Food packging design for children aged 3-4 years in Saudi ِArabia

الملخص EN

This study investigates the design features of food packaging targeted to children from the perspective of the children and the mothers.

The majority of the exiting studies related to children food packaging emanate data from parents rather than their children.

However, this study collected the data from 233 preschool children aged 3-4 years using focus group in their kindergarten school in the city of Jeddah in Saudi Arabia.

Moreover, 134 mothers who have children in the age of 3-4 were interviewed to discuss the packaging design visual characteristics and prioritize the five aspects: 1) background color 2) font style 3) use of cartoon characters, 4) use of images, and 5) brand according to their belief intheir child preferences.

The findings pointed the differences between the design preferences from the mothers and the child perspective.

Hence, to design attractive packages for children it is highly recommended to implement the child centered design approach.