Good news for the cannabis industry – today’s consumers are looking for enjoyment and excitement in the products they buy, especially following the stress and anxiety from the last few years. Fun experiences can provide a sense of escapism from daily stressors, and the need for enjoyability is an essential part of the value-for-money equation. Pantone’s 2023 color of the year – Viva Magenta – is described as “brave and fearless, and a pulsating color whose exuberance promotes a joyous and optimistic celebration.” The Dieline has included cartoon characters, sticker design, and “groovy feels” among their 2023 package design trends. While many states won’t allow for characters or any images that market to children, cannabis brands can still wholeheartedly embrace this trend.
An example of groovy packaging is the Highway 420 spec packaging developed by Berlin Packaging’s in-house design team at Studio One Eleven. And retro packaging is popping up across categories. These all reflect a desire for fun, nostalgic, escapist design experiences that align nicely with the recreational cannabis industry.
A 2022 GlobalData Survey found that almost 60% of consumers say they are always/often influenced by how enjoyable or unique a product is.
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