and I had soooo many questions...

• How do you even find companies to work with?

• How do you contact them?

• Can you license your patterns if you design in Procreate?

• How much do companies actually pay?

• And how on earth are you supposed to send them your portfolio?

In fact, I knew so little about licensing that I almost turned down my very first collaboration request from a small brand, simply because I didn’t realise they were asking to license one of my patterns! (Oops!)

Fast forward a couple of years, and I’ve now successfully licensed my designs across several different industries. Later this year I’m also looking forward to seeing a whole collection come to life with Cloud9 Fabrics.

It’s been a steep learning curve, I’m not going to lie.

Has it been easy? No.

Have I made a few mistakes along the way? Absolutely.

Have I made loads of money from licensing alone? Not yet!

But it has been one of the most exciting parts of my business so far.

There’s something incredibly special about seeing a design you created come to life on a real product that people can buy, use, and enjoy.

I’m spilling the beans…

If you’ve followed my blog for a while, you’ll know I’m a big believer in sharing what I am learning to help other surface pattern designers get started and navigate some of the mysteries of this industry. (Am yes I say 'I am learning' in the present tense, because I am sharing this knowledge as I go along, whilst I am doing it!)

Over the last couple of months, I’ve been working on an eBook that I hope will provide some much-needed practical guidance for designers who are curious about licensing but don’t know where to begin.

Inside it, I’ve answered many of the questions I struggled to find answers to when I was starting out, and I’ve also shared some of the lessons I’ve learned on my licensing journey so far.

If you're wondering whether adding licensing to your business could be the right step for you, I wanted to talk in today's post about some of the biggest myths about art licensing and to set the record straight with what I have learned to be true from my own experience.

These misconceptions can easily keep talented designers feeling stuck before they even get started, and licensing is an opportunity that is open to everyone who is willing to put in the time and effort.

The myths I’m sharing below come from a section in the book, where I dig deeper into the realities of licensing and tackle several more misconceptions that often make designers feel unsure about getting started.

My aim is to help take some of the mystery out of the process and show that licensing is something all designers can learn - it's just about having the right practical knowledge and the correct systems in place!

Myth 1: There’s too much competition

It can certainly feel from a quick scroll through Instagram that there is no hope of succeeding in an already very saturated market.

Truth: The reality is, licensing isn’t about being the best or the most 'talented' artist, it’s about being the best fit for a specific company. Companies aren’t looking for the most experienced, or the most technical artist, they are looking for art that aligns with their particular aesthetic and their current needs.

Your own individual style as an artist is what is going to set you apart and that’s why anyone can succeed in licensing, not just those who have been doing it for years!

Reframe: Licensing isn’t about competing with everyone, it’s about being the right fit for the right company.

Myth 2: I can’t license because I don’t use Adobe software

It is a common myth that you are at a disadvantage in licensing if you don’t use Adobe software, particularly Adobe Illustrator.

Truth: Whilst Adobe Illustrator is commonly used in the industry, it is certainly not the only option.

What matters is your ability to deliver clean, professional files in the format a company needs.

Many designers license successfully using software such as Procreate, Affinity, or other digital programs, sometimes in combination.

Personally I use Procreate and only Procreate for all my artwork, and I have successfully licensed to a broad range of companies including licensing a full pattern collection. (Yes, just using Procreate!)

Reframe: Successful licensing is about delivering clear, professional files. It’s not about the software I have used to create them.

Myth 3: I’m too old to break into this industry

We can feel that we are ‘too old’ at pretty much any age.

A 25 year old can feel this as she thinks about where she could have got to by now if she’d settled on this career path at 18.

A 45 year old who has taken time out of her career to raise children can feel this as she sets about building a portfolio for the first time.

A 65 year old who has just retired from a corporate job can feel this as she takes up surface pattern design for the very first time in her retirement.

Truth: Companies don’t care about your age, and in most cases they don’t even know how old you are. What they care about is the artwork you’re creating and whether it aligns with their current needs.

No matter when you start, licensing takes time to build. And because of that, the age at which you begin matters far less than the fact that you begin at all.

A question worth asking yourself is: What could my creative business look like in five years if I started now?

And just as importantly: If I don’t start now, will I look back in five years and wish I had given it a go?

Reframe: We all start from the beginning at whatever age we begin. Life experience, consistency, and professionalism are assets in licensing, not disadvantages.

What's next?

If you're starting to see licensing as a possible new strand of your business, and the idea of seeing your patterns on real products is exciting, then you're going to love what’s coming next!

In my next post I’ll be sharing the first piece of the licensing puzzle - the simple tool designers use to start approaching companies. And I'll be giving you a free template so you can create your own!