Iowa State University Capstones, Theses and Graduate Theses and Dissertations Dissertations 2011 The esiD gn of Packaging Graphics for the expansion of Ghanaian Chocolate products Emmanuel Kwadwo Saka Iowa State University Follow this and additional works at: https://lib.dr.iastate.edu/etd Part of the Art and Design Commons Recommended Citation Saka, Emmanuel Kwadwo, "The eD sign of Packaging Graphics for the expansion of Ghanaian Chocolate products" (2011). Graduate Theses and Dissertations. 10239. https://lib.dr.iastate.edu/etd/10239 This Thesis is brought to you for free and open access by the Iowa State University Capstones, Theses and Dissertations at Iowa State University Digital Repository. It has been accepted for inclusion in Graduate Theses and Dissertations by an authorized administrator of Iowa State University Digital Repository. For more information, please contact [email protected]. The Design of Packaging Graphics for the expansion of Ghanaian Chocolate products by Emmanuel Kwadwo Saka A thesis submitted to the graduate faculty in partial fulfillment of the requirements for the degree of MASTER OF FINE ARTS Major: Graphic Design Program of Study Committee: Roger Baer, Major Professor Lisa Fontaine Fred Malven Iowa State University Ames, Iowa 2011 Copyright © Emmanuel Saka Kwadwo, 2011. All rights reserved. ii TABLE OF CONTENTS LIST OF FIGURES ........................................................................................................... vi LIST OF TABLES ........................................................................................................... viii ACKNOWLEDGEMENTS ............................................................................................... ix ABSTRACT ........................................................................................................................ x CHAPTER 1: INTRODUCTION ....................................................................................... 1 CHAPTER 2: LITERATURE REVIEW ............................................................................ 3 An Overview of Ghana ................................................................................................... 3 Demographics of Ghana ....................................................................................................... 3 Growth rate............................................................................................................................. 3 Geographic distribution of population ................................................................................ 3 Political and Legal Environment ......................................................................................... 4 Foreign Investment ............................................................................................................... 5 Culture and Social Factors ................................................................................................... 5 Communication ..................................................................................................................... 7 Economy ................................................................................................................................. 7 Key Exports/ Imports ............................................................................................................ 8 Economic Distribution .......................................................................................................... 9 Cocoa Production in Ghana ............................................................................................... 11 Adinkra Symbol ................................................................................................................... 15 iii Chocolate ....................................................................................................................... 17 Factors Affecting the Demand of Chocolate among Americans .................................. 17 Environmental Safe Packaging ..................................................................................... 21 Marketing ...................................................................................................................... 22 International Marketing ...................................................................................................... 24 International Marketing Management .............................................................................. 24 Factors affecting International Marketing ........................................................................ 25 Definition of Packaging Design .................................................................................... 36 A Brief History of Packaging ........................................................................................ 38 The Role/Function of Packaging ................................................................................... 42 Communication ................................................................................................................... 43 Containment and Protection ............................................................................................... 44 Preservation .......................................................................................................................... 45 Materials for Packaging ................................................................................................ 46 Aluminum ............................................................................................................................. 46 Glass ...................................................................................................................................... 47 Paper...................................................................................................................................... 47 Plastic .................................................................................................................................... 48 Packaging Types ........................................................................................................... 48 Primary, Secondary and Tertiary Packaging ................................................................... 48 Returnable, non-returnable and recovery packaging ...................................................... 49 Commodity packaging ........................................................................................................ 49 Convenience and functional packaging ............................................................................ 50 iv Luxury packaging ................................................................................................................ 51 Basic Effective Packaging Design Principles ............................................................... 52 Typography .......................................................................................................................... 52 Color ..................................................................................................................................... 56 Imagery ................................................................................................................................. 58 Brand ............................................................................................................................. 58 Brand Identity and Types ................................................................................................... 60 Defining the problem .................................................................................................... 61 CHAPTER 3: METHODOLOGY AND CASE STUDIES .............................................. 62 Visual Analysis ............................................................................................................. 63 Divine Chocolate - Ghana .................................................................................................. 63 GoldenTree Chocolate - Ghana ......................................................................................... 68 Milka Chocolate - Germany .............................................................................................. 72 Michel Cluizel - France ...................................................................................................... 76 Hershey Chocolate - America ............................................................................................ 81 Villars Chocolate - Switzerland ........................................................................................ 84 Matrix Evaluation .......................................................................................................... 88 Findings and Observations ............................................................................................ 88 CHAPTER 4: GHANAIAN CHOCOLATE PACKAGING DESIGN PROTOTYPE .... 92 Prototype ....................................................................................................................... 93 CHAPTER 5: CONCLUSION ....................................................................................... 102 Recommendation and Future Considerations ............................................................. 103 v BIBLIOGRAPHY ........................................................................................................... 104 vi LIST OF FIGURES Figure 1. Cocoa bean pod prior to harvesting (www.foodprocessing-technology.com) ..............