If you’re a cannabis entrepreneur seeking to construct a brand that will grow for the long term, we highly urge you to look at going as green as you possibly can regarding your merchandise. Simply put, cannabis customers are typically environmentally conscious, and paying it forward concerning eco-responsibility is one way to catch the loyalty of millions of cannabis fans around the world.
Many of the most influential companies in the cannabis sector have assembled multi-billion dollar businesses based on powerful brand identities. This is crucial as there is a good deal of competition in the cannabis market. Brands employ traditional best practices in packaging layout to reduce the competitive clutter, promote social website sharing, create a statement and much more.
Despite this, cannabis packaging remains a massive hurdle for all sorts of companies who pride themselves on supplying eco-friendly or environmentally responsible goods. Fortunately, we have found a few companies at the forefront of environmentally friendly packaging alternatives, which range from scent-proof blossom packaging to edibles, accessories, and everything in between.
Here are three best packaging practices you should keep in mind while designing packaging for cannabis flower or cannabis accessories:
Understand the “Natural Habitat” and Aim for Mind-Blowing Shelf Impact
This is one of those fundamental principles of packaging. If you do not stand out in your pond, you are dead in the water. Your packaging needs to look attractive; should be pleasing to the touch and shouldn’t switch the consumer off by having an annoying issue (remember Sun Chips’ compostable bag that had customers stating how “noisy” it was)? In reality, your design has but one function –get a customer to pick up the product, because 85 percent of customers that do so purchase the item.
To make great packaging, you have to research the “Natural Habitat” in which it resides. In most dispensaries, these “natural habitats” are cabinets, display cases, and glass counters. However, what will happen when national legalization happens? Will products be visible and easily handled, like bottles on the shelf at your regional liquor store? However things pan out, your tagging and packaging have to be distinctive to split through the sensory and visual noise generated by competing products.
Embrace Technology and Social Media
Digital technology has provided entirely new access to web design, media and other creative elements that make it possible to create memorable packaging. It’s entirely possible to start online channels, businesses and the like all from one blog or YouTube channel and promote your cannabis-themed products widely on social media. Your attractive packaging is what will generate sales.
Due to its photo-based format, social media giants like Instagram, Snapchat, and Pinterest can connect your packaging instantly with customers interested in your brand. This is why you should ensure that your layout performs nicely in these formats, particularly Pinterest, as these are your best methods for getting your brand and your cannabis packaging in front of thousands of potential customers.
Understand the Consumer
Boomers do not like to be reminded that they are boomers Shocking, we know. The irony is that Boomers and Gen Xer’s (Kids of Boomers) are the largest growing cannabis demographic, so your packaging should reflect that.
What this means is that, unless you are selling to younger folks, your cannabis packaging should be sleek and minimal for your middle-aged demographic and perhaps more retro for your older demographic.
On the other hand, Millennials are about credibility and are increasingly moving from mass-produced to craft manufacturers. When you package your cannabis, understanding whom you are selling to is crucial, as the wrong packaging design can completely alienate your potential customer.