Page 102 - Visual Marketing

37. A Packaging Design That Really Helps the Consumer:
Avoiding Lingo and Using Customers’ Own Words to Stand Out

W hen the Beatles sing, “Help!” it is in
full voice with an exclamation point.
The makers of Help Remedies took
a more soft-spoken approach. The Help home
care medication products are designed in low-
key white biodegradable packaging with bright
colored trim and simple, elegant typography that
clearly defines the task at hand: “help, I have a
headache” or “help, I’ve cut myself.” The design
has caught the attention of consumers who want
simple and effective pain relief from headaches,
blisters, and aches and pains. “Too much in the
healthcare aisle feels like doctors reading you lists of terrifying warnings,”
says company founder Richard Fine. “When you are sick that is the last
thing you want: You want a friend to come over and be nice to you.”

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