The impact of packaging colour on children’s brand name memorization (7-12 years old)by Nora Zeghache

Intl J of Retail & Distrib Mgt

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Year
2014
DOI
10.1108/ijrdm-08-2013-0168
Subject
Tourism, Leisure and Hospitality Management / Marketing

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International Journal of Retail & Distribution Management

The impact of packaging colour on children’s brand name memorization (7-12 years old)

Nora Bezaz

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To cite this document:

Nora Bezaz , (2014),"The impact of packaging colour on children’s brand name memorization (7-12 years old)", International Journal of Retail & Distribution Management, Vol. 42 Iss 11/12 pp. 1053 - 1068

Permanent link to this document: http://dx.doi.org/10.1108/IJRDM-08-2013-0168

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The impact of packaging colour on children’s brand name memorization (7-12 years old)

Nora Bezaz

Department of Marketing, University of Pantheon-Sorbonne Paris1,

Paris, France

Abstract

Purpose – The purpose of this paper is to study the effect of packaging colour (chromatic vs achromatic) on children’s brand name memorization (recall and recognition). This research examined the impact of age and school grade on brand name memorization and on the relationship between packaging colour and memorization.

Design/methodology/approach – The experimentation concerned 160 French children from seven to 12 years old.

Findings – The results showed that chromatic colour of packaging has a positive impact on brand name recognition but not on the recall. Furthermore, the age variable has a significant positive effect on recall capacity but not on brand name recognition.

Research limitations/implications – Other variables can be introduced in the conceptual model, like product involvement (by adding other products), children’s colour preference, hue and value colour (by included diverse colours).

Practical implications – Children’s importance as a commercial target is increasing, marketing managers have to differentiate their products on the shelves. Consequently, the choice of the packaging dominant colour appears to be a crucial strategic decision, because it allows children to recognize the brand name. Professionals have to adapt their strategies of differentiation to children’s ages knowing that younger children need more visual stimuli than older ones.

Originality/value – This research has important theoretical contributions. There is very little research on the effect of packaging on children’s purchasing behaviour. Moreover, no research has studied the impact of colour packaging on children’s memorization (seven to 12 years old).

Keywords Experimentation, Children’s brand name memorization, Impact of age and school-grade,

Packaging colour

Paper type Research paper

Introduction “There would be market colour codes, very often those of the historical leader, which need to be respected in the decoration of packaging […] Faced with such homogeneity on the shelves, how can you stand out when you are challenger? As regards visual communication, the colour is the most powerful tool and the most discriminate there is”, said François Peltier (2007) to explain how his agency had designed, in 2003, the new packaging of Pepsi Twist in France (blue for Pepsi Twist “regular”, grey for Pepsi

Twist “light”). The objective was to create a unique product, which would emerge in stand out from the red background of the shelf.

We understand here that managers use colour for their strategy of differentiation.

This means is used for all commercial targets, whatever the gender or the age. Using colour packaging as a strategic tool of differentiation is justified by different academic

International Journal of Retail &

Distribution Management

Vol. 42 No. 11/12, 2014 pp. 1053-1068 © Emerald Group Publishing Limited 0959-0552