PSYCHOLOGICAL EXPRESSIONS OF COLOR IN THE PACKAGING DESIGN OF MODERN MEDICINES IN VIETNAM

Abstract

Color carries strong psychological connotations shaped by regional context, territory, and visual experience. In pharmaceutical packaging design, designers maximize this role of color to achieve effectiveness. Through synthesizing and analyzing over 200 packaging samples and conducting surveys, this study clarifies how color psychology manifests on medicine boxes and how it affects users. Findings indicate that, in pharmaceutical packaging, color psychology is expressed through the following: a close relationship between color and consumer expectations about product function and pharmacological strength; extensive use of white to evoke a sense of sterility; and the use of high-intensity colors to aid faster recall of medicine types.