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Title Favourite colours: blue, purple, red, green and orange are the ones most liked by children. sig.biz/combibloc 03/03
Providing stimuli Regarding the entire range of colours, children have clearly four favourites: blue, purple, red and green – in all possible shades. The next colour on this list, orange, is considerably further down the scale. White, black, grey and brown are the least liked colours. The choice of colour can determine the success of a children’s product since children mostly react to design and colour at the POS. In addition children pay very much attention to figures, teenagers and twens to idols and athletic trends. When launching a product a unique positioning is vital. Brands, which can not develop their own identities, will drown in the masses of mediocre products. Another purchase of that product will be pure coincidence. A clear identity is only achieved through a clear concept, a unique design and possibly combined with a characteristic figure. Such a figure, which needs to be identifiable with a brand, can help that brand create its own identity long-term. If a figure is only needed to support a brand, a well-known character like the Walt- Disney figures can be used. These have a long life-span and can be put in use accordingly. If a company chooses characters like Pokèmon, Harry Potter, or popidols like Britney Spears, it has to be aware that their stardom might not last over a longer period of time. For this reason they are primarily suitable for short-term support like promotions. Keeping in touch Children are very receptive and open to advertising. There are many different media with which the different age groups can be approached. Television advertising is very effective, as it is possible to determine very accurately at what viewing time each group can be reached. Within the USA a more economic alternative is offered by radio advertising. US research has shown that children listen to about three hours of radio every day. This begins in the morning with the radio alarm and continues during breakfast, in the school bus, on their walkman radios and back at home in the evening. Another strong medium is the cinema. Cinema advertising also allows clear definition of the target group, because the film shown allows a conclusion to be drawn about which age group will be present. Another means of reaching clearly defined target groups is advertising in youth magazines like the German publications the Bravo, Bravo Girl, Teen or Teen People. On top of these classic media, the Internet has now also opened up new possibilities which are still only used to a limited extent, and certainly not yet to their full potential. This particular medium is a very economical but even more effective means of winning young consumers for the longterm. Carton packaging is an ideal means of communication. There is enough space available on four fully printable sides to communicate a promotion where something must be collected, or a competition. Title 12/13 Children love it: the beverage box with the straw. sig.biz/combibloc 03/03
Page 1 and 2: Issue 03/03 sig.biz/combibloc Marke
Page 3 and 4: Contents 2/3 Contents Page Editoria
Page 5 and 6: Contemporary design The Spanish dai
Page 7 and 8: combiTwist and combifit win the Ame
Page 9 and 10: Small with a big future Children ar
Page 11: children. In plain terms, this mean
Page 15 and 16: Anyone who wants to participate or
Page 17 and 18: Christmas all over the world Cultur
Page 19 and 20: Attributed with magic powers and no
Page 21 and 22: Catherine’s Palace: former reside
Page 23 and 24: Dairies subject to massive economic
Page 25 and 26: Portrait 24/25 sig.biz/combibloc 03
Page 27 and 28: 1948 1957 1959 1965 1977 1980 Since
Page 29 and 30: Keep it colourful: the brightly dec
Page 31 and 32: Christmas 2002: solidarity of a cul
Page 33 and 34: New life in a former dairy TONI DAI
Page 35 and 36: New seedlings are planted for every

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