The Power of Packaging: Why Design Is the Silent Salesperson of Every Brand Excerpt
From Louis Vuitton to Hell Pizza we unpack how packaging influences perception, signals quality, and quietly does the selling long before anyone opens their wallet.
The Hidden Psychology of Packaging
When we pick up a product, our brains are already making judgments about price, quality, and even taste. Ben and Steph unpack the subtle cues that do this work for us:
Colour: Pastels for premium RTDs like Pals, dark tones for sophistication, bold colours for value or impulse buys.
Texture and materials: Matte vs. gloss, paper weight, embossing all signal quality.
Shape: Think Toblerone or Coca-Cola; distinctive shapes act like logos in three dimensions.
Typography: Serif for heritage, sans-serif for modernity, handwritten fonts for warmth and craft.
Packaging isn’t just a design decision; it’s behavioural science in action.
Premium Brands: When Packaging Is the Product
From Louis Vuitton boxes to Aesop bottles, luxury brands integrate packaging into the product experience itself.
Ben brings a “show and tell” with examples from Italian fragrance designer Orto Parisi and New Zealand candle brand Curionoir, where even the box feels precious.
“When packaging becomes something you keep, that’s when you know you’ve made it,” says Ben.
Luxury brands understand that people don’t just buy the product; they buy how it makes them feel. And the unboxing moment is where that emotional hit happens.
The Supermarket Reality: Shelf Wars and Seconds to Impress
On the other end of the spectrum lies the supermarket, where packaging isn’t framed in boutique lighting but crammed onto shelves beside a hundred competitors.
Steph explains:
“At any given moment, you’ve got seconds to get someone’s attention. If your category is unplanned, packaging is what converts someone at the point of purchase.”
Some of her insights from the episode:
Design hierarchy matters. Ensure customers can instantly find their preferred variant (e.g., “crunchy” vs. “smooth”).
Stay consistent. Change too much and your loyal buyers might not recognise you.
Know your category codes. What works for premium skincare may flop in budget cleaning products.
Think about feel, not just look. Thicker cardstock or embossed detail can subconsciously signal trust.
Ben adds that even “commodity” products like flour or coffee can achieve cult-like loyalty through packaging, citing Edmonds and Havana Coffee as examples where design consistency equals brand comfort.
The Risks and Realities of Rebranding
Steph’s case study on the Telegraph Hill rebrand shows just how delicate the balance is.
The original bottle was lime green and red “so ugly it hurt,” she jokes but customers had come to know it. The new version introduced gold foiling, cleaner typography, and a modern label cutout, elevating it from pantry filler to premium dressing.
But, as Ben notes, “if you change the look too much, you risk alienating your existing customers; they literally can’t find you on the shelf.”
Lesson: Evolution beats revolution. Refresh strategically, not impulsively.
The Sustainability Tightrope
Sustainability often costs more, and can clash with brand goals.
Steph, who has worked in sustainability, points out:
Recycling isn’t standardised in New Zealand, creating confusion.
Greenwashing is rampant. Brands claim recyclability that doesn’t hold up under scrutiny.
Some materials mislead. Coffee cups and toothpaste tubes often can’t be recycled, even if they look recyclable.
Ben’s view: simplicity is key.
“Just because something is cheap doesn’t mean it can’t be sustainable. Strip back, use less, design smarter.”
Both agree that the best packaging is beautiful, functional, and reusable; whether that means refillable bottles, compostable wrappers, or timeless boxes worth keeping.
E-commerce and the “Phygital” Shift
What happens when customers never touch your product before buying it?
Packaging’s role changes, but it doesn’t disappear. Ben explains how a product photographs or unboxes on camera can make or break an online brand. From 3D spin models to AR previews, digital experiences are becoming extensions of physical packaging.
Steph shares the example of a candle company that redesigned its packaging from a flimsy box to a durable sleeve. The result?
Fewer product returns
Higher perceived value
Better unboxing experience
And yes, it came with a cost increase, but one that paid off in customer satisfaction and loyalty.
Cutting Costs Without Cutting Corners
Sometimes the smartest packaging move isn’t about adding, it’s about simplifying.
Steph describes “cost-out” projects, where brands reduce elements like multiple labels or expensive foils to save money without hurting perception.
“In high-volume manufacturing, removing a neck label or combining front and back labels can save thousands; and it can make you look more modern and sustainable at the same time.”
Ben agrees: less clutter, more clarity.
Lessons & Takeaways
Here are some key lessons from the episode for marketers, founders, and brand designers:
Treat packaging as part of the brand, not an afterthought. It’s one of your most powerful brand assets.
Know your audience. Premium buyers value texture and craft; value buyers want clarity and simplicity.
Think in systems, not silos. Your packaging should align visually with your advertising, website, and social media.
Design for experience. The unboxing moment is a real marketing moment, especially for e-commerce.
Be strategic about sustainability. Do what you can, but don’t pretend. Authenticity beats greenwashing every time.
Keep your assets consistent. Fonts, colours, shapes, these are the memory triggers that make your brand stick.
Closing Thoughts: Packaging as a Brand Philosophy
Packaging isn’t just the wrapping; it’s the brand in 3D.
Steph sums it up:
“If you think about all the products in your bathroom or your pantry; those are the brands you live with every day. That’s what packaging does. It keeps you connected to a brand long after the ad stops playing.”
Ben adds:
“Packaging is one of your biggest brand assets and deserves as much love as your campaigns.”
 | A guest post by
|