3. Make the connection—embracing technology and social media
The traditional rule for packaging design is to make an emotional connection with the consumer where they live. Digital technology gives a whole new meaning to this principle—it’s called the connected package. Just by pointing a smartphone at a package, you can open online channels and get everything from “how to” videos, recipes, offers, club memberships and authenticity verification for luxury goods—the options are limitless.
Now apply it to cannabis and consumers can trace the origins of the plant, find out where it was grown, dosages, safety precautions, state regulations and even brownie recipes.
And, thanks to the photo-based formats of today’s social media such as Instagram, Snapchat and Pinterest, your packaging can connect instantly with millions. Make sure your design plays well over these powerful, visual channels. Remember—it’s not just about running ads.
NEXT: It’s easier being green—messaging and responsibility