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Creating 'telegraphic imagery' for P&G

P&G Healthcare's new pain relief package is designed with “telegraphic imagery,” using product photography and graphic symbols to explain the fundamentals of ThermaCare’s pain relief process.
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When Cincinnati-based Procter & Gamble Healthcare created a new pain relief product called ThermaCare the company looked to Libby Perszyk Kathman (Cincinnati OH) to create a brand-identity program that would engage and educate consumers about the product’s benefits features and usage application. The product aims to deliver pain relief and muscle relaxation by providing “wearable heat” through an air-activated heat wrap that fits under clothing. “LPK developed the visual language to express this breakthrough product to consumers in-store” says Brian Niccol ThermaCare brand manager. The design uses a warm soothing color palette and detailed product usage visuals to communicate how the product looks what it does and how it works. Designers developed a “telegraphic imagery” system using product photography and graphic symbols to explain the fundamentals of ThermaCare’s pain relief process. The new product rolled out nationally in January.

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