The modern marketing factor combination system engineering theory states in the overall product strategy:
“Products are any tangible items or intangible services that people provide to the market to meet the needs of consumers or users. Tangible items mainly include the entity and quality of products, features, brands and packaging; intangible services include the ability to give consumers To add benefits and psychological satisfaction after-sales service, product image, reputation, etc.." There is no tangible items, intangible services will not be able to talk about. The packaging is the clothing of tangible items, which can best reflect the quality, characteristics and brand of the product. Without packaging, the general public could not obtain a satisfying psychological satisfaction from their products. It can be seen that the quality of product packaging and product is equally important, which is the primary factor in the marketing integration project. A well-known Western salesman said: "Beautiful packaging is like a silent salesman." His marketing secrets are not only suitable for general commodities but also for special commodities.
Drugs are special products for treatment, disease prevention, and nourishing fitness. They also have special requirements for packaging. Manufacturers and designers in the strict implementation of the "Drug Administration Law" in the provisions of the relevant drug packaging provisions, but also pay attention to packaging and decoration and drug packaging itself, the choice of patterns and colors. The color and pattern of the outer packaging of medicines have a great influence and attraction for the patient (or the purchaser) to choose to purchase a certain or a certain brand of medicine.
Among the many factors in the packaging image design, color is the most sensitive factor in visual performance. For any commodity, the first thing that catches the eyes of consumers is color. The distinctive color style can make a product more icing on the cake, worth more, winning the attention of the purchaser, thus giving rise to psychological recognition and desire to buy. According to the results of psychological research conducted by relevant experts, it has been shown that careful selection of different colors in combination with each drug can give this drug a special feeling. For example, there is an analgesic tablet called So lp ad e in e. The outer package is marked with bold red and yellow zig-zag thick strips so that the consumer can produce “this medicine can quickly relieve painâ€. Mental impression.
Medical supplies include Western medicine, Chinese medicine, biological products, medical equipment, and sanitary materials. The packaging of various types of preparations in the visual performance, both the commonness of drug packaging, but also their own independent connotation.
The packaging of different drugs should use different color form elements so as to prevent patients from distinguishing. Such as fever, cold, high fever and inflammation of patients, need is quiet, cool, color processing are mostly blue, green, purple and the like cool color; patients with post-illness, internal injuries, blood loss patients, need to blood circulation, nutrition and physical strength, mostly using blush , orange and other warm colors. Of course, different regions and nationalities have different aesthetic customs. They should adapt to local conditions and respect local customs. For example, in most parts of China, it is celebrated as a festive and auspicious red, while in Italy it is considered as a terror; the yellow color that was designated as the central special color by the ancient Chinese emperor was considered as a symbol of “death†in the Islamic region. As for the packaging of medicines for the treatment of severe coughs, the tone of purple is used in our country, but in the West we adopt the tone of bright red. It can be seen that the psychological response of different regions to color is very different.
China is a large country with a population of 1.2 billion. The 5,000-year history of civilization has created a unique culture of Chinese medicine. On this basis, reform and opening up have also promoted the rapid development of the pharmaceutical industry. In 1999, the total output value of Chinese and Western medicines has exceeded the 150 billion mark, and the annual output value of Chinese patent medicines has also reached 24 billion yuan, making it a pivotal national pillar industry. As the Chinese nation’s national quintessence, Chinese medicine has made great progress in the improvement of dosage forms and packaging in recent years. Traditional formulations of soups, ointments, pills, pills, and powders left over from thousands of years have gradually been taken into tablets, capsules, and injections. Oral liquid, concentrated pills and other advanced dosage forms have been replaced; the color of traditional Chinese medicine preparations characterized by bitter pills and bitter medicine has also gradually increased (mainly tablets and capsules). In spite of this, at present, China has not introduced corresponding standards in the field of pharmaceutical preparations, and the packaging materials and materials used are still not able to meet the needs of the international market. In the export process of traditional Chinese medicine, due to poor packaging of domestic Chinese medicines, it is often not suitable for sales in foreign markets. This has led some foreign companies to re-pack or repackage foreign proprietary Chinese medicines abroad, and to extract high profits from them. This is undoubtedly a relentless mockery of the proprietary Chinese medicine producers and operators. With the advent of China’s accession to the W TO date, China’s import and export trade volume will increase year by year. Traditional Chinese medicine will be gradually recognized by the West with its unique therapeutic charm. At present, more than 20 Chinese patent medicines have been approved by the US FDA and entered. American market. According to reports, there are currently more than 60 million Americans taking Chinese herbal medicines. They spend more than US$3 million each year on herbal medicines. It can be seen that Chinese herbal medicines have huge export potential. As a supporting industry for traditional Chinese medicine, packaging must catch up with the pace of economic development. This requires that China's pharmaceutical production and operation enterprises and the vast majority of designers further explore the cultural connotation of the motherland, boldly learn from the advanced experience of the West, use it for the past, use it as a medium-term, and play a role.é“ é“ é“ Chinese medicine, as soon as possible so that the ancient and magical Chinese medicine culture out of the country, to the world, to make greater contributions to the health of all mankind!
