Packaging has gone a long way from being considered an afterthought to a source of difference-making marketing power. Any product you put on the shelf is judged by its package. If you want it to hook potential customers in, you first need to invest in compelling packaging, be it a bottle, sachet, or any other kind of wrapping.
How much does the packaging design cost? That’s a tricky question and the reason why we’re here. The costs are based on multiple factors, with the designer team working on your project and the materials you use being just the tip of the iceberg. Let us guide you through the ins and outs to help you budget for packaging services or rethink your calculations.
What’s included in the cost of a packaging design?
Before doing the math, it’s worth mentioning that packaging design services aren’t limited to slapping a label on, say, a pouch of gummies. The process is layered and involves much more than just labels or barcodes. It encompasses preliminary research to distinguish your items, prototyping to fine-tune designs, and a plethora of other tasks.
If you look at a typical design project, you’ll see designers doing:
- Consultations, where they get familiar with what you sell, how you are planning to market it, and what retail environments it’s going to be displayed in
- Preliminary packaging design that involves shaping, logo placement, and color coordination based on your wishes
- 3D modeling and prototyping to show how your product will appear on store shelves or in the hands of consumers
- Revisions and testing to make it as consumer-friendly as possible and get feedback before selling the first units
- Typography and arranging all the elements necessary for printing and production in a digital format
Of course, different companies adopt different approaches to the design process. Some may omit steps like 3D modeling, and others may require you to work out your logos on your own. Here’s where we come closer to the factors that affect the final cost of a packaging design.
Putting a price tag on variables
How much you pay for a packaging design isn’t set in stone. The process and the final outcome shape the price tag, which is determined by:
- Who you hire. Going with an independent freelancer or a design agency makes a big difference in cost. Freelancers often offer more flexible pricing, ranging anywhere from $500 to $3,000 per project, depending on complexity. Agencies have more structured pricing (more on that later).
- Concept. Packaging design costs for a simple cardboard box and a functional plastic dispenser are two different beasts. The more intricate the design you need, the higher the prices step up, mainly because custom shapes and die-cuts require additional time and effort to produce.
- Materials used. Premium materials add points to packages by creating a positive handling experience, but they come with a heftier price tag. If high-end finishes or exotic textures are opted for to set your items apart, be prepared to stretch your budget.
- Industry regulations. If you’re about to sell food, meds, cannabis goodies, or cosmetics, there are more regulations to keep an eye on. To meet legal requirements, designers take additional steps like adding certificates or warnings, which can add to costs.
Though cutting corners on materials or warnings might be tempting, remember that packaging is the face of your product and company. Investing in a high-quality design upfront pays off in the long run, as changing it later can jeopardize your brand’s recognition and reputation.
How much does it cost to design packaging with an agency?
Just like freelancers, most agencies don’t have one-size-fits-all pricing. Packaging design services must be adapted to the brand, so they swing widely depending on where the agency is located, the expertise of its designers, and the complexity of your project.
When speaking about the minimum packaging design cost if a project is handled by agencies, the numbers start at $1,000 and reach $50,000 per project (especially if you go for intricate packaging or work with an industry giant).
Pricing structures vary. Here are some of the pricing models you can encounter when working with agencies:
- Packaged pricing. This model bundles various design services into different tiers, usually basic, intermediate, premium, and luxury (the names may differ). Due to the difference in services (e.g., packaging templates or a number of revisions), you can find a plan that works for a startup or a world-renowned brand in the same place.
- Hourly/fixed rates. This is a classic and straightforward option, where you’re billed for every hour the designer spends on your project. It’s transparent, so you know where your money is going, but often difficult to predict before the project starts. If that’s not for you, choose a fixed rate where you pay for what you get.
- Value-based pricing. This model refers to when a designer team calculates the rate after evaluating your project and its perceived value. It is often applied by reputable agencies that work with global brands and may involve the highest costs for packaging.
The expertise of an agency and its team is pivotal here. Working with a junior specialist saves you cash since they’re still building their portfolio. On the flip side, pros with extensive portfolios will likely charge more, even if the amount of work is the same.
Maintaining the balance between quality and price
Finding the right agency or a freelancer isn’t as challenging as it may seem from everything you’ve just learned. Before hiring someone, inquire about how much package design costs and what primary and secondary services are included. Consider factors like the number of revisions, the terms and conditions, and the formats they can handle.
Don’t forget to look deep into a designer’s portfolio. See if their style matches what you’re after and how the products they’ve worked on have done in the real world. If their projects have made their mark before – like those of MYLARMEN – you’re safe to proceed.