How to Win Buyers and Influence Sales with CANNABIS PACKAGING
The Cannabis Marketplace is saturated with products and brands vying for consumer attention. Using attractive and sustainable packaging can give legal marijuana distributors an edge to capture consumer attention and influence sales positively.
In any industry the design of the package is "just as important as the product itself." (Reyhle, N., 2020) When talking about winning package design, the components that must be considered are the materials that make up the packaging. The print on the outside of the package and the design and shape of the package.
"The print on the outside of any product package is there to inform and educate the customer" (Haller, et. al) and should influence the buyer to choose your product rather than the alternatives on the market. Zekiri & Hasani note that the primary role of packaging is to protect the product within. Yet, they also note it is an "instrument" for brand promotion and can boost sales. "Packaging helps companies differentiate the product from other brand." At RXDepot, designers are on staff to help cannabis dispensaries design package verbiage and logos that enhance product sale ability.
Haller et. al also reported on a trend: the rise of "purpose driven consumers". These are buyers who look for products or brands that align with their values. 77% of consumers internationally surveyed said that they would choose brands that are "sustainable and environmentally responsible" This was true across all age groups, not just Millennials. Clearly, placing your cannabis product in a sustainable package will capture a significant portion of the cannabis market. In a survey done by The Guardian "70% of consumers view brands that use sustainable packaging" with more favor. This is why RXD Co offers the fully-sustainable ATID line of packaging made entirely of bio-degradable components. In fact, you can get customers to switch to your brand by opting for sustainable packaging, as "6 in 10 consumers surveyed are willing to change their shopping habits to reduce environmental impact" ( Haller).