Print on Demand has two very distinct paths, and how you allocate your time when designing new products can affect the overall success of your print on demand business. Does it make more sense to chase current trends or produce evergreen designs? Let’s talk about it…
Two schools of thought
I get a ton of messages every day from struggling designers begging me to enlighten them on the latest trends, I am also asked all the time why I stopped publishing articles devoted to weekly trends. In truth, both questions are related to the same thing, time. I write articles for this blog, but I also spend my day (full time) designing print on demand products. Over the years, I have done a ton of experimenting with time spent on chasing trends and evergreens. Which is your time best spent on? Let’s talk about the right way to chase trends first.
Doing trends right
Most struggling designers focusing primarily in trends for their stores think that watching a YouTube video on this weeks trends, and jumping on those trends is the ticket to success in print on demand. Unfortunately, these are the designers I usually hear from saying they cannot figure out why their work is not selling. The reality is that (often) once the YouTubers have made their “this week’s trends” video, so many people have already made and uploaded designs for those trends, it is like jumping into a crowded pool. This means that the only people benefiting from spreading the word about the trends for the week are the YouTubers getting money for your views. Do not fool yourself into thinking that if there was a great trend the person making the video stumbled on, they would not sit on that trend themselves and make some money.
So, what is the best way to find new trends if the YouTube niches of the week and Redbubble trends tools are providing information that is mostly out of date by the time you get it? The best trend research tool is going to be you taking the time to surf the internet and television. Many of the trends no associated with holidays come from the news. As an example, in the news this week was the removal of six Dr. Seuss books from publication. Depending on the source of your information you would see that the cancel culture has taken the books off the shelf or that the Dr. Seuss organization decided to take them off the publication list for what they considered to be inappropriate material. Regardless of the stance you would take on the subject, the next thing you would do is find out If Dr Seuss was in the public domain and if you could use it on a shirt design. You would find out that it is a copyrighted property and that you cannot use it on a design in any way. How much time did this one search take, and did it net you an idea for a new design? If you end up spending your time surfing and reading news looking for the next trend is that a good use of your time?
Trends versus evergreen designs
This is a decision you need to make for yourself. If you are nimble and able to create designs quick enough to jump on emerging trends, then chasing trends could very well be profitable for you. If you sit back and wait for the YouTubers to tell you which trends to make designs for, then likely you are going to struggle. Whether chasing trends is a viable business decision for you is up to your individual situation. If you have another full-time job, and you work on print on demand in the evenings, then likely you will struggle with chasing trends, unless your designs are amazing and can stand above the rest. If you are making your designs with template sites like Canva, or using the same old stock images that everyone else is using then you might have a tough time. How much time you spend on chasing trends versus creating evergreen designs should also be a consideration based on where you are with your business. If you don’t have a lot of sales and you are focusing your efforts on trends, then maybe consider finding a few evergreen (good all year long) niches to work in and get some sales. Finding a good mix of trends and evergreens will net you a good return on your time invested in your business.
I love to work in my proven niches, but also spend some time each day looking at trends and determining if the trend of the day is something, I am interested in. Finding the right balance for your workday can keep you fresh in your niche while still allowing you to branch out into trends.
Trends quickly become saturated in the market, especially the ones the YouTubers are pushing. Designers hear about the trend and jump on their Canva account and make a text only version of the trend so they can get something to the market quickly. The result is that the customer is deluged with a million designs that all look the same and they just move on. When you are getting started, or if you are struggling to get your first few sales on Redbubble or Teespring, you must determine if you time is best spent uploading a design that is similar to the other offerings in the market, or if you could work on a good original design for an evergreen niche.
You make it or you don’t
If I make a design using the Dr. Seuss example from above, I must balance how long (time) I am spending on creating that design versus time that could be spent on an evergreen. How long will the Dr. Seuss story be a trending topic? Odds are that as you are reading this, the trend is long gone. If I spent time making a design and uploading it, was it worth my time if I do not sell any? We all want to have the next viral shirt design, but honestly how often does that happen? If you spend a few hours deciding on a trend to make a shirt for, spend a couple hours or more making the design, upload it and sell one at your current profit margin, was it worth it? Most of the Merch by Amazon shirts are getting a few dollars in profit. If you spent two or three hours researching, designing and uploading and you sell one (or none) is your time worth the dollar or so an hour it took to make that shirt and sell it? That doesn’t count for viral shirts which make up for any loss of sales of course, but If you are reading this how many viral shirt designs have you had?
Finding a good balance of trend and evergreens that work for you is the toughest part of this equation. I don’t have a hard and fast time allotment because there are so many factors involved. The biggest consideration I can give you is to remember if you spend hours finding a trend and make a design for it, and it doesn’t sell can you reuse the assets you created for something else? Find that balance and let me know how things are going for you. I love to hear from my readers and love to hear if the advice here helps you in your endeavors.
Remember, because of the trademarks and copyrighted words I use on this blog I can’t monetize my content, so if you find articles like this useful, you can help me out by sharing the site and articles with your friends in the print on demand communities you belong to.
Get out there and get designing!