The Customer Experience Starts with Packaging

The Customer Experience Starts with Packaging

Beyond just containing the product, the unboxing and interaction with cannabis packages set the tone for consumers. When done thoughtfully, packaging can delight customers and give brands an edge. The journey of a customer's experience begins the moment they lay their eyes on a product, and packaging serves as the vessel that carries not just the product, but also the brand's essence and values. In this blog, we'll dive into how the cannabis industry's packaging choices can make or break the customer experience, exploring everything from design and functionality to sustainability and storytelling.

The Power of First Impressions

In the world of cannabis products, competition is fierce, and first impressions are critical. The packaging is the first physical interaction a customer has with a product, and it can significantly influence their perception of both the product itself and the brand behind it. A well-designed package creates a sense of anticipation, excitement, and credibility. It communicates that the brand values quality and attention to detail. On the other hand, poorly designed or mundane packaging can lead to missed opportunities, miscommunication, and lost customers.

Designing for Brand Identity

Packaging is more than just a container; it's an extension of the brand's identity. The colors, fonts, graphics, and how everything looks should match what the brand is all about. For instance, a health-conscious brand might embrace minimalism, while an adventurous one opts for boldness. Either way, using the same style for all their products helps people recognize the brand.

Seaweed Cannabis Brand Packaging in Dispensary Display

But it's not just about looking good. Packaging is like the brand's first hello to customers. It's not only about making the product look nice, but also about showing what the brand believes in. The colors, the words, and the pictures should all work together to tell the brand's story. Whether it's about using organic growing methods or special techniques to make the product, the packaging should show that. Brands that do this well make their packaging really connect with the people who buy their cannabis products.

Beyond Aesthetics: Functional Packaging

While aesthetics are important, functional packaging is equally crucial. Customers appreciate packaging that is easy to open, secure, and convenient to use. Child-resistant features are essential to ensure safety and regulatory compliance, but they should be implemented in a way that doesn't compromise the overall user experience. Functional packaging also means protecting the product from damage, preserving its freshness, and allowing for easy storage. Brands should consider the practicality of their packaging choices in addition to their visual appeal.

A photo of the Vert cannabis packaging collection

Telling a Story Through Packaging

In an industry with deep cultural roots and a growing focus on personal connection, packaging offers a unique opportunity to tell a story. Packaging can convey the brand's story, values, and mission, allowing customers to connect on a deeper level. A package that narrates the journey from seed to shelf can evoke a sense of authenticity and transparency, fostering trust between the brand and the consumer, similar to farm-to-table concepts that some restaurants employ. Whether through imagery, text, or both, storytelling packaging can create a memorable and emotional connection.

OOKA cannabis packaging on trade show table

Evolving Trends in Cannabis Packaging

The world of packaging, like the cannabis industry itself, is constantly evolving. As technology advances, packaging is becoming more interactive and informative. QR codes and Near Field Communication (NFC) chips are turning packaging into a gateway to a wealth of information—everything from lab results and dosage recommendations to the brand's social media presence. This tech-savvy approach engages customers on a deeper level, enriching their experience.

Sustainability and Eco-Friendly Packaging

As environmental consciousness continues to grow, sustainability is a topic that cannot be overlooked. Cannabis packaging, like any other industry, has a responsibility to minimize its environmental footprint. Brands that embrace eco-friendly packaging options not only contribute to a healthier planet but also attract environmentally conscious consumers.

Sourcing locally made packaging, which can reduce the carbon footprint, is a great place to start and positions the brand as a responsible player in the market. While most buyers of sustainable packaging begin their journey with material selection it’s equally as important and oftentimes more impactful to first focus in on packaging manufacturing method(s) and proximity of your manufacturer to where your packaging is actually filled. The reason for this is that many sustainable material alternatives lack the proper downstream infrastructure to deliver on their promise especially in the world of plastics.

Recycling and landfill bins showing the reality of recycling

By focusing on a more earth friendly manufacturing method you’re making a positive contribution the moment your packaging is produced in comparison to depending on the end consumer doing the right thing. Sustainable packaging also aligns with the values of many cannabis consumers who value natural and holistic lifestyles. Neglecting sustainable practices can be seen as contradictory to the ethos of the industry, potentially alienating customers who prioritize environmental considerations.

Closing Thoughts

In a rapidly evolving industry like cannabis, where competition is fierce and regulations are intricate, packaging plays a pivotal role in shaping the customer experience. From the initial impression to the lasting impact, the packaging is a tangible representation of the brand's promise. It's a canvas for creativity, a medium for storytelling, and a platform for sustainability. Thoughtful packaging can elevate a brand above the competition, forge emotional connections, and drive long-term loyalty. As the cannabis industry continues to flourish, brands that recognize the importance of packaging as a touchpoint for the customer journey will undoubtedly thrive in the evolving landscape.

That's where Vert comes in. Our on-demand packaging platform enables cannabis brands to easily implement custom, compliant, sustainable packaging that delivers an exceptional customer experience. By providing rapid turnaround, complete creative freedom, and dedicated support, Vert empowers cannabis businesses to craft packaging designs that tell their unique story, adhere to complex regulations, and leave a lasting impression. Partnering with Vert means leveraging packaging as a strategic asset to shape memorable customer journeys and propel your cannabis brand forward. Have questions or want to speak with one of our packaging experts? Get in touch with us by filling out the form below!

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