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Fernando Arendar, founder of Nitid Studio, specializes in science-based packaging design. He uses studies and research to understand the psychological and sensory factors that influence consumer behavior. In his LinkedIn posts, he presents side-by-side images and asks viewers to choose based on how they feel. The choices often reveal the impact of design elements like patterns, fonts, and shapes on perception. For example, round shapes are associated with sweetness, while angular shapes can be seen as dangerous. Designers should consider the desired perception of a product and understand their target audience to create effective packaging. The conversation explores the importance of clear and effective packaging design. It emphasizes the need to prioritize key attributes and convey them in a way that is easy for consumers to understand. The discussion touches on the use of color to communicate flavors and the challenges of designing for different cultural associations. It also highlights common packaging design mistakes, such as including too much information and trying to be trendy or original. The conversation concludes with a discussion on the role of awards in the industry and the importance of designing packaging that sells products.

Takeaways

• Science-based design in packaging considers the psychological and sensory factors that influence consumer behavior.
• Design elements like patterns, fonts, and shapes can impact perception and influence consumer choices.
• Round shapes are often associated with sweetness, while angular shapes can be seen as dangerous.
• Designers should consider the desired perception of a product and understand their target audience to create effective packaging. Prioritize key attributes and convey them clearly in packaging design.
• Consider cultural associations and color symbolism when choosing colors for packaging.
• Avoid common packaging design mistakes, such as including too much information and trying to be trendy or original.
• Design packaging that sells products, rather than focusing solely on winning awards.

In this insightful episode, we delve into the journey from designer to creative director, offering invaluable advice and strategies for those eager to climb the creative ladder. Join us as industry veterans share their personal experiences, discussing the challenges and triumphs they faced along the way. Learn how to build a standout personal brand, navigate client relationships, and infuse your work with authenticity and humor. Whether you're a young designer just starting out or a seasoned professional looking to take the next step, this episode is packed with actionable tips and inspiring stories to help you elevate your career and make a lasting impact in the creative industry. Don't miss out on this opportunity to gain the insights you need to become a successful creative director!

About the Guest(s):

Cameron Worth: Cameron Worth is a leading figure in the Internet of Things (IoT) industry and the founder of the first IoT agency, SharpEnd. With over a decade of experience, Cameron has been a pioneer in championing IoT innovations for global brands. His agency, SharpEnd, specializes in connecting brands to consumers through IoT-enabled packaging and products. Recently, SharpEnd received significant investment from Fedrigoni Bain Capital, ensuring the continued growth and influence of Cameron's innovative endeavors in the IoT landscape.

In this engaging episode, host Cameron Worth delves into the fascinating world of IoT and its application in connected packaging. Cameron shares his journey from starting the first IoT agency to pioneering data-driven consumer engagement through smart packaging solutions. The episode provides a deep dive into how IoT can transform traditional packaging into interactive experiences, offering unique insights into the integration of technology in the packaging industry.

The discussion covers practical applications of connected packaging, such as creating emotional engagements and tracking consumer interactions with products. Cameron discusses various use cases, from enhancing consumer loyalty to improving sustainability practices through smart packaging. He highlights how IoT can be a powerful tool for brands to gain deep insights into consumer behavior, improve supply chain transparency, and offer personalized experiences. The episode is a comprehensive guide for brands and creatives looking to innovate through connected packaging and smart solutions.

• IoT and Consumer Engagement: IoT transforms packaging from a static medium to an interactive experience, enhancing consumer engagement and providing invaluable data insights.
• Versatile Applications: Connected packaging can be used for loyalty programs, personalized experiences, anti-counterfeiting measures, and improving product traceability.
• Technology Integration: Understanding the different technologies like QR codes, NFC, and AR, and their respective costs and applications is crucial for leveraging IoT in packaging.
• Sustainability Focus: Smart packaging can support sustainability goals by improving traceability, providing recycling information, and enabling resale opportunities.
• Industry Collaboration: Partnerships, like the recent investment from Fedrigoni Bain Capital in SharpEnd, enhance capabilities and expand the reach of IoT innovations.

