Dizajn ambalaže medicinskih proizvoda namijenjenih djeci -psihološki učinak dizajna ambalaže u odnosu na navike korištenja

Packaging design of medical products intended for children - the psychological effect of packaging design in relation to habits of use

Perec Kristina¹, Perec Ines²

1 Tehničko veleučilište u Zagrebu
kristina.perec@tvz.hr

2 PGF Pharma International d.o.o.
perec.ines@gmail.com

Sažetak

Dizajn ambalaže medicinskih proizvoda u Republici Hrvatskoj propisan je pravilnicima Hrvatske agencije za lijekove i medicinske proizvode (HALMED), a njihov plasman na tržište i marketinške aktivnosti, čiji je amabalaža sastavni dio, pod direktnom su ingerencijom inspektorata Ministarstva zdravstva. Dizajn ambalaže medicinskih proizvoda, posebice onih bezreceptnih, izrazito je izazovan jer, osim što mora sadržavati sve informacije o lijeku koje propisuje regulator, mora biti dovoljno kvalitetan i vizualno privlačan da se izdvoji od ostalih sličnih proizvoda i bude odraz kvalitete samoga lijeka.
Ovaj rad usmjeren je na dizajn ambalažemedicinskih proizvoda namijenjenih djeci, odnosno one proizvode čija je ambalaža dizajnirana na način da djeci bude privlačna, koristeći boje i motive koji se uobičajeno povezuju s proizvodima namijenjenim djeci. Osim što analizira zakonitost i etičnost uporabe takvog dizajna, u odnosu na društveno odgovorno poslovanje, istražuje i navike korištenja takvih proizvoda, kada je njihovo korištenje korisno i nužno, u odnosu na psihološki učinak koji takva ambalaža ima na djecu. Istraživanje je provedeno online anketom i usmjereno na roditelje malodobne djece.

Ključne riječi: medicinski proizvodi, lijekovi, ambalaža, djeca, navike korištenja

Abstract

The design of packaging of medical products in the Republic of Croatia is prescribed by the regulations of the Croatian Agency for Medicinal Products and Medical Devices (HALMED), and their placement on the market and marketing activities, of which packaging is an integral part, are under the direct authority of the Ministry of Health.The packaging design of medical products, especially over-the-counter ones, is extremely challenging because, in addition to containing all information about the drug prescribed by the regulator, it must be of sufficient quality and visually appealing to stand out from other similar products and reflect the quality of the drug itself.
This paper focuses on the packaging design of medical products intended for children, ie those products whose packaging is designed to be attractive to children, using colors and motifs that are commonly associated with products intended for children.In addition to analyzing the legality and ethics of using such a design, in relation to corporate social responsibility, it also explores the habits of using such products, when their use is useful and necessary, in relation to the psychological effect that such packaging has on children.The research was conducted through an online survey and aimed at parents of minor children.