When I first started merch design, I was naive enough to think all it took was coming up with a cool design, slapping it on a t-shirt, and then start spreading brand love.I quickly learned that was not the case. Especially for merch that was getting printed in large quantities.
Successful merch isn’t just about a great design, it’s about the planning that happens before you even open up Illustrator.
If you're thinking about launching apparel, totes, hats, or any other branded goods, here are a few unexpected, but essential, things to think about before you dive in:
1. Start thinking about your product first, even before you design.
It was a big game-changer when I stopped starting with design and started with the actual shirt or product.I can say this from experience — Not All Tees Are Created Equal. Is it boxy or fitted? Thick or lightweight? Oversized? Cropped? Whatever you choose will inform the size, placement, and style of your design. Designing first and picking a shirt later usually results in a t that feels half thought through. If you're making something people will actually want to wear, the product matters just as much as the print.
2. Talk to Your Printer Early
Printers can help you understand what’s actually possible (and cost-effective). The earlier you loop them in, the better.
Printers can advise on:
The best t-shirt brands for your budget and vibe
What colors print well
Sizing and placement recommendations
Minimum order quantities and timeline expectations
They’ll also tell you if your “super cute, tiny logo in metallic gold” is going to crack and peel after one wash. We love using Grizzly Wheeler here in Charleston.
3. Design With Production in Mind
Screen printing, embroidery, DTG, puff print, patches—your design may need to shift depending on how it will be produced. For example:
Super detailed gradients don’t work for screen printing.
Embroidery has limitations on small text.
DTG printing opens up full-color designs, but on certain fabrics only.
Understanding the limitations (and strengths) of each method helps you create something that looks good in real life, not just on your screen!!!!
4. Keep Inventory & Fulfillment in the Conversation
Are you going to hold inventory or print-on-demand? Will you ship yourself or use a fulfillment partner? This impacts everything from how many colors you print to whether you can afford fancy packaging.
Hot tip: If you’re planning to sell online, consider how the merch fits into your website or e-commerce experience. Is it just for fun? A brand-builder? A new revenue stream?
5. Your Merch = Your Brand, Off-Screen
Think of merch as a physical extension of your brand. When someone wears it, it tells a story about you. Even when you're not in the room. So whether it's minimal and elevated, playful and bold, or a little weird, make sure it feels like you!!!
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