Alert: Packaging World now enhanced for the iPad and iPhone. Watch a quick video preview
Article |

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.
Print Reprint
     

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.

Comments(0)

Add new comment

ADVERTISEMENT
E-BOOK SPECIAL REPORT
42 Best Package Designs
Sign up to receive timely updates from our editors and download this e-book consisting of our editors' picks of most notable package designs. Updated for 2014!
x

 

Newsletters
Don’t miss intelligence crucial to your job and business!
Click on any newsletter to view a sample. Enter your email address below to sign up!
GENERAL INTEREST

New Issue Alert

Packaging World Magazine

eClip

Breaking packaging news

Packaging Insights

Pertinent packaging issues

On the Edge Blog

Workforce Development

PACKAGE DESIGN/
DEVELOPMENT

Greener Package

Sustainable packaging

Shelf Impact

Package design strategies

Each newsletter ranges in frequency from once per month to a few times per month at most.