# 23 - Dr. Vickie VanHurley THE Design Doc

- Show: [People of Packaging](https://hardwarepodcasts.com/podcast/people-of-packaging)
- Published: 2020-06-05
- Length: 52m
- Page: https://hardwarepodcasts.com/podcast/people-of-packaging/2020-06-05-23-dr-vickie-vanhurley-the-design-doc
- Listen: https://encase.substack.com/p/23-dr-vickie-vanhurley-the-design-e44

## Summary

Dr. Vickie VanHurley, a professor and author of 'Bootstrap Branding', shares her journey from a creative background in Flint, Michigan, to earning a PhD in mass media with a focus on packaging at Michigan State University. She discusses how her dissertation research revealed that packaging acts as 'the new advertising' by influencing consumer behavior both on the retail shelf and in the home. VanHurley emphasizes the importance of empathy and rigorous research in design, advising young creatives to distinguish between fine art expression and functional visual communication that serves the user.

## Chapters

- [0:06](https://hardwarepodcasts.com/podcast/people-of-packaging/2020-06-05-23-dr-vickie-vanhurley-the-design-doc#t=6) Introduction and Early Career
- [3:44](https://hardwarepodcasts.com/podcast/people-of-packaging/2020-06-05-23-dr-vickie-vanhurley-the-design-doc#t=224) Teaching Art and Finding Purpose
- [16:37](https://hardwarepodcasts.com/podcast/people-of-packaging/2020-06-05-23-dr-vickie-vanhurley-the-design-doc#t=997) Pursuing Education and PhD
- [25:28](https://hardwarepodcasts.com/podcast/people-of-packaging/2020-06-05-23-dr-vickie-vanhurley-the-design-doc#t=1528) Packaging as the New Advertising
- [35:44](https://hardwarepodcasts.com/podcast/people-of-packaging/2020-06-05-23-dr-vickie-vanhurley-the-design-doc#t=2144) Consumer Behavior and Linear Thinking
- [44:39](https://hardwarepodcasts.com/podcast/people-of-packaging/2020-06-05-23-dr-vickie-vanhurley-the-design-doc#t=2679) Advice for Young Creatives
- [50:20](https://hardwarepodcasts.com/podcast/people-of-packaging/2020-06-05-23-dr-vickie-vanhurley-the-design-doc#t=3020) Bootstrap Branding and Contact

## Topics

- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Careers & education](https://hardwarepodcasts.com/topic/engineering-careers-and-education)
- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)

## Most relevant to

established companies

## Mentioned

- Bootstrap Branding (product)
- Michigan State University (other)
- Tiffany and Co. (company)
- The Design Doc (other)

## Related episodes from other shows

- [#217 - Creative Briefs 101 with Janice Greenwald and Kat Karpati](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-10-07-217-creative-briefs-101-with-janice-greenwald-and-kat-karpati) (The Startup CPG Podcast)
- [#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)
- [How to Mind your Packaging, Branding, (and the Font) with Designer and Agency Owner Kirk Visola](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-08-30-how-to-mind-your-packaging-branding-and-the-font-with-designer-and-agency-owner) (The Startup CPG Podcast)
- [Core Talk, Episode 2: Petrula Vrontikis on How Design Education Is & Will Be Changing for the Future](https://hardwarepodcasts.com/podcast/core77-podcast/2017-02-15-core-talk-episode-2-petrula-vrontikis-on-how-design-education-is-will-be-changin) (Core77 Podcast)
- [#006: The Creators Revolution + Mid-Week Update - February 2, 2022](https://hardwarepodcasts.com/podcast/designing-in-the-wild/2022-02-02-006-the-creators-revolution-mid-week-update-february-2-2022) (Designing in the Wild)

## Citing this page

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