The Art of Picking Your Design Lane & Staying In It

Stop Being a Jill-of-All-Patterns and Niche Down to Level-Up

Last week, I was all about taking freelance jobs and for good reason. If you didn’t read that yet, you should. But today I’m going to shift gears and talk about the advice you’re hearing from everyone, but probably not listening to (at least not entirely).

I say it a lot - ‘niche down.’ Today I’m going to talk about what that really means. It’s that advice we all have heard everywhere, all the time. After a while, it kinda starts to lose its meaning - or maybe (and it’s okay to admit this) you never actually understood why or how to niche down. If this describes you, keep reading.

The truth is, creatives are not the kind of people who like being told to stay in a lane or color inside the lines or follow the directions or… well, you get the idea. We’re free spirits. We don’t want limits or boundaries. That’s totally fine if you’re going to approach art, design, and creativity as a hobby, but that's not why you're here. You're here because you want to have a successful art business. And to do that, you do have to put some boundaries in place. 

Here's the good news: picking your design lane isn't about boxing yourself in—it's about focus.

That focus will actually propel you forward instead of holding you back while you spin your creative wheels.

Think of it this way. When you go out to eat, even if everything on the menu looks amazing and delicious, you don’t order it all. You order one thing. You know that if you come back later, you can try something different. Maybe you order that avocado toast, and enjoy every bite. You know you can always go to brunch another day if you want to try those waffles later.

That’s the idea behind staying in your design lane.

So, let's talk about why staying in your design lane matters, and how it can be the game-changer that transforms you from ‘Jill-of-all-patterns’ to sought-after surface pattern pro.

Why "Stay in Your Lane" Isn't Just Traffic Advice

When you're just starting, it's tempting to dabble everywhere. A cozy quilting collection, some bold, abstract wallpaper patterns, maybe some POD floral totes on Spoonflower, oh and let's not forget holiday cards… but, typographical patterns are trending so you add some of those to your portfolio.

It feels fun at first—like you're this super versatile creative genius. But quickly? It feels like you're juggling water balloons while riding a unicycle. Something's going to drop, and it's probably going to be embarrassing.

The artists who break through and start building real momentum almost always do one thing: they pick a design lane and stick to it (at least for a while).

Here's why staying in your creative lane is actually the fast track to success:

• Build recognition faster. Clients and customers know what you're known for. ("Oh, she's the bold floral wallpaper designer!" is way better than "Oh, she makes... stuff?")

• Streamline your workflow. Instead of being a Jill-of-all-patterns juggling ten product categories, you get really, really good at one. Efficiency = more time for actual creating (and brunch out with friends).

• Increase sales. People trust specialists more than generalists. Would you rather buy macarons from a French bakery or from Walmart? Exactly. Same goes for your patterns. (Not throwing shade at Walmart, just being real about macaron goodness.)

Step 1: Choose Your Product Lane

Your design lane starts with deciding where you want your art to live in the real world. Close your eyes and imagine your patterns out there, making people happy—where do you see them?

Home décor lane → wallpapers, throw pillows, table linens, drapery (basically, making houses prettier one pattern at a time)

Children's goods lane → pajamas, toys, books, nursery prints (aww-factor required, cuteness overload expected)

Stationery & paper goods lane → greeting cards, wrapping paper, planners (helping people stay organized and send love notes)

Here's the magic part: you don't have to choose your design lane forever. You're just choosing for now. Like picking a Netflix show—you can always binge something else later.

When I first focused my surface pattern design business, I felt like I was leaving money on the table by not doing all the things. But what actually happened? I built a recognizable style, landed licensing gigs, and later branched into other markets with way more ease (and confidence). Staying in my lane actually opened more doors than trying to be everywhere at once.

✨ Pro tip: If you need help in the design area, I've got you. Sign-up for my FREE Master the ABC's of Your Art Biz. It will help you master design basics like composition and color choice, so your art business can flourish.

