Cargando…
“It’s all About the Colors:” How do Mexico City Youth Perceive Cigarette Pack Design
Objectives: Cigarette packs are relevant to branding strategies, designed to appeal to specific groups. There is little research on how pack features increase product appeal among key constituents such as youth in low- and middle-income countries. Methods: We conducted 10 focus group discussions (FG...
Autores principales: | , , , , , |
---|---|
Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
Frontiers Media S.A.
2021
|
Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8565279/ https://www.ncbi.nlm.nih.gov/pubmed/34744557 http://dx.doi.org/10.3389/ijph.2021.585434 |
_version_ | 1784593792102301696 |
---|---|
author | Grilo, Graziele Lagasse, Lisa P. Cohen, Joanna E. Moran, Meghan B. Reynales-Shigematsu, Luz Myriam Smith, Katherine C. |
author_facet | Grilo, Graziele Lagasse, Lisa P. Cohen, Joanna E. Moran, Meghan B. Reynales-Shigematsu, Luz Myriam Smith, Katherine C. |
author_sort | Grilo, Graziele |
collection | PubMed |
description | Objectives: Cigarette packs are relevant to branding strategies, designed to appeal to specific groups. There is little research on how pack features increase product appeal among key constituents such as youth in low- and middle-income countries. Methods: We conducted 10 focus group discussions (FGDs) with adolescents and 5 FGDs with young adult smokers in Mexico City, separated by age, gender, smoking, and socioeconomic status. Participants separated 23 cigarette packs into “appealing” and “unappealing” groups, and were asked to explain their decisions, describing the features that supported their views. FGDs were video-recorded, transcribed in Spanish, translated into English, and subjected to thematic analysis. Results: Pack groupings did not differ greatly across FGDs; bold, contrasting colors and elements communicating flavor and promotion increased cigarette pack appeal and desire to try. Participants perceived packs with these features to be used by and designed for youth, like themselves. Conclusion: Our findings reinforce the importance of packaging design in attracting new consumers and maintaining current ones. Mexico should consider stronger tobacco advertising policies that include packaging color and depiction of flavor to reduce product appeal. |
format | Online Article Text |
id | pubmed-8565279 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2021 |
publisher | Frontiers Media S.A. |
record_format | MEDLINE/PubMed |
spelling | pubmed-85652792021-11-04 “It’s all About the Colors:” How do Mexico City Youth Perceive Cigarette Pack Design Grilo, Graziele Lagasse, Lisa P. Cohen, Joanna E. Moran, Meghan B. Reynales-Shigematsu, Luz Myriam Smith, Katherine C. Int J Public Health Society Journal Archive Objectives: Cigarette packs are relevant to branding strategies, designed to appeal to specific groups. There is little research on how pack features increase product appeal among key constituents such as youth in low- and middle-income countries. Methods: We conducted 10 focus group discussions (FGDs) with adolescents and 5 FGDs with young adult smokers in Mexico City, separated by age, gender, smoking, and socioeconomic status. Participants separated 23 cigarette packs into “appealing” and “unappealing” groups, and were asked to explain their decisions, describing the features that supported their views. FGDs were video-recorded, transcribed in Spanish, translated into English, and subjected to thematic analysis. Results: Pack groupings did not differ greatly across FGDs; bold, contrasting colors and elements communicating flavor and promotion increased cigarette pack appeal and desire to try. Participants perceived packs with these features to be used by and designed for youth, like themselves. Conclusion: Our findings reinforce the importance of packaging design in attracting new consumers and maintaining current ones. Mexico should consider stronger tobacco advertising policies that include packaging color and depiction of flavor to reduce product appeal. Frontiers Media S.A. 2021-03-10 /pmc/articles/PMC8565279/ /pubmed/34744557 http://dx.doi.org/10.3389/ijph.2021.585434 Text en Copyright © 2021 Grilo, Lagasse, Cohen, Moran, Reynales-Shigematsu and Smith. https://creativecommons.org/licenses/by/4.0/This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY 4.0). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms. |
spellingShingle | Society Journal Archive Grilo, Graziele Lagasse, Lisa P. Cohen, Joanna E. Moran, Meghan B. Reynales-Shigematsu, Luz Myriam Smith, Katherine C. “It’s all About the Colors:” How do Mexico City Youth Perceive Cigarette Pack Design |
title | “It’s all About the Colors:” How do Mexico City Youth Perceive Cigarette Pack Design |
title_full | “It’s all About the Colors:” How do Mexico City Youth Perceive Cigarette Pack Design |
title_fullStr | “It’s all About the Colors:” How do Mexico City Youth Perceive Cigarette Pack Design |
title_full_unstemmed | “It’s all About the Colors:” How do Mexico City Youth Perceive Cigarette Pack Design |
title_short | “It’s all About the Colors:” How do Mexico City Youth Perceive Cigarette Pack Design |
title_sort | “it’s all about the colors:” how do mexico city youth perceive cigarette pack design |
topic | Society Journal Archive |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8565279/ https://www.ncbi.nlm.nih.gov/pubmed/34744557 http://dx.doi.org/10.3389/ijph.2021.585434 |
work_keys_str_mv | AT grilograziele itsallaboutthecolorshowdomexicocityyouthperceivecigarettepackdesign AT lagasselisap itsallaboutthecolorshowdomexicocityyouthperceivecigarettepackdesign AT cohenjoannae itsallaboutthecolorshowdomexicocityyouthperceivecigarettepackdesign AT moranmeghanb itsallaboutthecolorshowdomexicocityyouthperceivecigarettepackdesign AT reynalesshigematsuluzmyriam itsallaboutthecolorshowdomexicocityyouthperceivecigarettepackdesign AT smithkatherinec itsallaboutthecolorshowdomexicocityyouthperceivecigarettepackdesign |