Children's Preferences of Package Design

This research explores influences of package design on children’s preferences in three dimensions: shape (straight or rounded), figurativeness, and complexity. Analysis of data from 766 children 3-12 years of age reveals that, unlike prior findings on gender differences in adults’ preferences for straight or rounded shapes, children generally prefer rounded package shapes. Meanwhile, the results indicate that children prefer realistic, figurative package design and that children’s preferences for complex package shapes increase with age.


Dan Zhang, James Hunt, Anthony Di Benedetto, and Richard Lancioni (2011) ,"Children's Preferences of Package Design", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 575-576.


Dan Zhang, Temple University, U.S.
James Hunt, Temple University, U.S.
Anthony Di Benedetto, Temple University, U.S.
Richard Lancioni, Temple University, U.S.


E - European Advances in Consumer Research Volume 9 | 2011

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