Two experiments designed to investigate how the shape and colour of packaging, and product category, conjointly impact consumers’ product and packaging expectations are reported. In Experiment 1, the shape (rounded vs. angular) and visual appearance (greyscale, red‐to‐yellow and blue‐to‐green colour schemes) of the packaging were manipulated. Dependent measures were preference (willingness to purchase the product, how attention‐capturing the packaging is, and the pleasantness of the design) and any taste associations. In Experiment 2, shape (rounded vs. angular), colour (red‐to‐yellow vs. blue‐to‐green colour schemes), and product category (buttery vs. cereal cookies) were manipulated. In this case, the dependent measures were the perceived product healthiness and the preference of consumers. The results of Experiment 1 revealed that packaging colour influenced product preference. Red‐to‐yellow and blue‐to‐green colour schemes and angular packaging were preferred over greyscale and round packaging. Colour also influenced taste associations, while shape only influenced ratings of expected sweetness. In Experiment 2, packaging shape and product category influenced product preference. In particular, rounded packaging and the packaging of buttery cookies were preferred over angular packaging and the cereal cookies packaging. The healthiness of the product was rated higher for the rounded and red‐to‐yellow packaging containing a buttery product. Taken together, these results highlight the important role played by colour, shape, and category on the expectations and associations elicited by viewing product packaging.
Background
Cancer care can negatively impact children’s subjective well-being. In this research, well-being refers to patients’ self-perception and encompasses their hospital and care delivery assessment. Playful strategies can stimulate treatment compliance and have been used to provide psychosocial support and health education; they can involve gamification, virtual reality, robotics, and healthcare environments. This study aims to identify how playfulness, whenever applicable, can be used as a strategy to improve the subjective well-being of pediatric cancer patients in the Brazilian Unified Health System.
Methods
Sixteen volunteers with experience in pediatric oncology participated in the study. They were physicians, psychologists, child life specialists, and design thinking professionals. They engaged in design thinking workshops to propose playful strategies to improve the well-being of pediatric cancer patients in the Brazilian Unified Health System. Data collection consisted of participatory observations. All activities were video recorded and analyzed through Thematic Analysis. The content generated by the volunteers was classified into two categories: impact of cancer care on children’s self-perception and children’s perceptions of the hospital and the care delivery.
Results
Volunteers developed strategies to help children deal with time at the hospital, hospital structure, and care delivery. Such strategies are not limited to using playfulness as a way of “having fun”; they privilege ludic interfaces, such as toys, to support psychosocial care and health education. They aim to address cancer and develop communication across families and staff in a humanized manner, educate families about the disease, and design children-friendly environments. Volunteers also generated strategies to help children cope with perceptions of death, pain, and their bodies. Such strategies aim to support understanding the meaning of life and death, comprehend pain beyond physicality, help re-signify cancer and children’s changing bodies, and give patients active voices during the treatment.
Conclusions
The paper proposes strategies that can improve the well-being of pediatric cancer patients in the Brazilian Unified Health System. Such strategies connect children’s experiences as inpatients and outpatients and may inform the implementation of similar projects in other developing countries.
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