The impact of colours on children’s purchasing decisions

By Kingsley Odii

Colour plays a significant role in marketing and packaging, as it has a powerful influence on consumer behaviour and purchasing decisions. This impact is particularly pronounced when it comes to children, who are highly responsive to vibrant and eye-catching colours.

Research has shown that colours evoke different emotions and associations, and marketers should understand how to use this knowledge effectively to attract and engage young consumers. By carefully selecting colours, packaging and product displays, companies can enhance their products’ appeal, increase brand recognition, and ultimately influence children’s purchasing decisions.

Highlighting the significant role that colours play in marketing and packaging, Packaging Gate, a global network of marketing experts, in a report recently disclosed the powerful influence of adequate packaging and coloring on consumer behaviour and purchasing decisions, especially among children.

The research shows that colours have the ability to evoke different emotions and associations, making it crucial for marketers to understand how to effectively use this knowledge to attract and engage young consumers.

According to the research, from as early as four to five months old, infants respond to and notice colours, especially bright shades, thus setting the stage for a lifelong fascination with vibrant hues. As children grow, their enchantment with bold and eye-catching colours continues to intensify.
This finding shed light on why, when walking down a store aisle filled with products designed for kids, it is the packages bursting with vivid reds, blues, yellows, and greens that captivate their attention.

The report also shows that with the understanding that packaging plays a vital role in the overall marketing strategy, businesses are now recognizing the immense significance of colours. Companies are well aware that the colours they choose for their packaging can make or break their product’s chances of being chosen by children.

Citing the example of a box of colorful crayons, the report notes that vibrant packaging is not merely for aesthetics; rather it is meticulously designed to appeal to children’s senses and create an irresistible desire to own those crayons.
This strategy of leveraging colours, according to the report, extends beyond crayons and encompasses toys, snacks, and various other products for children. The undeniable impact of colours on children’s buying behaviour in the realm of packaging cannot be underestimated, the report asserts.

Packaging Gate also discovered that from a tender age, kids exhibit a natural inclination towards bright and eye-catching hues, and as they grow, this attraction remains a powerful tool for marketers to connect with their target audience.

During times of unrest, such as the ongoing global pandemic and conflicts worldwide, the packaging company suggests that industries may gravitate towards using more stable and positive colors.


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