|M.Sc Student||Morozova Ekaterina|
|Subject||The Role of Color in Developmental Toys|
|Department||Department of Architecture and Town Planning||Supervisor||Ms. Rachel Sebba|
|Full Thesis text|
The study investigated the color design of developmental toys intended for children aged 1-3 years. The purpose of the research is to evaluate adult consumers’ color preferences and their awareness of the functions and influence of color. The practical goal of the study is to contribute to a more sentient use of color in toy design and manufacturing; and, consequently, to reduce colorful distractions in children’ environment.
The research is based on the existing knowledge in the fields of color perception and color functions; cognitive and vision development in early childhood; toys and children’ environment; marketing and decision-making process.
The hypotheses of the study suggest that, firstly, buyers’ color preferences are based primarily on the attractiveness of color; and, secondly, consumers’ education and their relation to a child influence their awareness of the developmental functions of color in toy design.
The research includes the study of previous investigations in the related fields; the examination of existing toy design and present situation in toy shops; the implementation of the empirical test; the analysis of the results; and the compilation of theoretical conclusions. The study was done through the survey method. The respondents were divided into groups according to their family role and educational field. Experimental pictures and questionnaire were designed to test buyers’ color preferences in toy packaging and toy design, as well as to examine their perception of color functions in children’ surroundings.
Although the results suggest that the participants are aware of the importance of color, the study found that the majority of the respondents do not consider the educational function of color. There was a relationship between the answers of the participants and their family role. Additionally, the data revealed that the color of a toy, as well as toy packaging, influences the purchase decision of the participants.