Awarding outstanding patient-friendly pack designs

Innovative packaging solutions help patients to take their medication as prescribed. Carefully designed packaging can make a significant contribution to patient’s lives, including assistance with compliance (taking as prescribed), adherence (continuing to comply within your lifestyle) and persistence (taking the entire course of treatment).

Through elements such as printing, colour-coding and the format of the package itself, package designers can incorporate features to assist with ease of identification; clarity of instructions; clear differentiation of medicines and visible evidence of medication taken.

In addition, there are many aspects of pack design that can also serve to make patient’s lives easier, and reduce the burden of the medication regimen. These include easy access to the contents, ergonomic pack design, simple re-closing, discreet and easily portable pack shapes and sizes.

For 10 years the annual HCPC Europe Pharmaceutical Patient-friendly Packaging Design Award provided packaging designers/developers with an opportunity to submit their patient-friendly pack designs, either in development or already commercialised.

The Story behind the Columbus Packaging Award

Columbus’ Egg is a turn of phrase that describes a stupefying simple solution for what might appear to be a a complex unsolvable problem. Anecdotal – folklore suggest that when Christopher Columbus returned from his voyage of discovery of the Americas in the year 1493 he was having dinner with Cardinal Mendoza who commented that it had not really been such a big deal to discover the Americas – in fact anyone could have done it. In retaliation Columbus challenged all persons present to stand an egg on end. Everyone tried but failed. Columbus then took the egg – he tapped it gently on the table breaking it slightly and, with this, the egg stood on its end. Hence “The Egg of Columbus”. Allegedly the other persons did protest that they could have done this but Columbus simply responded that yes they could have done it, but he actually did it.