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.