How to Find an Incredible Packaging Designer (5 Critical Factors)

Packaging designers are the specialists behind the brands consumers recognize and remember. At a time when thousands of new companies enter the market annually — the food industry alone welcomes 15,000 new products every year — businesses rely on packaging designers to translate their unique value proposition into a visual identity customers can recall and reach for again.

A well-executed packaging design drives measurable results. According to a Macfarlane poll, branded packaging made up 59% of all boxes shipped by merchants in 2022, and 41% of respondents said printed packaging produced memorable moments that made them want to buy again. Among luxury shoppers, 47% said visually appealing or gift-like packaging made them share photos or videos of their purchase (Dotcom Distribution).

But with so many freelancers and agencies offering design services, how do you find the one who can meet your needs? It starts with preparation.

Before You Search: Write Your Project Brief

Packaging designers will ask you for a project brief before scoping any engagement. A brief establishes mutual understanding around purpose, scope, timeline, and budget — it’s your playbook and the document that prevents a designer from saying “we didn’t know you needed that” midway through the project.

Your brief should cover:

Project Overview

Describe what you need the designer to deliver. Include: your brand name, the product being packaged, your unique selling proposition (USP), how you want to communicate with customers through packaging, and the physical qualities of the product (weight, fragility, dimensions, appearance, smell, handling requirements).

Company Profile

Describe your company’s values, its history, and its position in the market. A designer who understands your brand’s backstory can make design choices that are informed by what your company actually stands for — not just what looks good in isolation.

Target Audience

Who is buying this product? Include: age range, gender distribution, income level, purchasing channel (retail, ecommerce, direct-to-consumer), and any cultural or regional considerations. A packaging design for a 25–35-year-old wellness-focused buyer in urban markets looks and feels different from one aimed at 45–60-year-old buyers in mass retail.

Deliverables and Scope

Specify exactly what you need: box dieline only, or dieline plus digital mockups? Print-ready files, or concepts for review? Will the designer be involved in production oversight, or only design? Clear scope prevents scope creep and dispute later.

Timeline and Budget

State your hard deadlines (especially if tied to a product launch) and your budget range. A designer who knows your budget can tell you immediately whether the scope is achievable or needs to be adjusted. Leaving budget ambiguous wastes both parties’ time.

5 Critical Factors for Selecting a Packaging Designer

1. Portfolio Relevance

A packaging designer’s portfolio should show work in your product category or at minimum in an adjacent category with similar packaging challenges. A designer who has primarily worked on wine labels will bring different structural knowledge than one who has specialized in ecommerce mailers or retail food packaging. Look for work that demonstrates: understanding of material constraints, print production knowledge, and the ability to translate brand identity into packaging form.

2. Category Knowledge

Different product categories carry different regulatory, structural, and audience requirements. A designer working in food packaging needs to understand FDA label requirements and material safety. A designer for children’s products needs awareness of CPSC guidelines. A designer for luxury goods needs to understand premium material options, print techniques (foil, emboss, soft-touch), and the tactile expectations of premium buyers. Ask directly what experience they have with your product category.

3. Structural vs. Graphic Capability

Packaging design involves two distinct skill sets: structural design (the engineering of the box itself — dielines, form, materials, manufacturing tolerances) and graphic design (visual communication — typography, color, imagery, brand language). Some designers excel at both; others specialize. Know which you need. If you’re designing a standard box format, graphic design may be sufficient and a structural template from your printer will do. If you need a unique form factor or structural innovation, you need a designer with structural packaging expertise.

4. Process and Communication Style

A packaging project involves multiple rounds of feedback, file revisions, supplier coordination, and possibly print production oversight. A designer who communicates clearly, meets deadlines, and documents decisions will cost you less total time than one who produces exceptional work but is difficult to reach or vague about timelines. Ask about their revision process, how they handle feedback, and what their typical turnaround on revision rounds is.

5. Print Production Relationships

Experienced packaging designers often have relationships with printers, material suppliers, and structural engineers. Those relationships can be valuable — particularly for small brands going through the packaging process for the first time. A designer who can refer you to a reliable printer and help you navigate proofing and press checks is a production partner, not just a visual artist. Ask whether they offer print production coordination as part of their services or as an add-on.

Freelancer vs. Agency

Both options are viable depending on your project:

• Freelance designers: More cost-effective for straightforward projects; faster turnaround for single-format work; direct relationship with the person doing the work. Best for: single SKU packaging, brand extensions, packaging refreshes with an established visual system.
• Agencies: More resources for complex or multi-format projects; structured process with dedicated project management; access to structural engineers, copywriters, and photographers under one roof. Best for: multi-SKU launches, complete brand and packaging system builds, highly regulated product categories.

EdgeCraft Packaging works alongside brand-side designers and agencies to produce custom packaging from approved files — including dieline support, material samples, and prototype production before the full print run. Request a quote to discuss your packaging project.