Questions to ask a packaging designer before you commit

Most businesses commission packaging design by showing a designer a mood board and hoping for the best. Then they see the first proof, realise it looks nothing like what they imagined, and waste weeks revising. The real problem isn't the designer—it's that the brief was vague from the start. You can avoid this by asking the right questions upfront, getting clear answers, and spotting red flags before you sign anything.

When a designer gives you a first-draft proof that misses the mark entirely, it often traces back to one of three breakdowns: you didn't explain what you needed, they didn't ask you to explain it, or they glossed over something they should have clarified. The questions below are designed to flush out these gaps early. They'll also tell you whether the designer is experienced enough to handle your project and thinks like a business partner, not just an artist.

Questions that reveal their process and thinking

Start with: "Walk me through what happens after I hand you the brief. What do you ask me before you sketch anything?"

A designer worth hiring will fire questions back at you. They'll want to know your target customer, where the product sits on shelf, what competitors look like, how your brand differs, and what emotion you want someone to feel when they pick it up. If they say something like, "I'll just start designing once you give me your logo and colour preferences," that's a signal they're designing in isolation. Good packaging design is built on strategy, not just aesthetics.

Next: "How many design directions will you show me in the first round, and what's included in each one?"

Some designers show three rough concepts; others show fifteen polished mockups. There's no magic number, but you want to understand the scope. If they promise "as many as you want," ask what happens after round two or three—do revisions cost extra? A clear answer here means you won't be shocked by invoices later. Also ask: "Will I see how this looks on the actual shelf? Just on screen, or printed and photographed?"

Screen mockups can hide problems that leap out in print. If your designer says they'll print a sample or photograph a prototype mock-up on a real shelf, they're thinking beyond pixels.

Then ask: "What do you need from me to get started?"

Listen for whether they want a written brief, examples of packs you like (and why), your product story, sales channels, and regulatory requirements. Designers who ask for all of this are filtering your thinking. Ones who say "just email me what you're thinking" are cutting corners.

Questions that protect your investment

Ask: "What if the first design direction doesn't feel right to either of us? How do we reset without blowing the budget?"

A solid designer will explain their revision process—usually something like: "The first round is exploration. If the direction is wrong, we pause, talk through what's off, and I pivot. That's built into the price. From round two onwards, revisions are charged separately." Evasive answers here are a warning. You're trying to nail down whether rework is fair or endless.

Also ask: "What happens when we're done? Will I get the files I need for printing, and in what formats?"

You need layered files (so a printer can adjust colours or text later), print-ready PDFs, and ideally a file handover checklist. Designers who guard files or deliver only JPGs are making you dependent on them for every tweak. That's not a partnership.

Finally: "Have you designed for my type of product or material before? Can you show me examples?"

Packaging for rigid boxes, flexible film, glass and metal each have quirks—bleed requirements, label placement, finish options. A designer with relevant experience will spot these early. If they've never done flexible packaging and you're launching a snack, ask how they'll close that knowledge gap (working with a printer, taking a course, collaborating with a specialist).

Listening carefully to these answers will tell you whether you're hiring someone who understands packaging design as a discipline, or someone designing graphics and hoping it works as a pack. The former is worth the conversation. When you're ready to move forward, search Strove for packaging designers and review their portfolios alongside your questions—you'll spot the difference immediately.