Change the design and change design of pharmaceutical packaging

Pharmaceutical products have the dual attributes of drugs and commodities. Drug packaging design in compliance with the "Drug Administration Law" and related policies and regulations at the same time, but also reflect the corporate image, improve the design quality, access to the psychological recognition of consumers. Due to historical and cultural reasons, the packaging design of domestically produced medicines in our country has formed a relatively simple and unadorned design frame. Many similar drug packaging texts are identical, and they are distinguished only by changes in color, and with unobtrusive titles, it is easy to confuse. Compared with the packaging of "triple-funded" enterprises' medicines, these medicine packagings dwarf both the appearance design and consumer considerations. The packaging design of many domestic drugs is following the foreign pharmaceutical packaging design ideas. The globalization of the pharmaceutical economy requires that the pharmaceutical packaging in China follow the international trend while taking the nationalization route, surpass the status quo, and gradually have the ability to identify the world.

Drug packaging must take into account the versatility of the drug and packaging materials, as well as the stability of the drug during the storage period of the drug. At the same time as the new drug is being declared, it is necessary to put forward the package form of the drug, the test report of the compatibility of the drug and the package material, the quality standard of the material, and the license of the material supplier.

Good medicine packaging is designed for the elderly and children's drug safety safety cover design; for the oral solution is equipped with a measuring cup with accurate measurement, easy to use; on the package eye-catching prompt "the drug in children can not touch the place" and so on. All of these bring the patient's medication safety information, but also have achieved the psychological recognition of the efficacy of consumers. To see the strengths of others and identify their own shortcomings, pharmaceutical companies should extensively solicit the opinions of the market and marketing departments when designing new packaging, and conditional ones can invite advertising planning companies to do image design. A skin and mucous membrane antiseptic disinfectant introduced by a company completely abandons the old and outdated design ideas on the exterior design. It is rich in sensory information of the new generation, improves the size of the liquid outlet of the bottle, and can control the amount of drug when it is used. And it does not pollute your fingers.

The changing market situation demands that pharmaceutical packaging must be innovative.

Judging from the concept of integrated communication proposed by modern marketing, pharmaceutical packaging is not just a product strategy issue, it has become an irreplaceable medium in promotion. Packaging plays a decisive role as the final stage of communication with consumers. Pharmaceutical companies need to convey the connotation of the product through the carrier of pharmaceutical packaging. At the same time, they also need to use packaging to communicate with consumers and users in the final step. In addition, pharmaceuticals companies will also be required to demonstrate the image of pharmaceutical companies and communicate in a deeper sense. In fact, the current competition among enterprises has changed to the overall image of the enterprise.

The introduction of CI will inevitably require the corporate image to be expressed through the packaging design. As a unique identification symbol, packaging can do exactly that. There are many examples on both sides. Many forms of OTC drugs appear to be too old and have become barriers to communication with consumers. Some new styles of foreign products are worth learning from. For example, a French perfume packaging is such that the company's brand logo is printed on a transparent plastic bag. This packaging conveys to consumers the connotation of “genuine” brand and also drives the sales of similar branded products. Drug packaging does not have to copy these practices, but it is necessary to introduce this concept. In fact, establishing a pharmaceutical company image through drug packaging design is not only beneficial to the spread of the image of pharmaceutical companies, but also reduces the burden on pharmaceutical companies in advertising. What's more important is to strengthen the recognition of consumers and the society for their brand, so as to achieve deep communication.

Interactive, personalized marketing has gradually become the mainstream mode of marketing, and personalized consumption puts higher requirements on drug packaging design. In today's highly homogenized products, the packaging of products also has the phenomenon of "homogenization." In pharmaceutical packaging, consumers are not concerned with fancy pictures, but whether their feelings are respected, whether the products have affinity, and whether they embody the taste and lifestyle of the target group. Those pleasing and high-grade packaging are naturally favored. This requires designers to deepen their lives when designing packaging, and focus on the human nature.

The pharmaceutical packaging must achieve greater scope of communication and have the ability to identify the world. Its national style cannot be ignored. With the acceleration of the process of international trade integration, pharmaceutical packaging design should achieve international standards as much as possible, and have the ability to identify the world. However, packaging design cannot be globalized for globalization. Any packaging design has its own traditional cultural background that cannot be isolated. Only the people of the nation are in the world. Pharmaceutical packaging can only be distinctive if it has the national color.

Reprinted from: China Packaging News