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How to design drug packaging well?

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drug packaging, like other product packaging, plays an important role in drug sales and identification. No matter what kind of product packaging, the elements of packaging design are consistent, which are inseparable from the three basic elements of text, graphics and color. The same is true of drug packaging design. Text, graphics and color elements should be brought into full play in drug packaging design
1. Text elements of drug packaging design
text, as the most recognizable language, is widely used in packaging design. The words in drug packaging convey the name, function, usage, precautions and other information of drugs to consumers, which is the most important language in drug packaging design. Therefore, the use of words by designers needs careful selection, unique conception and reasonable arrangement, in order to achieve concise, eye-catching and beautiful results
traditional Chinese medicine is a traditional medicine in China. Therefore, the packaging design of Chinese patent medicine is generally expressed by traditional calligraphy art, and the typesetting form of ancient Chinese characters can also be borrowed, which can well enhance the traditional color of medicine. There are many examples in this regard, such as “Tongren hall”, “Qianzhi hall”, “Wanquan hall”, “Yong’an hall” in Beijing and “Daren hall” in Tianjin, all of which use unique Chinese characters as the specific commodity logo of the enterprise. The obvious contrast with the packaging design of Chinese patent medicine is the deformation treatment of the modern font used in the packaging design of Western medicine, which is flexible, simple and bold, lively and dynamic in typesetting, fully reflects the modern artistic charm of Chinese characters and Latin letters, and creates an excellent brand image of commodity packaging design with a high-level font image
when using written language, due to the small specification of the drug package itself, there are also the product name and general name, composition, properties, indications, functions, indications, specifications, usage and dosage, adverse reactions, taboos, precautions, storage, production date, product batch number, validity period, approval number, manufacturer 18 indispensable contents such as registered trademarks shall be arranged. This requires designers to distinguish between primary and secondary and arrange reasonably, which is not only convenient for consumers to identify, but also has the design beauty of primary and secondary visual order, and makes consumers have a sense of trust in the safety and efficacy of drugs
2. Graphic elements of drug packaging design
the graphic design of drug packaging mainly uses the method of composition, using concrete graphics or abstract graphics to convey drug information. Generally speaking, western medicine mostly adopts abstract graphics. It uses points, lines and surfaces to create some product images with unique modern beauty by means of generalization, simplicity and novel composition, which can often give people a deep impression. For example, the American Sammy brand cough syrup has three green side face contour graphics on the pure white background, which symbolizes health and gives people a trustworthy and healthy psychological feeling. In short, the design and selection of graphic language must be related to the pharmaceutical characteristics, regional culture, aesthetic taste and fashion of drugs, and the individual creativity of visual art is indispensable
3. Color elements of drug packaging design
the color of drug packaging is the overall visual image color of drugs. Different colors represent different drug values and visual effects. It first attracts the attention of consumers and is the most influential factor in drug packaging design. It plays a key role in the sales, publicity and brand image establishment of medical products. In order to give full play to the role of color language, designers should reasonably select and use appropriate and effective colors on the premise of being familiar with the functions of drugs. Different colors often have different symbolic meanings: blue symbolizes science and technology and the unknown world, green symbolizes peace and life, red symbolizes enthusiasm and nourishing, orange symbolizes excitement and harvest, yellow symbolizes relaxation and safety, white symbolizes cleanliness and elegance, and so on. Therefore, in the design, it is often blue for sleeping and tranquilizing drugs, green for analgesic and sedative drugs, orange for stomach and food, red for health care and tonic drugs, and yellow for easy defecation drugs
in the packaging design of pharmaceutical products, we should adhere to the principles of adjusting to disease, efficacy, psychological acceptance of consumers and fashion aesthetic taste, and pay attention to creativity. Therefore, the color design of pharmaceutical product packaging can closely combine the pharmacological attributes of drugs with warm care, determine the cognition of the unity of appearance impression and internal quality, and cultivate the aesthetic consciousness of pharmaceutical product packaging design, which is conducive to win the trust and favor of consumers, be safe and reliable, and establish the brand image of products in the consumer market.

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