PD_Packaging Digest

Packaging Digest, Fall 2015

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21 www.PackagingDigest.com FALL 2015 // TRENDS (www.visualergonomics.com.au) in Australia. Using all-capitalized letters may also be helpful in some cases, as the Francesco Rinaldi label illustrates. "Maximizing the contrast is defnitely good," Long adds. "For example, black on white, dark blue on white. Also making the font bold. Color combinations to avoid are red/green and red/blue, as it is difcult to focus on these two colors simultaneously, even for young people. Also avoid color combinations that have similar contrast, like brown on yellow." Another approach is to use digital technology to make product information more accessible. Tis could take the form of an on-pack quick-response (QR) code that takes the consumer to a website with product information. "When viewed on a digital device, it could be viewed as a larger size," Long says. Or "the information could be made into an audio fle, which is read to the person." For prescription drugs, pharmacists can counsel patients face to face, explaining medication dosing and side efects. "When you pick up your package, there's an opportunity for them to communicate to you in simple language—what are the concerns, and what are some of the best practices when you're taking this medication," says Blake McGowan, managing consultant and ergonomics engineer at Humantech Inc. (www. humantech.com). Pharmacists can also make sure the instructions on a prescription's primary package are printed legibly and without unnecessary verbiage. A simple directive to take one tablet by mouth once daily, printed in black ink on a white label in a large, easy- to-read font, is both comprehensible and readable. INNOVATIVE & DECORATIVE Label solutions for fast moving consumer goods companies Innovation Options Kit: Request your free copy. Cut & Stack Pressure Sensitive Roll-Fed Shrink Sleeve Today's products need high-impact decoration and innovative print capabilities to stand out in a crowded marketplace. We service brands large and small with cut & stack, pressure sensitive, roll-fed and shrink sleeve labels using a variety of substrates. Together with various inks, coatings and finishes, there are no limits to producing labels that set your brand apart. fortdearborn.com p: 847.357.9500 Scan the code or email: info@fortdearborn.com Innovation Options For all label formats Highlighting what an OTC pharmaceutical does rather than what it is—"Arthritis Pain Relief" rather than acetaminophen, for example—helps older consumers choose a product that will provide the beneft they are looking for. Kate Bertrand Connolly is a seasoned freelance writer based in the San Francisco area covering the packaging, food and technology markets. You can contact her at kate. connolly@sbcglobal.net. On some OTC packages, the best bet is to highlight the ailment the medicine treats rather than the brand or type of product. Elderly consumers may not know the diference between aspirin, acetaminophen and ibuprofen, "but they know 'pain relief,'" McGowan explains. "A lot of companies are starting to transition their packaging to the very simple—white background, black words, big letters that say 'pain relief,'" he says. Tis gives "that older person the ability to identify the outcome they're looking for from the packaging. It's not the brand name or the product name, but the outcome."

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