How do children develop their aesthetic sensibility?

Purpose – The objective of this research is to understand how children develop their aesthetic sensibility. This question will be examined using modern art pictures and logos. Design/methodology/approach – The study refers to a qualitative method based on interviews with children aged 7 to 12. A total of 24 children were questioned. In order to reinforce the corpus, the authors tried to even out the proportion of girls and boys and to vary their social origins. The study was conducted during the summer of 2007 in three activity centers situated in the west of France. Findings – The paper indicates clearly a strong aesthetic sensibility in children. Visual beauty is the first criterion used for ranking in the scale of preference. The research also brings to light three individual characteristics that can be taken into account to understand how children develop their aesthetic judgment: involvement, age, and gender. Research limitations/implications – The study confirms the need to combine the methods of gathering data when dealing with children. The interviews raised a number of interesting points. However, an obstacle presented itself in the shape of the silence of a few children who were apparently troubled by the difficulty of the questions they were asked or by their lack of verbal skills to formulate their preferences clearly. Practical implications – Concerning the managerial aspect, the three individual characteristics of a child aesthetic sensibility (involvement, age, and sex) could bring important indications to manufacturers who trade on the markets for children. Originality/value – Regarding the academic aspect, it is the first research that deals with the influence of aesthetic judgment of a child on the choice of products.