The dilemma of flavor and color in the choice of packaging by children

Purpose The aim of this paper is, by using a semiotic approach to marketing, to evaluate the role of color and its influence on the choice behavior of children with regard to products where flavor is represented by color. Design/methodology/approach The study was carried out as an experiment with children aged between 7 and 11 years of age. Findings The study showed that the color codes of the market are not used very much by children to make their product choice and also that the influences of metonymical logic (color of the component responsible for the flavor) and aesthetics (favorite color) dominate this choice. In a choice situation, flavor preference prevails more often over color preference. Originality/value From an academic point of view, this paper informs the studies in sensory marketing used in the children's market. In particular, it enhances the work on the impact of color on children's decision‐making process. From a methodological point of view, it adds to the range of experimental designs used to research the child target.