Packaging Design
Designing pharmaceutical packaging goes beyond looks: The packaging must optimally convey the key brand values and product characteristics to customers based on a sound communication concept. On one hand the healthcare market requires the solid transfer of information, and on the other hand the packaging should generate "absolute trust" through emotionally appealing design including strong brand loyalty. Packaging refined using effect pigments underscores the quality of pharmaceutical products, enables the visual communication of brand values and product characteristics, and thus appeals to consumers when they make purchasing decisions. Effect pigments from Merck make it possible to achieve brilliant printing results in gravure, flexo, screen and offset printing, as well as in offset coating on paper, cardboard, foil, ceramic, textile or glass. A study by the Facit market research institute revealed that bold, shiny colors (e.g. blue and silver) convey efficacy and that new packaging forms and shimmering effects underscore innovation.
