Your label is often the first—and only—impression a customer has before they buy. Choosing the wrong design company can result in artwork that doesn't print correctly, misses your brand voice, or costs far more than you budgeted. Here's what to watch for when vetting label design partners.
No Portfolio Examples in Your Industry
A strong label design firm should have case studies from brands similar to yours. If they show you generic work across unrelated sectors—logos, web designs, t-shirt graphics—they likely lack experience with the technical constraints of label production.
Ask specifically for beverage labels, food packaging, cosmetic labels, or whatever applies to you. Request to see before-and-after comparisons, including how designs look on actual physical products. A company that can't produce 3–5 relevant examples is a signal to keep looking.
Vague Pricing or Hidden Costs
Reputable label design companies provide transparent pricing. Expect to pay anywhere from $500 to $3,000+ for a custom label design, depending on complexity and revision rounds. Some charge per concept, others per revision round.
Red flags include:
- "Pricing upon request" with no ranges given
- Quotes that jump dramatically after initial approval
- Unclear fees for file formats, printing-ready file preparation, or color separation
- No mention of who covers dieline adjustments (critical for label fit)
Request an itemized quote that breaks out design, revisions, file preparation, and any printing consultations. Clarify upfront whether additional charges apply if you need color matching or Pantone specifications.
Lack of Understanding About Print Requirements
Label design isn't just about aesthetics—it requires knowledge of bleeds, color modes, die cuts, and substrate compatibility. A designer unfamiliar with these will hand you artwork that your printer rejects, costing you time and money.
During your initial consultation, ask how they handle:
- Bleed area (typically 0.125 inches beyond the cut edge to prevent white borders)
- Safe zone (content kept away from cut lines)
- Color mode (CMYK for print, not RGB)
- File format delivery (PDF, EPS, or native files for production)
If they seem confused or dismissive about these requirements, find another partner. A knowledgeable designer will proactively ask about your printer's specifications.
Slow Communication or Long Turnarounds
Label projects typically take 2–4 weeks from kickoff to final files, depending on revision rounds. If a company quotes 8+ weeks without a solid reason, they're either overbooked or disorganized.
More importantly, check their responsiveness. Email them a question before you hire them—do they reply within 24–48 hours? During the project, you'll need quick feedback loops. A designer who takes a week to respond between revisions will tank your timeline.
No Revision Policy or Unlimited "Free" Revisions
Legitimate firms include a set number of revision rounds (usually 2–3) in their package price. Watch out for:
- Companies offering "unlimited revisions" at no cost (they'll drag the project indefinitely or half-deliver work)
- Those charging per revision from revision one (protects their time, but signals they expect many changes)
- Zero revision allowance (unrealistic; feedback happens)
Get the revision policy in writing. Know whether concept changes, color updates, and layout tweaks all count the same way. Understand what happens if you request changes after final approval.
Skipping the Printer Consultation
Your label designer should ask about your printer and substrate before starting. Will your label be applied to a curved bottle, flat box, or flexible pouch? Is it spot color or full-color process? Will you use metallic foil?
If the designer never asks these questions, they're designing blind. The best firms coordinate with your printer directly or request printer specs from you upfront. This prevents costly revisions later.
Frequently Asked Questions
Q: Should my designer provide the dieline, or does my printer? Ideally, your printer provides the dieline based on your exact label specifications, and your designer works within it. Some design firms offer dieline creation as an add-on service ($100–$300).
Q: What file format should I ask for at the end? Request both a high-resolution PDF (for proofing) and native production files (like Adobe Illustrator .ai or .eps) in CMYK color mode, ready for your printer.
Q: How many concept directions should a label design package include? Most firms include 2–3 initial concepts. Anything fewer is rushed; anything more may indicate scope creep or uncommitted designers.
Use Mercoly to compare and find trusted packaging and label design providers who meet these standards—all in one place.