When age meets culture: an investigation of children’s package design preferences

Purpose This research aims to investigate whether and how differences may exist in children’s preferences of package design across cultures, with a focus on three aspects of package design: curvilinearity, figurativeness and complexity. Design/methodology/approach A large-scale questionnaire survey has been conducted in a face-to-face setting in the USA and China, generating valid responses from 763 American children and 837 Chinese children of...