Abstract
Shows how children often reject some products which aimed at them, and how marketers can avoid this by adopting a more schematic approach in communicating with children, since the consistency of children’s reactions points to a basic pattern or scheme in their evaluation of communications or products. Gives examples of products which are well or badly packaged from a child’s point of view, and emphasises the importance of stereotypes, colour and age fit, also the relevance of national differences: thus, a series of bear images, colours and typographies associated with a product (Schoko) is illustrated which shows differences between German and British children’s reactions, as well as preferences of different age groups.
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