The purpose of this thesis was based on visual rhetoric theory to examine how design agencies experience the design of over-the-counter drug packaging, what challenges they face, and with which rhetorical appeals they convince consumers, while they relate to the non-art-related conditions, the Swedish Medical Products Agency’s regulations (SMPA). The objective was based on previous research that has begun a discourse on the phenomenon and that designers previously has expressed a lack of dialogue in the graphic expression of over-the-counter drug packaging with the SMPA. To investigate the phenomenon semi-structured interviews was conducted with six professions of five different design agencies whose area of expertise was health and pharmaceutical communication. The results showed that the designers' biggest challenges was to find the balance between the visually attractive as well as the patient safe and reliable graphic expression. The results also showed a challenge in the absence of direct communication with the SMPA in the design process. Such communications had facilitated the process as a dialogue for the graphic expression and its effect on a patient safe packaging, had been possible. The elements in the design process that the respondents considered most essential to persuade the consumers were colors and illustrations. These elements could be widely applied without violating the rules.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-52958 |
| Date | January 2016 |
| Creators | Magnusson, Hanna, Mierzejewska, Joanna |
| Publisher | Linnéuniversitetet, Institutionen för medier och journalistik (MJ), Linnéuniversitetet, Institutionen för medier och journalistik (MJ) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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