Packaging Design in Ghana: Consumer Reaction to Culture-Oriented Design

Abstract

This study examines how Ghanaian consumers respond to culture-oriented packaging design and how such design influences perceptions, attitudes, and product choice. Drawing on a culture-oriented design model, we integrated Ghanaian cultural elements—traditional patterns, socio-cultural practices, and symbols—into a product label and explored consumer reactions using qualitative methods (interviews and observations). Data were analysed thematically. Findings indicate that culturally infused packaging evokes emotional connection, enhances perceived authenticity, and strengthens brand attachment, with many participants expressing a higher willingness to pay for designs that reflect their cultural identity. Beyond market outcomes, participants viewed culture-oriented packaging as contributing to cultural preservation and countering the homogenising effects of globalisation. The study offers practical guidance for businesses seeking culturally resonant marketing strategies in Ghana and contributes to scholarship on the intersection of packaging, culture, and consumer behaviour. We recommend future work that compares demographic segments and conducts cross-cultural studies to test transferability across markets.