PHARMA, HEALTHCARE & COSMETICS: PACK DESIGN
materials and getting the factory to convert new materials. The design process often starts with concept drawings that are converted into something that can be manufactured. This allows the designer to be creative with fewer constraints from the manufacturing process.
ADDING FEATURES Healthcare products are regularly changed to meet the demands of the retailers so features have to be added to attract customers. This often has to be achieved in a subtle way so it doesn’t interfere with the efficacy and core value of the product as well as the brand image. Different finishes and print techniques are constantly being developed to improve the look of the pack. Running alongside this development process is the requirement for more sustainable and recyclable materials. Added to this is the desire to lower costs to improve margins all the way through the supply chain. Designers have to be aware of these issues and factor them into the decision making process.
product is put together on the production line is key
healthcare packaging, a good understanding of how the
To effectively design for
“Healthcare products are regularly changed to meet the demands of the retailers so features have to be added to attract customers. This often has to be achieved in a subtle way so it doesn’t interfere with the efficacy and core value of the product”
CONCEPT VS. COST Most designs start life as concept ideas without any boundaries and may bear little resemblance to the pack that eventually ends up on shelf. Cost effective design is about understanding the manufacturing process and where the cost or value is added or removed. Almost all packs are restricted by cost to a maximum price point, so although the design may be very appealing there will be compromises made to get to a price level. Successful products have
their packaging re-engineered to minimise the cost to squeeze out every bit of profit. This will involve minimising the material usage, speeding up the production process and reducing waste. Coupled with this there will be improvements in the handling and efficiency of the packing process. Some products use these
principles as a starting point for design so there are many restrictions in place. Generally there should be a good dialogue direct from the designer to the person giving the brief as there will be many choices for the designer to make during the process. Quite often new or
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This package was hand packed with several individual packag- ing components. The external band and ribbon holds the pack together and adds security
better solutions will be discovered during the design process so these need to be discussed with the client.
LAUNCHING THE PACK Planning a product launch is a complex process so there may be several different designs needed. Contingency plans with alternative designs may be needed if the preferred design is new and complex. Quite often, new machinery has to be built to pack the product and changes are needed during trials to overcome problems encountered on the machine. The closer the designer is to all of the development process the easier it is for them to help provide solutions. Packaging design is about creativity coupled with problem solving. There will be a designer somewhere with
For this Alli pack, complex glueing of internal fitment was used with the edges of the tray glued over to improve value perception
the responsibility resting on their shoulders that the pack can be manufactured when it goes into production. So a close relationship with production is essential. Healthcare packaging design
encompasses almost all packaging types and values. These include bottles, caps, labels, cartons, leaflets, shelf ready cartons and cases, injection mouldings, vacuum formings, plastic films, corrugates, bows, ribbons, magnets and Braille. Decisions about what materials to use can depend on the value of the product, size, weight, barrier properties, shelf impact and information needed. Legislation also evolves so this stimulates innovation as well. It’s almost impossible to know all this in depth but design is all about being aware of the possibilities.
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