1. "If you look to the future and say, okay, QR codes are around… Imagine if you could put those technologies into your products to make those products interactive."
2. "NFC is great for authentication and a kind of a higher-end consumer experience…because it's discreet. You can't see it, but you do need to make awareness of the fact that the product is NFC-enabled and where the tag is."
3. "If someone's taken their phone out, engaged with your product, been given a decent experience, and just been asked for an email address, they're probably going to give it to you because they probably are."
4. "There is no brand that can't make the experience of their brand better than without connected packaging."
5. "Our vision is that in the next couple of years, these will be mainstream technologies that won't require specialist partners and can be just business as usual techniques for building brands through products."

• SharpEnd: sharpend.com
• Fedrigoni: fedrigoni.com

Join us for a full episode to explore the exciting intersections of IoT and packaging, and stay tuned for more insightful content on how technology is revolutionizing consumer engagement and brand building.

Episode Summary:Key Takeaways:Notable Quotes:Resources:

Get help with your packaging:https://www.linkedin.com/in/eveliomattos/

If you're going to learn how to design packaging, you need to know the laws that will govern your material decisions around the world.In this episode Paul Kearns and Evelio Mattos explain how EPR, extended producer responsibility laws will impact your brand's packaging decisions and what you need to do today to avoid upcoming fines.

Connect with Paul Kearns on LinkedIn:https://www.linkedin.com/in/paulkearns82/And learn more about Anthesis:https://www.anthesisgroup.com

Paul Kearns is a key figure at Anthesis, where he lends his expertise on extended producer responsibility (EPR) and sustainability. With years of experience and a deep understanding of eprhemenite, Paul provides valuable insights to companies looking to navigate the complexities of EPR laws across different regions. His work helps brands become more environmentally responsible while aligning with global and local regulations.

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Episode Summary:

In this episode, host Evelio Mattos welcomes Paul Kearns from Anthesis to delve deep into the subject of extended producer responsibility (EPR).

As EPR laws gain momentum both in Europe and the United States, Paul explains what EPR is, why it matters, and how businesses can navigate these regulations effectively. Bringing clarity to a complex topic, Paul shares practical advice on how brands can adapt to comply with EPR laws and benefit from these changes.

Extended producer responsibility (EPR) is a policy approach aimed at reducing the overall environmental impact of product packaging. Paul discusses the historical context of EPR, its implementation in Europe, and how the U.S. is catching up with states like California, Colorado, and Oregon leading the way.

He emphasizes that EPR is designed to shift the burden of waste management from taxpayers to producers, who would then be incentivized to choose recyclable and sustainable packaging materials. This conversation also covers the vital role of Producer Responsibility Organizations (PROs) in managing the collection, sorting, and recycling of these materials.

Key Takeaways:

Understanding EPR: Extended Producer Responsibility aims to shift waste management costs from taxpayers to producers, encouraging the use of sustainable packaging.

Definition of a Producer: Generally, the producer is the brand that first markets the product rather than the packaging manufacturer.

Ecomodulation: Brands are incentivized through ecomodulation to use recyclable materials, lowering their EPR fees.

Global and Regional Regulations: Differences and similarities in EPR regulations across various states in the U.S. and Europe, and the implications for businesses.

Practical Steps for Compliance: Importance of registering with PROs like Circular Action Alliance for compliance, especially for businesses operating in multiple states.

Stay tuned for more insightful content and expert interviews as we continue to explore significant industry trends and regulatory changes affecting businesses today. Listen to the full episode for an in-depth understanding of EPR and how it impacts your business.

About the Guest(s):Tim Silman

Tim Silman is the Program Director at Lonely Whale, a renowned organization dedicated to preventing ocean plastic pollution. Co-founded by actor Adrian Grenier in 2015, Lonely Whale leverages storytelling, modern marketing techniques, and collaborative partnerships to tackle ocean plastic pollution. Tim, based in Charlottesville, Virginia, leads innovative projects and campaigns focused on sustainable solutions, such as the Plastic Innovation Prize.

Join Evelio Mattos in an insightful conversation with Tim Silman, Program Director at Lonely Whale. This episode dives deep into the issues of ocean plastic pollution, highlighting innovative initiatives and sustainable practices. Tim shares his journey, the mission of Lonely Whale, and how radical collaboration and modern marketing are creating new pathways toward a plastic-free ocean.

