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

- Show: [People of Packaging](https://hardwarepodcasts.com/podcast/people-of-packaging)
- Published: 2023-09-05
- Length: 38m
- Page: https://hardwarepodcasts.com/podcast/people-of-packaging/2023-09-05-211-the-power-of-packaging-creating-emotional-connections-for-brands-brandthropo
- Listen: https://encase.substack.com/p/211-the-power-of-packaging-creating

## Summary

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.

## Chapters

- [0:09](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-09-05-211-the-power-of-packaging-creating-emotional-connections-for-brands-brandthropo#t=9) Introduction: Adam Peak and Dr. Chelsea Shields
- [5:57](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-09-05-211-the-power-of-packaging-creating-emotional-connections-for-brands-brandthropo#t=357) Dr. Shields' Background: Dual PhDs and Placebo Studies
- [11:06](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-09-05-211-the-power-of-packaging-creating-emotional-connections-for-brands-brandthropo#t=666) Symbolic Anthropology and the Placebo Effect in Branding
- [19:11](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-09-05-211-the-power-of-packaging-creating-emotional-connections-for-brands-brandthropo#t=1151) Luxury Packaging and the 'Presentation Layer'
- [24:29](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-09-05-211-the-power-of-packaging-creating-emotional-connections-for-brands-brandthropo#t=1469) Conscious Processing Limits and Baylash Case Study
- [30:59](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-09-05-211-the-power-of-packaging-creating-emotional-connections-for-brands-brandthropo#t=1859) Validation Testing and Fortune 500 Requirements

## Topics

- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)

## Most relevant to

early-stage companies

## Mentioned

- SupplyCaddy (company)
- Packaging Peeks (product)
- Baylash (company)
- Hint Creative (company)

## Related episodes from other shows

- [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)
- [#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)
- [139: How to Scale Your Physical Product in Retail Stores](https://hardwarepodcasts.com/podcast/product-startup/2022-08-31-139-how-to-scale-your-physical-product-in-retail-stores) (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)
- [Investor Spotlight: Consumer Psychology, Channel Strategy, and What Actually Makes Brands Win — David Bell, Idea Farm Ventures](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-06-13-investor-spotlight-consumer-psychology-channel-strategy-and-what-actually-makes) (The Startup CPG Podcast)

## Citing this page

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