Children’S Preferences of Package Design

Dan Zhang, City University of New York, USA
James Hunt, Temple University, USA
Anthony Di Benedetto, Temple University, USA
Richard Lancioni, Temple University, USA
This research explores children’s preferences of package design on shape (straight or rounded), figurativeness, and complexity. Analysis of data from 766 children 3-12 years of age reveals that children generally prefer rounded package shapes and realistic, figurative package designs, and that children’s preferences for complex package shapes increase with age.
[ to cite ]:
Dan Zhang, James Hunt, Anthony Di Benedetto, and Richard Lancioni (2012) ,"Children’S Preferences of Package Design", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1111-1111.