The first impression is the last in the cannabis industry. Your packaging goes into the hands of your customer before her lights up a flower, or before she tries the smoothness of your blend. That is the one moment where in tactile, visual and emotional terms, brand loyalty is formed or broken. But so many cannabis brands underestimate it!
In any dispensary you visit today, you will find a plethora of pre-rolls in a row trying to attract the same customer. Price matters, sure. What does influence the choice of one product over another, though? It’s usually the packaging.
The Psychology Behind the Package
Consider how you feel when you see an elegantly wrapped package. Feeling expected, feeling valued, feeling good. There’s a reason for the whole cult following around Apple, in part because of the feel of their boxes. It’s the same psychology as with cannabis.
A customer’s decision to take your pre-roll is a judgement call that is made in split second. So, is this premium brand? Is it trustworthy? Does it seem like it’s worth more? Your packaging gives the answers to these questions before a single word is read.
It is not superficial reasoning. It is like man. Smart cannabis brands are leveraging it to the fullest.
What Smart Packaging Actually Means
Smart packaging is more than just appearance. It is the means of telling your brand story, securing your product, satisfying compliance standards and building an experience customer would like to share on their shelves, their social media and with their friends.
It is a matter of selecting materials that have a substantial feel. It is typography that is clear and deliberate. It’s a consistency of colour across all product lines that relates to your identity. It has to be just right when you put the lid on, with just the right amount of resistance, so that it lets you know without having to speak a word.
Smart packaging considers the “unboxing moment”. It considers sustainability. It considers the life on the shelf and moisture control. But most importantly, it considers the customer and how all of its details either add to or detract from customer confidence in your brand.
Why Luxury Matters More Than You Think
Many people think luxury pre roll packaging is just something that can be afforded by high-end dispensaries with a large budget. This is no longer the case.
The cannabis market is maturing and all price points are getting savvy. They have more options. They have higher expectations! And, they are being seduced by brands that take pride in presentation, not because they’re snobs, but because good packaging conveys good product.
A pre-roll tube that is well-made with a matte finish, embossed logo and a magnetic closure tells a story. It states: Every detail is important. It states: “No shortcuts taken anywhere.” In a saturated market with a myriad of generic alternatives, that message stands out more than any other.
Consistency Is the Foundation of Brand Strength
The best marijuana brands in the world are more consistent than anyone else. Their logo is the same when it’s on their packaging before their product is rolled to their website, social media, and even their merch. Their color palate remains constant. Whether it’s a label or an Instagram caption, their tone of voice remains on brand.
Packaging is a big component of this ecosystem. If you’re using your five-pack pre-rolls on the same shelf as your single pre-rolls, then your flower jars should also look like they’re from the same family. That recognition enhances the visual cohesion, and the visual cohesion builds trust.
Branding that is inconsistent in packaging and appears disjointed and unprofessional will not have the desired effect even if the actual product is great.
The Long-Term ROI of Investing in Packaging
This is the problem youngest cannabis brands are facing: taking a negative approach to packaging. Although they save a bit on cost per unit, they end up paying much more to ultimately build a brand image that never took off.
Understanding that packaging is marketing is what makes the brands that stick in people’s minds for the long term. Each box, tube, label is a touch point with your customer. With the right approach, it creates word of mouth, repeat sales, and social media sharing, without spending an additional dollar on advertising.
If someone is enjoying your product, they will say something about it. They will post it. They will come back to purchase it. And they will pay a premium for the experience.
Final Thought
The cannabis market is crowded, competitive and dynamic. However, there is one thing that will never change: people will respond to quality! They react to brands that evoke a feeling for them. Smart packaging does that. Put money into it as if it was your brand because it is! The message for brands looking to carve out a space in the U.S. market is simple: Keep packaging out of the “fine print” conversation. Consider it a part of the product itself