How to choose a packaging designer or packaging printer

Choosing the right packaging partner is one of the most important decisions for a product brand. A good designer makes your product easier to find and want. A good printer or manufacturer makes it look exactly as intended, on time and within budget. A poor choice of either can mean missed launches, reprints and packaging that undermines the product. This guide explains what to look for in a packaging designer and a packaging printer, the questions to ask, how to compare proposals and the warning signs to watch for.

Designer, printer or both?

There are three common ways to work:

Separate designer and printer

You hire a packaging designer or agency for the design and a printer or manufacturer for production.

Pros: you can choose specialists for each. Cons: you manage the handover. Designs may not suit the printer's equipment, and problems can fall between the two.

Printer with in-house design

Some printers and packaging manufacturers have their own design teams.

Pros: designs are made for the printer's materials and processes, with fewer handovers. Costs can be bundled. Cons: design quality varies; check portfolios carefully. You may be tied to one supplier unless you own the files.

Agency managing production

Some design agencies manage printing on your behalf through their supplier network.

Pros: one point of contact. Cons: a management margin may be added; you have less direct contact with the factory.

The best choice depends on your project, budget and how much coordination you want to do.

What to look for in a packaging designer

Packaging experience

Packaging is a specialist discipline. It involves dielines, structures, materials, print processes, finishes, regulations and shelf behaviour. A general graphic designer may produce beautiful work but miss practical requirements. Look for produced packaging in the portfolio, not just concepts.

Relevant categories and formats

Experience in your category, such as cosmetics, food, supplements or spirits, means the designer understands its conventions, customers and regulations. Experience with your formats, such as rigid boxes, pouches or labels, means fewer technical problems.

Strategic thinking

Good packaging design starts with understanding the customer, the competition and the shelf. Ask how the designer approaches research and strategy, and how they will judge whether a design works.

Production knowledge

Ask how they prepare artwork and work with printers. Do they understand colour management, finishes and pre-press? How do they proof artwork before print?

Clear process

A good designer can explain their process, what is included, how many concepts and revision rounds, and what you will receive.

Communication

You will work closely together. Clear, responsive communication matters.

What to look for in a packaging printer or manufacturer

Capabilities

Can they produce your packaging type? Check:

• structures: folding cartons, mailers, rigid boxes, labels, pouches
• print processes: offset, digital, flexo
• finishes: foil, embossing, spot UV, lamination
• inserts and assembly
• sizes and materials

Quality

Ask for examples of their work in similar packaging types, and look closely at corners, wraps, colour and finish registration. Ask about their quality control process.

Proofing and approval

How do you approve the design before production: a digital proof with the dieline, a 3D mockup, colour proofs? Do they share photos from production before dispatch?

Minimums and lead times

Check minimum order quantities, lead times for first orders and reorders, and how they handle peak seasons.

Communication and project management

Who will be your contact? How do they handle problems? How do they report progress?

Location and logistics

If the printer is abroad, check shipping options, transit times, duties and how packaging is packed for export. Factories abroad can offer good value, especially for labour-intensive packaging like rigid boxes, but plan for longer lead times.

Certifications

If you need certified materials, such as FSC, check the printer holds the relevant chain of custody certification. If you have food-contact or other specific requirements, ask how they are met.

Questions to ask a packaging designer

1. Can you show produced packaging in my category or format?
2. What is your process, from brief to final files?
3. How many concepts and revision rounds are included?
4. How do you handle research and strategy?
5. How do you prepare artwork for print, and how do you proof it?
6. Who will work on my project?
7. What will I receive at the end, and do I own the files?
8. What is the timeline?
9. What is not included in the price?

Questions to ask a packaging printer

1. Can you show examples of similar packaging you have produced?
2. What structures, materials and finishes can you produce in-house?
3. What are your minimums and lead times?
4. What do I approve before production: a digital proof, a 3D mockup, colour proofs?
5. How do you manage colour?
6. What quality checks do you carry out?
7. How do you pack and ship finished packaging?
8. What are the one-off costs, such as dies, plates and tooling?
9. What certifications do you hold?
10. How do you handle defects or problems?

Comparing proposals

When you have several proposals, compare them like for like:

| Area | What to compare | |---|---| | Scope | Concepts, revisions, SKUs, structure, mockups, artwork | | Deliverables | Files, formats, ownership | | Production | Materials, finishes, quantities, proofs | | Costs | Design fees, unit prices, one-off costs, shipping | | Timeline | Dates for each stage | | Quality | Examples, references, quality control | | Communication | Contacts, process, responsiveness |

The lowest price is often the narrowest scope. Ask what is missing.

Red flags

Be cautious if a designer or printer:

• only shows concepts, never produced packaging
• cannot explain their process or what is included
• promises unlimited revisions without clear scope
• will not show examples of their work or a proof before print
• is vague about costs, especially one-off costs
• does not ask about your product, customers or channels
• does not mention regulations for regulated products
• pressures you to commit quickly
• will not confirm file ownership

Designers and printers for regulated products

If your product is regulated, such as food, supplements, cosmetics, alcohol, CBD or medicines, look for partners who understand labelling requirements in your markets. They will not replace your regulatory adviser, but they should:

• plan space for mandatory text from the start
• know common formats such as nutrition or supplement panels
• check legibility and minimum sizes
• keep strict version control on artwork
• avoid changing approved wording

Making the decision

1. Shortlist a few designers and printers based on portfolios and capabilities.
2. Brief them consistently, so proposals are comparable.
3. Review proposals using the comparison above.
4. Ask for references or speak to past clients if possible.
5. Ask for examples and a proof process from printers.
6. Start with a smaller project if you are unsure.
7. Agree contracts that cover scope, timeline, costs, ownership and responsibilities.

Briefing candidates

To get comparable proposals, send every candidate the same short brief: the product and its sizes, quantities per design, channels and markets, what you need designed, any mandatory text, your timeline and a budget range. Include a few references you like and dislike. The quality of the questions each candidate asks in response is often a good sign of how they will work.

Working well together

Once you have chosen:

• share a clear brief and all mandatory content early
• nominate one decision-maker on your side
• give consolidated feedback
• involve the printer early in design decisions
• approve a digital proof and 3D mockup before production
• keep records of approvals and files

How we help

We are a packaging design studio with our own factory, so design and production happen in one place. We design on our own dielines, check colour on our own press, send a digital proof and 3D mockup for approval, and produce rigid and printed boxes from 500 units, with worldwide shipping. File ownership is set out in every quote.

See our box packaging design and packaging strategy services, learn more about us, or get a free quote for your project.

Need this on your packaging?

• Box Packaging Design →
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Popular box styles: Tuck End Box, Mailer Box, Magnetic Closure Box

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Questions

Should I hire a packaging designer or a general graphic designer?

Packaging needs specialist knowledge of dielines, materials, print processes and regulations. A designer with packaging experience reduces risk.

Should I use the same company for design and printing?

It can reduce handovers and errors, especially if the printer has an in-house design team. Separate suppliers can work well with good coordination.

What should a packaging design portfolio show?

Produced packaging, not just concepts, in categories and formats similar to yours, with photos of finished products.

How do I compare packaging printers?

Compare capabilities, materials, finishes, quality control, minimum orders, lead times, proofing, communication and total cost.

What should I ask a printer to show me?

Examples of their work in similar packaging, and how you approve your design before full production: a digital proof, a 3D mockup and photos from production.

Who owns the packaging design files?

Agree this in the contract. Ideally you own the final artwork and can use it with any supplier.