When it comes to the world of marketing and packaging, one undeniable truth stands out: colours matter. We’ve all experienced it, especially when we were children ourselves. Vibrant, eye-catching hues on product packaging always seemed to have a special allure.

In this article, we will dive into the world of packaging colours and their impact on the purchasing decisions of children. We’ll explore why children are drawn to bright colours and how businesses can harness this phenomenon to market their products effectively.

Colours that capture young hearts

Children see the world through their eyes, and these eyes are particularly attuned to vibrant colours. Research has shown that even infants as young as 4-5 months old can notice and respond to colours, with bright shades being more appealing to their developing vision.

As children grow, their fascination with bright colours continues to grow with them.

When you walk down a store aisle filled with products designed for kids, what catches your eye first? Chances are it’s those packages bursting with vivid reds, blues, yellows, and greens.

These colours are like magnets for children, drawing them in with their visual charm.

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Packaging’s colourful influence on consumer behaviour

Why is this so important for businesses? The answer lies in the powerful role that colours play in marketing and consumer behaviour.

Packaging isn’t just a protective shell for products; it’s a vital part of the marketing strategy. Companies recognise that the colours they choose for their packaging can significantly influence whether a child reaches out for their product or not.

For example, think about a box of colourful crayons. The vibrant packaging isn’t just there to look pretty; it’s designed to appeal to children’s senses and make them want to own those crayons.

This strategy isn’t limited to crayons; it applies to toys, snacks, and various other products meant for children.

Ultimately, in the world of packaging, the impact of colours on children’s buying behaviour is undeniable. From a young age, children are naturally drawn to bright and eye-catching hues.

This attraction doesn’t fade as they grow; instead, it remains a powerful tool for marketers to connect with their target audience.

Bespoke packaging manufacturing company James Cropper previously told Packaging Gateway that during times of unrest, such as the global pandemic and the ongoing war in Ukraine, the industry may look towards using more stable and positive colours. 

As consumers, it’s essential to be aware of the tactics used in packaging design. Understanding how colours influence our choices can lead to more informed decisions when shopping for products, especially when it comes to items for little ones.

So, the next time you find yourself in a store, surrounded by a sea of colourful packaging, remember that those colours are working their magic not just on children but on all consumers, young and old alike.