What makes the different between great cannabis packaging design and poor packaging design; Is it simply the "pop" of the colors and cultural relevancy, or is there something deeper at play? In this article, we'll be picking apart this study on the effectiveness of packaging of hedonistic products mirroring, as closely as we can, the cannabis product packaging we see on shelves today.
What is Willingness To Pay?Willingness to pay roughly relates to the average price your consumer is willing to pay for a particular product. This, we may wrongly assume, sits squarely in the value of the product itself. As it turns out, our initial touch points with cannabis products and their packaging play a larger part in this key performance indicator. These are multifaceted, but for the sake of this study we'll be focusing on the following:
Perceived WeightIn most states, our first interaction with cannabis products occurs with our eyes - across the shelf or within a glass case itself. Here is where we make our 10 - 15 second decision on purchasing our cannabis product, or forgoing. This of course happens subconsciously - and perceived weight is one of our unlikely factors in our purchasing decision. The primary reason, in this category, that perceived weight is affecting willingness to pay is via perceived "flavor intensity." Simply put, the heavier the product looks - the more the consumer believes the flavor is intense and positive. This has obvious implications to the cannabis packaging design we perform at our agency, in which we want to increase the perceived weight of a product for our consumers across the shelf in edibles, concentrates, and flower - but how? Well it turns out that positioning of images tends to be a driving factor. The researchers found that visual assets placed within:
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