Hardware Podcasts

211 - The Power of Packaging: Creating Emotional Connections for Brands -BrandThropologist Dr. Chelsea Shields

People of Packaging · 5 Sept 2023 · 38m

What this episode covers

Dr. Chelsea Shields, founder of the Brand Anthropology Agency, explains how symbolic anthropology and placebo studies apply to packaging design to create emotional connections. She argues that humans process billions of environmental inputs but only consciously register about 40, making the 'presentation layer' of packaging critical for triggering positive neurochemical responses. Shields details her validation testing methodology, which requires a 40% purchase likelihood from random samples before Fortune 500 companies invest in new packaging designs. She cites examples like Baylash, where strategic design choices like facial imagery on boxes helped the brand stand out and scale.

Most relevant to

early-stage companies

Topics

Mentioned

Companies
SupplyCaddy, Baylash, Hint Creative
Products
Packaging Peeks

Related episodes from other shows

Other shows on the same ground, closest first.

  • Product Startup · 18m

    177: Package Design Tips for New Hardware Products

    Justin Chen, co-founder of PickFu, explains how hardware startups can use iterative consumer feedback to design effective packaging. He outlines a process of testing packaging variations against competitors to de-risk design decisions and ensure the product's value is clearly communicated. Chen emphasizes that high-quality, informative packaging acts as a 'digital billboard' that builds trust and drives sales both in retail and online.

    Packaging design
    7 chapters

  • The Startup CPG Podcast · 44m

    #260 - Packaging Changes as you Grow with Evie's Snacks and Belmark

    Eve Ackerley, founder of Evie's Snacks, and Cody Ponsler from Belmark discuss how packaging must evolve as a CPG brand scales from farmers markets to national retail. Ackerley details her journey from hand-applied stickers on craft bags to custom printed stand-up pouches, highlighting a critical lesson where buyer feedback revealed her initial design looked like 'laundry detergent.' Ponsler explains why 50% of brands change their packaging art between their first and second production runs and advises founders to prioritize shelf-life and brand storytelling over premature premium finishes.

    Packaging designScaling production
    6 chapters

  • Product Startup · 23m

    139: How to Scale Your Physical Product in Retail Stores

    Marc Inkol, President of Explorer Research, explains how startups can scale physical products in retail by focusing on a clear, simple selling proposition rather than feature creep. He details how consumers only view 15% of a shelf and spend less than two seconds on a package, requiring brands to communicate who they are, what they sell, and why it's better in five or six words. Inkol emphasizes that packaging must leverage color, shape, and size to capture attention, while the product itself must deliver on a primary need state to drive repeat purchases and retailer confidence.

    Retail, wholesale & distributionIndustrial & consumer product design
    8 chapters

  • The Startup CPG Podcast · 54m

    #203 - Packaging Your Brand 101: Jamie Valenti-Jordan and Andy Kurtts

    Jamie Valenti-Jordan, CEO of Catapult Commercialization Services, and Andy Kurtts, founder of Buttermilk Creative, discuss the technical and design aspects of CPG packaging. Valenti-Jordan explains how to protect products from oxygen, moisture, and shipping damage, while advising founders to use standard packaging formats to keep co-manufacturing costs low. Kurtts details how to balance shelf standout with category norms, using examples like Graza and NoBull to illustrate successful format choices. The guests emphasize that packaging must align with brand promises, comply with regulations, and support marketing goals from the earliest stages.

    Packaging designManufacturing partners & offshoring
    6 chapters

  • The Startup CPG Podcast · 46m

    Investor Spotlight: Consumer Psychology, Channel Strategy, and What Actually Makes Brands Win — David Bell, Idea Farm Ventures

    David Bell, co-founder of Idea Farm Ventures and former Wharton professor, discusses the consumer psychology and channel strategies that drive success in CPG brands. He highlights how companies like Touchland, Graza, and Brightland win by leveraging aesthetic appeal, functional design, and strategic placement in channels like Sephora to create binary choice advantages. Bell also advises founders to prioritize founder tenacity, economic discipline, and narrative building over mere ad spend, while cautioning against the pitfalls of premature scaling and misaligned investor horizons.

    Validation & product-market fitRetail, wholesale & distribution
    7 chapters

The summary, chapters and topics are generated from the episode’s audio by this directory, not written by People of Packaging. The episode itself belongs to its publisher.