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Pharmaceutical package design: A 'sea of sameness'?

As more pharmaceutical products switch from prescription-only to over-the-counter, there’s a greater need for packaging to add shelf appeal and communicate healthcare information once conveyed by physicians or pharmacists, reports Phillip Federspiel (shown in photo), CEO at design firm Group 4.

Federspiel
Federspiel

Packaging World: What’s new with regard to pharmaceutical package design today?

Phillip Federspiel: The switch to OTC puts more demand on package design to convey information about compliance, dosage, and self-medication--things that the pharmacist used to tell patients that now need to be incorporated on or inside the package. Now you are more responsible for your own self-medication as a patient. In that scenario, the package has to be even more clear and forthright with dosing and other information.

Do package design considerations involve input beyond that of the product manufacturer/packager?

We work with what we call the “community of interest” that involves communication with end users, physicians, and companies along the distribution channel, but mostly we are trying to figure out what’s key from a consumer perspective. When you are looking at a shelf full of OTC products, what do you see? What we frequently find from our own evaluations and from consumer research is a “sea of sameness,” a wall with no windows or point of interest—that is, no meaningful differentiation visible and understandable from a two- to three-foot distance.

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