How to Monitor Pharmaceutical Packaging Colour and Drug Expectancy Effectively with Spectral Technology

The growing use of blister packaging shows that visual identification and colour perception are paramount in this industry for both safety and consumer recognition. Image Source: Flickr user Canned Muffins

If you watch television, chances are you have witnessed the marketing attempts of various pharmaceutical companies and their efforts to persuade your choices. These marketing ploys are designed to get your attention, but what you may not be aware of is the strategic use of colour in both packaging to develop a subconscious association with their product. Pharmaceutical packaging colour and drug expectancy have been directly linked to consumer perception. With an increase in direct-to-consumer advertising, new studies on how colour influences consumer expectations and choices are getting more attention than ever. Evidence shows that colour recognition greatly influences drug expectancy and perception, affecting consumer choice in both prescription and over the counter (OTC) medications.

With pharmaceutical and OTC sales on the rise, there has been an increased need for quality packaging that serves as both a visual communication tool in addition to ensuring the safety of these products. Research has determined that colour significantly impacts consumer expectancy of a drug and this data has led to studies on colour-coding and categorization. The results indicate that perceived potency, as well as gender affiliation, are both linked to colour and/or the lightness or darkness of a medication.1

With the use of colour technology, optimizing colour can be an influential tool in the marketability of these products and a powerful tool in brand name recognition.2 Both packaging and product colour work together to influence the consumer, so understanding the importance of colour technology and analysis within this industry is quickly becoming an essential skill in order to stay competitive within this market.

The Power of Colour

Understanding how colour affects the human mind has been a hot topic in the business world for some time. Since the effects of colour can vary between cultures, definitive visual packaging choices are nearly as important as the development of the product itself. Looking at the data, we can see that colour choices and design elements are often adapted to instill a desired response from the consumer.3 Colour psychology is often used to associate a desired effect with the preconceived visual recognition, making colour analysis the cutting edge technology in this field. Since direct-to-consumer advertising is now leading the way in pharmaceutical sales, visual recognition is often the main tool used to associate product name with brand recognition. Developing both product and packaging with colour in mind has become one of the top marketing tools in this industry.

Studies show that the colour of medication can evoke an emotional reaction and greatly influence consumer perception and expectancy of drug response. Image Source: Flickr user List_84

Colour Analysis of Both Packaging and Product

Colour analysis of pharmaceutical packaging has been shown to increase brand name marketability. However, an increase in blister packaging is drawing more attention to actual pill, capsule, and/or tablet colour. This has made product colour equally as important as external packaging when it comes to consumer influence. The transparency of blister packaging allows for clear recognition of colour for easier identification and accurate dosage. More attention is placed on ensuring that both packaging and product colour coincide and maintain consistency throughout. The ability to accurately match packaging colour and develop a consistent product is where the real challenges begin. Advanced spectrophotometry takes the guesswork out of colour matching and repeatability, and developing a pharmaceutical colour-coding system and marketing strategy relies on precise colour measurement to obtain desired results.

Colour Analysis and Spectrophotometry in the Pharmaceutical Industry

To communicate colour effectively and develop a marketable strategy, it is important to start with specific colour design. Once the colour design element has been established, spectrophotometric technology can then quantify each specific colour and assign numerical data for accurate representation. This data can be stored to develop a system for repeatability and colour matching that corresponds with both packaging and product development. By integrating both of these elements, pharmaceutical packaging and drug expectancy coincide with one another to increase the marketability of the product.

Both pharmaceutical product colour and packaging play an important role in consumer perception and safety. Image Source: Flickr user Evan Blaser

Spectral technology plays a predominant role throughout the pharmaceutical industry. From drug development and safety protocol to monitoring packaging and stability, spectrophotometers provide the versatility needed to address all areas of manufacturing. Instrumentation has evolved to address the needs of both large-scale production facilities as well as small-scale laboratories, with options that vary depending on the need.

HunterLab specializes in pharmaceutical colour technology at all levels of production and works with industry leaders to address the needs and challenges associated with product development. Our team of experts can help you evaluate colour and develop an instrumental analysis system that will effectively monitor both product and packaging requirements. For more information on spectral technologies in the pharmaceutical industry, please contact us today.