As the trend of cannabis legalization continues to sweep across the USA, a new wave of disruptive products is hitting the market, and they mean business! According to Grand View Research
, the global legal marijuana market was valued at $USD 17.7 billion in 2019 and is expected to reach $73.6 billion by 2027
. Quite a staggering sum considering the industry is still in its infancy.
It’s clear that the opportunity for cannabis cultivators, distributors, and retailers is huge, but should these new products be marketed any differentl
Even though legalized and recreational cannabis products may be relatively new to the game, the same old marketing practices still work best. It seems that old school consumer behavior and buying psychology remains pretty constant no matter what the inductee is.
With that being said, whether you’re selling CBD oil, THC edibles, or veganic strains of marijuana, product packaging is something that you’re going to need to get right if you want to take a slice of this exciting new market. In fact, some marketing specialists insist that branding and packaging are just as important as the product itself when it comes to your company’s success.
In this article, we will share some top tips to help you choose the right packaging for your cannabis-related products
to help you thrive in this exciting marketplace.
Define Your Brand Image And Company Values
- What is your brand all about?
- What kind of causes does your company stand for?
- What are its values?
If you can answer those questions confidently and concisely, then you have a strong brand image
that will serve you well in your marketing efforts.
When it comes to your packaging, you need to perpetuate these values and messages with every single decision you make. If your company is a luxury brand appealing to people with expensive tastes, you need to make that message clear with packaging to match.
Selling CBD oil for pain relief
won’t sell very prolifically if it’s displayed in shady and ambiguously labeled packaging that contains limited medical information. Your packaging reflects who
you are as a company, which is pivotal in consumer buying impulses.
Throughout these next tips, keep your brand image and values in mind so that you can create a consistent and cohesive brand image across all your company’s fronts.
Choosing The Correct Material Is Vital
First things first, you need to decide on the best marijuana packaging for your product. Before you get started on the aesthetics of the packaging, make sure that it serves its primary purpose, which is protecting the product until it’s safely delivered
to the customer. If your product is CBD oil that comes in a glass jar, you need to put extra care into this process. Broken items have to be returned, which hurts your bottom line and isn’t exactly the best customer experience.
The material you choose will largely depend on your budget, the product it is protecting, and what your company values are. If you’re selling vegan products to eco-conscious consumers, it won’t make much sense if your product arrived in plastic weed packaging that likely contradicts their beliefs.
Here are some things you need to consider when choosing your packaging:
- Legal compliance (especially for food products and medical marijuana)
- Tamper-proof (food and medical)
- Does it need to be air-tight?
Picking The Right Color
Color is an extremely powerful marketing tool when used correctly. Different colors are said to stir up a variety of emotions in consumers during the buying process, so if you can match these colors with your brand and the message your product is trying to convey, you will likely enjoy higher sales figures as a result.
This is also a cheap and easy way to distinguish your packaging from your competitors. This is especially important for dispensary packaging
where your product will be vying for attention, amongst many others.
Think of the buyer, keep your target market in mind, and try to represent the product with a clever choice of color
Consider The Shape, Size, And Ergonomics
Your packaging needs to be practical
. You could design the nicest looking package in the world for your cannabis-infused chocolate bar, but if the package isn’t air-tight or awkwardly shaped, people will probably look elsewhere.
Don’t let fashion get in the way of practicality. Choose packaging that is just big enough for your product (nobody likes waste), make sure it’s easy to hold
, and a breeze to transport
With that being said, you can still get creative with your design shape. Here are some ideas to help you get the wheels turning:
- Shape the packaging in accordance with your brand name
- Transparent packaging
- Innovative design structures
- Shapes inspired by the ingredients of the product
Think About The Unboxing Experience
When you think about unboxing some of your favorite products, such as a brand new iPhone or expensive jewelry, it’s an exciting experience. The packaging is there to serve a purpose more than merely protecting its product. It gives the customer a chance to indulge in their purchase and enjoy it just that little bit more.
You can and should attempt to do the same thing with your cannabis product. It doesn’t have to be expensive or complicated. Sometimes a personal touch goes a long way with customers, making them much more likely to come back to purchase your product again
Put thought into the product placement, how the box opens and closes, what the customer sees as soon as they open the box up, and how the materials feel. Make it memorable
Choosing the right packaging is difficult, but it’s hugely rewarding if you get it right. Remember, you are likely going to be in fierce competition with several companies for the same customer. The more appealing and attractive your packaging is, the better