Degree Type

Thesis

Date of Award

2011

Degree Name

Master of Fine Arts

Department

Art and Design

First Advisor

Roger E. Baer

Abstract

Ghana is a country well-endowed with various natural resources. Many of these resources are exported to other countries. Cocoa plays an important role in the economy of Ghana. It is the second foreign exchange earner and the lives of many farmers and their families depend on it. Cocoa products like chocolate, pebbles, cocoa powder feature prominently on the menu in many homes, restaurants and hotels.

The purpose of this study is to develop an effective packaging design prototype that uses cultural references to communicate Ghana, differentiate the brand from others and attract the consumer through sight sensory, an integral component of the sensory which produce emotions leading to decision making towards purchase.

Based on the research-study and analysis of the evaluation matrix on some selected existing chocolate brand packages from five different countries namely: Divine Chocolate (Ghana), Golden Tree Chocolate (Ghana), Milka (German), Hershey chocolate (USA), Villars (Switzerland), Michel Cluizel (France), the prototype design was developed.

DOI

https://doi.org/10.31274/etd-180810-2548

Copyright Owner

Emmanuel Kwadwo Saka

Language

en

Date Available

2012-04-06

File Format

application/pdf

File Size

121 pages

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