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Episode 12: We Unpack Packaging - Why It Could Be Your Most Important Marketing Tool
What makes packaging more than just a box? In this episode, hosts Steph Quantrill (Cue Marketing) and Ben van Rooy (Human Digital) unpack the power of packaging as a strategic marketing tool. From Louis Vuitton to Telegraph Hill, they explore how design, psychology, and sustainability all influence what we buy - and how great packaging can become a brand’s most valuable asset.
What You’ll Learn in This Episode
Steph and Ben break down how packaging drives brand recognition, positioning, and customer loyalty, especially at the shelf.
From Tiffany blue to Toblerone triangles, discover why shape and colour consistency matter as much as your logo.
How subtle design decisions like fonts, finishes, and materials can signal luxury, value, or everyday practicality to consumers.
Why the modern premium aesthetic has shifted from ornate to minimal, and what that means for brand differentiation.
How in-store cues differ from online presentation, and why the unboxing experience has become part of the marketing mix.
Can brands balance beauty, functionality, and environmental responsibility, or are we still stuck in the “greenwashed” zone?
Inside the marketer’s toolkit for balancing design ambition with margin realities and why hierarchy matters on a crowded shelf.
Bonus Nuggets
Why Listen?
If you’ve ever wondered why people keep perfume boxes or display Louis Vuitton ribbons, this episode will change how you see packaging forever. Steph and Ben dive deep into the art and economics of design - where aesthetics meet strategy and every label, box, and bottle tells a brand story.
Whether you’re a marketer, founder, or just someone who loves beautiful things, you’ll walk away seeing packaging as your brand’s silent salesperson.
View all episodes
By Canned MarketingWhat makes packaging more than just a box? In this episode, hosts Steph Quantrill (Cue Marketing) and Ben van Rooy (Human Digital) unpack the power of packaging as a strategic marketing tool. From Louis Vuitton to Telegraph Hill, they explore how design, psychology, and sustainability all influence what we buy - and how great packaging can become a brand’s most valuable asset.
What You’ll Learn in This Episode
Steph and Ben break down how packaging drives brand recognition, positioning, and customer loyalty, especially at the shelf.
From Tiffany blue to Toblerone triangles, discover why shape and colour consistency matter as much as your logo.
How subtle design decisions like fonts, finishes, and materials can signal luxury, value, or everyday practicality to consumers.
Why the modern premium aesthetic has shifted from ornate to minimal, and what that means for brand differentiation.
How in-store cues differ from online presentation, and why the unboxing experience has become part of the marketing mix.
Can brands balance beauty, functionality, and environmental responsibility, or are we still stuck in the “greenwashed” zone?
Inside the marketer’s toolkit for balancing design ambition with margin realities and why hierarchy matters on a crowded shelf.
Bonus Nuggets
Why Listen?
If you’ve ever wondered why people keep perfume boxes or display Louis Vuitton ribbons, this episode will change how you see packaging forever. Steph and Ben dive deep into the art and economics of design - where aesthetics meet strategy and every label, box, and bottle tells a brand story.
Whether you’re a marketer, founder, or just someone who loves beautiful things, you’ll walk away seeing packaging as your brand’s silent salesperson.