Lonely Whale focuses on reducing ocean plastic, with campaigns like "Stop Sucking" and initiatives like Nextway Plastics and the Ocean Heroes program. Tim discusses the impact of thin film plastics, innovative solutions using seaweed-derived materials, and the importance of biodegradable plastics. Brands are encouraged to integrate these new materials into their supply chains, with complex challenges of scaling these solutions being addressed through collaborative efforts.

• Urgency of Ocean Plastic Pollution: An estimated 11 million metric tons of plastic enter the oceans yearly, expected to triple by 2040.
• Lonely Whale's Strategic Approach: The organization uses storytelling, campaigns, and collaborations to drive change and innovate solutions for ocean plastics.
• Innovative Alternatives: The Plastic Innovation Prize highlights seaweed-based biodegradable alternatives to thin film plastic, showcasing winners such as Sway, Zero Circle, and Notpla.
• Role of Designers and Brands: Designers and brands play a crucial role in sustainability by integrating innovative materials and setting realistic yet ambitious goals.
• Future Steps: Loneliness is focused on educating and expanding their initiatives while seeking new problematic materials to tackle in the fight against plastic pollution.

1. "Our center has really been around leveraging storytelling and modern marketing techniques and radical collaboration with brands and other partners to change the trajectory of ocean plastic pollution." — Tim Silman
2. "It's a humongous problem. People may be familiar with the Pacific garbage patch, with the impact on marine life now emerging more on human health and climate." — Tim Silman
3. "Biodegradable doesn't actually mean anything. It's kind of industry greenwashing, unfortunately. Biologically degradable is a term we use to demarcate that." — Tim Silman
4. "Think about the consumer and their behavior, and how they interact with your product, to better incorporate sustainable design at the upfront." — Tim Silman
5. "Brands have to consider their storytelling, setting realistic targets and, if necessary, adjusting goals while maintaining transparency and authenticity with their customers." — Tim Silman

• Lonely Whale: lonelywale.org
• Unwrap the Future: unwrapthefuture.org
• Instagram: @lonelywhale
• Podcast: 52 Hz Podcast on Spotify

For more captivating conversations and sustainability insights, listen to the full episode and stay tuned for more episodes from our series.

Get help with your packaging from Evelio: https://www.linkedin.com/in/eveliomattos/ About the Guest(s): Simon Forster is the versatile founder and Creative Director at Robot Food, an award-winning branding and packaging design agency. With a keen interest in launching disruptive brands, Simon has successfully led numerous projects, both for clients and his own ventures. His deep understanding of retail strategy, consumer behavior, and creative branding makes him a notable expert in the field. Connect with Simon: https:www.robot-food.com Evelio Mattos is a seasoned designer and creative director known for his thought leadership in packaging design and branding. He frequently engages with industry experts to discuss challenges and trends in the design world through his podcast. Support our sponsors: Order packaging directly from the factory: www.IDPdirect.com Manage your packaging specifications: www.specright.com The paper that dissolves in water for packaging: www.smartsolve.com Episode Summary: In this engaging episode, Evelio Mattos converses with Simon Forster, the Creative Director of Robot Food. The discussion dives into the essence of what makes a brand disruptive, focusing on branding and packaging strategies that set brands apart from their competitors.

Simon shares valuable lessons from his own entrepreneurial journey, including the initial missteps and eventual pivot that led to the success of his skincare brand, Stories and Ink. Their conversation not only covers the practicalities of launching a brand but also delves into emotional branding and the power of resonating deeply with the target audience.

Simon draws from his extensive experience to highlight the intricacies of truly understanding one's consumer base and the importance of building a strong community around a brand. He emphasizes that disruption is not just about being loud and brash, but about cutting through the noise with authenticity and relevance. They also discuss the significance of tone of voice, copywriting, and creative flexibility in branding. Through real-life examples such as the Brooklyn Brewery rebrand, Simon illustrates how subtle yet strategic design changes can make a monumental impact in a crowded marketplace. Key Takeaways: Importance of Community: Building a brand starts with understanding and nurturing a community around it.

Subtle Disruption: Effective branding isn’t always about being the loudest; sometimes, the most subtle changes can create significant disruption.

Copywriting Matters: Quality copywriting is often undervalued but is crucial for a brand’s voice and resonance.

Learning from Mistakes: Early entrepreneurial missteps provide invaluable learning opportunities that shape future success.

Emotional Branding: Brands that tap into consumer emotions and values establish stronger loyalties.