Target has clearly put a lot of thought into their with Clear Rx prescription meds packaging.

As this microsite demonstrates, the packaging has a number of age-friendly features:

• Clear, simple label ›
• Personalized colour rings ›
• Accessible patient info card ›
• Convenient top label ›
• Bigger print on the bottle ›
• Blunder-proof dispenser ›
• Handy label magnifier ›

There’s no mention how easy it is to remove the cap (one of the major issues with child-proof medicine bottles) but from the picture it seems reasonably large and ‘grip-able’.

The odd thing is that the microsite explains these benefits from a designers point of view, not in consumer-benefit terms. Proving again that age-friendly initiatives need to consider the entire customer journey (online experience included) to ensure the overall experience is optimised and age-friendly.

Good job Target.