Conservative thinking aids bandages

It may seem strange that St. Paul, MN-based 3M Co. designed its packaging for a new product to blend in with the competition, but that's exactly what the firm did with the package for new Active Strips(TM) flexible foam bandages.

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"We have to go with the constraints of the retailers as far as size is concerned, and basically, do what everyone else is doing," says Christine Bradshaw, design coordinator for 3M. Keeping a traditional white background helps convey a feeling of sterility. Key images, designed by SBG Partners (San Francisco, CA) portray a durable, innovative product that adheres to wet skin. The 15-pt SBS is printed offset in six colors by Crown Packaging (Winnipeg, Manitoba, Canada). The product is now available nationally, with plans to expand to Asia Pacific, Europe and South America. Suggested retail price for the 30-count package is about $2.39. A neon version of the bandages will be introduced later this year.

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