colgate-one squeeze too many
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over-packaging, so
environmental considerations have to be integrated into the decision-making process
rather than being given precedence over functionality. Only those with detailed
knowledge of the functional requirements in each case can decide how to optimise
environmental performance.
The safe use of all medicines depends on users reading the labelling and packaging
carefully and accurately and being able to assimilate and act on the information
presented. The primary purpose of medicines labelling and packaging should be the
clear unambiguous identification of the medicine and the conditions for its safe use.
Common factors affecting all users of medicines may be summarised under three
headings:
_ INFORMATION: Certain items of information are vital for the safe use of the
medicine.
_ FORMAT: The information must be presented in a legible manner that is
easily understood by all those involved in the supply and use of
the medicine.
_ STYLE: There is potential for confusion between both similarity in drug
names and similarity in medicines packaging.
Innovative pack design that may incorporate the judicious use of colour is
to be encouraged to ensure accurate identification of the medicine.
PACKAGING
 Effective package acts as a "five seconds commercial"
 Should reflect target market affluence.
 Should be consistent with company brand image...