December 15 Best packaging. #Best09

I love packaging!

This year I was taken back by Target’s ClearRx prescription pill bottles. I worked as a pharmacy tech for about ~4 years, and I squealed when I had my first script filled at Target. The new bottle successfully marries intelligent graphic design with functional industrial design.

One of the first differences you’ll notice is the new shape and orientation of the bottle. The bottle is more flat and stands on it’s cap. The label wraps over the top of the bottle and down the front and back. (Not around) The medicine’s name is printed clearly along the top of the label so it is visible even if the bottle is stored in a drawer.

The most important information (drug name, dosage instructions) is printed in the primary location and the less important information (quantity, doctor’s name) is printed in the secondary location. In order to distinguish between family member’s medications, rubber rings of six different colors can be attached to the neck of the bottle. All medication taken by one individual can be easily recognized simply by the color of the ring.

Since most people toss the papers that are stapled to the bag that the prescriptions come in, I know this since people would ALWAYS call and ask question on these papers. There is a space for a small card with supplementary drug information (common uses, side effects, etc.) behind the label. An easy system of storage and reference increases the likelihood that people will read and keep this information, which may be useful in cases of emergency.

Even the warning pictures that are typically printed on the bottle (“Take with food”, “May cause drowsiness”, etc.) have been redesigned to be more representative of what they are actually indicating or directing a person to do.

ClearRx certainly represents an important advance in prescription drug awareness and patient safety issues. Some people think ClearRx is something more, perhaps an art form in and of itself: It debuted in a New York Museum of Modern Art Exhibit last October.

Wiki ClearRx & Deborah Adler

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