Ever wondered how much it costs to design those eye-catching boxes or sleek pouches lining store shelves? For small and medium-sized businesses (SMBs), entrepreneurs and everybody else creating products, packaging design is part of the process. This includes accurately understanding the cost of packaging design.
Well-designed packaging isn’t just about aesthetics; it’s a crucial element in building brand identity, attracting customers and standing out in a competitive marketplace. This comprehensive guide details the costs associated with product packaging design. We’ll delve into the various factors influencing the price of packaging, explore different design approaches and break down the typical design process. By the end, you’ll be ready to make smart choices about on-brand packaging and know exactly how much that packaging costs.
- Packaging costs can vary widely based on materials, number of units ordered and design services used.
- Packaging is highly valuable branding real estate for your product, so great design is crucial.
- Designing simple packaging with less expensive materials can reduce packaging costs.
What factors influence packaging pricing?
The truth is, there’s no one-size-fits-all for packaging design. The cost of packaging design varies depending on several factors, from packaging material costs to the production process.
Effective packaging design tells a story without a single word, instantly connecting with your target audience. This goes beyond visual design and includes the unboxing process.
The best approach for your budget and brand is to understand these factors so you can make informed decisions that align with your goals. Here’s a breakdown of the key factors that impact the cost of packaging design:
Complexity
The more complex the design, with multiple elements and special finishes, the higher the cost of the packaging. It’s the difference between a simple cardboard box and a box adorned with intricate illustrations, metallic foil accents and a custom window.
Need some inspiration? Check out these amazing box designs!
Customization
Working with off-the-shelf packaging design templates is a way to keep packaging costs low, but designs made with these templates can leave your design feeling a bit lacking. Opting for bespoke packaging, with custom shapes and sizes or unique materials like bamboo or recycled paper, offers a greater range of creativity, but with a higher average cost of packaging. As a business owner, weigh these factors carefully to determine how much customization you can afford.
Quantity
This factor follows the classic principle of economies of scale. The more packaging units you order, the lower the cost per unit becomes. This is because production costs are spread across a larger quantity, making it more affordable for businesses with high-volume requirements.
A simple, modern and fun packaging design. Source: tatparaa via 99designs by Vista.
Striking the right balance: Packaging costs and brand impact
Remember, packaging design is an investment. While keeping packaging costs in mind is important, don’t underestimate the power of high-quality design. Your packaging is a silent salesperson on store shelves, communicating your brand message and influencing buyers’ decisions.
Remember, you only have a few precious moments to make a positive first impression, and well-designed packaging can be the deciding factor that compels someone to pick up your product for a closer look.
A well-designed package elevates your brand, builds trust with customers and ultimately drives sales. The key is to find a sweet spot between packaging costs you can afford and a design that effectively communicates your brand’s ethos.
Strategies for designing product packaging
Now that you understand the factors that affect the cost of packaging, let’s explore the different avenues you can take for your packaging design. Here are three main options, each with its own advantages and considerations:
DIY
If you’re a budget-conscious business with some design knowledge and you’re comfortable using online design tools, DIY packaging design could be the right choice for you. This is also a great way to test basic concepts and explore packaging options. If you’re considering DIY as a way to keep your graphic design packaging pricing low, keep the following points in mind:
Pros:
- Cost-effective. This is the most budget-friendly option, perfect for startups or entrepreneurs with limited resources.
- Creative control. You have complete control over the design process, allowing you to express your brand vision freely.
- Accessibility. User-friendly online platforms offer a variety of customizable templates that require minimal design expertise.
Cons:
- Limited design skills. If you lack design experience, achieving a professional-looking finish can be challenging.
- Time commitment. Learning the software and creating high-quality visuals can be time-consuming.
- Restricted customization. Pre-made templates offer limited flexibility for unique packaging ideas or custom materials.
Freelance designers
Working with a freelance designer is a good choice for businesses with a clear brand identity but limited design resources. It’s ideal for projects with a defined scope and packaging cost budget, where you can collaborate closely with the designer.
Pros:
- Expertise and experience. Freelance designers bring professional design skills and knowledge to the table, ensuring a polished and effective packaging solution.
- Customization. Freelancers can create custom designs that align with your brand identity and target audience.
- Cost-effective. While more expensive than DIY, freelance designers offer a more affordable alternative to design agencies.
Cons:
- Finding the right fit. The vetting process to find a freelancer who understands your brand style and vision can be time-consuming.
