“Emotional” Design Study Of Pharmaceutical Packagingty

With the enormous investment in health care from government and the rapid development of pharmaceutical industry, OTC drugs, especially, have become an essential part of our lives. When buying drugs, consumers concern about the drug packages and also the emotional experience that they bring. Excellent packaging design can not only accurately convey drug information, but also cure the illness and comfort the patients’ psychology on the premise of ensuring drug safety, effectiveness and convenience. In order to attract people’s attention at a short notice, it is necessary for the pharmaceutical packaging to satisfy people’s psychological characteristics and resonate with their emotion. Therefore, pharmaceutical packaging design is supposed to meet people’s psychological need and express humanistic concern for patients.On condition that pharmaceutical packaging complies with national laws and regulations and doesn’t affect the safety of drugs, this thesis researches on the “emotional” design for drugs from the perspective of psychology and ergonomics. Drugs are closely linked with our lives and health. With the focus on “emotional” design, the graphic, text, color, shape and structure of drug packaging should be designed innovatively to display humane care, evoke consumers’ inner feelings, and convey positive psychological implications. Only by understanding what consumers really want can we design a drug package that is accepted by them. The design of packaging text and color should consider different consumer groups with their psychological and life styles in mind; whereas the design of packaging structure and shape should be humanized as well as aesthetic. Pharmaceutical packaging design can not only convey accurate drug information, but also has the advanced design ideas. Pharmaceutical packaging can reduce consumers’ disgust for drugs and the “emotional” design of pharmaceutical packaging can satisfy patient’s emotional appeal and comfort them psychologically.