Why did William Morris use the repeat pattern?

William Morris used repeat patterns in his designs to create a sense of harmony and continuity within interior spaces. This technique allowed for the seamless integration of decorative elements, enhancing the overall aesthetic appeal of wallpaper and textiles. Moreover, the repetition of motifs reflected natural forms and organic themes, aligning with Morris's philosophy of craftsmanship and his desire to bring beauty into everyday life. Through these patterns, he sought to elevate the decorative arts and inspire a greater appreciation for handcrafted work.