How to Work with Packaging Designers: A Guide for Businesses

Understanding the Designer's Process

Overview of Design Workflow

Every designer has their own style, and the process needs to work for you too. A good design process isn’t a one-and-done deal. It involves a lot of steps to get that chef’s kiss kind of final look. Here’s the typical flow: research, brainstorming, sketches, drafts, and then the polished, shelf-ready product. Each stage is like a checkpoint, ensuring that the designer’s journey takes you to your brand’s destination. Trust us—your input at every stage helps keep the process on the right track, especially during early phases where brand values and aesthetics are cemented.

Your feedback, especially in those early stages, is what keeps the process on track. Don’t hold back—if something feels off, say it right away. Addressing concerns early on is key; it keeps small issues from becoming big regrets later.

Role of the Packaging Designer

Think of your packaging designer, whether it’s an agency or freelancer, as the ultimate multitasker—they’re balancing beauty and brains to create something that catches the eye and stays functional. How important is packaging design for your brand? 🤔 Well consider this statistic – 30% of companies report that after improving a product’s packaging design, revenue increases.

They don’t just “make things pretty”; they’re thinking about how the package will look on the shelf, feel in a customer’s hands, and survive a ride with an impatient delivery driver. So, it’s a major plus if you understand what’s expected at each stage, from big-picture brainstorming to the smaller details. A well-informed client makes for a smoother, less chaotic ride.

How You Can Support the Process

Effective packaging design requires a bit of collaboration. A little groundwork on your end goes a long way. Providing brand guidelines, product specs, and competitive insights upfront can make the difference between “Yeah, that’s okay” and “Wow, that’s exactly what we wanted!”. It saves time, resources … and money. Here’s a quick list to keep you in the loop:

✔️Initial Concepts and Mood Boards: Where ideas start brewing. Your feedback here shapes the direction.

✔️Prototype and Mock-Up Reviews: Seeing a rough version helps everyone visualise the final result.

✔️Feedback Adjustments: A chance to fine-tune the design before it’s all set in stone (or, more likely, cardboard).

Communicating Your Brand Vision

Clarifying Brand Identity

If your brand could talk, what would it say? A clear brand vision gives designers the tools to bring out the personality of your product in its packaging. Your colours, typefaces, and images all hint at what your brand stands for. By getting specific about these cues, you’re letting the designer capture your brand essence without needing a play-by-play.

Dos and Don'ts of Sharing Your Vision

While it’s mega important to let designers know what you want, there’s a fine line between being helpful and helicoptering over the process. At Noramble, we’re there to expand on your ideas and turn them into a reality. Innovative packaging solutions come from collaboration and a little breathing room. Too much involvement could lead to roadblocks, second-guessing, and missing out on that fresh perspective designers bring to the table.

• Do: Be specific. If you’re aiming for a “clean” or “bold” look, give examples.

• Don’t: Micromanage. Designers know what they’re doing, so let them work their magic.

Essential Brand Elements to Share

Think of this as your “branding starter pack”:

• Brand Mission and Values: The “why” behind what you do.

• Target Audience Profile: Who you’re talking to and selling to.

• Unique Selling Points (USPs): What makes your product a winner.

Iterating and Refining Designs

Design isn’t a one-shot game. A solid design usually takes a few back-and-forth rounds to get just right. Giving feedback during each iteration is key. But feedback isn’t about nitpicking—it’s about being constructive and giving actionable suggestions. Say goodbye to “I don’t like it” and hello to “Could we try a deeper shade of green to match our eco-friendly vibe?”. This way, we can react quickly and save time on both sides.

Handling Design Feedback

When it’s time to give feedback, don’t be afraid to voice your preferences. But remember, designers have been in the game for a while; they have reasons behind every line, colour, and font choice. Balancing your vision with their expertise leads to the best results. Here are some foolproof steps:

1. Review the Design as a Whole: Look at the big picture before diving into specifics.

2. Identify Specific Elements to Improve: Get clear on what’s working and what needs tweaking.

3. Explain the ‘Why’ Behind Changes: Link it back to your brand—consistency is key.

Working with Your Designer for Long-Term Success

The best branding is consistent branding. When you build a long-term relationship with your packaging designer, they get to know the ins and outs of your brand, which makes for smoother projects and stronger results. Keep that communication going, trust their creative process, and watch as your brand’s visual story grows over time. If they’re the right packaging designers for you, they will be there to guide you through the process, keep your brand aligned and get the ball rolling from concept to creation with ease.

Working with a packaging designer doesn’t have to be a daunting, “cross-your-fingers” kind of experience. Clear communication, a grasp of the design process, and a clear understanding of your brand’s vision all go a long way in ensuring the results you really want for your brand. When you find a designer you click with, you’re not just paying for decent packaging design —you’re investing in the future of your brand. So go on, take the leap, and let your packaging do the talking!

Looking to bring your packaging vision to life? Get in touch with Noramble, and let’s create designs that make a statement.