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February, 2011

Research carried out by Yale University recently revealed intriguing findings about packaging and kids’ perceptions. Out of the 40 pre-schoolers studied over half said that food "tastes better" when it comes in packages bearing wide-eyed, smiling cartoon characters. And we all know how influential kids can be on purchasing decisions made by parents in-store!

In brief, the report concluded:

•55% of the kids said cartoon-labelled snack crackers tasted better.

•52% of the kids preferred gummy-like candies when the carton has a cartoon theme.

What does this mean for marketeers? If you're in the food business and your target market is younger kids, it may be worth your while to investigate whether cartoon-themed packaging makes sense for your brand's bottom line. You'll score even more brownie points if your product passes mum's standards for a healthy snack.

Source: http://opac.yale.edu/news/article.aspx?id=7630