Tyrone Pardue

Ever had to pick up a prescription bottle and try to decipher the information in a hurry or in the middle of the night? How many you need to take, the doctor's name, the quantity, even the name of the drug itself and who manufactured it? If its confusing for you and then imagine being 75 years old with less than perfect eyesight in the same situation. Bad accidents happen all the time because of poor labeling.

In recognition of this fact and with tangible respect for their customers, Target launched ClearRx this year. They spent considerable time and effort to take the basic idea that prescriptions are meant to heal - not kill - and designed the labeling from the perspective of the consumer.

The new design is clear and effective. The name of the drug is easy-to-see at a glance as are the instructions for usage. This is achieved through good typography and visual pacing. In addition, the proper use of white space has ensured that the instructions are not cramped, so there is plenty of light around the type to keep it legible.

The result is a label with a consistent layout that ensures the user can easily see what they need to at a glance and thereby avoid dangerous mix-ups with other drugs or incorrect doses that could be life-threatening.

Bravo Target!