- Communication and revisions. Clear communication and managing revisions are crucial throughout the design process.
- Limited project management. Freelancers may not offer the same level of project management and comprehensive services as an agency.
Design agencies
Design agencies are best for businesses with large budgets seeking high-quality, comprehensive packaging design solutions. They’re well-suited for complex projects that require a streamlined, professional design process.
Pros:
- Full-service solutions. Agencies typically offer comprehensive packages that include conceptualization, design execution, 3D modeling, prototyping and production artwork preparation.
- Team expertise. Agencies offer teams of experienced professionals with diverse design skills and industry knowledge.
- Project management. Agencies handle the entire design process, ensuring smooth execution and meeting deadlines.
Cons:
- Higher cost. Design agencies typically have the highest fees among these options.
- Less control. You may have less direct control over the creative process compared to DIY or freelance options.
How much does packaging design cost? Compare these options
Take a look at this table comparing the average cost of packaging design prices between the different service options:
| Pricing Tier | Price Range | Description |
| DIY | $100 or less | At this level, you’re either doing all the work yourself or outsourcing it to low-cost options, which may involve AI-generated design. Communication barriers and quality issues may arise. |
| Fledgling freelance designers and design firms | $101 to $999 | Up-and-coming freelance designers and design firms often offer low-cost services that are suitable for startups and small businesses looking to balance cost and quality. |
| Experienced freelancers and larger firms | $1,000 or more | Established freelance designers and larger design firms generally command higher prices because of their experience. Expect more comprehensive services suitable for startups with larger budgets. |
| Agencies | $10,000 or more | Custom design agencies specializing in product packaging. Offers thorough research and high-quality design suitable for midsize businesses. |
What processes are involved in packaging design?
The path to creating your ideal packaging involves several key steps, each contributing to the overall quality and functionality of your design:
Conceptualization
This initial brainstorming stage is where you lay the foundation for your packaging design. Make the following your goals for brainstorming:
- Know your brand identity, target audience and goals.
- Define design objectives such as being informative, playful or sustainable.
- Create mood boards and sketches to visualize design concepts.
Mood boards are collections of images, textures and color palettes that evoke the desired aesthetic, while sketches provide a starting point for exploring potential design layouts.
2D and 3D modeling
Once you’ve selected a promising conceptual direction, the next step is to refine the design into digital mockups. If you’ve hired a designer or agency, they’ll handle this step with your input. If you’re going the DIY route, this part is all you:
- 2D mockups. These digital flat illustrations allow you to visualize how the artwork will appear on the packaging layout, ensuring proper placement of logos, text and imagery.
- 3D modeling (optional). For complex packaging designs or those requiring a more realistic visualization, 3D modeling software can be used. This creates a digital prototype that allows you to see the packaging from all angles and assess its functionality.
Prototyping
Moving from the digital realm to the physical world, prototypes bring your design to life:
- Physical prototypes. These tangible representations of your packaging design, typically made from cardboard or similar materials, allow you to assess its size, weight, functionality and user experience. You can test how the packaging opens, closes, protects the product and interacts with potential shelving displays.
- Feedback and revisions. The prototyping stage is crucial for identifying any potential issues with the design before mass production. This is where you can provide feedback and collaborate with the designer on any necessary revisions.
Production artwork
With the design finalized and approved, the next step is to prepare the artwork for printing:
- Die lines and specifications. Designers create technical specifications, including die lines (outlines of the flattened packaging) and precise color codes, to ensure accurate printing and assembly.
- Printing considerations. The chosen printing method, materials and finishes are factored in to create press-ready artwork that meets the requirements of the printing company.
Number of revisions
The scope of your project will determine the number of design revisions typically included in the cost of packaging. A one-off design for a single product will likely involve fewer revision rounds compared to designing packaging for an entire product range. Be sure to clarify the number of revisions included in your initial discussions with a designer or agency. This will help you manage expectations for the price of packaging.
The layers of packaging design
Packaging design involves multiple visual and functional elements working together to tell your brand story, protect your product and entice customers. These are the key layers that compose a well-designed package:
Primary packaging
This is the part that directly holds your product. It needs to be functional and secure, ensuring your product arrives safely at its destination. The material selection for primary packaging is crucial, with options ranging from:
- Cardboard. A versatile and eco-friendly choice, suitable for a wide range of products.
