The Effects of Packaging Design on the Marketability of ‘Made in Ghana' Products

Abstract

The marketing ability of Made-in-Ghana products is often on the low side as compared to similar products that are imported. This, due to poor packaging design, does not enhance the product's visual appeal when displayed on the shelf. In view of this, the study delved into finding the causes of the poor performance of the Made-in-Ghana products in both the local Ghanaian and international markets and outlined the possibility of improving the quality of the packaging of Made-in-Ghana products. The study adopted qualitative research using the descriptive method to explain the phenomenon in their natural setting. Surveys and interviews were employed as tools to collect information on the buying behaviour of consumers, especially at marketplaces, retail shops, supermarkets, and shopping malls. The study revealed that consumers are mostly attracted to colourful and well-designed packages in terms of their structural designs, which are the physical forms of the package, and the graphic design comprising the colorful outlook of the package and its labelling. The respondents emphasized that even though most Ghanaian products are good in terms of quality, they are not motivated by the nature of their packaging, which is characterized by improper use of packaging materials, colour, fonts, and print quality.