{"id":1126,"date":"2016-10-25T21:21:58","date_gmt":"2016-10-25T21:21:58","guid":{"rendered":"http:\/\/cohnmarketistg.wpengine.com\/?post_type=perspectives&p=1126"},"modified":"2024-06-22T21:57:15","modified_gmt":"2024-06-23T03:57:15","slug":"should-cannabis-clients-use-green","status":"publish","type":"post","link":"https:\/\/cohnmarketing.com\/should-cannabis-clients-use-green\/","title":{"rendered":"Green or no Green? Should cannabis companies use green brand colors?"},"content":{"rendered":"

Color Strategy For Successful Cannabis Marketing<\/h2>\n

By CJ Powell, Writer<\/a><\/em><\/strong><\/p>\n

If you live in a cannabis-friendly state like Colorado, you know that recreational or medical marijuana advertisements are usually green. Green logos, green product, green typeface, and, of course, the green cross that plays off the iconic red first-aid cross.<\/p>\n

Apparently, green is good as gold in the legal cannabis industry.\u00a0But should it be? Should new cannabis brands\u2014growers, dispensaries, and ancillary cannabis companies\u2014use green as a primary brand color?<\/p>\n

I interviewed Jesse Pixler, one of our talented creative directors, about marijuana advertisements to get the green gospel on color choice in the cannabis industry.<\/p>\n

\n

Let\u2019s get straight to it. When it comes to Cannabis, to green or not to green?<\/strong><\/p>\n

For me, color is determined by emotion and your brand and what you\u2019re trying to communicate. Even in a saturated industry like marijuana\u2014where every other brand is built on green\u2014it still should always come down to emotion and color psychology. For a feeling of healthy or calmness, green could be a solution for you.<\/p>\n

But would you ever push a cannabis client away from green in advertising or branding?<\/strong><\/p>\n

When we work with cannabis clients, we do encourage the process of color exploration outside of green because it\u2019s so saturated with it right now. They\u2019re tired of seeing the color green, they\u2019re tired of the marijuana leaf. How are you ever going to stand out with another green marijuana brand? During the color exploration, you can also help by changing the hue and tone of the green, skew it a little more blue or emerald or chartreuse.<\/p>\n

Are there any other color-saturated industries like cannabis?<\/strong><\/p>\n

Healthcare and blue. You see that a lot. Or in areas where you want to be seen as affordable, you see a lot of yellow and orange. Payless Shoes, Payless Car Rental car, etc. Those colors evoke a sense of being affordable.<\/p>\n

Red you see a lot in fast food. Wendy\u2019s, McDonald’s, Pizza Hut, KFC. There are a ton of red fast food brands. I don\u2019t know if it\u2019s because we\u2019re blood-sucking beasts or what, but I read once that if you put a blue light bulb in your refrigerator you won\u2019t eat as much. Color psychology.<\/p>\n

What about the product? Would you encourage cannabis clients to show their flower or concentrates in advertisements?<\/strong><\/p>\n

I would not, but it depends on the client. We had a client once that said the marijuana leaf is evil looking, and he didn\u2019t want to show it. \u201cI don\u2019t want my brand to be associated with it.\u201d<\/p>\n

Or we one time had a client that really wanted to make sure its customers knew they had more than just product, and in that case we discouraged them from ever showing the product. Instead, we aimed to have their brand be larger than product.<\/p>\n

Let\u2019s go back to restaurants as an example. You don\u2019t have to show the food at a restaurant. You instead can show what the food makes you feel because foods and taste preference are subjective. It\u2019s the same with marijuana strains. Taste profile is subjective, so why even bother focusing on one specific product image?<\/p>\n

I\u2019m going to make up a cannabis company: Fortunate Flower. It specializes in very high-end recreational cannabis flower and product\u2014think Nordstrom, Mercedes, Johnny Walker Blue Label, etc. This is a status\/elite brand, and maybe it partners with executive concierge services around town for referrals. How would you begin thinking through a color palette for Fortunate Flower?<\/strong><\/p>\n

As a designer, you start to paint pictures in your head automatically. What goes in my head immediately is, \u201cSerif font or a san serif font? How are we going to use the colors? What type of luxury are we talking about?\u201d<\/p>\n

For example, you don\u2019t usually associate bright colors with luxury. A lot of times, bright colors will take away from the luxury element. But I\u2019ve found you can actually use bright colors in luxury if you do it right. Look at Coach, Louis Vuitton, etc. You have the classic black or patent leather, but then you throw something like bright gold or platinum or silver on top of it with a measured pop of color. But you have to be careful not to be playful. Playful can take away from the luxury.<\/p>\n

It also depends\u00a0on what level of luxury. There\u2019s the high end, top 1% type luxury. Totally unattainable but aspirational. There\u2019s the luxury that\u2019s just out of reach and only even a thought on very special occasions. There\u2019s the luxury that is basically attainable\u00a0but still holds an air of class and sophistication.<\/p>\n

All of these things come into play when you\u2019re designing for luxury brands. Even in cannabis<\/a>.<\/p>\n

So interesting. How about another example? Securijuana, the cannabis industry\u2019s newest and most effective private security company. When you partner with Securijuana, your money, product, and employees are instantly safer than they\u2019ve ever been before. Go, Jesse, GO!\u00a0<\/strong><\/p>\n

Blue and black is what immediately comes to mind. You see that a lot in security. Pairing black with a trusting color like blue. Sometimes security companies will throw a yellow in there because yellow elicits caution: Watch out!<\/em> When we do our brand work at COHN, we start with keywords, and we\u2019ll design from there. That\u2019s how you make the connection between what a brand is and how a brand will look visually. Translating the words and sentences and stories that make up a brand and bringing them to life visually through color and design.<\/p>\n

Anything else our readers should know about cannabis advertising?\u00a0<\/strong><\/p>\n

Ha\u2014Yes! I want our readers to know they\u00a0should work with us. The cannabis industry is crazy and wild right now, and you need a partner that can help you focus your marketing and advertising goals. I’m happy to meet with those types of clients and help them navigate the world of color psychology and brand marketing. Have the readers give us a call<\/a>, even if it’s just to talk shop. We’ll find the right solution for them.<\/p>\n","protected":false},"excerpt":{"rendered":"

Color Strategy For Successful Cannabis Marketing By CJ Powell, Writer If you live in a…<\/p>\n","protected":false},"author":3,"featured_media":1198,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[101,102,103],"class_list":["post-1126","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights","tag-legal-cannabis","tag-medical-marijuana","tag-recreational-marijuana"],"yoast_head":"\nShould Cannabis Clients Use Green in Their Brand? - COHN Marketing<\/title>\n<meta name=\"description\" content=\"We sat down with Creative Director, Jesse Pixler, to understand the usage of the color green in cannabis branding and color psychology.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cohnmarketing.com\/wp-json\/wp\/v2\/posts\/1126\/\" 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