The use of texture is often an undervalued aspects of brand design. While elements like colors, type, photography, and perhaps even layout get most of the attention, texture is a powerful tool in the capsule design framework. 

Textures can evoke emotions and set a mood for the design. They can enhance subtle feelings such as elegance, tranquility, or nostalgia. They can help embody a brand's personality on a deeper level.

There are four textures that I feel are timeless. They are wood, concrete, paper, and canvas.

Wood: 

Wood textures give a project an organic, durable, and resilient feel. Wood can also convey a sense of precision and craftsmanship when displayed in unique trims or patterns. 

Concrete

Concrete conveys permanence, strength, reliability, and protection.

The grey tones of the concrete also convey a feeling of coolness or calm. It can also give a sense of history and timelessness. This sets its placement in the Ambi capsule collection in stone.

Paper

Paper conveys nostalgic, sincere, empathetic, delicate, and handmade qualities. As society continues into the digital age, paper feels evermore intimate and personal. 

Canvas

Canvas provides feelings of nature, organic, and artistic feelings.

Color washes on a canvas texture can convey creativity with emotional qualities. Images printed on canvas feel higher quality and more prestigious than paper photos. Canvas can also convey clean, pure, and environmentally conscious qualities.

Let's Get Textural!

Textures add emotional depth to a design. They’re the subtle backdrop that lets the main design elements shine, helping transport viewers to a specific mood or moment. You might not notice them until they’re gone—but their absence is definitely felt. So next time you're designing, play with texture—you might be surprised by the impact.