Research on Emotional Design for Children Food Packaging

  • Haiying Wang College of Creative Arts, Universiti Teknologi MARA Perak Branch, Seri Iskandar Campus, Seri Iskandar, 32610 Perak, MALAYSIA
  • Muhamad Abdul Aziz Ab. Gani College of Creative Arts, Universiti Teknologi MARA Perak Branch, Seri Iskandar Campus, Seri Iskandar, 32610 Perak, MALAYSIA


Children's food packaging is the most diverse and colorful of packaging designs. The difficulty lies in reflecting the characteristics of children's food, but also making children associate with it through the packaging, so that the packaging design can bring them more fun. Children as a consumer group have their own uniqueness. Children's physiological and psychological development different from adults in terms of food concerns. Some designers do not pay enough attention to the cognitive psychology of children, resulting in many children's food packaging lacking fun and not fully reflecting emotional care. This study introduces the theory of emotional design into the children's food packaging design, combining the knowledge of five senses design and other related fields to establish the emotional relationship between children and children's food packaging. Through literature review and data survey analysis, scientific and objective design principles are established. A questionnaire survey was used to understand children's preferences for packaging. 300 primary school students aged 7-12 were studied, and the results showed that food packaging that meets children's emotional needs can stimulate their desire to buy.

Keywords: Childhood, Children's Food, Packaging Design, Emotional Design, Five Senses


Bi Yi. (2016). Research on brand design based on emotionality (Master Degree Thesis, Shandong Jianzhu University).

Deng Shiwei et al. (2018). Emotional design of rural tourism souvenir packaging. Packaging engineering (06),57-62. doi: 10.19554/j.cnki.1001-3563.2018.06.012.

Guo Xiaoyan et al. (2016). The emotional design of commodity packaging is studied. Packaging engineering (02),38-43. doi: 10.19554/j.cnki.1001-3563.2016.02.010.

H.Common, S.(2009). Understanding of Graphic Image Enhance "Emotional Design." In: International Conference on Human Centered Design. Held As. Springer-Verlag.

Jiang Shangwen & Long Ying. (2005). On the taste perception in children's food packaging design. Ornament, (07),84. doi: 10.16272/j.cnki.cn11-1392/j.2005.07.044.

Liu Yangyang. (2013). Fun children's food packaging design (Master Degree Thesis, Zhong Nan University).

Long Huimin. (2018). On the emotional design of commodity packaging. Packaging engineering, (06),262-265. doi: 10.19554/j.cnki.1001-3563.2018.06.051.

Mano, H. and Oliver, R. (1993). Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling, and Satisfaction. Journal of Consumer Research, 20(3), p.451.

Mead, J. and Richerson, R. (2018). Package color saturation and food healthfulness perceptions. Journal of Business Research, 82, pp.10-18.

Mi Manning et al. (2013). The application of cartoon images in children's food packaging design. Packaging engineering (16),95-98. doi: 10.19554/j.cnki.1001-3563.2013.16.025.

Norman, D. (2007). Emotional design. New York: Basic Books.

S.T. Wang, E. (2013). The influence of visual packaging design on perceived food product quality, value, and brand preference. International Journal of Retail & Distribution Management, 41(10), pp.805-816.

Westbrook, R. (1987). Product/Consumption-Based Affective Responses and Post purchase Processes. Journal of Marketing Research, 24(3), p.258.

Xu Yanyan. (2015). The application of color in the packaging design of children's food (Master Degree Thesis, Shenyang Jianzhu University).

Yang Ping. (2016). Children's food packaging design safety, fun and human nature. Food and machinery, (09),99-101. doi: 10.13652/j.issn.1003-5788.2016.09.025.

Zhan Qinchuan. & Zhao Yang. (2018). The interactive fusion design of AR technology and traditional paper media. Packaging engineering (06),139-144. doi: 10.19554/j.cnki.1001-3563.2018.06.027.

Zhang Xin & Zhang Kai. (2013). The application of interesting design in children's food packaging design Film reviews, (04),99-100. doi: CNKI: SUN: DYPJ.0.2013-04-051.

Zhang Yali. (2017). Color design in children's food and drug packaging application analysis. (eds.) Proceedings of Boao Pharmaceutical Forum 2017 (pp.119).
How to Cite
WANG, Haiying; AB. GANI, Muhamad Abdul Aziz. Research on Emotional Design for Children Food Packaging. Idealogy Journal, [S.l.], v. 7, n. 2, p. 8-24, sep. 2022. ISSN 2550-214X. Available at: <>. Date accessed: 27 mar. 2023. doi: