A South African Study of Children Consumers’ Cognition of Color and Graphics in Cereal Box Labeling on Packaging

Extrinsic product attributes such as labeling and packaging may have a particular role in children’s’ purchasing behaviour (Valkenburga, 2001). A qualitative study was designed to gain an in-depth understanding of seven-year-old children’s cognition of colour and graphics used in the labeling and packaging design of breakfast cereals. Semi-structured interviews, sorting and drawing exercises, were used to gather data of a sample of 40 children. The findings suggest very specific colour and graphic preferences among children consumers as well as between colours and flavours. The ideal combination of these aspects were compared to the colours and graphics used in existing labeling and packaging designs.

Citation:

Elizabeth Kempen, Nadine Sonnenberg, and Sonna Visser (2006) ,"A South African Study of Children Consumers’ Cognition of Color and Graphics in Cereal Box Labeling on Packaging", in LA - Latin American Advances in Consumer Research Volume 1, eds. Silvia Gonzalez and David Luna, Duluth, MN : Association for Consumer Research, Pages: 76-77.