Photo essay: Green leaf White background weed-related stigma in cannabis book covers

Abstract

Though the proverb states one to never judge a book by its cover, it is undeniable that the vi sual cover of publishing materials does make a significant impact on the purchasing decision. This chapter analyzes cannabis publication covers to reveal marketing techniques that have led to the positive reframing of cannabis commodities for public consumers. By creating a “base” imagery of a green cannabis fan leaf in the center of a white background, publishers encourage consumers to re-structure negative associations with illegal cannabis markets for a clean and refreshed ecological presentation. Cannabis covers post-prohibition simultaneously encourage new associations with legal cannabis markets, while also concealing current socio-economic challenges stemming from the legal industry of cannabis in Colorado.