Medical Packaging Design: Function, Trust & Brand Impact
The Growing Importance of Medical Packaging Design
Health is a central topic for many people, and the market for nutritional supplements is booming. Our packaging design helps communicate positioning and make the benefits and effects of the products visible. In doing so, we create a well-balanced blend of competence and attention.
Packaging Design for Prescription and OTC Products: Competence Meets Attention
In medical and pharmaceutical packaging design, there are two main product groups: ethical products, which are only available by prescription, and over-the-counter (OTC) products, which are sold freely in pharmacies. Both groups have different requirements for packaging design, yet both are experiencing a shift in design and presentation that is becoming increasingly visible in pharmacies.
Changes in the Design of Prescription Products: The Challenge Posed by Generics
Until a few years ago, little attention was paid to the design of prescription products. The focus was on functionality and hygiene. However, this has changed with the rise of generic drugs — copies of the original medicines that contain the same active ingredient but are usually sold at a lower price — and with patients becoming more empowered. The First Moment of Truth (FMOT) – the first decisive moment when the customer comes into contact with the product and makes a purchasing decision – now often takes place at the pharmacy counter, making packaging increasingly important.
Packaging Design for Ethical Products
For ethical products, design has so far been minimalist: a high proportion of white, clear typography, and a prominently displayed brand logo and product name. However, competition from generics has led to these packages now needing to place greater emphasis on attention and brand presence. This presents a challenge for design agencies: they must combine medical expertise and trust with an appealing, eye-catching design.
Over-the-Counter Products: Competition on the Pharmacy Shelf
OTC products must stand out against numerous other products on the pharmacy shelf. Here, packaging design plays a decisive role. It must attract attention while also conveying credibility. A design that appears too clinical can unsettle customers, while one that is too emotional can have the same effect.
Medical Packaging Design: Combining Emotionality with Credibility
Colors, imagery, and icons can add more emotionality to medical packaging design. However, this requires a delicate touch. The design must clearly and simply communicate what the consumer can expect, while at the same time conveying credibility and effectiveness.
Our relaunch design for our long-standing client Hansaplast is a very successful example of this.
Block Formation for Greater Attention
A consistent design across a product line or an entire range can generate significant attention. This helps clearly differentiate the brand from its competitors and builds customer trust.
Careful Relaunches: Using Medical Packaging Design to Increase Attention and Retain Customers
A packaging design relaunch aims to increase attention and attract new customers without losing existing ones. A successful relaunch maintains recognizability while simultaneously conveying modernity and quality. Examples such as Aspirin and Wick show how this can be successfully achieved.
Successful Medical Packaging Design Projects: Hansaplast and More
We were able to demonstrate our expertise with the relaunch of the Hansaplast brand. The goal was to modernize the brand and convey greater quality and competence without losing recognizability. The redesign of the “Foot Expert” range and the ABC heat patches are also among our successful projects.
Nutritional Supplements: A Growing Market
The nutritional supplements market is growing rapidly, and with it the importance of packaging design. Here, a balance between medical credibility and vibrant, eye-catching design is essential. Our work for LR Health & Beauty Systems demonstrates how creative designs with clear benefit communication can be successfully implemented.
