# #89 Packaging Design and Printing 101 with Kirk & Kurtts

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2023-05-02
- Length: 56m
- Episode: 66
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-05-02-89-packaging-design-and-printing-101-with-kirk-kurtts
- Listen: https://share.transistor.fm/s/006614b3

## Summary

Kirk Visola of Mind the Font and Andy Kurtts of Buttermilk Creative discuss the complexities of packaging design and printing for CPG brands. They explain the critical differences between screen colors and printed output, emphasizing the use of Pantone matching systems and the distinction between spot and CMYK colors to ensure shelf consistency. The guests advise brands transitioning from DTC to retail to prioritize regulatory compliance, such as proper net weight and nutrition labeling, and to design for shelf visibility rather than just digital aesthetics. They also highlight the importance of strategic cost-saving measures, like using stock boxes and shells, and fostering strong partnerships with printers to navigate production challenges.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-05-02-89-packaging-design-and-printing-101-with-kirk-kurtts#t=0) Introduction: Kirk Visola and Andy Kurtts
- [4:25](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-05-02-89-packaging-design-and-printing-101-with-kirk-kurtts#t=265) Agency Backgrounds: Mind the Font and Buttermilk Creative
- [7:58](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-05-02-89-packaging-design-and-printing-101-with-kirk-kurtts#t=478) Color Management: Screen vs. Print and Pantone Systems
- [13:36](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-05-02-89-packaging-design-and-printing-101-with-kirk-kurtts#t=816) Printing Processes: Spot, CMYK, and Digital vs. Offset
- [17:32](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-05-02-89-packaging-design-and-printing-101-with-kirk-kurtts#t=1052) Cost Saving Strategies: Stock Boxes and Shells
- [24:31](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-05-02-89-packaging-design-and-printing-101-with-kirk-kurtts#t=1471) Choosing Printers: Price, Proximity, and Relationships
- [31:09](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-05-02-89-packaging-design-and-printing-101-with-kirk-kurtts#t=1869) Rebranding: Maintaining Brand Equity and Buyer Input
- [39:13](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-05-02-89-packaging-design-and-printing-101-with-kirk-kurtts#t=2353) DTC to Retail Transition: Compliance and Shelf Visibility
- [44:28](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-05-02-89-packaging-design-and-printing-101-with-kirk-kurtts#t=2668) Case Study: AWSM Sauce Unboxing Experience
- [50:44](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-05-02-89-packaging-design-and-printing-101-with-kirk-kurtts#t=3044) Shipping and Corrugated Packaging Design

## Topics

- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)
- [Design for manufacturing & NPI](https://hardwarepodcasts.com/topic/design-for-manufacturing)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)

## Most relevant to

early-stage companies

## Mentioned

- Mind the Font (company)
- Buttermilk Creative (company)
- AWSM Sauce (product)
- Mid-Day Squares (product)
- Granolust (product)
- Pantone (other)
- IFT (company)
- Social Nature (company)

## Related episodes from other shows

- [325 - From Shrink Sleeves to Scale: The Tru Energy Packaging Journey](https://hardwarepodcasts.com/podcast/people-of-packaging/2025-09-22-325-from-shrink-sleeves-to-scale-the-tru-energy-packaging-journey) (People of Packaging)
- [4 - Paulette Gramse The Label Expert](https://hardwarepodcasts.com/podcast/people-of-packaging/2019-07-17-4-paulette-gramse-the-label-expert) (People of Packaging)
- [2 - Adam Peek](https://hardwarepodcasts.com/podcast/people-of-packaging/2019-06-18-2-adam-peek) (People of Packaging)
- [238 - Eddy Hagen thinks we need to change how we manage color with printed packaging](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-01-03-238-eddy-hagen-thinks-we-need-to-change-how-we-manage-color-with-printed-packagi) (People of Packaging)
- [8: Packaging](https://hardwarepodcasts.com/podcast/thoroughly-considered/2016-01-28-8-packaging) (Thoroughly Considered)

## Citing this page

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