How to communicate in pharmaceutical packaging

Judging from the concept of integrated communication proposed by modern marketing, pharmaceutical packaging is not just a problem in product strategy. It has become an irreplaceable medium for promotion. Consumers’ interest in products is largely dependent on widespread penetration by the mass media. However, whether or not they can contribute to the final purchase depends on the critical goal. Packaging plays a decisive role as the last stage of communication with consumers. Companies need to package this carrier to convey product information. They also need to use packaging to communicate with consumers on the final step.

So how do we better communicate in pharmaceutical packaging?

First, the humanization of pharmaceutical packaging is the key.

Interactive personalized marketing has gradually become the mainstream mode of marketing, and personalized consumption puts higher requirements on drug packaging design. Today's products are highly homogenized. The packaging of products also has the phenomenon of "homogenization." Consumers are concerned about the pharmaceutical packaging is not a picture, nor is it fancy, but to see whether the package reflects the respect of people's feelings, whether it has affinity, whether in the design reflects the taste and lifestyle of the target group. Those pleasing and high-quality packaging are naturally favored. From this perspective, drug packaging actually bears the responsibility of psychological treatment. It should relieve the patient's psychological pressure and achieve the effect that the drug does not go to the disease first. This requires designers to deepen their lives in packaging design, focusing on the human nature of the grasp.

Second, drug packaging should comprehensively analyze the characteristics of packaging as a medium.

The information in the packaging has the advantages of pertinence, permanence, expressiveness, and high reliability, and should be fully utilized. However, packaging also has many deficiencies as the media, such as poor flexibility, low information, and slow communication speed. Therefore, in the process of drug packaging design, comprehensive consideration should be given to flexibility and skillful selection. To make the last step of communication for a specific group of people on the packaging, we must consider these characteristics that are different from other media, so as to maximize the communication of packaging as a media.

Third, to express corporate image through pharmaceutical packaging, and to complete more profound communication.

In fact, the concept of competition among enterprises has been transformed into the competition of the overall image of the enterprise. The introduction of CI will inevitably require the corporate image to be expressed through package design. As a unique identification symbol, packaging can do exactly that. There are many examples on both sides. The past packaging of pharmaceutical packaging, especially OTC drugs, has clearly shown this deficiency. With the gradual over-counterization of medicines, the obsolete packaging of many OTC drugs has become an obstacle to communication with consumers. The company's brand logo is printed on a transparent plastic bag, which is a complete package of French perfume. This packaging conveys the connotation of “genuine and true” to consumers, and this brand connotation also drives the sales of similar branded products. Drug packaging does not have to copy this practice, but it is necessary to introduce this concept. In fact, the expression of corporate image through packaging design not only benefits the dissemination of corporate image, but also reduces the burden on companies in advertising. More importantly, it strengthens the recognition of consumers and their brands, and thus achieves long-term significance. On the deep communication.

Fourth, drug packaging must achieve greater communication and global recognition. Its national style must not be ignored.

With the acceleration of the integration process of international trade, it requires packaging design to be as international as possible and capable of global recognition. However, packaging design cannot be globalized for globalization. Any packaging design has its inseparable national traditional cultural background. "Only the people of the nation are the world," and packaging is unique when it comes to local colors, and it is powerful on the counter. How packaging reflects the national style, theory and practice have different views, but as long as they understand its fundamental purpose is to communicate better with more consumers, in the packaging design process will not lose direction.

There are many opinions about drug packaging design, and this is only discussed from the perspective of non-design techniques. Whether medicine packaging conveys product information accurately and vividly, whether it is combined with consumer psychology, whether it is combined with corporate image, and whether it has the ability of global recognition? This is a question that every enterprise is worth pondering. It is not broken. The market is changing and ideas are changing, but no matter how it changes, our ultimate goal will not change - let our products sell well, and let our packaging really become productive.