Pfizer to overhaul packaging

The firm said the packaging follows five design concepts, uses a range of colours and incorporates 23 features to provide users with the clearest information about the medicines.

Different pack designs and colours have been used to differentiate each medicine and its strength.

Pfizer has also placed more emphasis on dose strength by using a larger typeface.

Pack designs are simpler, with most using just two colours.

The firm says both the trade name and generic name are clearly visible and there is enough space on the packs to allow for a dispensing label, without obscuring any essential pack information.

Products that are alphabetically simple or with name similarities have been differentiated.

New security features include the use of colour-change inks on logos on some packs.

The logo is made up of three distinct and complex layers, and changes colour to prove that the medicine is genuine when viewed at an angle or through an authentication card that will be provided to every pharmacy. In addition, every medicine pack will be securely sealed.

All Pfizer products will be changed to the new designs in a phased roll-out by 2011.

Any new Pfizer drugs filed centrally in Europe will also be in the new designs.