7 best packaging practices for cannabis marketers: Page 3 of 7

By Tom Newmaster in Packaging Design on August 02, 2019

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

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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