The design of Target’s ClearRx range illustrates a quantum leap in pill bottle design in a clean, logical prescription drug package.

The design was a thesis project by Deborah Adler after her grandmother became ill when she misunderstood the label on a pill bottle and took the wrong dosage of her medication.

Adler decided the communication design of pill bottles needed to be overhauled. Target engaged Adler and Sonic Design’s Klaus Rosburg  to design packaging that was easier to hold and read.

ClearRx bottles have a distinctive rounded-wedge shape with a wide, flat face. The information is clearly presented and well organised so the label is easy to read, especially the most important information – patient name, drug name and instructions.

The patient can also request a small magnifying strip, which can be inserted into the side of the bottle for customers with visual impairments.

The bottles are designed to stand on their caps and the spill-proof cap and oral syringe makes measuring liquid medicines easy.

The colour-coded ID rings on ClearRx allow different members of a household to personalise  their medications and identify their individual prescriptions at a glance.

The Design of the Decade 2010 competition, hosted by the IDSA celebrates the importance of industrial design's contribution to society and business success.

Target’s Clear Rx bottles were hailed by the IDSA’s jury as the standout winner. 

See our post on the IDSA's other awards progam the IDEAs.

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