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What is packaging design?

Packaging design generally refers to the design of enclosures for distributing, storing, selling and using products. In its most basic form, packaging protects products from shock, breakage, temperature, etc. Packaging design can also secure items for shipment and distribution and can add convenience to display, sale, use and reuse. Most of what we buy comes in a package. Often, that package is itself in a package. For example, the toothpaste we use is an example of package design that is often intended to balance convenience and size (for storage, distribution, sale and use).

Why is packaging design important?

We see packaging design all around us – in magazines, advertisements, as part of product packaging, on the web, in newspapers, etc. As a result, businesses of all sizes, from one person start-ups to small and mid-size businesses to international conglomerates, need packaging design to help stand out from competitors. After all, packaging design can help a company to more effectively market its products or services to customers and can also reduce transportation costs. Packaging design can also help individuals and businesses to build their brands offline and online (think about the accolades Apple receives for the packaging design for its electronic products). The cost to buy packaging design varies widely among firms, designers, and also varies significantly by geography.

How important is the package size when used in package graphics design?

Size is very important because size impacts transportation costs, display on shelves, and many other factors.

How is packaging design normally priced?

Design firms will have different prices for packaging design. It’s not uncommon to find that some firms charge tens of thousands of dollars for packaging design (not including the package graphics design). Freelance packaging designers and freelance print designers tend to charge less and tend to have lower prices than design firms. This is largely because freelancers typically don’t need to pay for overhead to maintain their businesses and are able to pass those savings directly to clients. However, this too varies widely. Keep in mind too that designers will often charge different prices based on their level of expertise. And, don’t forget that design prices vary widely based on geography. Packaging designers and firms in the United States and Europe, for example, may charge higher rates for the same design services than freelancers and firms located in countries who can afford to charge lower rates for the same work. If you decide to engage a packaging design firm or a packaging designer, you should look for at least three or four quotes so that you can evaluate the cost of hiring any of those firms or freelancers to help you with your design needs. When comparing quotes and prices from multiple designers and firms, it’s important that you understand whether the designers are proposing to charge you hourly rates or flat fees. Some packaging design and print design quotes propose hourly rates for design services. These quotes might seem low, but could turn out to be higher overall than other quotes that propose a flat rate for the work. Whether you are evaluating a single quote or multiple quotes, make sure that you understand how you are being charged for the work, because even the most carefully planned and priced job can quickly go over budget and your design price may increase significantly. Sometimes, a design job that is expected to last 10 hours might take 25 hours, and if you are paying by the hour, you might find that your cost is significantly more than you anticipated.