The Role of Packaging Colour in Brand Recognition Among Low-Literacy Consumers in Rural Kebbi State

This study investigates the role of packaging colour in facilitating brand recognition among low-literacy consumers in rural communities in Kebbi State, North West Nigeria. In markets with significant proportions of consumers who have limited reading ability, visual packaging cues such as colour, shape, and imagery serve as primary brand identification mechanisms. Despite the marketing significance of this consumer segment, academic studies specifically addressing visual packaging and brand recognition among low-literacy rural Nigerian consumers are rare. The study adopts a descriptive survey design with an observational component, using a sample of 200 rural consumers from three communities in Kebbi State. Structured interviews with pictorial aids and packaging recognition exercises are used as primary data collection instruments. Descriptive statistics and chi-square analysis are employed. The study also examines whether gender and age moderate the role of colour in brand recognition among low-literacy consumers. Preliminary findings indicate that colour is the single most important visual cue for brand identification among low-literacy respondents, significantly outperforming shape and imagery. Red and yellow packaging consistently produce the highest recognition rates. Recommendations address consumer goods manufacturers, packaging designers, and development-oriented marketers on designing for inclusivity in Nigeria's rural low-literacy consumer segments. This research fills a critical gap in Nigerian packaging and accessibility marketing literature. Keywords: packaging colour, brand recognition, low-literacy consumers, Kebbi State, rural marketing