[Abstract] In combination with the packaging design of children's OTC (over-the-counter) drugs, the status quo of OTC drug packaging design in China was analyzed, and the design ideas and design steps of OTC drug packaging were discussed. The article points out that in the design of OTC drug packaging, it is necessary to focus on the design concept, consumer groups and consumption positioning.
Keywords: OTC drugs; packaging design With the promotion of OTC drugs, drug manufacturers are increasingly focusing on the packaging design of drugs. When consumers purchase OTC drugs, they can consider comprehensively based on the factors such as drug efficacy, appearance of the product, and whether it is convenient to carry. There is a large choice for consumers. Compared to RX (prescription drug) packaging, OTC drug packaging has been given more sales features, so OTC drug packaging design should pay more attention to drug development. However, by investigating the pharmaceutical markets in Shanghai and Jiangsu, the author believes that China's OTC drug packaging design lags behind that of similar foreign products, and OTC drugs are often used for packaging with little ulterior motives. In this paper, the design practice of a kind of Pediatric Clearing Oral Liquid Packaging in a pharmaceutical company in Shandong is analyzed. The characteristics of OTC drug packaging design, market positioning, packaging structure, packaging and decorating are used for drug use and promotion. At the same time, on the author's design practice, the design procedure of OTC drug packaging was discussed.
1 OTC drug packaging design ideas The main sales environment of OTC drugs is pharmacy or supermarket shelves, and it is a direct-to-consumer product. There are two issues that should be considered when designing a package. One is the use of OTC drugs, and the other is to fully consider the requirements of drug manufacturers. In the design, the structure of the inner and outer packaging of the medicine (even designing a special safety structure) and the visual decoration effect of the packaging surface should be determined around the consumers. Combining the characteristics of drugs, the choice of internal and external packaging materials is considered, and the structural feasibility of packaging is considered in conjunction with the processing technology. The interior and exterior packaging should be uniformly designed and reliable. The decoration design and text markings shall comply with the relevant regulations of the state, etc.".
2 The steps of OTC drug packaging design are based on the above-mentioned design concepts. According to the requirements of customers, the form and characteristics of drugs, and the special properties of packaging materials, the following steps can be used to carry out the design.
2.1 The survey before the pre-survey design includes market research and relevant laws and regulations and design specifications. Understand the requirements of different performance drugs for packaging materials and packaging, taboos for children's pharmaceutical packaging and problems that should be noted, and users' opinions and suggestions on typical pharmaceutical packaging, and classify and analyze common packaging and design information of similar drugs.
Drugs are special products related to the national economy and the people's livelihood. Their packaging design must comply with relevant national laws and regulations and local laws and regulations. For example, for packaging materials, packaging materials and containers that require direct contact with pharmaceuticals must meet the requirements for pharmaceuticals, meet the standards for the protection of human health and safety, and be reviewed and approved by the drug regulatory authority when approving drugs. Pharmaceutical manufacturers must not use unapproved direct contact with packaging materials and containers. The opponent's surface decoration design requires that the same company, the same specifications of the same drug, its packaging, label format and color must be the same, can not use different labels. In this way, the basic design principles can be determined in conjunction with market research.
2.2 Analysis of product features and packaging requirements As a special commodity, the quality of a drug is directly related to the health of the human body. Its packaging must be unique in ensuring the effectiveness and safe use of drugs. OTC drug packaging is close to general consumer products, so it requires a scientific and reasonable packaging structure, easy to use; Outsourcing with a larger design to play a role; The packaging of pharmaceutical ingredients, methods of use, taboos, toxic and side effects, storage conditions, shelf life, The commercial and medical information displayed by drug lot numbers, etc., need to be clear, detailed, and accurate, and strictly conform to the national medical and health regulations. Also pay attention to adjust the font, spacing, color and other aspects of the package to achieve user-friendly.
Based on the above design requirements, care should be taken in the design of pharmaceutical packaging:
a. The packaging of OTC drugs combined with some of the characteristics of sales packaging, the design focus should be on the internal and external packaging structure and exterior packaging design. Especially for the characteristics of the children and their parents who are using the objects, more efforts should be made in the design, structure and decoration of the packaging.
b. In view of the safety of drug use, in line with the "people-oriented" principle (especially for children), CRP, TEP and anti-counterfeiting packaging are designed.
c. The use of OTC drugs does not require the guidance of doctors, and the literature makes strict regulations on the textual content of drug packaging. Therefore, the text on the box should be fully specified.
2.3 Planning, screening, and modifying the design plan The customer's opinion, regulatory requirements, and the designer's own perception of the product from different perspectives are used as a measure of the design's criteria. Several plans are proposed that meet the design requirements and are finally screened and modified. The final determination of the plan requires further coordination and communication with the customer, expounding the design concept, making repeated modifications to the product design, and striving to achieve mutual satisfaction.
2.4 The internal and external structural design of the product is designed according to the customer's specific design requirements, and the internal packaging is designed in accordance with the processing characteristics of the packaging material. The product is a Chinese medicine decoction and its color is dark brown. In order to reduce visual discomfort, translucent PE is selected as the inner packaging material. Due to the limitation of processing technology, special-shaped bottles are difficult to be produced by high-speed mechanization. Therefore, the idea of ​​bottle-shaped structure design cannot be limited to attracting children. The adaptability of production lines and the safe packaging of children's medicines should also be considered. Bottle body molding using extrusion blow molding method. The raw materials must be colored and the color is milky white. The raw materials need to be added with UV absorbers, antioxidants, and zinc oxide to improve their weather resistance. The structure of the bottle cap is selected with the form of a burglarproof ring, and its structure is designed as a composite form. The inner lid is provided with a colored cap-shaped ornament, which can arouse children's interest. Bottle inner lid and decorative lid materials are made of high-density polyethylene (HDPE) or polypropylene (PP) and molded by injection molding. Bottle holders are vacuum-formed with PVC or PE.
In order to reduce costs and improve production efficiency, the box type of the outer packaging adopts a tubular folding carton that is easy to realize automatic production, has less material consumption and is simple in appearance. (To be continued)
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