Towards a Ghanian Identity in Commerce: Promoting Cultural Identity Through Packaging

  • Benjamin Amissah Kwame Nkrumah University of Science and Technology, Kumasi - Ghana

Abstract

This article is part of an ongoing research on Ghanaian cultural identity in commerce which is aimed at promoting Ghanaian cultural identity through packaging design. The goal is to use packaging design as an intervention to stem the depletion of sources of cultural identities by designing package labels which depict the Ghanaian cultural identity. Cultural-Oriented design model was used as a guide for designing labels for an orange juice product. Research instruments such as informal interviews and questionnaires were employed to solicit the opinion and reaction of consumers. The study found out that consumers are more likely to purchase culturally oriented designed products over ordinary products when appropriate features are inculcated into the design.

Published
Mar 17, 2017
How to Cite
AMISSAH, Benjamin. Towards a Ghanian Identity in Commerce: Promoting Cultural Identity Through Packaging. International Conference on Applied Science and Technology Conference Proceedings, [S.l.], v. 3, n. 1, p. 248 - 261, mar. 2017. ISSN 2467-902X. Available at: <https://conference.kstu.edu.gh/index.php/proceedings/article/view/21>. Date accessed: 21 oct. 2019.