Under the Pharma Radar: Design thinking in the Pharmaceutical Industry
Graphic design might not be the first thing that comes to mind when working in or thinking about the pharmaceutical industry. Rightly, the focus should be on scientific breakthroughs, important medical research and the development of life-saving medications. However, graphic design can play a far more important role in this sector than you might initially think. Of course, it’s crucial in shaping the image of Pharma companies and the marketing of products, but it also ensures patient safety and facilitates accurate communication.
So, your products are on the shelves, they look fantastic, but it’s not all about the aesthetics. Patient safety is paramount! As a designer, I must always think of the end user (the patient or a caregiver). The information must always be accessible, so factors like readability, ease of use, data visualisations and the use of tactile communication (e.g., braille) must all be considered. These critical factors can impact a patient’s ability to take the right medication at the right time, or instruct a carer how to give the appropriate medication.
With all this in mind, there is no wonder why the pharmaceutical industry is so heavily regulated. The presentation, indication, dosage, precautions and potential side effects may all need to be listed, sometimes on a very small box or label. There may also be other limitations, such as minimum text sizes that dictate layout, resulting in designs easily getting out of hand and becoming over-crowded. As a designer, I’d always say ‘less is more’ – dynamic, quality content that is concise and to the point. But what can be done when this isn’t an option?
The primary goal is to provide essential information in a way that is clear and accessible to patients or carers. While ‘less is more’ is a good design principle in most circumstances, a better approach when designing for a pharmaceutical client would be to focus on clarity and organisation, regardless of the quality or amount of content.
Here is a brief view of the process I would take when faced with such challenges:
Receive and review approved content with the client. This step is especially important in the pharmaceutical industry to ensure an accurate decision can be made up-front on the format.
Always work closely with the client. They are the product expert and therefore have a full understanding of the regulations and limitations of the sector. I make a habit of going back and forth with suggestions to balance design aesthetics with compliance.
Using a clear hierarchy to guide the viewer’s attention and emphasise essential information.
The use of few, but quality, images and/or illustrations to add depth without filling a layout.
Use icons, infographics or other visual cues wherever possible to convey information quickly and save vital space.
Consistent application of the brand is key in creating a professional look while maintaining clarity. This consideration should run through the entire design.
Moving content online when space is at a premium. This should only be done where compliance isn’t an issue and often as a last resort as not all end users will have online access or make the time to use a second resource to access all information.
The above considerations show just how flexible and relevant design can be in such a strictly governed sector. You can see the results of these considerations throughout my work with Proveca (www.iainmortimerdesign.co.uk/proveca). If you want to find out more about this topic or my design services then please get in touch.