Analysis on the problems and Countermeasures of Ch

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Analysis of the problems existing in China's drug packaging industry and its countermeasures (3)

(III) further emphasize the function of drug packaging conducive to safe drug use

pharmaceuticals are used to treat patients and save people, so packaging design should first consider how to help users accurately understand the characteristics of drugs and facilitate use. Many medical personnel often report that the direct result is misuse and misuse due to the nonstandard packaging of medical products, unscientific handling and storage, inconvenient use, and disordered labeling. The most common is to ignore the specified signs and words. For example, some externally used lotions fail to mark "external", which often leads to accidents of being taken by people by mistake. A newly listed cardiovascular drug of a joint venture once omitted the dose unit "mg" on the package, and the case of usually omitting the unit is generally considered to be "g", which is thousands of times different, which is very easy to cause danger. More importantly, they forgot to mark key signs or words such as "disposable use, destroy after use", "please prevent children from taking it by mistake". The reason is that there is no good communication between the packaging design and the drug manufacturer, and the drug packaging must not be exposed. Therefore, in addition to strictly grasping the selection of packaging materials and artistic creative ideas, drug packaging should also have a strong sense of society and consider how to scientifically and accurately convey information from packaging

1. Drug packaging information

from the perspective of packaging, packaging is an information carrier that enables consumers to obtain information resources, which is particularly important in pharmaceutical packaging. For example, the contents indicated on the outer package of drugs should include the name of the commodity after scientific planning and systematic demonstration, general name, specification, manufacturer, approval number, product batch number, main ingredients, indications, usage, dosage, contraindications, adverse reactions and precautions; Subpackaged drugs must have subpackaged units and subpackaged batch numbers; Imported drugs must have the approval number of imported drugs; Instructions must be attached to the package. Experiments have proved that the visual stimulation and memory time of graphic symbols are much longer than words. Therefore, in the era of complex modern information, the rapid and accurate transmission of information can be completed with the help of symbols. This is also very meaningful in the medical industry. For example, when emergency patients are in first aid, the logo color can accurately and timely help find drugs, while the graphics can help non professionals use some drugs and devices according to the map. Medicine itself is a subject with a huge knowledge structure. In hospitals, we can often see that medical staff are faced with a large amount of information: medical records, test sheets, examination reports, prescriptions, various records, and so on. If you add the instructions of pharmaceutical products and various promotional materials, it will inevitably increase visual fatigue. The efficiency of graphic information is unmatched by words. If the abstract text is designed into signs or illustrations, it will greatly improve the work efficiency. Therefore, visual design will become more and more important in the future. Pharmaceutical enterprises are all enterprises with strict scientific management and management system. Generally, they have enterprise identification system (VIS), which strictly complies with unified standards in logo, color and text, and requires classification. If drugs can be divided in detail and different categories can be designed into different colors and symbols, it will be convenient to take and place and prevent misuse. Some drug manufacturers at home and abroad have begun to design drug trade names for the purpose of promoting products on the one hand, and for the convenience of doctors' recognition and memory on the other

2. The role of drug packaging text instructions

as a tool for communication, text is unique to us. Although it is not as effective as graphic intelligence in reflecting the situation, state and overall composition, complex and esoteric abstract concepts can still be explained clearly through words. Therefore, when designing the packaging of prescription drugs, the signs and instructions should be mainly written. Pay more attention to the font, type, size and typesetting, and pay attention to the visual process. Many drug packages now list a lot of useless information. Once there was a drug that listed the common names in Chinese, Latin and English, the name of the manufacturer, etc. on the front of the package, and used different fonts, plus trademarks, manufacturer marks and various prescribed words and logos, which made the layout chaotic. The text is mainly targeted at consumers. The layout should be clear and easy to read is the ultimate goal. The design and arrangement of foreign and national characters should also be mentioned here. It should be noted that if the market is dominated by Chinese characters and languages, a large number of foreign language descriptions will interfere with reading. If the market is for both domestic and foreign consumers, we should also try to avoid mixing Chinese and foreign languages, so as to make the reading line of sight smooth. After the implementation of drug classification management, because OTC drugs are purchased and used by non professionals, the description should be more detailed and accurate, and explanatory charts should be attached when necessary

