It could come as a shock to you, however most individuals do not know a lot about cannabis. A Science Daily study about THC levels in edibles discovered that the majority shoppers aged 16—30 couldn’t determine if an edible had low or excessive THC ranges based mostly on the label. Add to that the truth that roughly 30% of Americans devour cannabis, which leaves a large viewers who can profit from cannabis in the event that they knew extra about it.
The little info prospects have, like pressure names, can inform us just a little about what to anticipate, however names like GMO and Meat Breath do not trace on the results. Freelance packaging designer, Jenn Osborn of Pink Creative, agreed, “Some strain names are kind of weird. What the eff is Gorilla Glue? What does that mean?”
Creative naming, coupled with the plant’s federal illegality, is a recipe for confusion and inconsistency. There isn’t any mandated label for weed, just like the vitamin label you would possibly see on a bag of chips, which can lead to bad experiences. However, because the trade develops, packaging and labeling are beginning to meet buyers the place they’re.
What makes higher cannabis packaging?
Brands are working to shift our cannabis information by offering academic info on packaging. Cory Rothschild, SVP of Brand Marketing at Cresco Labs, affirmed this, “It would be a disservice to the industry to not be investing in solutions that can help a broader audience both for the performance of the company, but also in service of a broader mission and a belief that this plant can help so many people … Part of why it’s only helping a fraction of people today is because it’s offered in intimidating forms, potencies, and packaging.”
Stripping away jargon attracts new audiences, which helps destigmatize and normalize consumption. We’re used to manufacturers vying for our consideration; it is time we gained one thing from it. Rothschild shared, “It’s all about trying to figure out what details are most relevant to that consumer. Packaging is premium real estate since you know it’s going to be in the hands of the consumer as they unbox the product.”
Rather than overloading us, designers need to give the correct amount of data based mostly on our expertise — or lack thereof. Consumer expertise will be damaged down into three personas: the newcomer/re-engager, the connoisseur, and the medical affected person.
Packaging for the newcomer or re-engager
Cannabis newcomers do not need to deep dive into the science. They need to know in regards to the results. Patrick Toste, the co-founder of HIGHOPES, an company that serves cannabis manufacturers, believes buyers on this group want “assist incorporating cannabis into their life. Either they’ve by no means used cannabis, or perhaps they tried it and had an terrible expertise. Now that it is leisure, they will strive it once more; that is any person we name a re-engaging shopper. What they care about is how merchandise will make them really feel and alter their expertise. That’s why we give them terpene information matched with the impact in order that they perceive in layman’s phrases.”
This method lends itself to a wellness angle, as each Osborn and Toste talked about corporations leaning into self-care centered branding as a solution to appeal to the newcomer and re-engager audiences.
While results hook individuals, quite a lot of packaging is lacking dosing info for this viewers, which is important, as seen within the Science Daily research talked about above, “descriptive information, such as symbols and words, are more effective in helping consumers understand THC potency and approximate serving sizes for cannabis products.”
Newcomers and re-engagers want packaging that clearly defines a newbie’s dose, and hopefully, manufacturers are paying attention to this.
For the connoisseur
The connoisseur is an skilled shopper who needs all of the potential info out there. This group is “looking for different tastes and profiles of strains. If you’re looking at a strain and it says it’s fruity and citrusy, now you’re starting to imagine that. It’s getting you excited for that purchase,” defined Toste. He went on, “Typically they need specs like phenotype and the way it was grown.”
Packaging with particulars about lineage, terpenes, and cannabinoids, are prone to enchantment to those buyers. Brands acknowledge their ardour and information and ship that info via charts, infographics, and hyperlinks to extra sources.
Connoisseurs would possibly fear about shedding the weed tradition they helped create, however they need to take solace in figuring out that manufacturers contemplate them. “Obviously, we do not need to lose the historical past of cannabis, and why individuals named stuff the way in which they did, so we’re attempting to maintain that spirit however discover a solution to elevate the look,” Osborn shared.
For the medical affected person
Patients are a hybrid of newcomers and connoisseurs. They need to know the psychological and bodily results, and a few are eager about particulars about terpenes and cannabinoids as they attempt to deal with their situations.
Toste defined, “Although it’s slowly going away, sativa, indica, and hybrid are still very relevant, especially in medical markets.” Osborn added that, “A novice patient might not understand terpenes, but including them might spark curiosity.” Because of this, relatively than complicated charts, she opts for “fresh and minimal ways to describe effects, even if it’s just spelling them out.”
Medical sufferers care most about results, however the why is important, and that is attributable to terpenes and cannabinoids, which needs to be messaged in a transparent, digestible method.
The cannabis market’s impact on packaging
For those that are early of their cannabis journey, much less is extra. People who’re snug with the plant need extra particulars. While these personas are rooted in expertise, one other issue that influences our packaging wants is market maturity.
Newly authorized markets would possibly see a surge in simplified packaging to welcome a brand new group of shoppers, whereas mature markets would possibly use extra visible aids to elucidate terpenes and cannabinoids. Osborn defined this phenomenon, “If you go to California, some of the stuff behind the shelf, it can be a little intimidating because it’s been recreational there for so long, and it’s a totally different consumer base.”
States and types who had been early to market have set traits that new manufacturers will undertake, ideally getting us nearer to the packaging we deserve as our wants and journeys evolve.
Featured picture by Jenn Osborn