Should You Hire a Packaging Design Company or a Freelance Designer?

Your product packaging plays a crucial role in driving sales — this is no secret. You know it, and so do we.

We don’t need to remind you that 72% of customers make purchasing decisions based on the quality of your design. What we do need to emphasize is that packaging serves as the face of your company in the eyes of shoppers. It communicates your brand and subtly persuades consumers to choose you over the competition.

Of course, we don’t need to tell you how challenging it can be to achieve this.

If you’re at a key moment where you need to decide how to boost sales through packaging design, you’re likely facing a crucial question: Should I hire a packaging design company or a freelance designer?

What’s the Difference?

For those unfamiliar with freelancing, let’s quickly compare freelance designers and packaging design companies.

What is a Freelance Designer?

A freelance designer works independently, without attachment to a company. They typically find and complete work remotely through freelancing platforms or design contest sites like Behance. Freelance designers usually work on a contract basis, communicating directly with marketing teams or small business owners.

Key to note here is that freelance designers operate as individuals. They work alone without the help of other designers, managers, or quality control experts.

How is a Design Company Different?

A design company, on the other hand, involves collaboration among multiple professionals. Each design project typically includes input from visual designers, market research experts, and brand strategists. Depending on the size of the agency, this process is often more strategic, completed in phases, reviewed, and finalized with the approval of the entire team.

Is a Packaging Design Company Always Better?

Not necessarily. It’s often not a question of better or worse, but rather which option is the best fit for your needs.

Certainly, design companies leverage the skills of multiple professionals to create a product (and yes, more minds can often lead to better outcomes), but there are cases where a freelance designer might be the better choice.

When is a Freelance Designer the Right Choice?

Let’s explore when a freelance designer might be more suitable for your design project. Freelancers offer two main advantages:

1. Cost
2. Speed

Most freelance designers can complete a design project for a fraction of the investment needed for a design company. Since freelancers work independently, they often deliver projects more quickly (after all, they don’t get paid until the project is finished, which can be a great motivator).

This means for small businesses with limited budgets or companies in need of a quick design turnaround, freelancers are often the better option.

However, both of these benefits come with some risks.

Is a Freelance Designer Truly Cost-Effective?

Here’s the catch with freelancing. While freelance designers may charge lower hourly rates than professional agencies, they’re only one person, which means there’s more risk involved.

You might pay less and receive a decent design, but the final product may not be entirely aligned with your expectations. It’s not that the design will be bad — it might even look great on the shelf. However, if it doesn’t appeal to your target audience or drive sales, you’ll be back to square one.

Repeating this process a few times can cause project costs to escalate. Your original deadline might be pushed back as well, with multiple revisions and rework necessary to get things right.

In the end, many brands find that they’ve exhausted their budget in the early stages of design, and ultimately spend as much as they would have if they had hired a professional agency from the start.

Working with a Design Company Ensures Reliability

Of course, the above scenario doesn’t always happen. It all comes down to managing risk, like gambling. You might get lucky with a freelance designer on the first try, but more often than not, you’ll have some misses before hitting the mark — much like hiring freelancers through online markets.

The biggest advantage of working with a professional design company is the security it offers. With an experienced design team behind you and multiple stakeholders involved in your project, you’re much more likely to get the results you want.

It’s not just about the design itself. A packaging design company is more than just a way to build a brand’s visual identity — they’re a strategic partner throughout the entire process. Design agencies can guide you through every step of your project and help you succeed against your competitors:

• Research your target market
• Plan brand strategy, test purchase intent, and manage production processes
• Iterate on designs
• Create mockups, prototypes, or presentations for pitching

Unlike freelance designers, packaging design companies have a pool of experienced talent you can tap into at every stage of the process.

Choosing the Best Option for Your Design Project

Yes, design companies are more expensive — that’s unavoidable. In the design world, you often get what you pay for. With that in mind, you may need to consider whether the perceived cost savings of a freelance designer are truly worth it in the long run.