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Article | March 31, 2004
Pfizer Consumer Healthcare recently introduced the Ben-Gay Pain Relieving Patch to the U.S. market. The pharmaceutical giant turned to applebrandsource, a New York-based design company, to create a high-visibility package that aims to leverage brand equity.
Using imagesource branding the applebrandsource’s proprietary Internet research tool designers identified the visual cues and emotional connections involved as consumers make purchase decisions among pain relief brands. The imagesource tool enabled the design company to develop an “emotional profile” of the consumer helping to choose appropriate images. Designers selected bright warm colors as well as illustrations depicting people in motion. The prominent logo connotes a sense of warmth and is accompanied by additional information text centered on the face of the package.
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