• Moses Salifu Cudjoe

Abstract This paper investigates how packaging aesthetics and visual communication impact consumer perception and sustainable behavior in Ghana’s urban markets. Focusing on the context of the circular economy and Sustainable Development Goal 12 (Responsible Consumption and Production), it examines the role of design in promoting reuse, recyclability, and environmental literacy. Employing a mixed-methods research model combining content analysis and field interviews, the study analyzes packaging from food and beverage products commonly found in Accra and Kumasi. It evaluates the effectiveness of eco-labeling, contrasts global and local best practices, and proposes design-led solutions to enhance sustainable packaging outcomes in urban Ghana.

Keywords: Circular Economy, Packaging Design, Visual Communication, Urban Ghana, Sustainability

"Rethinking Package Aesthetics in a Circular Economy in Urban Markets in Ghana: A Visual Communication Perspective on Design, Waste, and Consumer Perception", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 5, page no.k804-k808, May-2025, Available :http://www.jetir.org/papers/JETIR2505B70.pdf

"Rethinking Package Aesthetics in a Circular Economy in Urban Markets in Ghana: A Visual Communication Perspective on Design, Waste, and Consumer Perception", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 5, page no. ppk804-k808, May-2025, Available at : http://www.jetir.org/papers/JETIR2505B70.pdf