What is an attractive label to a young person? How do you make the product fun to dispense, but not easy to open by a child? Is the packaging safe enough? When packaging for children, there is so much to consider, from safety to design to usability. What works for adults may not work for our smaller counterparts.
Foremost, when considering the right packaging for children, safety has to be kept in mind. Items like cough syrups and cold medicines, for instance, need to be protected with child-proof caps. This is extra important because makers of these products know that to compete for the children’s market they may have to make the product sweet, something the child will find desirable.
It also frequently happens that a child’s product will be smaller than the adult version, so they can better hold it. We are talking about things like juice boxes, foodstuffs, (though who doesn’t love ‘fun-size’ candies?), and children’s cosmetics. The size isn’t just good for children, it also reduces waste.
Just because the packaging is targeted for children doesn’t mean it is less intelligent. Lots of research has gone into what children are drawn to as consumers. Researchers discovered that not just obvious things like bright colors and cartoon characters attract kids, but children are also sensitive to the quality of the print on the label, and especially the material and type of packaging used (think fruit drink pouches).
Anything that can add an element of play is desirable in this realm. This is especially true of spray or pump dispensers, which children might enjoy at the beach or in the bath. Experience tells us that children also like push-pull caps and disc top caps, which are easy and fun for them to use. When it comes to caps, they should also be secure enough to keep the product from spilling.
When we think of children’s packaging, it is crucial to remember that just because children don’t have loads of cash or even a single credit card, they still wield enormous spending power, due to the influence they have over their parents.
Producers of goods for children sometimes even discover that the packaging they target kids with is also bought by adults, compelling them to release ‘adult’ versions. It turns out, we’re all just children at heart.