Packaging made-in-Ghana products

A cursory observation of made-in-Ghana products reveals that many companies give little or no attention to the packaging of their products.

It is a worrying trend with disastrous consequences.

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In a global village, competition is intense; consequently, packaging of Ghana-made-products must stand toe-to-toe with that of foreign products quality-wise.

It is an open secret that many Ghanaians shy away from some made-in-Ghana products not necessarily because such products are inferior but at least in part because of poor packaging.

Packaging possesses the potential to determine the success or otherwise of a product or service within a given market. It certainly is not the only determinant of business success but it plays a pivotal role.

A good package sometimes gives a company more promotional effect than it could possibly afford with advertising.

A well-designed package, for example, is a powerful point-of-purchase-selling device because it can make a product stand out from its competitors.

Is it any wonder some prospective customers are more drawn to foreign products when they are displayed with some locally manufactured goods?

A package for a given product may be designed with the specific intent of defining product identity. Packages are often used to invoke prestige, convenience, status, or other positive product attributes in the eyes of the customer.

A good package provides relevant information about its contents to the customer (and prospective customer).

Indeed, in some jurisdictions, it is mandatory that some specific information such as the manufacture and expiry dates are provided on the package.

Many packages also give directions for using the product and information about its contents, nutritional value (where applicable), and potential hazard(s).

A package may be designed with the specific intent of ensuring safe and convenient usage. A package can improve product safety and convenience for the customer.

In Ghana, for instance, the design of some canned products such as canned tomatoes has been modified in recent times for convenience, safety and easy usage.

Hitherto, these canned products had to be opened either with a tin cutter or knife.

What pertains currently is that some canned products have been designed to have some sort of knob or handle that allows for easy opening.

A given package may be designed with the intent of protecting its contents from damage and, in the case of food items, from spoilage.

It is common knowledge amongst product planners that a poorly designed package that does not protect the product costs businesses money and also create a bad image for them.

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