WASHINGTON — A Washington State University study, published in the International Journal of Drug Policy in 2026, examined how underage individuals in Washington perceive legal cannabis packaging. The study found that colorful logos, brand names, and food-like imagery on cannabis products remained appealing despite state regulations.

Researchers surveyed 454 participants in Washington, which included 149 teens aged 13 to 17 and 305 young adults aged 18 to 20. These participants were shown photographs of five legally sold cannabis edible products in Washington, which included gummies, candy, chocolate, pretzels, and a cannabis-infused soda. The cannabis products shown in the study complied with current Washington state packaging regulations.

Participants used a hotspot analysis tool to identify specific packaging elements they believed would appeal to underage individuals. Survey respondents frequently selected colorful logos, brand names, bold typography, and images resembling familiar foods as the most appealing packaging features. Over 80% of survey respondents indicated that some cannabis gummy and candy products would appeal to individuals under 21. Many respondents identified a turtle logo on a cannabis chocolate package as an attention-grabbing feature. The package complied with state regulations, which prohibit the use of cartoons and bubble lettering on cannabis packaging. Warning labels, ingredient lists, and nutritional information on the cannabis packaging received minimal attention from the participants.

Stacey J.T. Hust, a professor at Washington State University, said, "Our previous work showed that teens found many of these products appealing, but it didn't tell us exactly what they were responding to. This study allowed us to pinpoint the specific package features that stood out across different products." She added, "What we found is that participants are interpreting some of these design features differently than regulations might anticipate. If the goal is to make products less appealing to underage individuals, it's important to understand how adolescents are actually perceiving what's on the package."

Jessica Fitts Willoughby, another professor at Washington State University, said, "I think it really speaks to the role branding can play. Teens aren't necessarily making distinctions between what's a package design element and what's part of a company's brand identity. They see logos, colors and icons as features that could appeal to underage audiences." She added, "We have language in Washington's regulations that products should not be especially appealing to youth. To understand what that means, we need to continue talking with teens and young adults about what they see and how they're interpreting these products."