The results are in: I asked hundreds of designers how they are marketing their work, how AI affects these efforts, what their pain points are with their business, and more:
I'm so excited to share some of these insights with you, and am really grateful to everyone who took the time to answer these questions!
For anyone who didn't take the survey, I focused on marketing and particularly using mockups in marketing - this is a niche I love (which is why I offer free mockups for artists every month), and with the advent of Artificial Intelligence (AI) data-scraping on Instagram, SquareSpace, Adobe products... showing your designs on mockups can be a great way to protect your art while sharing it beautifully.
How do you feel about using AI-generated images as mockups? Would you use them or have you already?
There was an overwhelming majority in your responses: even designers who are open-minded about using AI in their businesses prefer to avoid AI-produced images to showcase their work... and they especially don't want to use AI-generated images of humans.
Here's a selection across the spectrum of feelings about using AI-generated mockups:
"I do NOT want to use mockups which are based on AI-generated imagery. I have already stopped using free mockups from some other artists because of this." "I am trying to stay away from all ai generated content at the moment, including mockups."
"I'd rather not. We can't complain about them taking our artwork if they're also taking photographers artwork without permission."
"It's likely I've used them and haven't known! They have their place, as long as the mock-up looks realistic."
"I don't like AI mock-ups that have AI people — those feel creepy to me. An AI bedroom, pillow on a couch, living room — those are nice to have as options. Especially to include alternate decor styles more easily than dressing an entire house :) I use a couple now, and they don't "look like AI", just a nice pillow on a couch, etc." "I have played around with Adobe Firefly to create mock ups. It feels wrong… knowing that the images only exist because a form of AI used other people’s photographs (their work, their creativity) to create a new image."
"I don’t mind using them if it’s a good image"
"I have made my own AI generated mock-ups and I’m comfortable with this if it looks realistic. It’s more work than most people imagine though, lots of iterations until it’s what I had in mind. I’m more comfortable with AI mockups than with AI images as the product (unless the prompt is explicitly for dead artist styles)."
For my marketing with WanderingModa, I don't mind using AI-generated images of objects if I can't find a suitable, legal image from a real photographer. I have built up an extensive image library over many years of real photographs, so it's very rare that I need to resort to AI image generation. Recently, I had a client ask me to design for a very niche product, and after a ton of searching I just couldn't source a good image-- so I used Adobe Firefly to create the product scenes I needed to mock-up the designs for them.
I promise that if I ever share any AI content with you, it will be clearly marked so you can make your own choices about if/how to use it-- transparency is key! I also credit the photographer and source in each mockup file- if you click on the "Background" layer you'll find the full info.
What are your biggest challenges as a surface designer now?
Marketing (social media, clients, eyes on work)
Time Management
Portfolio building (and mockups to showcase work for clients)
Balancing personal style with market demand
Protecting artwork, and finding ways to showcase art online safely (including sourcing mockups)
Do you have a community that helps you with these challenges you're facing? If so, what community / platform / group helps you most?
(I'm not an affiliate for any of these, but am happy to share the resources that our network has recommended!)
Facebook groups: Fair Pricing for Surface Designers, llustration and Surface Pattern Design Network, Spoonflower Squad, Spoonflower Fans
Artist friends met through courses: Your Creative Gold, Evolution, Immersion, Leverage Your Art, Patternfolk, Flourish, Make It In Design, The Studio, Learn with Mel, Creative Studio Collective, Multi Colored Minds
Further Education: Skillshare, Sketch Design Repeat, Elizabeth Silver, Joyful Selling for Creatives, The Powersellers Academy, The Studio, Leverage Your Art,
Are there any other resources that would help you?
There were three clear winners, here:
Market trend information with creative prompt
Color Palette with creative prompt
Design community resources around marketing for surface pattern design
I'm really excited to be bringing some of these things to you soon- check out the "Future of Mockups" section below
Some interesting Tech Breakdowns:
The Future of WanderingModa Free Mockups
I am SO excited about where we're going next: I plan my free mockups at least 6 months in advance, so am already working on our 2025 content. After reading your responses, I have a few things that will stay the same and a few things that will improve A LOT. While I'm keeping a few surprises to share with you closer to time, here are a few things that I want to confirm for you now:
Real photographs, real photographers, every time. This was a huge theme in your responses: even designers who are open-minded about using AI in their businesses prefer to avoid AI-produced images to showcase their work... and they especially don't want to use AI-generated images of humans. For me personally, I don't mind using AI-generated images of objects if I can't find a legal, mockup-quality image from a real photographer. I have built up an extensive image base over many years of real photographs, so it's very rare that I need to resort to AI image generation. I promise that any AI content I potentially share with you will be clearly marked so you can make your own choices about if/how to use it-- transparency is key!
I'm going to keep sharing a variety of images across different design industries: fabric, home decor, wallpaper, kids... We have such a wide variety of designers represented, and I'm committed to helping you grow your portfolio and marketing: not only do mockups help showcase designs for your chosen sector of the design industry, but they are also a great way to see if your art has potential in other areas, too.
I'm adding more free resources to each mockup email -- it's going to be especially useful for designers looking for trend and color inspiration! I'll share more details of this as we get closer to the new year, but I am SO EXCITED about what is coming and am already preparing all the materials.
If you're not on the list yet, or if you know another designer who would benefit from free mockups and other marketing resources, here's the link to join: with two free mockups available for you to download right away!
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