How Cereal Box Mascots Are Designed To Look At Kids

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Eye contact may increase brand loyalty, new research finds.

Loyalty is in the eye of the beholder, according to new research. A Cornell study found that cereals marketed to children often feature characters looking down.

More than half of the 86 cereal box characters in 10 different grocery stores looked at a nearly 10-degree downward angle, making them more likely to create eye contact with children when shoppers stand the standard distance of 4 feet from the shelf.

Rick Wilking / Reuters

Cereal boxes marketed to adults, on the other hand, have characters with nearly straight gazes at a very slight upward angle about half a degree.

The Cornell researchers also confirmed previous studies that children’s cereals are placed half as high on supermarket shelves as adult cereals.

Mike Blake / Reuters / Reuters

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