Brands can live or die by their packaging. All the master growers, rare genetics, THC percentages, charitable donations, social media influencers and celebrity endorsements won’t save a brand without shelf appeal.
It seems unfair, especially in an industry that mandates childproof packaging on top of stringent labeling requirements, that a superior product in poor packaging could be so easily outsold by an inferior product in appealing packaging. But, like any other consumer packaged good, consumers place value on well-produced packaging.
To help level the playing field, Marijuana Venture reached out to leaders in consumer packaging to give readers insight on the many variables of building appealing packaging for retail buyers and consumers alike.
Marijuana Venture: What are some interesting packaging trends you’re seeing in the cannabis industry?
Vice president of flexible packaging for Presto Labels, Aaron Dumnke: Dispensaries are using more and more exit bags as branding for their stores. With the ability to have large logoed bags leave their store with every customer, it is giving dispensaries a huge advertising edge in their local markets.
While SKU proliferation may not be new, it definitely has been accelerating in recent months. Customers are ordering one size of pouch with 15 to 25 SKU’s. Digital equipment can combine all SKUs into one production run, saving the customer money.
Vice president of digital printing for Presto Labels, Andy Heinl: As graphic designers ramp up on digital print capabilities, we are seeing eye-popping graphics and decoration using various coatings and metallic effects. A unique, popular coating being used is “soft touch” which begs the consumer to feel or touch the package. We have had many requests for our Mosaic artboard, which allows each bag to be printed with a different graphic, making each bag unique.
This industry wants to have a small footprint, so sustainable packaging, or packaging that causes less of an impact on the environment, is particularly important. Flexible packaging provides a smaller footprint, improves shelf appeal, and it is lower cost when compared to packaging products in a container that is labeled, boxed, and then shrink-wrapped.
Vice president of shrink sleeve labeling for Presto Labels, Nick Heinl: We have seen a lot of shrink sleeves being used on anything from beverages, lip balms, oils, and tinctures, to pre-roll tubes. Shrink sleeves with built-in seals comply with child-resistant requirements. On many occasions, shrinks sleeves reduce cost and provide higher quality packaging.
MV: How has the COVID pandemic affected the packaging industry, and how can brands prepare themselves better for any delays or disruptions in the supply chain?
AD: The COVID pandemic has increased lead times for raw materials (film, zippers, laminates), caused shortages of rail cars, trucks, and truck drivers, as well as impeding our ability to hire qualified candidates at every level of the business.
Ordering earlier, and in larger quantities, is the best way to avoid supply disruptions. Another option is setting up blanket orders to have supply available at any given time. We highly recommend talking to your provider about blanket orders. With a blanket order, the provider stocks your items so you will always have inventory available, eliminating the long lead times we are experiencing. These disruptions, of dealing with overseas suppliers and long lead times, have also forced companies to look at American Made Suppliers and Manufacturers.
MV: What is a common mistake companies make when selecting their packaging or their packaging provider?
AD: Not understanding the full range of products and decoration available to their graphic designers, resulting in packaging that doesn’t stand out or catch the consumer’s eye. The advances in digital print technologies allow us to create designs on an almost individual consumer level. Using our digital software, we can create unique marketing campaigns and designs that will help set our customers’ products apart.
NH: In regards to selecting the packaging, I would recommend speaking with us before buying bags or containers. I have a lot of customers that could have saved money by buying a white container, opposed to a black container, and eliminating the need for us to print white, or they purchase a stock bag and put a label on it when we could have provided them with a fully printed bag for equal or less cost.
AH: Packaging is very complex, as every project is unique. You need a team on the other side of the phone that wants to make your job easier. Let’s face it, your packaging company should feel and act like they are your employee and you should feel as such. You wouldn’t tolerate not being able to get in touch with your production manager, or head of sales, so why would you tolerate not being able to get in touch with your packaging Account Manager? Presto Labels & Packaging operates as if we are your employee. We make sure you have the samples, mock-ups, costing, turn times, delivery dates, and any other answers you need.