Targeting the Right Age of Children With the Right Package Design

Dan Zhang, City University of New York, U.S.
This research explores age effects on children’s preferences of package design in curvilinearity, figurativeness, and complexity. Analysis of data from 763 children suggests that children’s preferences for curved package shapes increase with age. Meanwhile, the subject of figurativeness matters. Finally, preferences for complex package shapes increase with age.
[ to cite ]:
Dan Zhang (2015) ,"Targeting the Right Age of Children With the Right Package Design", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 817-817.