589
Views
4
CrossRef citations to date
0
Altmetric
Original Articles

Color Versus Form: Which Matters More in Children's Preferences of Package Design?

References

  • Achenreiner, G. B., and D. R. John. 2003. The meaning of brand names to children: A developmental investigation. Journal of Consumer Psychology 13 (3):205–219. doi:10.1207/S15327663JCP1303_03.
  • Ampuero, O., and N. Vila. 2006. Consumer perceptions of product packaging. Journal of Consumer Marketing 23 (2):102–14. doi:10.1108/07363760610655032.
  • Berenbaum, S. A., K. Korman, and C. Leveroni. 1995. Early hormones and sex differences in cognitive abilities. Learning and Individual Differences 7 (4):303–21. https://doi.org/10.1016/1041-6080(95)90004-710.1016/1041-6080(95)90004-7.
  • Bezaz, N. 2014. The impact of packaging colour on children's brand name memorization (7–12 years old). International Journal of Retail & Distribution Management 42 (11/12):1053–68. doi:10.1108/IJRDM-08-2013-0168.
  • Brée, J. 2012. Kids marketing. Cormelles-le-Royal, France: Editions EMS.
  • Bremner, J. G., A. M. Slater, U. C. Mason, J. Spring, and S. P. Johnson. 2013. Trajectory perception and object continuity: Effects of shape and color change on 4-month-olds' perception of object identity. Developmental Psychology 49 (6):1021–26. doi:10.1037/a0029398.
  • Brian, C., and F. Goodenough. 1929. The relative potency of color-form perception at various ages. Journal of Experimental Psychology 12 (3):197–213. doi:10.1037/h0070967.
  • Broek, P., E. P. Lorch, and R. Thurlow. 1996. Children's and adults' memory for television stories: The role of causal factors, story-grammar categories, and hierarchical level. Child Development 67 (6):3010–28. doi:10.1111/j.1467-8624.1996.tb01900.x.
  • Child, I. L., Hansen, J. A., Hornbeck, F. W. 1968. Age and sex differences in children's color preferences. Child Development 39 (1):237–47. doi:10.2307/1127374.
  • Clement, J. 2007. Visual influence on in-store buying decisions: An eye-track experiment on the visual influence of packaging design. Journal of Marketing Management 23 (9–10):917–28. doi:10.1362/026725707X250395.
  • Colby, M. C., and J. B. Robertson. 1942. Genetic studies in abstraction. Journal of Comparative Psychology 33 (3):385–401. doi:10.1037/h0062934.
  • Corah, N. 1964. Color and form in children's perceptual behavior. Perceptual Motor Skills 18 (1):313–16. doi:10.2466/pms.1964.18.1.313.
  • Corah, N. 1966. The effect of instruction and performance set on color-form perception in the young child. Journal of Genetic Psychology 108 (2):350–56. doi:10.1080/00221325.1966.10532794.
  • Corah, N., and E. J. Gospodinoss. 1966. Color-form and whole part perception in children. Child Development 37 (4):837–42. doi:10.2307/1126606.
  • Cousins, S. D. 1989. Culture and self-perception in Japan and the United States. Journal of Personality and Social Psychology 56 (1):124–31. doi:10.1037/0022-3514.56.1.124.
  • Creusen, M. E., and J. P. Schoormans. 2005. The different roles of product appearance in consumer choice. Journal of product innovation management 22 (1):63–81. doi:10.1111/j.0737-6782.2005.00103.x.
  • Cyr, D., and C. Bonanni. 2005. Gender and website design in e-business. International Journal of Electronic Business 3 (6):565–82. doi:10.1504/IJEB.2005.008536.
  • Davidoff, J. 1972. The effect of color distraction on a matching task in Ghanaian children. International Journal of Psychology 7 (3):141–44. doi:10.1080/00207597208247047.
  • De Bock, T., M. Pandelaere, and P. V. Kenhove. 2013. When colors backfire: The impact of color cues on moral judgment. Journal of Consumer Psychology 23 (3):341–48. doi:10.1016/j.jcps.2012.09.003.
  • Dittmar, M. 2001. Changing colour preferences with ageing: A comparative study on younger and older native Germans aged 19–90 years. Gerontology 47 (4):219–26. doi:10.1159/000052802.
