How to prepare a useful packaging brief

By Victoria Qiu · 7 October 2026 · 2 min read

Start with the product, not the box

Before deciding on a format, describe what will be packed. Include dimensions, weight, fragility and the number of components. For food, liquids or personal-care products, contents and filling conditions are also important. A photograph or drawing can help explain the brief, but measurements are still needed.

Describe the journey

A retail pack and a parcel-shipping pack have different jobs. Explain where the product will be sold, how it will be stored and how it will travel. Include stacking or courier handling concerns. This gives the material and structure discussion a practical starting point.

Separate essential requirements from preferences

Write down the must-haves first: fit, required information, protection and compatibility. Then list preferred colours, finishes and opening styles. This makes it easier to compare alternatives without losing the purpose of the pack. A complex finish should earn its place in the design.

Prepare the commercial information

Share an expected quantity, delivery destination, artwork status and any target launch date. If the project has several sizes, list the quantity for each. These are inputs to a quote, not a promise that every quantity or date can be met. Ask the supplier to state the assumptions and exclusions clearly.

Agree what a sample needs to prove

A structural sample can help check dimensions and assembly. A printed sample can help review paper and appearance. Neither automatically proves compatibility, shelf life or transport performance. If those risks matter, agree a separate validation plan using the actual product.

Keep a final approval record

Before production, confirm the dimensions, material, artwork revision, finish, packing and agreed checks in writing. Keep one clear source of approved files. If a specification changes, review its effect on cost, timing and performance before giving a new approval.

General guidance only. Discuss the product-specific materials, process, market requirements and testing before approving production.

About the author

Victoria Qiu 邱思婕

Victoria Qiu is a printing and packaging professional with extensive industry experience. She manages two factories and brings a factory management perspective to the XINXIN journal.

Her articles explore material selection, packaging structure, printing processes, sample approval and production preparation. She shares practical guidance to help brand owners, buyers and product teams develop clearer packaging briefs and make informed purchasing decisions.