The Importance of Texture


Texture plays a ridiculously important role on how clients perceive and retain information about your business, both on an offline. It’s what makes the difference between everything your clients have seen before and what they will remember. The sense of touch can be a vital characteristic for how we humans learn and remember any information, so it’s certainly not an element to be overlooked when designing your brand. It also has a variety of effects, depending on what feeling or element you want to promote. Texture not only determines how something physically feels, but it also adds dimension and determines how light reflects off any the given object.

When it comes to Print

While brainstorming about what you want for your print material, there are obviously many different factors to take into consideration (shape, information, colour, etc). My favorite of the bunch is texture, how your material physically feels to the individual holding it. We could discuss the different elements that make up texture for days, but for now let’s focus on what makes it so important.

As someone hands you an average business card, a few things happen behind the scenes. Your fingers likely glide over its surface, detecting any variations of how it feels, the size of the card, and you’ll take a quick glance at the card to take note of anything that stands out immediately.

Next it probably goes into your pocket and you go on with your day. For those who don’t have the time to immediately assess the quality of your print material, determining how it feels may be the only chance that you have to impress the receiver before your print material ends up sitting on their desk unnoticed for weeks. Take the time to be choosy when you’re comparing paper weight and texture for your print material, and consider what it is that your target market will prefer. Keep in mind what you find to be cool may not be practical, and visa versa. A laminated finish may not be viewed as being neat to most people, but for a swimming lesson instructor it may be the difference on whether or not their swimmers are actually able to read their final scores at the end of a lesson term. For a luxury hotel manager, having a heavy-weight, high-toothed business card with a foil-stamped logo could be the difference between booking a large professional conference or not. Focus on what will stand out to your target market, and what will ensure for a memorable experience for them.

On the web

You may not think that texture has anything to do with a website, but you would be amazed at how much texture is involved in the design process. Take a look at the difference between a flat colour and one with a subtle texture applied to it. Adding even the slightest pattern to an element online can add a great deal of depth and dimension. It increases overall effectiveness of a design and can help guide the users eyes and create emphasis on important objects within the site. It’s the details that make a good website great, making texture a very important element of webdesign.

The key to implementing texture into a design is to use them as subtle additions to bring a design together, not to be the design itself. Maintaining legibility can also serve as a difficult task, so it’s important not to go overboard with texture. By creating an experience for the receiver or user of your textured brand piece you also increase brand memorability, and are therefore providing more effective branding material to your clients.