  • Dudarenok, A. G. 2015. China's toys and games industry: 2015. http://www.ajournal.com.hk/#!chinas-toys-and-games-industry-2015/cfh0.
  • Elkind, D. 1981. The hurried child. Reading, Massachusetts: Addison-Wesley.
  • Farley, F. H., and S.-H. Ahn. 1973. Experimental aesthetics: Visual aesthetic preference in five cultures. Studies in Art Education 15 (1):44–48. doi:10.2307/1320057.
  • Fellows, B. J. 1967. Change stimulus sequences for discrimination tasks. Psychological Bulletin 67 (2):87–92. doi:10.1037/h0024098.
  • Franklin, A., and I. R. L. Davies. 2004. New evidence for infant colour categories. British Journal of Developmental Psychology 22 (3):349–77. doi:10.1348/0261510041552738.
  • Garber, L. L., Jr., R. R. Burke, and J. M. Jones. 2000. The role of package color in consumer purchase consideration and choice. Marketing Science Institution Working Paper 104:1–46.
  • Gollety, M., and N. Guichard. 2011. The dilemma of flavor and color in the choice of packaging by children. Young Consumers 12 (1):82–90. doi:10.1108/17473611111114803.
  • Gunlach, C., and C. Macoubrey. 1931. The effect of color on apparent size. American Journal of Psychology 43 (1):109–11. doi:10.2307/1414243.
  • Hanna, A., and R. Remington. 1996. The representation of color and form in long-term memory. Memory & Cognition 24 (3):322–30. doi:10.3758/BF03213296.
  • Hekkert, P., and H. Leder. 2008. Product aesthetics. In Product experience, ed. H. N. J. Schifferstein and P. Hekkert, 259–85. Amsterdam, The Netherlands: Elsevier.
  • Henderson, P. W., J. A. Cote, S. M. Leong, and B. Schmitt. 2003. Building strong brands in Asia: Selecting the visual components of image to maximize brand strength. International Journal of Research in Marketing 20 (4):297–313. doi:10.1016/j.ijresmar.2003.03.001.
  • Honkavaara, S. 1958. A critical reevaluation of the color and form reaction and disproving of the hypotheses connected with it. Journal of Psychology 45 (1):25–36. doi:10.1080/00223980.1958.9916237.
  • Huang, L. and J. Lu. 2016. The impact of package color and the nutrition content labels on the perception of food healthiness and purchase intention. Journal of Food Products Marketing 22 (2):191–218. doi:10.1080/10454446.2014.1000434.
  • Hunt, S. D., R. D. Sparkman Jr., and J. B. Wilcox. 1982. The pretest in survey research: Issues and preliminary findings. Journal of Marketing Research 19 (2):269–73. doi:10.2307/3151627.
  • Hurlbert, A. C. and Y. Ling. 2007. Biological components of sex differences in color preference. Current Biology 17 (16):R623–5. doi:10.1016/j.cub.2007.06.022.
  • Hutchings, J. B. 2003. Expectations and the food industry: The impact of color and appearance. New York: Kluwer Academic/Plenum Publishers.
  • Iijima, M, O. Arisaka, F. Minamoto, Y. Arai. 2001. Sex differences in children's free drawings: A study on girls with congenital adrenal hyperplasia. Hormones and Behavior 40 (2):99–104. doi:10.1006/hbeh.2001.1670.
  • John, D. R. 2008. Stages of consumer socialization: The development of consumer knowledge, skills, and values from childhood to adolescence. In Handbook of Consumer Psychology, ed. byC. P. Haugtvedt, P. M. Herr, and F. R. Kardes, 221–46. New York: Psychology Press.
  • John, D. R., and R. Lakshmi-Ratan. 1992. Age differences in children's choice behaviour: The impact of available alternatives. Journal of Marketing Research 29 (2):216–26. doi:10.2307/3172571.
  • Johnson, O., and R. H. Knapp. 1963. Sex differences in aesthetic preferences. Journal of Social Psychology 61 (2):279–301. doi:10.1080/00224545.1963.9919486.
