Reggie Colalongo found out the hard way that the last step in manufacturing – packaging – can be the most critical.
She began her cultivation career on farms – growing and extraction, which naturally stemmed from her background in community gardens and agriculture. Then she met Bret Burroughs on a farm in Mendocino County and they saw the market changing. Reggie and Bret opted to enter the California recreational CBD edibles market and created Solstice and Sun, with a desire to create and offer artisanal products that would be vegan and organic, gluten free, as well as customized with different textures and flavors.
Of course, the packaging needed to reflect the uniqueness as well, and included a special paper compression wrapper from Japan for each piece with everything packed into stately matte black boxes that they felt met compliance guidelines. What they didn’t count on was that in a dispensary, their stately boxes kept being placed near the bottom of display areas, with more colorful options getting front and center placement. In addition, their boxes were smaller than many others and the elements on the outside weren’t really giving potential customers a good sense of the goodness inside.
Realizing the issue, they went back to the drawing board and commissioned much more colorful, larger vertical bags featuring a serene landscape of rolling hills, with the sun high in the sky and bordered with fruits representing each flavor, with an overlay of their logo and information. They also sourced the bags in California, rather than having boxes printed in China. Another upside, the bags were easier to fill than boxes, and lowered their labor costs.
The changes were immediate – their products began to command much more prominent spaces in dispensaries, and an increase in sales followed.
As Packhelp co-founder Konrad Kwiatkowski wrote in an article for Fleximize as his #1 tip – “Keep packaging eye-catching so that it immediately stands out and is remembered by the customer.” He also shared, “Packaging is also an opportunity to tell customers who you are as a brand and what you believe in. Product packaging cannot scream at the customer – ‘buy me!’. It needs to be intriguing, create a mood and prompt a range of emotions.”
“It was a great lesson for us,” explained Regina. “The packaging has to do the selling for you in the store because no one is there to explain the product. And if you can’t get someone to pick up your box and read about what’s inside, you’ve lost before you’ve even begun.
Frequently Asked Questions
Why is packaging important for retail success?
Packaging is important because it is often the first thing customers see in a retail environment. It influences buying decisions by attracting attention, communicating brand identity, and helping products stand out from competitors on crowded shelves.
How does packaging influence customer purchasing decisions?
Packaging influences purchasing decisions by creating visual appeal, conveying product quality, and triggering emotional responses. Customers often judge products quickly based on appearance, especially when they cannot immediately test or experience the product.
What makes product packaging effective in retail stores?
Effective packaging is visually distinctive, easy to read, aligned with the brand identity, and clearly communicates product benefits. It should also stand out on shelves and be designed with placement and visibility in mind.
Can packaging improve brand recognition?
Yes. Consistent use of colors, logos, typography, and design elements across your packaging creates visual consistency that helps consumers recognize your brand quickly, even in a crowded retail environment.
What role does sustainability play in modern product packaging?
Sustainability is increasingly important to consumers. Eco-friendly packaging made from recycled or biodegradable materials can improve brand perception, attract environmentally conscious shoppers, and meet growing regulatory expectations in many markets.
How should packaging design align with a brand’s overall identity?
Packaging should reflect the same visual language as your other brand assets including your website, social media, and marketing materials. Consistent colors, typography, and tone of voice help reinforce brand recognition and build consumer trust.
Is it worth investing in professional packaging design for small businesses?
Yes. Professional packaging design can significantly impact how customers perceive your product quality and value. Even small businesses can benefit from thoughtful packaging that communicates professionalism and differentiates their products in a competitive market.
