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Children’s visual memory of packaging

James U. McNeal (President, McNeal & Kids, Youth Marketing Consultants, College Station, Texas, USA)
Mindy F. Ji (Doctoral Student, Department of Marketing, Texas A&M University, College Station, Texas, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 September 2003



To elicit the visual memory of packaging that facilitates consumers’ identification and selection of products from store displays, children were asked to draw a cereal box and the results were compared with actual cereal boxes. Over 97 percent spontaneously drew a cereal box with a brand name and other brand related symbols. This may be the first time to have a glimpse of the consumer’s evoked set as it really exists. The results suggest that one’s evoked set is not just a list of brand names in the mind, but an elaborate symbolic environment made up of visual and verbal codes in which the brand name is nested. Major implications for brand and package management are discussed.



McNeal, J.U. and Ji, M.F. (2003), "Children’s visual memory of packaging", Journal of Consumer Marketing, Vol. 20 No. 5, pp. 400-427.




Copyright © 2003, MCB UP Limited

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