The bright colour of food: A vector for children’s wellbeing ? An empirical study on the colour of syrup

Pascale Ezan (), Gaëlle Pantin-Sohier () and Caroline Miltgen ()
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Pascale Ezan: NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université
Gaëlle Pantin-Sohier: GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage
Caroline Miltgen: Audencia Business School

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Abstract: Purpose : The brightness of a product color plays an important role in consumers preferences. As far as children are concerned, color is an essential perceptual attribute to choose a product. Based on these two facts, this work aims at highlighting the impact of color brightness on children's behavior towards a food product and underlining its role as a source of worry for young consumers. Design : The chosen methodology lies on an experience based on 80 children and relies on four visuals of syrup packaging presenting two colors (red/green) and two variations (bright/dull). Findings :The key result shows that brightness of the color has an impact on the feeling of worrying translated by the product. This work also underlines the role of involvement as a moderating variable in the children's assessment. Limits : this research focuses on two flavors (grenadine and mint) and has to be replicated according to other modes (fruit flavor/non fruit flavor). It has to be deepening in order to appreciate the way color can contribute to children's wellbeing thanks to positive feelings instead of negative ones towards the product. Practical implications : this works addresses the subject of wellbeing as a potential positioning for brands. Social implications: it suggests new leads to be explored to use the brightness of a packaging as a potential element to wake up positive sensations which generate well-being for children even when the product does not get their preferences. Originality : this works initiates a creative thinking on the impact of product color brightness towards consuming children

Date: 2017
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Published in Third International Colloquium on Kids and Retailing, 2017, Bordeaux, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01963295

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