You don't have to be the greatest artist but you MUST love design
You can draw the analogy that the design industry is a bit like a Rugby team in that no matter what your skill set there is a role for you to play. Typically a reasonably sized packaging design agency will have brand and design strategists, account managers, studio planners, production artworkers and of course designers so it's not essential to be the greatest artist in the world to work in the industry. That said every one of those people is united in a passion for design and marketing brands that transcends the organisation. It's important to be realistic. On leaving college many people have high aspirations about designing the next Evian bottle, or Innocent brand launch however the reality is that design is a highly commercial business. You have to be prepared that for every bespoke premium design commission there is a wealth of big brand design roll outs and range redesigns that serve to pay the bills.
Getting the right qualification is a good starting point
The Design Council's latest report has shown that there are more than 50,000 undergraduates studying design related subjects at any one time in the UK so ensuring that you have qualifications appropriate to the field of design you want to go into is obviously important. Increasingly agencies are looking for qualifications from a recognised establishment to demonstrate a relevant skill set – if it is packaging design this should of course include the appropriate programmes and applications required to design notably Illustrator, Photoshop and so on.
Getting the right qualification is just the start however. Like many over-subscribed industries, the first foot in the door is the hardest part. It's true that some agencies offer internships and work experience but for the most part you have to be prepared to start at the bottom; a quick survey of our design team showed that many started at small local agencies, sign writers, printers just to get the initial on the job training and experience before aiming their sights upwards.
Research agencies and know their clients
Design agencies vary massively in their approach and personality – from the large internationally networked corporates to the smaller creatively driven outfits. It's important to decide carefully what kind of agency would suit you and your aspirations at this stage – you can always change later. If you are approaching agencies directly research thoroughly what makes them tick, their design ethos and importantly their clients. Demonstrate that you have made an investment into their business; perhaps develop a creative thought or concept that relates to one of their clients that may give the agency team a reason to meet with you. We receive far too many generic blanket emails for creative positions that don't inspire. If it is packaging that you are aiming for make sure also that you acquire a good knowledge of the FMCG (Fast Moving Consumer Goods) market – what are the issues and developments that effect the agencies clients. Read titles such as The Grocer to demonstrate that you have an understanding of the commercial end of design.
Get to know people in the sector - and make sure they know you
The packaging design industry is a very small network with a few key players in recruitment and agency heads so it's essential to get known in the right places. Read the industry titles avidly including Design Week, look also to industry bodies such as the DBA (Design Business Association) and Design Council on what services these organisations offer. Speak with the specialist recruiters – they will have a barometer on the health of recruitment within the industry and how best to approach finding a role. If you can, get the opportunity to show them your work and discuss openly how you can evolve your presentation to improve your chances. Make contact with individuals – go to design talks and forums, there are a number of talks arranged by design bodies such as Designer Breakfasts, that are informal and informative and good places to meet with people in the industry.
Your personal brand needs to be as strong as those you design
We are in the business of branding and marketing so it goes without saying that it's vital to brand and market yourself appropriately. Today packaging design is becoming a broader industry than just creating on shelf packaging, so demonstrate that you know and work in the digital environment through having a professional online presence through Facebook, Linked In and design forums. Also, be open to sharing work through design specific sites including package design blog The Die Line and expert columns site PopSop and develop a voice in these arenas. Plus, please don't clog up email systems by sending through large-sized PDF portfolios - links are preferred.
Finally if you do get to interview and present your work to the creative director of your dream agency – ask for advice and demonstrate a willingness to muck in and start at the bottom –it will be appreciated and may just help land you that first vital rung on the ladder in one of the most rewarding industries you could work in.
Ben Harris is brand development director at strategic branding and design agency Anthem Worldwide has more than 12 years experience in brand and brand marketing and has worked across leading brands including Heinz, Grolsch, Nestlé and Unilever.
