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

Author

Listed:
  • Nora Bezaz

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

  • Mathieu Kacha

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

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.

Suggested Citation

  • Nora Bezaz & Mathieu Kacha, 2021. "An experimental study of the effect of packaging colour on children's evaluation of packaging and attitude towards the brand," Post-Print halshs-03174930, HAL.
    • Handle: RePEc:hal:journl:halshs-03174930
    DOI: 10.1108/IJRDM-01-2020-0024
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    Cited by:

    1. Sutrisno Trisno & I Ketut Gunarta & Erwin Widodo, 2024. "Packaging optimization model using cost-based behavioral perspective approach in food and beverage industry," Eastern-European Journal of Enterprise Technologies, PC TECHNOLOGY CENTER, vol. 5(13 (131)), pages 97-111, October.
    2. Sun, Jianmin & Sarfraz, Muddassar & Ivascu, Larisa & Han, Heesup & Ozturk, Ilknur, 2024. "Live streaming and livelihoods: Decoding the creator Economy's influence on consumer attitude and digital behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).

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