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The purpose of this paper is to study the effect of packaging colour (chromatic vs achromatic) on children’s brand name memorization (recall and recognition). This research examined the impact of age and school grade on brand name memorization and on the relationship between packaging colour and memorization.

The experimentation concerned 160 French children from seven to 12 years old.

The results showed that chromatic colour of packaging has a positive impact on brand name recognition but not on the recall. Furthermore, the age variable has a significant positive effect on recall capacity but not on brand name recognition.

Other variables can be introduced in the conceptual model, like product involvement (by adding other products), children’s colour preference, hue and value colour (by included diverse colours).

Children’s importance as a commercial target is increasing, marketing managers have to differentiate their products on the shelves. Consequently, the choice of the packaging dominant colour appears to be a crucial strategic decision, because it allows children to recognize the brand name. Professionals have to adapt their strategies of differentiation to children’s ages knowing that younger children need more visual stimuli than older ones.

This research has important theoretical contributions. There is very little research on the effect of packaging on children’s purchasing behaviour. Moreover, no research has studied the impact of colour packaging on children’s memorization (seven to 12 years old).

This article aims to determine how packaging colour (hue, saturation and brightness) for a healthy food product might influence children's evaluation of the packaging and their attitude towards the brand.

An experiment involving 157 children (7–12 years of age) features a within-subject, factorial design. The product selected for this experiment is an unknown brand of orange juice.

Each colour dimension on packaging exerts an impact on children's evaluation of the packaging and attitude towards the brand. Therefore, the colour featured on packaging can be an effective lever for action to ensure and enhance children's healthy diets.

Further research should investigate these effects across additional product categories, brands and colours.

Packaging is an important marketing tool that influences children's evaluation of the packaging and attitude towards the brand, especially at the point of sale. To understand and exploit these packaging colour effects appropriately for healthy products, it is crucial to understand the effects of various packaging colour dimensions.

Little prior research has addressed the effects of packaging on children's responses, especially by accounting for multiple colour dimensions. Nor has extant research identified how packaging colour dimensions can affect children's evaluation and brand attitude. Especially in consideration of the growing problem of childhood obesity, it is important to give marketers effective ways to promote healthy products.

A product colour plays an important role in consumers’ preferences. The purpose of this paper is to highlight the impact of the three-dimensional character of colour (brightness, saturation and vividness) on children’s behaviour towards a food product and as a source of well-being.

Two experiments were conducted. Study 1 was conducted with 62 children and used four visuals of syrup presenting two colours (red/green) and two variations of vividness (vivid/dim). Study 2 was conducted with 70 children and used four pictures of stewed apples and four pictures of pouches to test the influence of each dimension of colour on children’s preferences for the product and the product packaging.

Results show that the three-dimensional character of colour plays an important role in children’s gustatory inferences and well-being.

The study is restricted to one food product (in each study) habitually consumed by children. Other products could be investigated to show how colour can contribute to children’s well-being.

The paper addresses the issue of well-being as a potential brand-positioning element.

The paper suggests new avenues to use the brightness/saturation or vividness of a product or packaging colour as a potential element to arouse positive sensations that generate children’s well-being even when the product is not a preferred one.

This works initiates creative thinking concerning the impact of a product colour on children consumers.

This research aims to investigate whether and how differences may exist in children’s preferences of package design across cultures, with a focus on three aspects of package design: curvilinearity, figurativeness and complexity.

A large-scale questionnaire survey has been conducted in a face-to-face setting in the USA and China, generating valid responses from 763 American children and 837 Chinese children of age 3-12 years.

Unlike previous findings among adults, children from both cultures were found to unanimously prefer curved package design. Nevertheless, Chinese children showed greater preferences for figurative and complex package design than American children; these tendencies increased with age, suggesting significant age–culture interactions.

The surprising finding of the lack of cultural difference in children’s preferences of curved package design suggests that such cultural preferences established in studies of adults may not emerge through time via cultural/social learning until after age 12. The limited cultures, stimuli and factors included in the study call for replications of the study in more realistic and broader settings.

The findings provide package design guidelines for consumer product marketers and designers/innovators targeting the Chinese and American children’s markets. Curved package designs are preferred by children from both cultures. Nevertheless, marketers should choose figurative and complex package design in accordance with the target children’s age and cultural background.

