An integrative strategy for utilising culture-inspired packaging design aesthetics toward improving the economic value of local agricultural products: A qualitative study

Given the global decline in oil prices, there is a critical need for economic diversification in countries like Nigeria by leveraging the agricultural sector. However, the marketability of local agricultural products is often hindered by inadequate packaging that fails to connect with consumers. This study explores an integrative strategy that employs culture-inspired packaging design aesthetics to enhance the economic value of local agricultural products in Nigeria. It adopts a qualitative methodological approach involving analysis of validated secondary sources and applying visual design theories, including Gestalt principles, cognitive psychology, and semiotics. The study demonstrates how cultural elements can be embedded meaningfully into packaging design to elevate consumer perception and market competitiveness of local agricultural products. Findings reveal that packaging design using an integrative strategy rooted in local cultural identity improves consumer engagement, fosters emotional and cognitive resonance, and enhances brand value. The study findings will contribute to sustainable economic development in Nigeria by shedding light on the untapped potential within the fusion of cultural identity and commercial viability in the agricultural sector. It provides practical insights for designers, packaging industries, marketers, researchers, and policymakers on utilising cultural aesthetics to promote sustainable development and economic growth in Nigeria’s agro-based economy.