Pharmaceutical graphics: A quick diagnosis
stuart August 6th, 2009
Take a quick moment to ponder these two designs. What kind of words would you use to describe each one? Is one more appealing than the other? If so, why? Does one seem more or less likely to work? If you had to choose between these two packages based on their visual design, which would you reach for at the chemist’s?
August 6th, 2009 at 8:59 am
The top one seems more serious whereas the bottom one seems more friendly. If I was buying one at the chemist I would probably buy the top one as I don’t really want to buy a medicine on the basis of it being cute. With the picture on the top one, it is clear straight away that it is for something to do with the nose. The bottom one doesn’t seem to make this quite so clear.
August 6th, 2009 at 9:14 am
I think the graphics in the top image are too hard and sharp-edged, and the flat shapes have a block-like feel to them, which immediately made me feel snuffed up, which was odd because I already know it is for medicine to un-block the nose. Poor choice of graphics, but it is more clinical and sensible than the bottom image and hence feels like the more trustworthy brand. The bottom image is rounded and features a smiling face and a fun, easy to comprehend visual message. I think I would be unsure whether this product was for adults or only for children.
August 6th, 2009 at 9:25 am
I agree with SC about the top being more serious, the second however is friendly and offers more information. Giving an illustration of the product in use. Given that the top one appears more serious and harsh to use from the straight lines and cropped nose.I would choose the second for giving friendly shapes and the illustration its easier to use.
August 6th, 2009 at 9:30 am
I would choose the bottom one. I prefer a light hearted take on medicinal products, although I understand people may believe it could lack quality as a result. I feel the colour scheme on the bottom image is rather contrasting, I would immediately examine the bottom product before the top as a result. That said I believe the top image may be better marketed to the general population, like SC said “I don’t really want to buy a medicine on the basis of it being cute”. The cute factor probably just confuses people.
August 6th, 2009 at 10:07 am
Playing dumb, both rely on a rather high degree of interpretation. The top one, graphically feels quite clumsy. The crafting suggests a shape which is almost none nose-like in the manner of which it has been cropped and severely shaped [like someone would do if they were just getting to grips with illustrator]. The second one suggests some relationship with the mouth [the turned up line reads to me as a happy mouth over the the end of the nose] and the bubble as a thought balloon over maybe clearing out the sinus or brain?
To answer your questions:
*Evocative Words - example 1] clumsy, incomplete, loose, / example 2] charming, mechanized, symmetrical, Asian
*The second one is more appealing as the shape of the the orange cornered shape / box actually reads as a head and ‘I get it’ even though that lines is odd and you insert it into the centre of the nose rather than by a left or right nostril
*Probably the first I hate to say based on the shape only [if these read as the front of a box]. The longer shape feels more familiar
*I would choose the second. The cuteness doesn’t bother me and the application seems straight forward like sticking white-out up ya nose and having a sniff [the first doesn’t allude to what the thing looks like other than being longer than it is wide] + I don’t want to reward bad illustrator skills
August 6th, 2009 at 11:59 am
Whilst the bottom image is friendlier in its appearance, (done so by using rounded shapes which effectively convey this feel) making it more appealing to look at of the two, this is also the downfall of it. As already stated by others, the friendly or childish appearance of it compromises it’s ability to be portrayed as a reliable and affective product. Also as PJL states the image being a essentially a childish one makes it hard to determine if it is simply a child’s decongestant or for all.
Whilst at first glance the top image is not particularly appealing, it does however portray the product as a potentially more reputable one in comparison. The size of the text is also a smarter choice as it is large enough to be read at a distance, whilst the other is far smaller. The image also makes it clear right away that the product is connected with the nose.
Finally, the top image would be upon the decongestant that I would personally choose.
August 6th, 2009 at 7:30 pm
I’d choose the bottom, because the top one doesn’t really say what it is (from the graphic) Is it a pill or a spray or a suppository? You know where you are with the second. Don’t really like either graphically.
August 6th, 2009 at 8:38 pm
My first response; the top design feels retro (flat 1950’s feel/old russian poster chunky feel) and the bottom more contemporary - taking this to the pharmaceutical realm I would rather a product feel more modern than ‘old’ as I would like to be taking the most ‘evolved’ medication (I would assume less side effects and greater efficacy).
In terms of product purpose/function and message intention - the second one appears clearer in the function of the product as well as delivering it in a friendlier way. Although it appears childlike (as identified by other comments) - this to me conveys a simplicity in use and gentler in application…the other top one I have no idea how it works and from the design, which appears formal, harsh and traditional, could be a nasty pointed nasal probe which could be effective but looks like it could hurt!
Thus, out of these two I would select the bottom.
August 6th, 2009 at 10:53 pm
based on an emotional response, which for me stuck first was the smiley happy face of the lower image. Its a simple human reaction that happens in all of us, responding to positive emotions. In conjunction with the “happy” image, the colours used are far more attractive to the eye in comparison to the top, due to its strong colour content. As well as all of that, the top image makes barely any sense straight away, i had no idea what the hell i was looking at till i figured out it was a decongestant advert from the one on the bottom.
August 7th, 2009 at 1:13 am
For sure, I’d bet the second graphic would evoke more responses than the first. For one reason the smiley happy face in the second one, makes me [like all other humans,with eyes that seem to want to search for simple quirky visual pleasures like smileys:)] want to keep looking at the second graphic rather than the first. Another, is the brighter hue chosen [so bright that it almost leaves an after image on your closed eyelids:)], that will surely drown out the first image, which personally, looks haphazardly created and unfinished to me.
August 9th, 2009 at 9:48 am
I think between the two designs the first one gives you a more clear message of the product your advertising. However, the second one uses a more friendly and appealing graphic to any kind of public.
But in terms on selling a product, I think the first would work better and If I was buying one at the chemist it would be better the first one.