And you know retail packaging has some interest and influence when Dartmouth medical professors begin to design . . . well not design really, but strongly encourage the way certain kinds of information is presented to consumers on drug packaging.
One of our predictions for 2011 was that the front of the box would become a lot more like the back of the box. The basic idea is that consumers are beginning to expect, and Uncle Sam is beginning to require, that more and more product information appear on the front panel.
I only wonder whether printing information on retail packaging is like fighting the next battle with the weapons of the last war. Transparency on packaging, as in life is a good thing, but we are quickly entering a connected world where consumers will be linked, via QR codes and other media, to 24/7 product information via their mobile device.
I would urge that we begin to think about the way information is provided to consumers in all media . . . not just the package. In the not too distant future, most product information will be immediately available online. This is where we should be focusing our efforts for information transparency.
The package above was drawn by Fogelson-Lubliner