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children. In plain terms, this means that the
positioning of a product should never be
aimed directly at the targeted age group,
but at a higher one. What is also interesting
is that girls tend to relate more strongly to
boys than vice versa. Children in all age
groups want to be accepted and to be part of
a group. Boys in particular want to be
“cool”. And by the time they reach the
tween age group at the latest, children
don’t want to be called a “child” anymore.
Dual messages
A product for children should be packaged
to appeal to children, but they are not
the only person to be influenced before the
purchase decision. The parents, who may
make the purchase are another important
factor to consider. While the child reacts
primarily to bright colours, comic figures,
games and a sweet flavour, the adult involved
will be looking for different information
like vitamins, sugar content, how
natural the product is, etc.
When choosing a product a child does
not act rationally, or at least only to a limited
extent. The fun factor is at the fore in
this decision. An important element here is
interaction: does the product have added
entertainment value, does it encourage creativity,
are there great prizes to be won in a
competition? Children also react very
strongly to visual stimuli: lively colours,
funny characters and figures, unusual packaging.
A child’s senses are responsive to unusual
flavours, fun (e.g. crackling sweets)
and a special “touch-and-feel” element.
Secondary means of communication back
up these effects and help build up a certain
image.
Title 10/11
“Brats”: children know what they want and
how to get it.
sig.biz/combibloc 03/03