5 Things Packaging Companies should keep in mind while Packaging Products for Children
Children tend to construct a different world of their own based on their perception of reality. The 0-14 years old market segment currently influences around 80% of all household purchases in a number of categories. This also makes them a sizeable force to reckon for product marketers, packaging experts and businesses as a whole. So, what is it one has to keep in mind while developing distinctive product packaging for children? Here are 5 things that should never be ignored if your target customer is below 6-7 years old.
1. Create an Icon.
We all know that a brand identity is acknowledged especially when you craft an icon or mascot for your product. After all, a brand identity is all about indicating the brand or linking product benefits with features. Presenting it in a child-friendly way helps children recall and get acquainted with the brand. Instead of having a celebrity as a face of the brand, a mascot happens to score way better as it is more efficient. In fact, it always ends up rating higher in the brand buzz. For example, the mascot for McDonalds, i.e., Ronald McDonald, has always personified the brands for the kids, as well as it was able to resonate and leave an impression. Ronald McDonald is presented as a magical and warm friend, who is youthful, exciting, comforting and fun and believes in an active lifestyle. All over the worlds he has won the hearts of kids, parents, and young adults, many of whom grew up with him.
2. Brand Loyalty.
The relations between brands and kids happen to evolve at a much younger age. Let’s take the example of the brand Disney Store. At the age of 6 months itself babies start recognizing the brands by forming mental images of logos and mascots. The Disney Store, for example, acquaint children with Walt Disney animated movies by the time they reach the age of 3 and while they are 4 or 5 they start strongly relating with the characters. By the time they reach 9, the children have already grown to love Disney characters and show undying loyalty towards them. Thus, Disney plays a key role in the entire evolution of the child. As a consequence we have a brand that has been winning hearts across ages for years.
3. Focus on colors
Brands tend to attract children by throwing splashes of eye-catching accent colors across their communication materials. The same is true for their packaging. For example, the packet of Kellogg’s Chocos is designed with extreme colors and graphics. The packet is designed showing a bear that is dressed in blue cap and white shirt, and is enthusiastically digging in a bowl of milk filled with Chocos. Now they also made a smart connection by colouring the bear with same chocolate colour as chocos, as well as the brown sea designed on the packet. In fact the signature, ‘Kellogg’s’ is also inked on the packet with red. One of the high energy colours; yellow plays the ace against the abstract elements on the packaging. Result, we have something that stands out from the shelf even for a 1 year old. ‘I want that’ is a natural answer that you are hit with as a parent when you are visiting the supermarket.
4. Charm them by designing a distinctive package
Distinctive packaging can be a real charmer. Something that stands out and stays with the customer even after the functional purpose of the packaging is over. A great example is the packaging of Kinder Joy by Ferrero, which stands out with a unique packaging design, where the Italian confectionary is packed in an egg-shaped airtight material, which certifies maximum hygiene and practical consumption, as well as comes with a little spoon inside. Plus, there is the added benefit of make-your-own-toy, which stimulates the imagination, and creativity of the children. So, once you finish your chocolate, you sit down with the DIY toy and start building something out of it. Lastly, the tagline they show on the packet saying, “Kinder Joy- mother’s trust, and child’s joy!” makes it more appealing towards the entire family.
While designing for children, you cannot forget the parent either. Parents want guarantee that whatever they are buying for their kids should be of high quality. If a brand wants to have a healthier market aura to beat out the other brands then it needs to balance the equation between the child who wants the item and the adult who is eventually purchasing the item. Let’s take the example of the Johnsons & Johnsons products, which kids start using from a very young age. The packaging designs of these products might be simple but the ingredients content and the health and safety details behind the pack makes it a favorable brand for the parents. In fact it has become a brand that is strongly recommended by doctors who act as natural influencers.
The brand-savvy kids in today’s world are the ones who are running the product in the market with their preferences. And it is imperative for the brands to play by their rules.
Source: Websites of McDonalds, Kinder Joy and Disney Store, Expressing Ourselves, Packaging Digest.