by Marla Bracco
Within the retail world, the cannabis market is steadily becoming a predominant part of the mainstream marketplace. As the industry continues to grow, cannabis dispensaries must work diligently at producing compelling branding to grow its consumer base and create a wider acceptance of cannabis products — and this can easily be done with attractive signage.
Brand building and marketing messaging play crucial roles in how consumers perceive all forms of cannabis merchandise. Just because your dispensary sells popular products, it does not mean that they will easily sell themselves. Brand awareness and consumer loyalty develop from thoughtful planning and design intended for its target demographic. Hence, if you want to create awareness, you have to get in front of the shoppers looking for your products.
Here are some professional tips on how to use signage to help create a strong brand identity for your cannabis dispensary:
Attract Consumers with Signage That Resonates
When choosing standout signage that will attract attention for your dispensary, be sure to keep it simple. The messaging should be brief — ideally seven words or less. Choose vivid imagery with colors that accentuate the mood you want to project to your audience and that best conveys the nature of your merchandise. Cannabis dispensaries often use calming colors like greens and blues to highlight the mellowing results of product usage.
Whether advertising vape pens, tinctures, edibles, concentrates, or individually rolled joints, the most successful marijuana brands are also coincidentally the most minimally designed. Using repurposed or upcycled materials such as recycled acrylic for your signage or dispensary displays is considered a plus for the cannabis market. This is because a large segment of the target demographic values biodegradable material and taking an eco-friendly approach. You can also surprise patrons by placing signage in unexpected locations, such as in bathrooms, near grocery stores, or places where they are practicing other forms of anxiety and stress-relief such as athletic centers and gyms. Likewise, posting signage in expected spots reinforces brand identity and ease of product procurement at your dispensary.
Convertible Signage for Any Space
When planning for the design and implementation of your cannabis dispensary signage, consider portable and adjustable options with multipurpose use. Whether you are elevating the in-store experience or attracting potential patrons, it is equally cost effective and smart to construct signage that can be set up and broken down for impromptu use in a variety of locations and situations. Build custom signs based on seasonal and generic event needs, so whether you are venturing from temporary trade shows or cannabis conferences to brick-and-mortar storefronts, your brand messaging is consistent, recognizable, and explored by a variety of demographics.
Learning Which Signs Fit Your Objectives
Depending on your specific dispensary focus, you need to decide on the type of signage that works best for your business needs. Successful cannabis dispensaries often choose optimal custom signage like banners, flags, and other large scale indoor/outdoor advertising that works well at store level and big industry events. These showstopping visual signs will attract customers, get them to notice your brand, and draw them into your dispensary or display booth.
Many dispensaries also work side-by-side with local eateries or bars, which is why custom-made counter mats are another low-cost yet clever and effective method to get the word out about your brand. Consider wall and floor graphics as well, since these popular items can be used either indoors or outdoors to boost brand awareness and promote the assorted merchandise you offer.
Lastly, vinyl wraps can give you the ability to advertise in more non-conventional locales. Best of all, you can optimize full customization options — shapes, sizes, styles, colors, business logo, slogan, and more. If the signage is printed on recycled material, you can also reuse these wraps time and again and market your socially responsible marketing campaign at the same time.
Regardless of the method used to get the word out about your cannabis merchandise, make sure your signage supports your brand-building campaign and marketing messaging in order to promote your vast assortment of high-quality goods. Effective signs help to make your brand stand out among the competition, build brand recognition, and a loyal customer base while also being creative and fun.
Marla Bracco is a professional content creator for the retail industry and a writer at shopPOPdisplays.com, a leading manufacturer of in-stock and customizable retail point-of-purchase (POP) displays and merchandise.