By Mel Beck 
Most
people believe that as long as a product is of high enough quality, the
packaging doesn’t matter. Then again, a billion (give or take) unboxing YouTube
videos might change their minds. Great packaging has become a critical part of
building brand identity and promoting the product inside; the packaging of CBD
products is no exception. Studies suggest that when consumers purchase products
with creative packaging, over 50% of them will return to the same company for
their next purchase. Consumers are also likely to reuse well-designed
containers and packaging. Clearly, brands have a need for well-designed,
attractive packaging.
Packaging in CBD products
The CBD
market has recently experienced remarkable growth as more and more consumers
have begun using oil-infused products for all kinds of personal uses, from
beauty and skin routines to health and wellness applications. Some brands have
gone as far as creating CBD-infused toilet paper… Either way, many companies,
both old and new, are diving into the fray to try and carve out a share of the
rapidly growing consumer base.
Given the
newness of the industry, there is a relative lack of design norms, which means
packaging designers have a chance to get creative with how they style the
product’s packaging. Creativity is doubly important, considering that most
consumers aren’t CBD experts and don’t have any existing brand loyalties. For
many shoppers, walking through a dispensary (or, in some cities, a grocer or
deli that carries CBD products) is their first encounter with CBD in a retail
setting. Beyond the style of the packaging, there is growing consumer interest
in sustainable practices, which can be especially tricky, given the CBD and
Cannabis industry’s stringent recycling regulations. All in all, packaging in
CBD and Cannabis can be uniquely impactful for brands, and is an aspect of
branding that deserves attention.
Key Reasons for Creative Packaging for CBD brands:
In a world where every new product that we buy shows up on Instagram or YouTube in unboxing reels or posts, your brand’s packaging design also plays a significant role in attracting your target audience. Around 95% of startups fail every year because they overlook mundane but essential aspects of their businesses—a cautionary stat for new companies that are tempted to underinvest in packaging. Depending on their clientele and target audience, the type of containers and packaging CBD brands use makes a big difference, especially given that many are, in essence, startups trying gain a foothold. Some of the reasons why creative packaging helps CBD brands are:
- Brand identity
Unique custom packaging bags or designs that you add to your products create a strong visual impact, one that people start associating with your brand. If you are an up-and-coming brand selling CBD products with an expanding client base, you can get a head start with unique packaging ideas by creating a recognizable identity. Since it’s the first thing consumers see, the packaging is where that process will start.
- Sustainability
With
prevailing, pressing concerns about the environment, the best way to promote
your brand is to adopt sustainability. Compared to plastic packaging, people
are more likely to buy a product packed in eco-friendly containers and
packaging like glass jars. Your product may be sustainable and 100% natural,
but if you use plastic packaging, the promise of sustainability is lost. CBD
& Cannabis recycling regulations tend to be more stringent than those that
apply to most products, so 100% eco-friendly packaging is not an option for the
industry. Even so, eco-minded consumers will gravitate towards packaging that delivers
more sustainability.
- Appealing Aesthetics
Gone are
the days when people demanded extravagant packaging. Though grand designs can
still impress (if done well), the new generation of consumers appreciates creative
packaging with minimal ornamentation. Simple packaging in glass jars or wooden
boxes, or packaging with subtle designs (think reduced color choices with thin
fonts) is preferred over older packaging styles featuring reflective, busy
designs. To see some examples of great minimalist design (in both the CBD
industry and across multiple others as well), check out this recent guide to
innovative packaging, here.
As a CBD
brand owner, you need the most creative packaging design to stay ahead of the game
and attract your target audience. Especially in such a young marketplace,
attractive packaging can be one of the smartest investments in your company’s
future.
SME Paid Under
Digital Editor