3. Packaging design focuses on the consumption object

the consumption object of packaging is people, and we must position the packaging design according to the object. The design differs according to the user's age, gender, cultural status, nationality, nationality, customs, disability and other conditions. In addition, drug users can also be divided into two groups: professionals and non professionals. China has implemented the classified management system of prescription drugs and over-the-counter drugs, which stipulates that only doctors, pharmacists, nurses and other personnel can use or use under their supervision and guidance as prescription drugs (prescripti2, deformation measurement through deformation measurement installation to measure ondrug). This kind of packaging should meet professional needs and focus on the convenience of use in work. The draft amendment to the National Drug Administration Law under discussion mentions that advertising of prescription drugs will be prohibited. Not long ago, the country has announced the first batch of prescription drugs that are prohibited from advertising in the mass media. However, this does not mean that the packaging design of prescription drugs can be ignored. On the contrary, the packaging design of prescription drugs is more challenging because of their frequent use, rapid curative effect, large toxic and side effects, and strong professionalism. The other is over-the-counter drugs, also known as OTC (overthe counter), which means drugs that can be bought over the counter. The users are patients and their families. This kind of medicine is characterized by drugs selected by users themselves, purchased directly from vending machines or stores and used according to labels and instructions. Therefore, such drugs can focus on artistry, attract customers from the packaging and participate in shelf competition. However, the convenience of use should still be put in the first place, with special emphasis on the simple and easy expression of the instructions. The special signs should be placed in an eye-catching position and the warning words should be marked in bold: "please carefully read the instruction manual and use it according to the instructions or purchase and use it under the guidance of a pharmacist"

traditional Chinese medicine treats diseases by prescribing and decocting into medicine, which has been vigorously promoted in recent years. Citing the theory of Chinese medicine with Western technology, a variety of good prescriptions for treating diseases are by no means inferior to the effectiveness of Western medicine. But when it comes to the popularity and circulation, it is far less convenient than the ready-made western medicine, which can be bought at any time and carried with you. For example, in China, the drugs containing infusion agents are mainly glass bottles, but glass bottles are fragile during transportation and easy to cause harm to human health if they are reused. Some developed countries in the world have abandoned them, and Japan has completely replaced them with plastic packaging

(IV) moderately optimize the commercial effect function of drug packaging

from the perspective of the integrated communication concept proposed by modern marketing, drug packaging is not only a problem in product strategy, it has become an irreplaceable media in promotion. Enterprises need to convey product information through packaging, and also need to complete the last step of communication with consumers through packaging. To this end, China's traditional Chinese medicine industry is actively developing new pharmaceutical methods, refining the herbal medicines in various prescriptions into pills or liquid medicine packaging, which is convenient for wholesale and retail, so as to open up the situation of popularization of traditional Chinese medicine. Although some old drug companies with a long history have established a fixed market, they have failed to further expand their market share due to the uneven packaging quality. On the contrary, some time-honored brands that can be old and new, when taking advantage of the further acceptance and affirmation of traditional Chinese medicine by the West and the new generation of young people, have made great efforts in packaging, achieving both inside and outside, replacing new packaging, and expanding new levels of the market

1. Interactive personalized marketing has gradually become the mainstream mode, and personalized consumption puts forward higher requirements for drug packaging design

today, when products are highly homogeneous, the packaging of products also has the phenomenon of "isomorphism". The drug packaging that consumers are concerned about is not pictures or fancy, but whether the packaging reflects respect for human feelings, affinity, and the taste and lifestyle of the target group in the design. Those pleasant and tasteful packages are naturally favored. From this point of view, drug packaging actually undertakes the task of psychotherapy. It should reduce the psychological pressure of patients and achieve the effect of going three points before the drug arrives. In this regard, many businesses highlight personalization in packaging and are in an invincible position in the market competition

patients have complex psychological changes. Pessimism, depression, shyness and irritability are common phenomena. Therefore, the color design of drug packaging should closely focus on the patient's condition: critically ill patients such as cancer, uremia and patients with advanced liver cirrhosis tend to be depressed and depressed. The warm colors with high lightness and color should be mainly used in the drug packaging to achieve a relaxed and warm effect. For drugs that reduce blood pressure, high color red should not be selected, because the effect of red on vision and psychology often leads to the release of adrenaline in the body, causing vasoconstriction and elevated blood pressure

2. Express the corporate image through drug packaging and complete more far-reaching communication

in fact, the competition concept among enterprises has changed to the competition of the overall image of enterprises. The enterprise image can be expressed through packaging design. As a unique identification symbol, packaging can do this. Drug packaging, especially the past packaging of over-the-counter drugs (OTC), clearly shows the shortcomings in this regard. Today, with the gradual development of OTC drugs, the outdated packaging of many OTC drugs has become an obstacle to communication with consumers. The brand logo of the enterprise is printed on a transparent plastic bag, which is the entire outer package of a French perfume. This kind of packaging conveys the connotation of "genuine goods" to consumers, and this brand connotation also drives the sales of products of similar brands. There is no need to copy this practice in drug packaging, but it is necessary to introduce this concept. Its leadership in the experimental machine industry continues to move forward. The expression of corporate image through packaging design is not only conducive to the spread of corporate image, but also reduces the burden of enterprises in advertising. More importantly, it strengthens consumers' recognition of enterprises and their brands, thus realizing deep communication in the long term

3. drug packaging should achieve a wider range of communication and have the ability of global recognition, and its national style must not be ignored

with the acceleration of the process of international trade integration, it requires that the packaging design should reach the international level as far as possible and have the ability of global recognition. However, packaging design cannot be globalized for the sake of globalization. Any packaging design has its inseparable national traditional cultural background. "Only the national is the world". The national characteristics of packaging make the goods more influential on the counter. How to reflect the national style of packaging

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