Packaging design: what to know

What the job involves, what changes the price, and what to ask a pro.

What packaging design is

A packaging designer creates the box, label or wrapper for a product, handling the structure, the artwork and the print specifications so the package stands out on the shelf and protects what is inside. Makers hire a packaging designer when they launch a product, change a container or need packaging that meets the needs of the product.

Signs you need it

  • You are launching a product and the package has to stand out on a crowded shelf or website
  • Your current box or label does not protect the product well during shipping
  • Your packaging does not show the key information customers need, such as ingredients, use or size
  • You are moving from a handmade product to a retail or wholesale package
  • Your packaging needs a new size or shape to fit a different product or a new display

What the pro does

  • Review the product, its size and weight, how it is shipped and how it is displayed
  • Confirm the information the package must carry, such as ingredients, warnings or claims you are allowed to make
  • Sketch the structure, which is the shape and folds of the box or the size of the label
  • Create the artwork and check the layout against the die line and the trim and fold lines
  • Prepare the print files with the colors, finishes and bleed the printer requires
  • Deliver the die line, the print ready artwork and a dieline proof or a physical mockup for approval

What changes the price

Every job is different, so we do not publish prices. These are the things that move the quote up or down.

  • The structure of the package, from a simple label to a custom folding box or insert
  • The number of products and sizes that need their own package
  • The print finishes, such as foil, embossing or special coatings
  • Whether the designer must build a physical prototype or only a digital mockup
  • How much information and legal text must be placed on the package, which needs checking
  • The print quantity and how the printer handles the run

What a written quote should spell out

  • The package structure, the number of designs and the number of sizes covered
  • The print files delivered, including the die line, artwork and the printer specifications
  • Whether a prototype or mockup is included, and how many rounds of revision
  • The information checks the designer will do and what remains your responsibility
  • Who holds the rights to the artwork and the die line

Questions to ask before you hire

  • Can you show me packages you designed for products like mine, including how they were printed?
  • Will you make a physical prototype before the print run?
  • How do you check the required information on the package is correct?
  • Who is responsible for confirming any claims or legal text on the label?
  • Will the package protect the product in shipping, and how do you test that?
  • Who owns the die line and artwork, so I can reorder later?

Red flags

  • Sends artwork without a die line or without checking the package size
  • Writes claims or health statements on the package without asking you for the evidence
  • Will not provide the print files after payment
  • Promises the package will sell more units or win a retail placement

What you can do yourself

You can label a product with a simple sticker and a clear text layout for a small batch, and check the printer's template before you order. Hire a packaging designer when the product will be sold in stores, shipped at scale, or when the box must fit a particular structure and protect the item.

Licenses and permits

No license is usually required to design packaging. However, some products have labeling rules set by government agencies, such as food, cosmetics, supplements and children's products; check with the agency that covers your product type, and have a qualified professional review any required text before printing.

Packaging design questions

Why do I need a prototype?

A prototype shows how the box folds, closes and fits the product. Finding a fit problem after a full print run is costly, so ask for a mockup first.

Can the designer write my product claims?

The designer can help with layout, but you are responsible for the claims. Only use claims you can support, and check the labeling rules for your product type.

What is a die line?

It is the template that shows where the cuts, folds and glue areas go on the material. The printer needs an accurate die line to produce the package correctly.

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