Patterns turn flat backgrounds into texture: repeating geometrics, dots, stripes, florals, or branded motifs that fill headers, frame products, or run as section dividers. The strongest examples keep the pattern low-contrast behind text so it adds depth without fighting legibility, and they tile cleanly so seams never show. Watch for restraint. One motif tied to brand identity reads richer than a busy mix, and dark-mode and image-blocking fallbacks stay solid.