  • Kagan, J., and J. Lemkin. 1961. Form, color, and size in children's conceptual behavior. Child Development 32 (1):25–28.
  • Katz, J. M. 1975. Color-form responding: An information processing approach. Canadian Psychological Review/Psychologie Canadienne 16 (2):111–23. doi:10.1037/h0081794.
  • Kauppinen‐Räisänen, H. 2014. Strategic use of colour in brand packaging. Packaging Technology and Science 27 (8):663–76. doi:10.1002/pts.2061.
  • Kuhlmann, F. 1904. Experimental studies in mental deficiency: Three cases of imbecility (Mongolian) and six cases of feeblemindedness. American Journal of Psychology 15 (3):391–446. doi:10.2307/1412642.
  • Labrecque, L. I., and G. R. Milne. 2012. Exciting red and competent blue: The importance of color in marketing. Journal of the Academy of Marketing Science 40 (5):711–27. doi:10.1007/s11747-010-0245-y.
  • Labrecque, L. I., V. M. Patrick, and G. R. Milne. 2013. The marketers' prismatic palette: A review of color research and future directions. Psychology & Marketing 30 (2):187–202. doi:10.1002/mar.20597.
  • Lin, Y.-C. and I. Bin. 2011. Generation and gender differences in aesthetic responses to popular illustrations. Visual Arts Research 37 (1):30–41. doi:10.5406/visuartsrese.37.1.0030.
  • Lindell, A. K., and J. Mueller. 2011. Can science account for taste? Psychological insights into art appreciation. Journal of Cognitive Psychology 23 (4):453–75. doi:10.1080/20445911.2011.539556.
  • Lino, M., K. Kuczynski, N. Rodriguez, and T. Schap. 2017. Expenditures on Children by Families, 2015. Miscellaneous Publication No. 1528–2015. U.S. Department of Agriculture, Center for Nutrition Policy and Promotion.
  • LoBue, V., and J. S. DeLoache, 2011. Pretty in pink: The early development of gender-stereotyped colour preferences. British Journal of Developmental Psychology 29 (3):656–67. doi:10.1111/j.2044-835X.2011.02027.x.
  • Lohse, G. L., and D. Rosen. 2001. Signaling quality and credibility in yellow pages advertising: The influence of color and graphics on choice. Journal of Advertising 30 (2):73–83. doi:10.1080/00913367.2001.10673639.
  • Macario, J. F. 1991. Young children's use of color in classification: Foods and canonically colored objects. Cognitive Development 6 (1):17–46. doi:10.1016/0885-2014(91)90004-W.
  • Macklin, M. C. 1996. Preschoolers learning brand names from visual cues. Journal of Consumer Research 23 (3):251–61. doi:10.1086/209481.
  • Marshall, D., M. Stuart and R. Bell. 2006. Examining the relationship between product package colour and product selection in preschoolers. Food Quality and Preference 17 (7):615–21. doi:10.1016/j.foodqual.2006.05.007.
  • McNeal, J., and M. F. Ji. 2003. Children's visual memory of packaging. Journal of Consumer Marketing 20 (5):400–27. doi:10.1108/07363760310489652.
  • McNeal, J. U. 1992. Kids as customers: A handbook of marketing to children. Macmillan, New York: Lexington Books.
  • McNeal, J. U. 2007. On becoming a consumer: The development of consumer behavior patterns in childhood. Amsterdam, Netherlands, Boston, MA: Butterworth-Heinemann.
  • McWhinnie, H. J. 1970. A review of recent literature in perceptual/cognitive style. Studies in Art Education 11 (3):31–38. doi:10.2307/1319774.
  • Moss, G., and A. Colman. 2001. Choices and preferences: Experiments on gender differences. Journal of Brand Management 9 (2):89–99. doi:10.1057/palgrave.bm.2540057.
  • Neeley, S. M., and D. W. Schumann. 2004. Using animated spokes-characters in advertising to young children: Does increasing attention to advertising necessarily lead to product preference? Journal of Advertising 33 (3):7–23. doi:10.1080/00913367.2004.10639166.
  • Nelson, M., B. R. L. Duff, and R. Ahn. 2015. Visual perceptions of snack packages among preschool children. Young Consumers 16 (4):385–406. doi:10.1108/YC-02-2015-00507.
