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En retorisk utmaning i läkemedelshyllan: En studie om designbyråers visuella retoriska ramar och vägar vid formgivning av receptfria läkemedelsförpackningar
Linnaeus University, Faculty of Arts and Humanities, Department of Media and Journalism.
Linnaeus University, Faculty of Arts and Humanities, Department of Media and Journalism.
2016 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
A rhetorical challenge in the drug shelf (English)
Abstract [en]

The purpose of this thesis was based on visual rhetoric theory to examine how design

agencies experience the design of over-the-counter drug packaging, what challenges

they face, and with which rhetorical appeals they convince consumers, while they relate

to the non-art-related conditions, the Swedish Medical Products Agency’s regulations

(SMPA). The objective was based on previous research that has begun a discourse on

the phenomenon and that designers previously has expressed a lack of dialogue in the

graphic expression of over-the-counter drug packaging with the SMPA. To investigate

the phenomenon semi-structured interviews was conducted with six professions of five

different design agencies whose area of expertise was health and pharmaceutical

communication. The results showed that the designers' biggest challenges was to find

the balance between the visually attractive as well as the patient safe and reliable

graphic expression. The results also showed a challenge in the absence of direct

communication with the SMPA in the design process. Such communications had

facilitated the process as a dialogue for the graphic expression and its effect on a patient

safe packaging, had been possible. The elements in the design process that the

respondents considered most essential to persuade the consumers were colors and

illustrations. These elements could be widely applied without violating the rules.

Place, publisher, year, edition, pages
2016. , 38 p.
Keyword [en]
Drug packaging, regulated design, packaging design, visual rhetoric, designers, marketing communications
Keyword [sv]
Läkemedelsförpackningar, reglerad grafisk formgivning, förpackningsdesign, visuell retorik, formgivare, marknadskommunikation
National Category
URN: urn:nbn:se:lnu:diva-52958OAI: diva2:932984
Subject / course
Media and Communications Science
Educational program
Advertising, Graphic Design and Visual Communication Programme, 180 credits
Available from: 2016-06-13 Created: 2016-06-02 Last updated: 2016-06-13Bibliographically approved

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Magnusson, HannaMierzejewska, Joanna
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