Advil Packaging System
For this project, my partner and I were tasked with developing a new packaging system for an existing product of our choice. We opted to work with Advil, looking to update the brand's cluttered and outdated graphics, limit excessive and redundant packaging, and change the brand's color scheme to something less intense for consumers experiencing light and/or color sensitivity.
To begin, we compiled a Preliminary Report detailing Advil's product history, positioning, competition, existing visual presence, pain points, and more, as well as trends in the market and data on our target demographic. We also held informal interviews with Advil consumers experiencing rheumatoid arthritis and low vision to discuss their interactions with Advil's existing packaging.
In our redesign, we implemented a new, expert-developed color scheme that ensures sufficient contrast between colors such that color deficient consumers can discern between shades. To better cater to consumers with legal blindness or low vision, we implemented a system of raised tactile differentiators including raised text, different cardboard finishes (matte, medium gloss, and high gloss), and a brand-wide icon system to differentiate between pill forms. To account for consumers whose migraines make their eyes sensitive to bright colors and light, my partner created calming illustrations for each Advil product type. Finally, for consumers experiencing arthritis in their hands and wrists, we implemented a "drawer box" mechanism and "lift ‘n peel" liners. Through testing, we determined Advil's existing "Easy Open Arthritis Cap" works well as is.
Overall, we streamlined and reorganized the Advil product system (moving from five product categories to four) and, while still adhering to FDA regulations, cut down on unnecessary cardboard and plastic packaging. Our proposed approach would help to improve Advil’s market share, while making the brand’s packaging and visuals more accessible and sustainable.
VCD 9: Packaging Design, Professional Practice // Fall 2021
