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Pharmaceutical Manufacturing and Packing Sourcer

First Impression

When many similar brands exist in the same competitive space and customers are presented with an abundance of choice, the impression that packaging gives is vital in differentiating products. It is easy to see that design and branding are crucial to fast-moving consumer goods companies, but it is important to understand that it does not just stop there.

Design is key to all industries where packaging is involved; not only from an aesthetic perspective but from a functional one, too. Packaging design engages all the senses, which helps build an overall consumer interaction, ranging from how a carton looks to how a bottle feels when it is being opened. From a consumer point of view, packaging design affects user experience; but from a business perspective, it can help to maximise product traction, new launch success and, ultimately, margin and market share gains.

In the healthcare and pharmaceutical industry, packaging design is crucial as the consumers are patients who benefit from the use of the medication in some way. Medicine packaging must be convenient to use, simple to open and easily distinguishable. It also plays an important role in increasing patient adherence.

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As Global Design Studio Manager, Alan Davies leads the design department within Essentra, focusing on helping customers’ brands stand out and reducing complications at the point-ofmanufacture. With over 20 years’ experience enhancing some of the world’s top consumer brands both through agencies and in-house, his most recent achievement prior to joining Essentra includes reinvigorating the UK’s number one boxed chocolate brand.
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