The hottest pharmaceutical packaging design change

2022-08-15
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Pharmaceutical packaging design: change ideas first and then

Allan Rasmussen, senior project manager of LEGO pharmaceutical products, said that it has the dual attributes of drugs and commodities. Drug packaging design should not only comply with the drug administration law and relevant policies and regulations, but also reflect the corporate image, improve the appearance design grade, and obtain the psychological recognition of consumers. Due to historical and cultural reasons, the packaging design of domestic drugs in China has formed a relatively simple and plain design frame. Many similar drug packaging words are the same, which are only distinguished by color changes, and the product name is not eye-catching, which is easy to be confused. Compared with the packaging of drugs of "three foreign-funded" enterprises, these drug packages are dwarfed in terms of appearance design and consumer consideration. The packaging design of many domestic drugs is following the foreign drug packaging design ideas, and the globalization of the pharmaceutical economy requires China's drug packaging to follow the international popular trend, take the nationalization route, go beyond the current situation, and gradually have the ability of global recognition. Drug packaging must consider the versatility of drugs and packaging materials, as well as the impact of packaging materials on the stability of drugs during the storage period of drugs. At present, when applying for new drugs, it is necessary to put forward the packaging form of drugs, the compatibility test report of drugs and packaging materials, the quality standard of materials, the license of material suppliers and other materials

good drug packaging is designed with a safety cover for the medication safety of the elderly and children; A measuring cup with accurate measurement and convenient use is equipped for oral liquid; Put the medicine out of the reach of children and so on. All of these not only bring patients medication safety information, but also have the effect of reaching consumer psychological recognition. Seeing the strengths of others and identifying their own weaknesses, pharmaceutical enterprises should widely seek the opinions of marketing departments when designing new packaging, and if possible, they can ask advertising planning companies to do image design. A skin mucous membrane antiseptic disinfectant introduced by a company completely abandoned the consistent old design ideas in the appearance design. It is very rich in the sensory information of the new generation, and improves the size of the outlet of the packaging bottle. When used, it can control the dosage without polluting the fingers

the changing market situation requires that drug packaging must be innovative

according to the concept of integrated communication put forward by modern marketing, drug packaging is not only a problem of product strategy, but also an irreplaceable medium in promotion. As the last step in communication with consumers, packaging plays a decisive role. Pharmaceutical enterprises need to convey the connotation of products through drug packaging, and also need to complete the last step of communication with consumers and users through packaging. In addition, we need to express the image of pharmaceutical enterprises through drug packaging to complete a deeper sense of communication. In fact, at present, the market competitiveness among enterprises has been further improved, and the competition has changed to the overall image competition of enterprises

the introduction of CI inevitably requires that the corporate image can be expressed through packaging design. As a unique identification symbol, packaging can do this. There are many positive and negative examples. The form of many OTC drugs seems too old, which has become an obstacle to communication with consumers. Some new styles of foreign products are worth learning from. For example, the outer package of a French perfume is like this, with the brand logo of the enterprise printed on a transparent plastic bag. This kind of packaging conveys the connotation of "genuine goods" to consumers, and also drives the sales of products of similar brands. Drug packaging does not need to deposit the film very thick according to the past, but it is necessary to introduce this concept. In fact, establishing the image of pharmaceutical enterprises through drug packaging design is not only conducive to the spread of the image of pharmaceutical enterprises, but also reduces the burden of pharmaceutical enterprises in advertising. More importantly, it strengthens the recognition of consumers and society to its brand, thus realizing in-depth communication

interactive and personalized marketing has gradually become the mainstream mode of marketing, and personalized consumption puts forward higher requirements for drug packaging design. Today, when products are highly homogeneous, the packaging of products also has the phenomenon of "isomorphism". In drug packaging, what consumers pay attention to is not fancy pictures, but whether their feelings are respected, whether the products have affinity, and whether they reflect the taste and lifestyle of the target group. Those pleasing to the eye and high-grade packaging are naturally favored. This requires designers to go deep into life and pay attention to the grasp of human nature when designing packaging

in order to achieve a wider range of communication and have the ability of global recognition, the national style of drug packaging can not be ignored. With the acceleration of the process of international trade integration, the design of drug packaging should reach the international level as far as possible, and its process performance largely depends on the ability of polymer (high molecular) to be globally recognized. However, packaging design cannot be globalized for the sake of globalization. Any packaging design has its inseparable national traditional cultural background. Only the national is the world, and only the drug packaging with national color will be different

reprinted from: China Packaging News

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