This study contributes to the limited empirical consumer behavior research on package design, especially that of children’s products. It also extends the literature on cultural psychology, experimental aesthetics and developmental psychology.

The purpose of this paper is to examine the influence of the symmetrical disposition of information items displayed on the front of product packaging on perceived complexity, perceptual fluency, aesthetic evaluation and product purchase intention.

A sample of 104 participants was exposed to fast-moving consumer goods packaging. A within-subject design experiment was carried out to assess the influence of the symmetrical disposition of information items displayed on the front of the packaging. ANOVA and a PROCESS procedure to assess mediation (Hayes, 2013) examined the relationships among the factors influenced by symmetry.

This study found that the symmetrical disposition of information items around the vertical axis (mirror symmetry) decreased visual complexity and highlighted an “indirect-only mediation” of visual complexity on the aesthetic evaluation of the packaging through processing fluency. This research also highlighted the fact that packaging aesthetic evaluation had a positive influence on purchase intention.

This study extends knowledge on package design by showing that the elements on which the producer can act (in this case, symmetry on the front of packaging) have an influence on the consumer’s evaluation of the product and intention to purchase.

This study aims to understand the extent to which packaging influences Brazilian parents' purchasing willingness based on children's food preferences for unhealthy food products.

Parents, with children up to 12 years old, answered questions about the positive influence of the packaging on the children, the preferences of the children in their willingness to buy and the propensity to give in to the desires of the children. Data analysis was performed with the statistical software SPSS and Stata used for structural equations modeling.

The results back the outlined hypotheses and point out that the characteristics of the packaging positively influence children's preferences as well as parents’ who are prone to give in to such influences. In some relationships, there was a minute moderating effect of social desirability and social class.

The research presents as a limitation the nature of the sample, parents, to the extent that the influences of the packages on the children were analyzed from their perspectives.

Findings from the research can be used to think about preventive public policies to protect children as highly vulnerable subjects. Another practical implication is that the same marketing strategies that are used for unhealthy foods can also be used for healthy foods, improving their linkage to the children once there are evidences that packaging can positively influence their preferences.

The originality of this study is to focus on children's food preferences for unhealthy products and in parents with children up to 12 years old, which is not often investigated by researchers.

Empirical research on the influence of package size on consumers' quality perception has been scarce. Yan et al. (2014), an initial study focusing on this topic, showed that a small package generates higher perceived quality than a large package of the same brand. To cultivate a deeper understanding of such an effect, this paper aims to extend that study by examining the process by incorporating the evaluation context as a moderator.

Two experiments were carried out. In Study 1 (n = 380), the effect of package size on perceived quality was investigated by comparing a standalone context in which a single package size was presented and a context in which two different package sizes were shown. In Study 2 (n = 436), a standalone context was compared with another context in which participants viewed two different sizes but directed their attention to only one.

The findings indicate that the package size effect is not universal, and that it generally appears in a standalone context. In the contexts where two sizes were presented, it appears when consumers' attention is directed to only one size, whereas the effect does not manifest when consumers focus equal attention on both. The impact of the evaluation context is also stronger for small packages than for large packages.

This paper adds knowledge to packaging and cue-utilisation literature by clarifying a boundary condition of the impact of package size on consumers' quality perception.

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.

This research seeks to examine the influence of sponsorship on spectators' consideration sets by investigating, in a naturalistic setting, whether sport sponsorship adds a prominent brand to spectators' consideration sets, with and without the explicit memory that the brand is a sponsor.

A field study involved 1,084 visitors to a tennis tournament. For the control group (n=276), the interviews took place before the spectators entered the stadium; interviews with the exposed group (n=808) were conducted after they had attended at least one match. Three hypotheses related to consumer status and consideration set conditions were tested.

Sponsorship can influence the likelihood that a prominent brand becomes part of the consideration set in a naturalistic setting, even without an explicit memory that the brand is a sponsor. This implicit sponsorship effect was limited to the memory-based consideration set of non-consumers of the brand.

This study establishes an implicit sponsorship effect for prominent brands in naturalistic environments and contributes to a better understanding of moderating (boundary) conditions.