Step 2: Pick Your Platform and Park There

Once you know your product lane, you need to decide the destination. For surface pattern designers, that usually means POD (print-on-demand) platforms or licensing companies.

Some of my tried-and-true POD faves: Spoonflower, Society6, Redbubble, Zazzle

Here’s a fun, little-known fact, Printed Mint hosts competitions where winners get their products featured in actual stores like Target. Yes, that Target.

Hot tip alert: If you’re working in Photoshop and need some help with the math required to upload to those POD sites, try my Easy Scale Photoshop Script https://www.amandagracedesign.com/easyscale. It does the hard part for you, so you can spend your time designing and not resizing. 

You don't need to be on all of them at once. In fact—you shouldn't. That's just being a Jill-of-all-platforms, and we've already established how that goes. Start with one and really commit.

Step 3: Focus Like Your Creative Life Depends On It

Here's where the magic (and the discipline) kicks in.

When I stepped back and looked at what successful surface pattern designers were doing, I realized that every one of them had started in a niche. Greeting card designers… laser-focused on greeting cards. They weren't simultaneously making duvet covers, tote bags, and shower curtains. I met creatives from all kids of niches from home goods to stickers. Each designer picked a design lane, built an audience there, and saw success. 

This isn't about being boring. It’s about being brilliant and strategic with your focus.

If you need more help, I have the perfect strategic roadmap for getting focused. Master the ABCs of Your Art Biz will help you define your ideal customer, nail your niche, and create a unique value proposition using AI-powered prompts. Did I mention it’s FREE. Seriously, it’s an amazing tool if you’re struggling with the advice to ‘niche down.’

The Three-Year Rule (A Pep Talk for Your Patience)

This one might sting a little—but stick with me here, because it's important.

Building a sustainable art business TAKES TIME. I know social media can make it look like designers go from iPad doodles to Anthropologie contracts in six months flat. But behind those perfectly curated feeds? Most of us are grinding (joyfully) 40+ hours a week.

Here's a realistic timeline. It’s not set in stone. Your milage may vary, but it’s a good rule-of-thumb to set your expectations:

Year 1 → Experiment and find your design lane. Learn your tools, build collections, and test your chosen niche.

Year 2 → Refine and recommit. Double down on what works. Continue building your portfolio. Pitch strategically.

Year 3 → Growth kicks in. This is about the time when designers who are committed to best practices start to see consistent sales, licensing deals, and client projects.

Give it at least three years before you expect to quit your day job and live the full-time artist dream. Will some artists leapfrog faster? Sure. Will some emerge slower? Yes. But you'll have peace of mind (and confidence) knowing you're building a foundation that lasts.

Do You Need Help With Your Lane? 

Finding or staying in your lane is no small feat for us creatives.

Here's where my inner tech-nerd-meets-art-coach kicks in. You don't have to white-knuckle your way through this design lane journey—there are tools to make it smoother and way less overwhelming. I already mentioned my FREE Master the ABC’s of Your Art Biz. If you need more focus on the business strategy side of things, take a look at my Creative Biz Blueprint (formerly Creative Notion). It’s a paid tool, but let me tell you, it’s an amazing system that will help you get to the professional level.   

I also offer 1-on-1 coaching opportunities. They tend to fill up pretty quickly, but don’t get discouraged. I love coaching and open new slots as quickly as I can. If you click the link and it says the slots are filled, sign up for the waitlist and I’ll get back to you ASAP. 

Final Thoughts: Small Steps, Big Creative Impact

Staying in your design lane isn't about creative limitation—it's about creative liberation. It frees you from decision fatigue, helps you become the person known for your specific style, and builds momentum way faster than being a scattered Jill-of-all-patterns.

So pick your product, choose your platform, and focus like your creative business depends on it (because honestly, it kind of does).

And remember: this isn't about being perfect out of the gate or having all the answers before you start. It's about making steady, strategic progress in one direction instead of spinning your wheels in ten different directions.

Three years from now, future-you will be doing a happy dance because you picked a design lane today and actually stuck to it.