When it comes to buying cannabis, there isn’t a lot of differentiation between products. Sure there are indicas or sativas, (though the difference in effect is debated) and some strains have different terpenes, but at the end of the day: weed is weed. If you’re buying flowers, it’s all going to smoke the same.
For cannabis brands, this leaves them in a sticky situation. How do you create an identifiable brand that encourages customer retention when your competition sells essentially the same product?
Packaging!
In an increasingly crowded market, packaging is one of the few remaining ways for cannabis businesses to stay competitive.
Why Is Packaging Important?
As the cannabis industry expands, more and more companies are looking for ways to stand out in an increasingly crowded market. One of the most effective ways for cannabis businesses to do so is with packaging that showcases their products.
But what kinds of packaging are marijuana companies looking for?
First, let’s take a look at why product packaging is so important. When you buy flowers from a dispensary, the product inside is going to be the same regardless of who you’re buying from — so what gets you to purchase?
The answer is simple: branding. Unique branding helps consumers identify your brand among hundreds of competitors, which in turn encourages them to give your products a try. You want your customers to see your logo and immediately think, “Oh yeah! That looks like something I’d want.”
Industry experts agree. “A lot of times what attracts somebody to a product for the first time is the packaging, whether it’s the jar or the label or the box,” says Elizabeth Corbett, vice president of sales at AE Global, a Miami packaging solutions company.
“It’s the only way to separate yourself,” says Ben Pechetti, co-founder of Sticker Farmer, a Redwood City, California-based printing company.
Packaging Trends
Pechetti said packaging is one of the most important aspects of marketing your cannabis product.
It’s more important in states like California, Oregon, Washington, Colorado, Michigan – places where the dispensary layout really does guide the eye of the consumer.
If you have a great package, it can also help the consumer find your product in another dispensary.
Packaging trends come and go in a matter of weeks; for example, there was a brief phase where California went through putting eighths of flower into sealed metal “tuna” cans.
According to Pechetti, he has taken notice of big shifts in the cannabis industry regarding what type of packaging appears to be selling better than others.
Overall, customers are looking for environmentally friendly packaging that keeps their weed fresh and looks appealing. Right now, die-cut bags are super popular, according to Pechetti. However, packaging trends come and go faster than a half-gram joint, so investing is expensive. Trendy packaging like the new and popular nitrogen-sealed cans by N2 might not be worth it in the long run.
Art, on the other hand, is always a great investment. Like in other retail spaces, shelf appeal can make or break a product’s success, so having fun, attractive packaging that is easily recognizable makes all the difference for cannabis companies.
The market is changing. Customers are looking for unique and sustainable packaging, and they want to support companies that care about the environment and their employees. They want recognizable designs that let them know they’re buying from the same growers that care about their customers as much as they do their product. Packaging trends change so quickly that trying to keep up is a bit futile — instead, develop consistent branding. As the market continues to expand, brand recognizability will become increasingly important, so invest now!
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