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

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Research limitations/implications

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

Practical implications

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.

Originality/value

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.

Citation

Bezaz, N. and Kacha, M. (2021), "An experimental study of the effect of packaging colour on children's evaluation of packaging and attitude towards the brand", International Journal of Retail & Distribution Management, Vol. 49 No. 6, pp. 701-716. https://doi.org/10.1108/IJRDM-01-2020-0024