The Role of Packaging Aesthetics in Presentation and Acceptability of Selected Imported and Nigerian Made Herbal Products in Lagos State, Nigeria

Packaging aesthetics encapsulate basic packaging features in terms of colour, material, graphics, shape and design that considerably influence the presentation and acceptability of herbal products (HP). Therefore, it is a form of communication and stimulus in influencing consumers’ purchase behaviour. More importantly, packaging aesthetics require advanced technology, visual professionalism and quality materials to promote good packaging. The study discovers that the materials used and technology applied in the packaging of imported herbal products had more intricate and sophisticated finishing; making for user convenience and comparatively, better aesthetics than the local ones. Good packaging aesthetics also caused price disparity between imported and local herbal products, as the imported ones were more expensive, yet they reportedly enjoyed greater acceptability, leading to higher patronage. The study uses ethnographic methods and Bradley Carter’s Classical Theory of Packaging to explain the roles of aesthetics in the presentation and acceptability of selected imported and Nigerian made herbal products in Lagos State, Nigeria.