Analysis of factors that influence graphic design as the preferred visual art subject in Ghana

There is a high interest for graphic design among the visual art disciplines in Ghana and several factors account for this. The purpose of this study was to investigate the factors that influence the preference for graphic design as the preferred visual art subject. To carry out this task, purposive sampling technique was employed to collect data from 340 visual art students from selected senior high schools and tertiary institutions in Ghana. This was made up of 145 male and 195 female students. Data for the study were collected through the administration of an online survey instrument and a paper-printed questionnaire based on an integrated framework of Expectancy-Value Theory and Bronfenbrenner’s Ecological Systems Theory. The quantitative research method was adopted in which the Partial Least Square Structural Equation Modeling (PLS-SEM) software was used to analyze the data for the study. The findings revealed that perceived personal motivation, robust design ecosystem, strong intrinsic, extrinsic, social and cultural attributes are the key drivers that influence students’ preference for graphic design. It was further revealed that graphic design is perceived to have a robust ecosystem where sophisticated digital tools and processes are employed. Characterized by a good curriculum structure and the use of 2D and 3D computer software like Adobe Photoshop, Adobe Illustrator and Cinema 4D, students are easily attracted to pursuing graphic design. It is therefore recommended that the entire visual art education ecosystem should be redesigned to include technological tools, processes and collaborative learning where courses like computer-Aided and 3D graphics are integrated into other visual art subjects. © 2024 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.