7 best packaging practices for cannabis marketers: Page 2 of 7

By Tom Newmaster in Packaging Design on August 02, 2019

2. Shape, color, text—repeat after me…shape, color, text

These three priorities (in that order) are the building blocks of good package design. Remember, how it feels in the hand has a profound impact on purchase. So the shape should deliver on the promise of the product itself. The iconic Coca-Cola bottle is probably the best example.

Next, the color needs to express the brand’s personality, and the text gives it voice. Nobody does it better than Tiffany. The square peacock blue box is iconic and its statement single minded. The poetry of this little box says “You are worthy of this life-changing gift.” Granted, the Tiffany box does not compete on a retail shelf. But if it did, the shape, color and simple logo would make it a top seller every time.

Cannabis is another behind-the-counter item. The sales channel at a dispensary is through the bud tender. But already some brands are establishing their presence through powerfully focused package design. Kiva is one great example. The kraft substrate paired with the marijuana leaf image creates a warm, earth tone aura that is in sync with the whole eco-friendly nature of the product, making the package highly touchable. Like the Tiffany box, the design has an unmistakable signature.

 

NEXT: Make the connection—embracing technology and social media 

Tom Newmaster

Tom Newmaster is the founder of Central Pennsylvania-based FORCEpkg. He has more than 25 years of experience in branding and package design for consumer packaged goods. From 1998 to 2016, he was a principal and co-owner of WFM where he led creative and won awards for The Hershey Co., Pfizer, Stoner Car Care and Zippo. Newmaster has launched new products for Fresh Solutions Network, Koch’s Turkey, Klamath Basin Fresh Organics and Wolfgang Candy, to name a few. He has become a leading voice in the package and design industry and, more recently, a trusted source in the cannabis industry, as it relates to packaging and design. He serves as an adjunct instructor at Pennsylvania College of Art and Design.

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Since the cannabis industry has grown so much within the past few years, there is a sudden need for packaging. With this industry, customers can get incredibly creative in designing unique and sustainable packaging for their products. I work as a designer for Prime Line Packaging and love what i've seen so far done with the packaging in this industry. If anyone is looking for a packaging company, check our work out on www.primelinepackaging.com.
Within the past few years the cannabis industry has rapidly grown. Within those few years, it's great to see how creative companies have gotten when designing their own packaging for their products. Anyone who is looking for a packaging company, check out Prime Line Packaging: www.primelinepackaging.com, we would love to work with you on your next cannabis project!
Within the past few years the cannabis industry has rapidly grown. Within those few years, it's great to see how creative companies have gotten when designing their own packaging for their products. Anyone who is looking for a packaging company, check out Prime Line Packaging: www.primelinepackaging.com, we would love to work with you on your next cannabis project!