  • Ogba, I.-E., and R. Johnson. 2010. How packaging affects the product preferences of children and the buyer behaviour of their parents in the food industry. Young Consumers 11 (1):77–89. doi:10.1108/17473611011026037.
  • Palmer, S. E., and K. B. Schloss. 2010. An ecological valence theory of human color preference. Proceedings of the National Academy of Sciences 107 (19):8877–82. doi:10.1073/pnas.0906172107.
  • Palmer, S. E., K. B. Schloss, and J. Sammartino. 2013. Visual aesthetics and human preference. Annual review of psychology 64:77–107. doi:10.1146/annurev-psych-120710-100504.
  • Payne, M. C. Jr. 1958. Apparent weight as a function of color. The American Journal of Psychology 71 (4):725–30. doi:10.2307/1420330.
  • Peracchio, L. 1992. How do young children learn to be consumers? A script-processing approach. Journal of Consumer Research 18 (4):425–40. doi:10.1086/209271.
  • Piaget, J. 1947. La psychologie de o'intelligence. Colin, Paris: FR.
  • Piaget, J. 1950. La construction du réel chez l'enfant. Delachaux & Niestlé, Neuchâtel, CH.
  • Piaget, J. 1952. The origins of intelligence in children. New York: International Universities Press, Inc.
  • Picariello, M. L., D. N. Greenberg, and D. B. Pillemer. 1990. Children's sex-related stereotyping of colors. Child Development 61 (5):1453–60. doi:10.2307/1130755.
  • Pires, C., and L. Agante. 2011. Encouraging children to eat more healthily: The influence of packaging. Journal of Consumer Behaviour 10 (3):161–68. doi:10.1002/cb.362.
  • Raghubir, P., and A. Krishna. 1999. Vital dimensions in volume perception: Can the eye fool the stomach? Journal of Marketing Research 36 (3):313–26. doi:10.2307/3152079.
  • Rettie, R., and Brewer, C. 2000. The verbal and visual components of package design. Journal of Product and Brand Management 9 (1):56–70. doi:10.1108/10610420010316339.
  • Romero, M., and A. W. Craig. 2017. Costly curves: How human-like shapes can increase spending. Journal of Consumer Research 44 (1):80–98.
  • Saito, M. 1996. A comparative study of color preferences in Japan, China and Indonesia, with emphasis on the preference for white. Perceptual and Motor Skills 83 (1):115–28. doi:10.2466/pms.1996.83.1.115.
  • Salkind, L., and N. J. Salkind. 1997. Gender and age differences in preference for works of art. Studies in Art Education 38 (4):246–56. doi:10.2307/1320524.
  • Schloss, K. B., and S. E. Palmer. 2011. Aesthetic response to color combinations: Preference, harmony, and similarity. Attention, Perception, & Psychophysics 73 (2):551–571. doi:10.3758/s13414-010-0027-0.
  • Schoormans, J., M. Eenhuizen-van den Berge, G. van de Laar, and L. van den Berg-Weitzel. 2010. Designing packages that communicate product attributes and brand values: An exploratory method. Design Journal 13 (1):31–47. doi:10.2752/146069210X12580336766329.
  • Schoormans, J. P. L., and Robben, H. S. J. 1997. The effect of new package design on product attention, categorisation and evaluation. Journal of Economic Psychology 18 (2):271–87. doi:10.1016/S0167-4870(97)00008-1.
  • Scott, L. M., and P. Vargas. 2007. Writing with pictures: Toward a unifying theory of consumer response to images. Journal of Consumer Research 34 (3):341–56. doi:10.1086/519145.
  • Sera, M. D., and K. G. Millett. 2011. Developmental differences in shape processing. Cognitive Development 26 (1):40–56. doi:10.1016/j.cogdev.2010.07.003.
  • Serpell, R. 1969. Cultural differences in attentional preference for colour over form. International Journal of Psychology 4 (1):1–8. doi:10.1080/00207596908247248.
  • Simms, C., and P. Trott. 2010. Packaging development: A conceptual framework for identifying new product opportunities. Marketing Theory 10 (4):397–415. doi:10.1177/1470593110382826.
