May 20, 2011

Packaging for kids 2

Since I last blogged on this topic OP has been working on 4 separate projects for Kids, and whilst I can’t claim that any of this work derived from those earlier observations, it seemed like a good time to share what we’ve been learning.

I also took advice from a leading research firm specialising in this area, and would like to thank Bryan Urbick at Consumer Knowledge for his input to my newly acquired knowledge.

One glance at the shelves selling comics and kids’ magazines might suggest that kids like to be shouted at with bright colours, loud typography, all-action (or cute) characters and free shiny objects. That’s mostly true.

However despite the influence of what was once termed ‘pester power’, it is still the case that Mums (and some Dads) make the final purchase decision when it comes to most products (in particular food and drink) for their kids.

So how do brands get the balance right between child appeal and parental approval? Do girls and boys want different things? Why do kids grow out of certain characters, and what can be done to keep their interest? Come to that, why do nearly all Kids packs feature comic characters at all?

Put down your Play Stations for a few minutes and let’s find out…