Dispensary shelves serve as the prime platform for showcasing your products and attracting potential customers. If you want your products to sell well, it’s crucial to win the battle for shelf dominance.
To achieve this, your packaging needs to be visually appealing and captivating enough to entice customers into making a purchase. Packaging plays a vital role in establishing your brand in the hearts of cannabis consumers.
A well-designed product package forms a significant part of the overall shopping experience. It has the power to convince customers that your brand is the right choice for them. You’d be surprised to learn just how much influence packaging has on consumer decisions.
Packaging Determines Purchase Choices
In a recent study, it was found that 72 percent of consumers consider packaging as a key factor in their purchase choices. In fact, packaging can be more effective in differentiating a brand than traditional marketing methods.
Neglecting the importance of packaging means missing out on opportunities to attract new customers, promote your brand, and grow your business. Let’s delve into how cannabis packaging can impact sales and why it holds such immense significance.
THE SIGNIFICANCE OF QUALITY PACKAGING
Extensive research on the impact of packaging on consumer buying decisions has revealed that exceptional packaging is vital for the success of a product. Your packaging serves as your calling card and an essential component of your brand identity. It has the ability to demonstrate to customers why your products align with their needs and values.
Let’s explore the crucial roles that packaging plays and how it can benefit your marketing efforts.
STANDING OUT
In a market saturated with numerous cannabis products, it’s essential to have packaging that captivates attention. Your packaging should make your products shine and convey a unique story about your brand.
BRAND RECOGNITION
Ever wondered why certain brands are instantly recognizable to customers? Packaging that incorporates your company logo, appropriate fonts, and colors not only helps your brand stand out but also enhances cognitive recall.
INFORMATION
While packaging aids in your marketing endeavors, it also serves as a vital tool for providing information about your products. Each state has specific compliance regulations for cannabis packaging, including mandatory information that must be shared with customers. Well-designed product packaging empowers consumers to make informed choices based on their preferences.
PROTECTION
One of the primary functions of cannabis packaging is to safeguard the product. Optimal packaging is designed to protect products from environmental damage and mishandling. It ensures that your products remain fresh and free from breakage and other elements that could compromise their quality.
GROW YOUR CANNABUSINESS WITH THOUGHTFUL PACKAGING
When we refer to “the right” packaging, we mean packaging that effectively communicates why your brand is the ideal choice while remaining functional and focused on providing a holistic consumer experience. Here’s how you can achieve that:
DESIGN
First impressions matter, and your exterior packaging is the initial point of contact between your customers and your product. Elements like your logo, font choice, language, and texture all contribute to the feelings evoked when customers encounter your product.
In the realm of legal cannabis branding, there has been a shift away from cliché “stoner” imagery, such as oversized marijuana leaves and Rasta-inspired color palettes. Instead, the current trend leans toward a sense of luxury and style. High-end cannabis packaging can be minimalistic, elegant, or extravagant, but it should always be made from noticeably high-quality materials.
Here are three branding design and packaging trends that have gained popularity in modern cannabis culture:
Minimalism
Embracing a minimalist approach gives brands a contemporary and stylish appearance. Clean and simple designs complement traditional relaxation or meditation themes while elevating the brand to a new era.
Focus on Health
Medical cannabis continues to enjoy broader acceptance than recreational use, and many consumers utilize it for its health benefits. Brands can tap into this by choosing imagery that conveys a healthy lifestyle or even references medicine and pharmaceuticals.
Green in Color and Philosophy
The current movement towards environmental consciousness encourages us to consider our impact on the planet, and cannabis users tend to appreciate the natural origins of the plant. Brands that embrace sustainability can showcase this through their packaging. Muted greens and browns, combined with the right language, can indicate that a brand is environmentally conscious.
SUSTAINABILITY
Ethical and sustainable business practices are increasingly sought after. According to Nielsen, nearly half of US shoppers claim they would alter their purchasing habits to benefit the environment.
While the cannabis industry is experiencing exponential growth, it is also generating a significant amount of waste through packaging. For instance, during its first year of legalization, Canada alone produced an estimated 10,000 tons of packaging waste, primarily due to the use of plastics.
Many companies are actively working to solve this problem by utilizing recycled glass, plant-based plastics, reclaimed ocean plastics, and other sustainable materials that contribute to a circular economy. By employing eco-friendly packaging, brands not only appeal to environmentally conscious consumers but also make a substantial impact on the global waste issue.
Cannabis consumers often seek products with organic and natural ingredients cultivated using sustainable farming techniques. They also care deeply about waste reduction. Utilizing eco-friendly packaging serves as a powerful way to demonstrate that your brand cares about the environment and helps you stand out from the competition.
QUALITY MATERIALS
Flexible packaging offers several benefits over traditional glass jars when it comes to packaging cannabis products. Here are some advantages to consider:
Versatility
Flexible packaging, such as cannabis packaging pouches or bags, provides greater versatility in terms of size, shape, and design options. It can be customized to suit different product types and sizes, such as for packaging gummy edibles, allowing for more creative and appealing packaging solutions.
Lightweight and Portable
Flexible packaging is significantly lighter than glass jars, making it more portable and convenient for both manufacturers and consumers. It reduces transportation costs, as it weighs less and takes up less space, ultimately contributing to more efficient logistics and a reduced carbon footprint.
Product Protection
Flexible packaging is designed to provide excellent product protection. It offers a barrier against moisture, light, and oxygen, safeguarding the quality and freshness of cannabis products. This is particularly important for maintaining the potency and flavor profiles of cannabis-infused edibles, concentrates, and other sensitive products.
Child-Resistant Features
Child-resistant packaging is a legal requirement for cannabis products in many jurisdictions. Popular flexible packaging formats, such as stand up bags, can be easily designed with child-resistant features, such as resealable zippers, push-and-turn closures, or tear notches with customizable locking mechanisms. This ensures compliance with safety regulations while still providing convenience for adult consumers.
Cost-Effective
Flexible packaging generally tends to be more cost-effective than glass jars. It requires less material, takes up less space during transportation and storage, and often involves lower production and shipping costs. These cost savings can be significant, especially for cannabis businesses operating at scale.
Branding and Shelf Appeal
Flexible packaging offers ample space for eye-catching branding and design elements. With advancements in printing technologies, it allows for vibrant and high-resolution graphics, helping cannabis businesses create visually appealing packaging that stands out on store shelves. The ability to incorporate unique shapes, finishes, and tactile elements further enhances the overall shelf appeal of the product.
Sustainability
Flexible packaging has gained popularity due to its reduced environmental impact compared to glass jars. It typically requires fewer resources to manufacture and produces less waste. Additionally, many flexible packaging options are recyclable and can be included in existing recycling programs, contributing to a more sustainable packaging solution for the cannabis industry.
When considering the benefits of flexible packaging for cannabis products, it’s important to assess the specific requirements of your products, regulatory compliance, and the preferences of your target market. By weighing these factors, you can make an informed decision that aligns with your business goals and enhances the overall customer experience.
