Research shows 60 percent of Americans don’t take their prescriptions properly because they find the bottles hard to read and the information confusing.
Target is changing that with a new prescription bottle that successfully marries intelligent graphic design with functional industrial design.
Deborah Adler took on the redesign as a thesis project at the School of Visual Arts after her grandmother unwittingly took her husband’s prescription.
Both had been prescribed the same medication, but in different dosages, from a bottle which contained confusing information.
Adler, the child of a doctor and a former nurse, then began revising the familiar amber-colored prescription bottles, which have been around since the mid 20th century. (See Target’s Ad featuring Adler and her grandmother.
Adler’s ClearRX bottle is flat-sided so all the information is easily readable, and behind the patient information is a little magnifying glass for those with vision problems.
The medicine’s name is in large print on the end of the bottle, so you can see it at a glance and the bottles come with color-coded rings so each member of the family can have their own color and easily tell which medicines belong to them.
Liquid prescriptions come with a syringe to accurately measure each dose.
An envelope on the back of the bottle holds the drug’s patient information sheet - usually stapled to the bag by the pharmacist and tossed when you get home, leaving you sans information when you actually need it.
Adler currently is a senior designer at Milton Glaser Inc. in New York City, where she continues to make peoples lives easier through clever and clear design information.
ClearRx was listed as a “Best Invention” by Time Magazine and Business Week and Adler’s work is in the permanent collection in New York’s Museum of Modern Art (MoMA).