An experimental study of the effect of packaging colour on children's evaluation of packaging and attitude towards the brand

Abstract

PurposeThis 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.Design/methodology/approachAn 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.FindingsEach 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.Research limitations/implicationsFurther research should investigate these effects across additional product categories, brands and colours.Practical implicationsPackaging 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.Originality/valueLittle 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.

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Children’s sensory involvement and parents' purchase decision: the mediating role of parents' attitude

“…The hypothesis was tested using a multi-item scale adopted from previous studies to measure the variables. Items The scales used in the questionnaire for each variable were adapted from the mentioned sources (as shown in Table 1): Packaging (Bezaz and Kacha, 2021; Ogba and Johnson, 2010; Taghavi and Seyedsalehi, 2015), brand characters (De Droog et a. , 2010; Taghavi and Seyedsalehi, 2015), advertising (Soni and Singh, 2012), Parents’ attitude (Basu and Sondhi, 2014) and parents' purchase decision (Taghavi and Seyedsalehi, 2015). A 5-point Likert scale ranging from “strongly disagree” (1) to “strongly agree” (5) was employed to collect the relevant data from the responders.…”

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“…These studies share the conclusion that packaging colour, as an extrinsic and visual cue, conveys meanings affecting in-store behaviour. Packaging colour can even be used to communicate specific meanings to direct behaviour , such as encouraging consumers to adopt a healthy diet (Bezaz and Kacha, 2021). Essentially, research stresses that colour impacts responses in context (Kauppinen-Räisänen et al ., 2020; Madden et al.…”

“…Kauppinen-R€ ais€ anen, 2014). Past research largely agrees that packaging colour, as an extrinsic and visual cue, conveys both brand and product and affects consumers' in-store behaviour ( Alvarez-Gonz alez et al, 2023;Bezaz and Kacha, 2021; Kauppinen-R€ ais€ anen and Jauffret, 2018; Lee et al, 2014;Martinez et al, 2021).…”