Attractive packaging to help kids pick healthy options

Winning over young minds with the right graphic elements

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packaging

According to researchers and studies conducted by international groups, catchy packaging plays a pivotal role in persuading kids to pick up nutritious food products from the product shelf. Several studies undertaken on kids across the globe unanimously observed that product selection is driven largely by appealing colors, images and shapes that appear on the packs. Dr CM Reddy, chief scientific officer, Innovertus Nutrition Technologies, is of the
opinion that one needs to present something out-of-the-box. “To influence a purchase, the pack has to attract first. This is the ballgame of packaging,” he says.

Studies back positive impact

Another study conducted by Stanford University explains that packaging designs have a substantial influence on the assessment of identical products. In the global market, packaging majors like Lieken Urkorn in Germany bring innovations into special packaging designed for kids. The company has so far done a number of workshops to enhance their packaging competency. In the workshop, they invited young children to a ‘bread camp’ to jointly develop a sandwich for school breaks that meets the taste of little gourmet and fulfills the demands of parents at the same time. The company’s popular Mampfred bread is yet another kids’ favorite with attractive artwork and designs on packs. The cheerful bread slice is designed by Christoph Peterson Design Studio and graces the colorful packaging of the bread.

One important factor in packaging food items for kids is the usage of graphics. Colorful designs with some popular cartoon or movie characters; will make the product sell well among the young consumers. With the right graphic elements and designs in the packaging, any product can win over the young shoppers.

Kids1Recently, Burger King in one of its packaging used cartoon characters on paper packs of French fries delivered at its joints. Their design received phenomenal response from kids. Shivendra Pratap Singh, a brand consultant from one of the leading advertising agencies based in Mumbai observes, “We usually see kids associating more with the toon characters than with the products. We are assisting one of our clients from the pharmaceutical industry to develop packaging design for young consumers. The major catch here is that the products are imparting nutrition, which aid in better growth and efficient metabolism. Thus, the products are innovative and based on concepts like nutritional chocolate or nutritional chips or less fat chips or with micro-nutrients like potassium and so on.”

Here the price is one of the major factors in the product development while packaging constitutes another aspect that will help create the visual appeal and persuade kids to buy the product. Products with kids as the target group need to have graphics, colors and toned characters that they can instantly relate with.

Towed demand

As the name suggests, Towed demand is one which is driven by not exactly by the buyer but may be by his friends, relatives, complementary needs or others. Singh observes, “A package of tomato ketchup with a graphic of a tomato smiling is likely to grab eye balls faster and the kids will demand for the same pack of ketchup with graphics. Today, the decision for buying a product rests mostly on kids rather than their parents. This example of towed demand clearly indicates that the demand for products in this segment can be driven through graphics. You may see a chocolate wrapper with a Packman (a well-known game of the ’90s) visual on it would definitely attract the young segment. There is a growing need to brand and package healthy products options in the food segment, which will eventually lead to imparting the necessary nutrition.

The impact, resilience, and growth of responsible packaging in a wide region are daily chronicled by Packaging South Asia.

A multi-channel B2B publication and digital platform such as Packaging South Asia is always aware of the prospect of new beginnings and renewal. Its 16-year-old print monthly, based in New Delhi, India has demonstrated its commitment to progress and growth. The Indian and Asian packaging industries have shown resilience in the face of ongoing challenges over the past three years.

As we present our publishing plan for 2023, India’s real GDP growth for the financial year ending 31 March 2023 will reach 6.3%. Packaging industry growth has exceeded GDP growth even when allowing for inflation in the past three years.

The capacity for flexible film manufacturing in India increased by 33% over the past three years. With orders in place, we expect another 33% capacity addition from 2023 to 2025. Capacities in monocartons, corrugation, aseptic liquid packaging, and labels have grown similarly. The numbers are positive for most of the economies in the region – our platform increasingly reaches and influences these.

Even given the disruptions of supply chains, raw material prices, and the challenge of responsible and sustainable packaging, packaging in all its creative forms and purposes has significant headroom to grow in India and Asia. Our context and coverage engulf the entire packaging supply chain – from concept to shelf and further – to waste collection and recycling. We target brand owners, product managers, raw material suppliers, packaging designers and converters, and recyclers.

In an admittedly fragmented and textured terrain, this is the right time to plan your participation and marketing support communication – in our impactful and highly targeted business platform. Tell us what you need. Speak and write to our editorial and advertising teams! For advertisement ads1@ippgroup.in , for editorial info@ippgroup.in and for subscriptions subscription@ippgroup.in

– Naresh Khanna

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