No nonsense clinical pack design

In the pharmaceutical industry, simplicity leads to the most effective solutions. In a sector where the stakes are as high as life and death, packaging is focused on functionality and communication. Most of us tend to associate “design” with curves, ornamentation and colours. As design emerges from art, it is natural that we expect its most evocative expression to be full of aesthetic imagery, or in plain words, simply “sexy.” Centuries of artistic tradition, across art related fields, such as architecture, visual arts and product styling have led to the evolution of art forms that have been labeled with terms like art deco, functional or minimalist. “The term ‘minimalist’ is often applied colloquially to designate anything which is spare or stripped to its essentials. It has also been used to describe the plays of Samuel Beckett, the films of Robert Bres- son, the stories of Raymond Carver, and even the automobile designs of Colin Chap- man.” (Wikipedia) In packaging these days, the designer’s preoccupation with curves tends to be even more obsessive. (Perhaps increasingly due…

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