Color Use In Drug Packaging

Drug is a special kind of commodity, and it is closely related to human health and life. Therefore, standardization, humanization and scientific of drug packaging color design are particularly important. But drug packaging design has not got enough attention of pharmaceutical enterprises, but only affiliated product of drug packaging design that is the affiliated industry of pharmaceutical production in China. Some of the same use drug packaging color similar; some directly imitate some brand pharmaceutical drugs packaging. There had some phenomenon of "heavy quality and but light packaging" and "heavy packaging materials but ignore color design" in Pharmaceutical enterprises. Most did not pay attention to the study of physiological and psychological needs of different consumer groups for different drug. In order to save costs, the major of them lack of professional design department to study packaging materials, shape, color and text, but only delegate color design tasks to some printing enterprises. Color design has no character, lack of system design, color and font color is not reasonable, the distribution is not scientific, cannot help people treatment corresponding diseases.Taking the "drug packaging color" as research object and combined research background of the subject, the paper detailed analysis color formation and development of historical and cultural origin of Chinese and western mainstream theory of color. From of the perspective of traditional Chinese (ab.TCM) and modern medical theories, this thesis analyzed the pharmacological properties of color; and based on it, the chapter analyzed and researched its functions and design principles in the drug packing in the third chapter. And combined with the second chapter to analysis highlights and shortcomings of pharmaceutical packaging color design of some well-known drug companies in current situation of China’s pharmaceutical market from the point of view of cultural and history, color science and patients’psychological needs.An excellent pharmaceutical packaging color scheme is focused and adaptable series of programs. The designer should consider different drugs properties, different consumer and pharmaceuticals companies’requirements, particular packaging forms and different environment of use when he or she designs the color scheme. It reflects designer’s compassion and caring feelings for patients and the specific culture and business philosophy of pharmaceutical companies. Then raised role of color use, it should consider culture and business philosophy of the specific culture and business philosophy of the pharmaceutical companies. Then raided role of color use, it should consider technological progress, aesthetic principle, various disease, specific person, status of drug, specific areas and maximum profit of company and it is not proper to design every color project of drugs packaging by rules. Color should be perfectly combined with model, characters and material of drugs packaging and produced fascination of color furthest and company power of our pharmaceuticals companies in pharmaceutical market.