- Plastic. Often used for food and beverage items due to its moisture-resistant properties. However, sustainability concerns are driving a shift towards recyclable or biodegradable plastic alternatives.
- Glass. Ideal for premium products or those requiring visibility, like jams or cosmetics. Glass can also be a sustainable option as it’s endlessly recyclable.
- Metal. Creates a luxurious feel and is perfect for products needing extra protection, like canned goods or high-end beauty products. Tin cans are also recyclable.
A cheery and cool ice-cream cup product packaging design. Source: tatparaa via 99designs by Vista.
Secondary packaging
This outer layer provides additional protection while acting as a marketing tool. Think of the cardboard box around a pack of water bottles. Secondary packaging offers valuable real estate for:
- Branding elements. Your logo, brand name and color scheme should be prominently displayed to enhance brand recognition.
- Product information. Clear and concise descriptions of the product’s features and benefits can influence purchasing decisions.
- Promotional messages. Secondary packaging can be used to highlight special offers, discounts or new product launches.
Labels and stickers
These informative product labels and stickers provide essential details about your product, including:
- Ingredients. For food and cosmetic products, a clear list of ingredients is required by law.
- Nutritional information. Food and beverage items typically display nutritional information panels.
- Barcodes. These scannable codes allow for efficient product tracking and inventory management at retailers.
- Branding logos. Labels can incorporate your brand logo to reinforce brand recognition.
Creative and high-quality labels elevate the overall design and enhance brand recognition. For instance, minimalist beauty brand Aesop is known for its simple yet elegant labels featuring clean typography and botanical illustrations.
A classy product packaging label design. Source: Agi Amri via 99designs by Vista.
Sleeves and wraps
These decorative elements can add another layer of visual appeal and branding to your product. Think of the colorful paper sleeves on coffee cups or the festive shrink wrap on seasonal gift baskets. Sleeves and wraps can be used for:
- Special promotions. Limited-edition packaging designs can create a sense of exclusivity and encourage impulse purchases.
- Seasonal marketing. Adapt your packaging design to reflect holidays or special occasions.
- Visual storytelling. Eye-catching sleeves or wraps can showcase your brand personality and connect with your target audience.
- Building brand cohesion. Another layer of your brand logo or colors adds consistency throughout your product packaging, making the imprint on your customer stronger.
Remember, each packaging component plays a role in creating a cohesive brand experience. Maintaining consistent design elements across all packaging layers, from the primary box to the labels and any additional sleeves or wraps, reinforces brand recognition and strengthens your brand identity in the minds of consumers. That said, more packaging means higher packaging costs. Keep this in mind as you create your packaging budget, and remember that eliminating a layer, such as a sleeve, can reduce your costs.
[image: keep original]
The silent communicator of product information
Packaging design is a key component of your brand identity. By maintaining consistent design elements across all your packaging (from primary boxes to labels and sleeves), you reinforce brand recognition and build trust with consumers.
Beyond aesthetics, packaging design also plays a crucial role in communicating essential product information. Labels and stickers provide details about ingredients, nutritional facts and usage instructions. Even the choice of materials can communicate a product’s eco-friendliness or durability. This effective packaging design ensures that customers have all the information they need to make an informed purchasing decision.
Want to eliminate your customers’ pain points? Learn more about frustration-free packaging design.
Premium dog food packaging design showcasing a holistic approach to canine nutrition. Source: Unique Hub via 99designs by Vista.
Product packaging costs FAQs
Can I reduce packaging design costs without sacrificing quality?
Yes, it is possible to reduce packaging design costs without sacrificing the quality of your overall packaging design. Strategies for doing so include opting for less-expensive materials, such as paper packaging with a matte finish instead of a glossy finish, or choosing a cardboard box instead of a metal one. Other options include reducing the layers of packaging or the rounds of revisions involved in the design process.
How should I budget for packaging design in my marketing plan?
As you write your marketing plan, include a marketing budget that accounts for the highest-possible design needs, plus some additional “wiggle room.” If your expenses end up being lower than this amount, you can reallocate the leftover funds. Failing to budget enough money for packaging design can mean getting into debt and/or delaying the design process and product launch.
Is packaging design included in printing costs?
This depends on who is providing the design services. In some cases, such as working with an agency, design and printing costs are included in one quote. In lower-priced instances, such as working with a freelance designer, they might not be. Always be sure to ask about this when interviewing a prospective designer.
