From Canvas to Cartons: Tony De Luz on Art, Branding, and the Psychology of Packaging

The Power of Packaging

In this episode of The Power of Packaging, we chat with Tony De Luz, Production and Design Supervisor at Cliff Castle Casino and a seasoned illustrator with a national portfolio. From fine art galleries in Santa Fe to brand identities for major clients, Tony brings a unique perspective on the intersection between artistic freedom and commercial packaging design.

Tony shares his experience navigating the creative tension between expressive art and the structured world of design. Whether he’s working on logos, brochures, or packaging that needs to survive shipping and still “wow” on the shelf, Tony explains why good design is always about connection—and how psychology, print specs, and branding all play a role.

Key Lessons Covered in This Episode:

🔹 Art vs. Commercial Design:

How Tony balances the autonomy of fine art with the structured feedback loops of client-driven design.

🔹 Packaging Psychology:

Why color, texture, and even material finish (like gold foil or matte coatings) deeply influence customer perception and product value.

🔹 The Logo’s Legacy:

Tony breaks down why logo design is one of his favorite challenges—and how great logos communicate identity in a single glance.

🔹 Print Matters:

The realities of working with Flexo, offset, and digital printing—and why PMS accuracy is still king when consistency matters.

🔹 Sound, Sight & Style:

How brands like Apple and Tiffany’s use multisensory elements—from chimes to signature colors—to stand out in a crowded marketplace.

🔹 AI in the Arts:

Tony gives his honest take on AI tools in creative industries—what they can do, what they can’t, and why human expression still wins.

🔹 Advice for Emerging Designers:

Why sending a physical portfolio might help you stand out more than another link or PDF—and what it means to “pick a lane” in your career.

Key Takeaways:

✅ Packaging design is about more than looks—it’s about interaction, emotion, and clarity.

✅ Even as tech and AI evolve, artistic originality and branding fundamentals remain essential.

✅ Strategic packaging decisions can drive both functionality and consumer loyalty.

✅ To stand out in a digital world, sometimes old-school tactics like a clever mailer can make the biggest impression.

Listen Now:

Whether you’re a packaging professional, a brand strategist, or a consumer curious about what goes into product packaging, this episode offers eye-opening insights into the future of the industry.

Spotify | Apple Podcasts

• Connect with Tony De Luz linkedin.com/in/tony-de-luz LinkedIn,
• Website: deluz.hedgereps.com (Other), tonydeluz.com (Personal)

Share this episode with friends and colleagues who are passionate about innovation in packaging!