Cannabis has grown into something much bigger than a niche area of culture. With legalization efforts across the country, the industry is evolving in multiple directions at once. Cannabis isn’t the only thing changing – customers are too.
If you want your cannabis brand to take off, you have to target different customers. It all starts with the packaging.
Legalization has taken away the stigma related to cannabis, resulting in different types of smokers. This has urged brands to expand their weed packaging. Use this guide to cater the aesthetic of your products to different customer groups.
Type 1 – The stoner
Stoners use cannabis mainly because they enjoy the feeling. Their use of cannabis is mostly habitual, as it has become a part of their daily routine.
In comparison to other groups, stoners don’t respond well to traditional advertising. Instead, they use word of mouth to find out about new strains and brands. It is precisely stoners who should be your main focus group. They spend the most on cannabis, so you need to focus on putting together the right packaging.
What kind of packaging do they prefer?
Stoners usually buy in bulk. Therefore, you need large containers that can hold a lot of cannabis at once. You should also avoid boxes – stoners prefer weed packaging that is cheap and simple, but also portable and durable.
Type 2 – The creative
Creative smokers are people who partake in cannabis use to enhance their artistic performance. They seek that cerebral high that will lead them to create the next masterpiece. Because they smoke to be productive, creatives prefer mild to strong sativa strains. A joint or two increases their productivity and lets their thoughts roam free.
You will find that creatives are usually musicians and writers, but programmers and developers also enjoy sativa strains when coding.
What kind of packaging do they prefer?
Connect cannabis to success. Create colorful packaging with an emphasis on specific successful people who are known as cannabis smokers. Subconsciously, creatives will identify with that person and want to become just as successful as they are. Think of famous cannabis users like Willie Nelson.
Type 3 – The parent
Parents may be a niche group, but their numbers are growing. Seniors aged 65-95 make up just 5% of the entire US cannabis market and they partake mostly because of medical reasons. Offer a wide range of flowers with clearly signified benefits/purposes.
The parents you want to aim for are younger parents. Due to their age and parental responsibilities, they live a modern and “organic” lifestyle, meaning that they are no stranger to cannabis. In comparison to seniors, they prefer more aggressive marketing.
Due to them having kids at home, parents won’t even look at a product if it doesn’t come with child-resistant weed packaging. Make this the focal point of your marketing campaigns.
Type 4 – The patient
Medical marijuana users are the most selective group out of all seven. They have no time to try out different strains or products.
Steer clear of colorful or cheerful labels and branding, as they can be used only for recreational products. Study medication labels and use them as an example for your own branding.
Glass preserves cannabis and keeps it in its most pristine form. Focus on sturdy glass containers with monotone labels. The letters have to be big, clear and contrasting with the background.
Treat marijuana just like pharmaceutical companies treat their medication. Include any certifications by third-party organizations as small badges on the packaging.
Type 5 – The Connoisseur
Cannabis connoisseurs love to smoke lesser know and obscure strains of marijuana. They also invest a lot of money in premium bongs and custom-made pipes. Because they are so experienced, they’re not looking to enhance their existing habits. Instead, they want new experiences and novel strains.
If you have the chance to get some new hybrids from a supplier, connoisseurs will appreciate it and take an interest in your brand. Moreover, their priority is premium quality and verified origin.
To cater to connoisseurs, you need to invest in premium packaging. This either means unique, never-before-seen designs or sturdy glass containers. Connoisseurs are a demanding group of smokers, but they’re also willing to invest a lot of money if you give them what they want.
Type 6 – The Millennial
Millennials are usually people born between the years of 1983 and 2004. They were the first young generation to witness the rapid technological advancement at the beginning of the new millennium. Unlike their parents, millennials were willing to adopt this new way of life. This has directly affected their weed packaging preferences.
Social media plays a big part in millennials’ lives, so it’s the prime marketing tool you should use. If a product seems enticing on social media, they will be interested in.
Focus on custom packaging that can easily be advertised on social media and your website. Make sure it’s sustainable too. Kraft packaging is also popular with millennials.
Type 7 – Generation X
Gen Xers are perhaps the most difficult group to target. With this term, we encompass everyone born between 1961 or 1981. Although they smoke, these people have stable careers and families, meaning that traditional weed packaging just won’t do.
However, more and more cannabis brands are targeting Gen Xers for products that aid wellness, mental health and other important issues.
What kind of packaging do they prefer?
Gen Xers are difficult to target in terms of packaging as well. An ideal choice would be a matte finish with a unique addition. Hot print designs and an innovative detail or two will be just enough to accomplish your goals.
Concluding thoughts
Different cannabis aficionados prefer different packaging. Knowing each of these seven smoker types will help you cater to your packaging and improve your sales. It’s all about effective targeting.
