Why is packaging important in marketing?

Why do some cannabis products are sold in millions while others subside into the background to gather dust? The answer may be on the surface – or rather – wrapped around your item.

In the cannabis industry, packaging isn’t just a wrapper. It’s the way your brand says “Hello,” the first impact it makes, and sometimes, a closing argument.

At MYLARMEN, we’ve seen firsthand how the right product packaging in marketing cannabis lineups can help command attention and ignite the flames of curiosity in retail. Let’s dissect how it makes your brand compelling, from the moment a consumer spots your goodies on the shelf to when they’re finally ready to enjoy them.

The importance of packaging in marketing cannabis products

Your product has seconds to make an impact when you display it in an ocean of similarly-looking green jars and pouches on dispensary shelves. It must effectively scream, “Pick me!”. It’s not even about what’s inside at the first-glance stage. It’s about the experience you promise for the future. 

A package can be the deciding factor that turns a random person or a picky consumer into a faithful user. Here’s what determines the main roles of packaging in marketing:

• It creates an initial splash. Have you ever heard the phrase, “Don’t judge a book by its cover?” When marketing hemp goodies, that cover counts a lot. A thoughtfully designed package sends a clear message that this product is premium and worth your penny.
• It conveys a set of ideas your brand promotes. Are you a high-end brand or deeply invested in natural, organic stuff? When your package reflects this identity through colors, fonts, and imagery, your products resonate with your target customers.
• It goes further and communicates your values. Your packaging can showcase what inspires you as a brand. Are you committed to sustainability? Show off your green initiatives with the alternative to plastic materials and aligned messaging. Passionate about social equity? A package can highlight your community involvement.
• It differentiates your lineups. When competition is fierce, your packaging is an extra opportunity to make your goodies stick out on shelves and in online marketplaces – be it through unusual shapes, dynamic colors, or innovative materials.
• It advertises your products. In the hemp industry, where advertising is often severely restricted, unique box add-ons or advanced opening mechanisms serve as your primary promo tools. Why would you underutilize them?
• It communicates critical information. While aesthetics is a huge thing, packaging should also convey essential details like microdosing steps. But who says this can’t be done creatively? Infographics or clever design elements make mundane information engaging.

What distinguishes a subpar package from a boast-worthy one is that the former is forgotten in a flash. The very moment a customer picks up your product, a great package forms an opinion about your brand. The texture, weight, and even the sound it makes when opened contribute to the overall impression that will always be remembered throughout the customer journey.

In a nutshell, your packaging is your brand’s calling card. The more consistent and distinctive you make it, the more it sticks in people’s minds. This is where the real impact of packaging marketing happens. When customers can recognize your items from across the room, you know you’ve nailed it.

Industry-specific compliance considerations

There is another important aspect specific to hemp product packages that we can’t ignore. In addition to looking appealing, you have to play by the rules with your packaging to keep your business out of hot water:

• Know your state’s rules. Different states tend to adopt different regulations, which can be as varied as Indica and Sativa. From child-resistant closures to warning labels, you must stay on top of local laws. Don’t worry, though. Once you’ve got the basics, you’re golden.
• Label it right. Your packaging must tell it like it is while featuring accurate labeling of THC/THCA content, serving sizes, and potential allergens. After all, what is packaging in marketing if not a tool that keeps your customers on the right track and guides them through consumption?

There’s one more universal rule: Keep cannabis goodies out of tiny hands. Child-resistant packaging is a must for any manufacturer or retailer, whether you sell chocolate edibles, vapes, flower, or concentrates.

Where are things headed?

You’ve probably noticed the growing buzz around eco-friendly packages. They hit the cannabis industry with a green tidal wave as manufacturers are getting rid of plastic in favor of hemp-based materials, recycled paper, and biodegradable options.

Here’s what else sets the pace in product packaging for marketing purposes today:

• Tech-savvy wrapping. If you’re looking to go beyond the ordinary, go for QR codes that lead to strain information and NFC tags for authenticity verification. In 2024, cannabis product packaging is becoming a digital playground.
• Minimalist designs. “Less is more” is the mantra many brands are now adopting. Clean lines, simple color schemes, and elegant typography are taking center stage. These features let your brand speak for itself and make it look sleek on the shelf.

Plus, designs must be shareable. One-of-a-kind bottles or boxes with elements that make your package a subject of conversation or a collector’s item can encourage your fans to talk about your products (as well as socially significant projects), giving you free advertising and visibility.

The bottom line

In the bustling retail sector, packages are far from being merely protective. If you get them right, they can impact your success. It’s the art and science of creating an exterior that promotes and sells. 

The second a potential customer lays eyes on your item, the package starts conveying your brand’s personality, values, and quality. When users crack open a box or peel back a label, they keep unwrapping a story. It’s well-designed product packaging in marketing that makes them want to continue until they are aware of everything you have to offer.

The next time you’re brainstorming a marketing strategy, don’t overlook the power of the package. It’s a key player in your success story.