# 6 - Dr. Andrew Hurley from Clemson Packaging School

- Show: [People of Packaging](https://hardwarepodcasts.com/podcast/people-of-packaging)
- Published: 2019-08-27
- Length: 27m
- Page: https://hardwarepodcasts.com/podcast/people-of-packaging/2019-08-27-6-dr-andrew-hurley-from-clemson-packaging-school
- Listen: https://encase.substack.com/p/6-dr-andrew-hurley-from-clemson-packaging-aeb

## Summary

Dr. Andrew Hurley, an associate professor at Clemson University's Packaging School and founder of Package Insight, discusses how packaging serves as a primary differentiator for products, using basil pricing examples to illustrate value perception. He details his lab's use of biometric data, such as eye tracking and facial muscle analysis, to study how packaging influences taste perception and consumer emotion. Hurley argues that the industry must stop viewing packaging as a commodity and instead leverage technologies like augmented reality and blockchain to drive innovation and direct consumer engagement.

## Chapters

- [0:05](https://hardwarepodcasts.com/podcast/people-of-packaging/2019-08-27-6-dr-andrew-hurley-from-clemson-packaging-school#t=5) Introduction: Dr. Andrew Hurley and Clemson Packaging School
- [2:21](https://hardwarepodcasts.com/podcast/people-of-packaging/2019-08-27-6-dr-andrew-hurley-from-clemson-packaging-school#t=141) Hurley's Background: eBay Power Seller and Pewter Figurines
- [6:30](https://hardwarepodcasts.com/podcast/people-of-packaging/2019-08-27-6-dr-andrew-hurley-from-clemson-packaging-school#t=390) Human Factors Psychology and Online Courses
- [8:04](https://hardwarepodcasts.com/podcast/people-of-packaging/2019-08-27-6-dr-andrew-hurley-from-clemson-packaging-school#t=484) Packaging as Differentiator: The Basil Case Study
- [11:09](https://hardwarepodcasts.com/podcast/people-of-packaging/2019-08-27-6-dr-andrew-hurley-from-clemson-packaging-school#t=669) Package Insight Lab: Biometrics and Eggnog Taste Tests
- [16:19](https://hardwarepodcasts.com/podcast/people-of-packaging/2019-08-27-6-dr-andrew-hurley-from-clemson-packaging-school#t=979) The Commodity Mindset and Market Volatility
- [20:04](https://hardwarepodcasts.com/podcast/people-of-packaging/2019-08-27-6-dr-andrew-hurley-from-clemson-packaging-school#t=1204) Future Trends: Augmented Reality and Cannabis Blockchain
- [24:53](https://hardwarepodcasts.com/podcast/people-of-packaging/2019-08-27-6-dr-andrew-hurley-from-clemson-packaging-school#t=1493) Contact Information and Future Marketplaces

## Topics

- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Sustainability & circular products](https://hardwarepodcasts.com/topic/sustainability-and-circularity)

## Most relevant to

established companies

## Mentioned

- Clemson University (company)
- Package Insight (company)
- packagingschool.com (other)
- Dr. Andrew Hurley (other)

## Related episodes from other shows

- [230: Product Packaging Advice for Your New Hardware Invention](https://hardwarepodcasts.com/podcast/product-startup/2024-06-14-230-product-packaging-advice-for-your-new-hardware-invention) (Product Startup)
- [#260 - Packaging Changes as you Grow with Evie's Snacks and Belmark](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-08-04-260-packaging-changes-as-you-grow-with-evies-snacks-and-belmark) (The Startup CPG Podcast)
- [177: Package Design Tips for New Hardware Products](https://hardwarepodcasts.com/podcast/product-startup/2023-05-25-177-package-design-tips-for-new-hardware-products) (Product Startup)
- [#203 - Packaging Your Brand 101: Jamie Valenti-Jordan and Andy Kurtts](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-07-01-203-packaging-your-brand-101-jamie-valenti-jordan-and-andy-kurtts) (The Startup CPG Podcast)
- [#199 - How to Drive Velocity with Marketing with Janice Greenwald](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-06-03-199-how-to-drive-velocity-with-marketing-with-janice-greenwald) (The Startup CPG Podcast)

## Citing this page

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