Key Categories Every Aspiring Surface Designer Should Have In Their Portfolio
Have you ever dreamed of seeing your art on products in stores but felt unsure about where to start? You’re not alone! One of the biggest challenges for artists is knowing what art directors are really looking for. It’s not just about creating beautiful work—it’s about designing art that connects with customers and fits into key retail categories. Art directors need pieces that sell, and knowing the right categories to focus on can make all the difference. By building a portfolio that includes designs for high-demand themes, you’re setting yourself up for success.
Key Categories to Include in Your Portfolio:
Christmas:
Christmas is the superstar of seasonal retail. Did you know that according to the National Retail Federation total U.S. holiday sales topped $900+ billion in 2024? That’s a lot of wrapping paper, ornaments, and festive products! Art directors are always on the hunt for fresh Christmas designs that shoppers will love. Think classic motifs like Santa and snowflakes, but don’t shy away from modern twists like unexpected color palettes or minimalist styles.
Themes: Snowflakes, Santa Claus, Christmas trees, ornaments, wreaths, and cozy winter scenes.
Applications: Wrapping paper, gift bags, greeting cards, ornaments, and home décor.
Tip: Offer a mix of traditional (red and green) and trendy (muted tones or bold pops of color) designs.
Birthdays:
Birthdays happen all year long, making this category a steady seller. Art directors love cheerful, versatile designs that can work across different products. Gender-neutral options are especially popular, reflecting today’s inclusive trends. Think balloons, cakes, and confetti—the more celebratory, the better!
Themes: Balloons, cakes, candles, confetti, and party animals.
Applications: Greeting cards, wrapping paper, party supplies, and stationery.
Tip: Bright, happy colors and adaptable patterns make your art more versatile.
Baby:
Baby designs are all about softness and sweetness. Art directors look for gentle, heartwarming motifs that parents and gift-givers will adore. From nursery décor to baby shower invitations, this category is always in demand. Think soft pastels, cuddly animals, and dreamy patterns like stars and moons.
Themes: Soft pastels, animals, baby toys, and nursery patterns.
Applications: Baby shower invitations, nursery décor, milestone cards, and keepsakes.
Tip: Include both whimsical and elegant designs to appeal to different tastes.
Everyday Art:
Everyday designs are the unsung heroes of retail. This category includes timeless patterns and motifs that work year-round, like florals, abstract art, and inspirational quotes. These pieces are perfect for planners, mugs, and home goods—a must-have for any well-rounded portfolio.
Themes: Florals, geometric patterns, abstract art, and inspirational quotes.
Applications: Planners, notebooks, mugs, calendars, and home textiles.
Tip: Keep designs adaptable to suit a variety of products and audiences.
Valentine’s Day:
Love is in the air! Valentine’s Day is a key seasonal category, and art directors are looking for romantic, heartfelt designs. While classic red and pink dominate, experimenting with fresh palettes and modern typography can make your work stand out.
Themes: Hearts, roses, lovebirds, and romantic typography.
Applications: Greeting cards, gift wrap, candy packaging, and home décor.
Tip: Combine traditional love themes with contemporary trends for a unique touch.
Easter and Spring:
Spring is all about renewal, and Easter designs bring joy to seasonal products. From pastel bunnies to floral patterns, these designs brighten everything from gift bags to home décor. Bonus: Many spring motifs transition beautifully into everyday designs.
Themes: Bunnies, chicks, eggs, florals, and pastel colors.
Applications: Home décor, gift bags, and seasonal textiles.
Tip: Focus on uplifting designs that feel fresh and cheerful.
Halloween:
Whether spooky or cute, Halloween designs are always in demand. Art directors need versatile options that cater to all age groups—from adorable ghost patterns for kids to eerie haunted house scenes for adults.
Themes: Pumpkins, ghosts, witches, bats, and haunted houses.
Applications: Party supplies, costumes, home décor, and candy packaging.
Tip: Mix playful and spooky elements to appeal to a wide audience.
Thanksgiving/Fall:
Fall is the season of cozy vibes and gratitude. Thanksgiving designs often highlight warm, earthy tones and motifs like pumpkins and autumn leaves. These themes work beautifully for tableware, greeting cards, and seasonal décor.
Themes: Leaves, pumpkins, harvest scenes, and warm color palettes.
Applications: Tableware, napkins, and seasonal greeting cards.
Tip: Focus on creating imagery that feels inviting and nostalgic.
Summer and Beach:
Bring the sunshine with vibrant summer-themed art! Think tropical vibes, beachy scenes, and all the fun of summer activities. Art directors are drawn to bold, playful designs that scream “fun in the sun.”
Themes: Suns, waves, beach balls, ice cream, and tropical patterns.
Applications: Pool accessories, summer party supplies, and apparel.
Tip: Use high-energy colors and dynamic patterns for maximum impact.
Why These Categories Matter:
Many artists miss out on opportunities because their portfolios skip these essential categories. Art directors want designs that align with what their customers love, and focusing on these key areas can help you stand out. By prioritizing Christmas, birthdays, baby, everyday designs, and seasonal themes, you’re showing that you understand the market’s needs.
The more versatile your portfolio, the more doors you’ll open to seeing your art on products that bring joy to people’s lives!
Explore This and More in Moodboard to Market
If building a portfolio that sells feels overwhelming, don’t worry—I’ve got you covered! In my Moodboard to Market course, we’ll dive deeper into understanding these key categories and how to create art that resonates with buyers. You’ll learn how to translate your inspiration into marketable collections, identify trends, and ensure your portfolio is packed with designs art directors are searching for. Join me and other artists in designing work that not only inspires but also sells!
