Millennials and Gen X cannabis consumers gravitate toward packaging with a more contemporary look. “The younger consumers tend to go for that more chic, trendy packaging,” continues Guynes, “you know, what’s all glitter and gold.”
Labels and packaging for Millennials and Gen X users try to showcase a more authentic look for a more mature markert. Edibles, like drinks, foods, and gummies, are prominently used with these groups and benefit from this type of design. Some common preferences found in packaging include:
- Gold & metallic colors
- Luxury-brand appearance
- Modern, chic design
Lilli Keinaenen, sustainable packaging and branding designer at Changemaker Creative, calls this the “Luxury Market.”
“[Cannabis] packaging takes cues from fashion brands, wine, etc,” she says. Brands focus on colors like golds and metallics when designing their packaging for an air of elegance. Keinaenen explains that they “give products a shiny, fancy feel,” which creates the experience that consumers are buying a high-end, designer product.
For example, Lulus Edibles signature logo of metallic gold pops on a solid black background for a grand, sleek appearance. The muted tones used for the product’s description don’t overshadow the lustrous cursive writing, allowing for an overlay that emits a feeling of sophistication and exclusivity.
The brand Bloom Farms exudes an elegant look with a neutral color palette and metallic foiling leaf design. The abstract elements highlight the uniqueness of the product, giving it a high-end feel.