Toward the characterization of ‘toy-packaging’: an exploratory research

Abstract

Owners of brands that target children are aware of the influence of packaging. Recently, managers of brands addressed to young consumers had made important decisions about all aspects of their offering, including package design. To attract young consumers, they integrate innovation in their designs: vivid colors, funny, and playful aspects, distinctive package shape and spokes-character. They conceived a new type of packaging called ‘Toy-packaging’. This research aims at investigating the influence of this new packaging on children’s perception.

Keywords:

• Children
• new packaging
• creativity
• link with brand
• toy-packaging

Notes

1. Fabrice Peltier: President of P’reference an agency of design and communication.

2. A product that has the strawberry’ flavor but not colored in red, for example.

3. http://www.packagingoftheworld.com/2014/11/8-brilliant-examples-of-toy-packaging.html; http://www.packaginginnovation.com/packaging-design/3-thrilling-toy-packaging-designs/.

4. www.thedieline.com; www.revistafator.com.br.