文档介绍：从藿香正气看中成药包装设计的定位
On the Positioning of the Packaging Design of Traditional Chinese Medicines from Huoxiang Zhengqi郭爱莲GUO Ai-lian(浙江理工大学艺术与设计学院,杭州310018)(School of Art and Design,Zhejiang Sci-Tech University,Hangzhou 310018,China)
摘要院以中成药藿香正气制剂的包装设计为切入点,结合药品包装实例,从包装装潢设计三要素的角度,分析了药品包装设计定位的表现手法。在此基础上,指出即使是药品特征明确的中成药,在包装设计上也有多种定位方式。只有充分了解药品的调性,通过市场调研,分析比较,确定合理的包装设计战略导向,才能在竞争中脱颖而出。
Abstract: From the packaging design of traditional Chinese medicine Huoxiang Zhengqi, combined with the drug packaging cases, andfrom the perspective of three elements of packaging design, technique of expression of medicine packaging design positioning is this basis, this paper points out that even traditional Chinese medicines with specific drug characteristics is also positioned in severalways in the package design. Only by fully understanding the tonality of the drug, through market research, analysis parison, anddetermining appropriate strategic orientation of packaging design can the medicine stand out from petition.
关键词院中成药;包装设计;定位;藿香正气Key words: traditional Chinese medicines;packaging design;positioning;Huoxiang 文献标识码院A 文章编号院1006-4311(2014)25-0288-02
0 引言
藿香正气是我国药典收载的中成药制剂,是一种家庭常备的非处方药。目前中国医疗制度改革中有关药费支付方式的变化、药品分类管理的实施,使患者自行选择药品的比例大大提高[1]。当不同品牌、不同剂型的药品在药店的柜台里一起陈列时,一个药品能否从众多药品中脱颖而出,包装作为最后的销售终端,
所传达的信息越来越重要。
1 中成药中成药是以中草药为原料,经制剂加工制成各种不同剂型的中药制品,包括丸、散、膏、丹各