Children's reactions to visual elements of packaging
The child, never as well "king" as today, constitutes currently a very interesting marketing target for companies. To capture this specific target, marketers often play on the graphic dressing of the packaging of their products.
In this article, we try to reveal the impact of the extrinsic characteristics of the packaging, specifically the color and the emblematic character on the emotional, attitudinal and behavioral responses of the child. To do this, 280 children aged 8 to 12 years were asked to participate in a questionnaire survey as part of an experiment.
The results obtained show that a packaging colored in red induces a more intense emotional activation than a packaging colored in blue and that the enrichment of the packaging by an emblematic character generates a level of emotional activation in the child higher than that induced by a classic packaging. Our study also proves that by stimulating the emotion of pleasure in children through the use of emblematic characters and cold colors (blue) we can generate a favorable attitude towards the packaging which can result in an intention to purchase a product.
The theoretical interest of our research is to enrich the literature on the influence of visual elements of packaging, specifically the color and the emblematic character, on the responses of young consumers. On a managerial level, this article could help marketers and packaging designers, who target the child population, in their chromatic and aesthetic choices.
Copyright (c) 2021 Khaoula Ouni Ghobtane
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