  • Simon, S. 2001. The impact of culture and gender on Web sites: An empirical study. The DATA BASE for Advances in Information Systems 32 (1):18–37. doi:10.1145/506740.506744.
  • Singh, N., H. Zhao, and X. Hu. 2005. Analyzing the cultural content of web sites: A cross-national comparison of China, India, Japan, and US. International Marketing Review 22 (2):129–46. doi:10.1108/02651330510593241.
  • Slater, A., V. Morison, and D. Rose. 1983. Perception of shape by the newborn baby. British Journal of Developmental Psychology 1 (2):135–42. doi:10.1111/j.2044-835X.1983.tb00551.x.
  • Suchman, R. G. 1966. Cultural differences in children's color and form preferences. Journal of Social Psychology 70 (1):3–10 doi:10.1080/00224545.1966.9712393.
  • Suchman, R. G., and T. Trabasso. 1966. Color and form preference in young children. Journal of Experimental Child Psychology 3 (2):177–87. doi:10.1016/0022-0965(66)90092-0.
  • Tanner, J. M. 1970. Physical growth. In Carmichael's manual of child psychology, ed. P. H. Mussen, 77–155. New York: John Wiley.
  • Teller, D. Y., A. L. Civan, and K. Bronson-Castain. 2004. Infants' spontaneous color preferences are not due to adult-like brightness variations. Visual Neuroscience 21 (3):397–401. doi:10.1017/S0952523804213360.
  • Tuman, D. M. 1999. Gender style as form and content: An examination of gender stereotypes in the subject preference of children's drawing. Studies in Art Education 41 (1):40–60. doi:10.2307/1320249.
  • Ülger, B. 2009. Packages with cartoon trade characters versus advertising: An empirical examination of preschoolers' food preferences. Journal of Food Product Marketing 15 (1):104–17. doi:10.1080/10454440802470649.
  • Underwood, R. L. 2003. The communicative power of product packaging: Creating brand identity via lived and mediated experience. Journal of Marketing Theory and Practice 10 (4):58–69. doi:10.1080/10696679.2002.11501926.
  • Westerman, S. J., E. J. Sutherland, P. H. Gardner, N. Baig, C. Critchley, C. Hickey, S. Mehigan, A. Solway, and Z. Zervos. 2013. The design of consumer packaging: Effects of manipulations of shape, orientation, and alignment of graphical forms on consumers' assessments. Food Quality and Preference 27 (1):8–17. doi:10.1016/j.foodqual.2012.05.007.
  • Wilcox, T. 1999. Object individuation: Infants' use of shape, size, pattern, and color. Cognition 72 (2):125–66. doi:10.1016/S0010-0277(99)00035-9.
  • Wilcox, T., and C. Chapa. 2004. Priming infants to attend to color and pattern information in an individuation task. Cognition 90 (3):265–302. doi:10.1016/S0010-0277(03)00147-1.
  • Xinhua 2017. Booming children's education market in China. China Daily. http://www.chinadaily.com.cn/bizchina/2017-10/13/content_33196847.htm.
  • Yang, L., J. Li, J. Spaniol, L. Hasher, A. J. Wilkinson, J. Yu, and Y. Niu. 2013. Aging, culture, and memory for socially meaningful item-context associations: An east-west cross-cultural comparison study. PloS one 8 (4):e60703. doi:10.1371/journal.pone.0060703.
  • Zhang, D. 2014. A cross-cultural exploration of children's preferences of package design: The US and China. Journal of International Consumer Marketing 26 (5):391–404. doi:10.1080/08961530.2014.946170.
  • Zhang, D. 2018a. When age meets culture: An investigation of children's package design preferences. Journal of Consumer Marketing 35 (2):117–129. doi:10.1108/JCM-06-2016-1852.
  • Zhang, D. 2018b. Exploring age effects on children's preferences of package design: Curvilinearity, figurativeness, and complexity. Working paper, School of Business, City University of New York - College of Staten Island, Staten Island, NY.
  • Zhang, Y., L. Feick, and L. J. Price. 2006. The impact of self-construal on aesthetic preference for angular versus rounded shapes. Personality and Social Psychology Bulletin 32 (6):794–805. doi:10.1177/0146167206286626.

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.