Navigation Links
The color of medicine
Date:11/15/2010

According to recent research the color, shape, taste and even name of a tablet or pill can have an effect on how patients feel about their medication. Choose an appropriate combination and the placebo effect gives the pill a boost, improves outcomes and might even reduce side effects. Now, researchers at the University of Bombay, New Mumbai, India, have surveyed users of over-the-counter (OTC) medication to find out just how much the color of a tablet influences patient choice.

Writing in the International Journal of Biotechnology, R.K. Srivastava and colleagues report that red and pink tablets are preferred over other colors. Their survey of 600 people showed that for three quarters of people the color and shape of their tablets act as a memory tag for compliance. Strangely, they found that 14 percent of people think of pink tablets as tasting sweeter than red tablets whereas a yellow tablet is perceived as salty irrespective of its actual ingredients. 11% thought of white or blue tablets as tasting bitter and 10% said orange-colored tablets were sour.

Twice as many middle-aged people preferred red tablets as younger adults and more women chose red tablets as were chosen by men. Color seems to be integral component of an OTC product, the team says.

Patients may trust their doctor or pharmacist, but this does not mean they will take the bitterest pill. "Patients undergo a sensory experience every time they self-administer a drug, whether it's swallowing a tablet or capsule, chewing a tablet, swallowing a liquid, or applying a cream or ointment," the team says. "The ritual involving perceptions can powerfully affect a patient's view of treatment effectiveness." The researchers suggest that it might be possible to ensure that all the sensory elements of given medication work together to create positive perceptions that complement the medical attributes. They point out, however, that surprisingly little attention has been paid to this aspect of pharmaceutical formulation.

The research has implications for marketing OTC medication to different age groups and to men and women. However, given that compliance in taking medication strongly depends on the patient's perception of that medication the study could also have important connotations for improving effects. If patients are disinclined to take a tablet they consider bitter or sour or because they simply do not like the color, then a change of aesthetics might be needed. The same research might apply equally to prescription medicines.


'/>"/>

Contact: R.K. Srivastava
srivastava@vsnl.net
Inderscience Publishers
Source:Eurekalert

Related medicine news :

1. New Report: $1 Cigarette Tax Increase Would Raise $113.9 Million for Colorado and Cut Youth Smoking
2. Chickens May Provide Clues to Color Vision
3. Pew Report: Colorado on Track in Providing Children with Dental Health Care They Need
4. OvaCue Fertility Monitor Breakthrough Allows Women to See Fertility Color-coded on a Calendar Over Time
5. The Right Colorectal Cancer Test for the Right Patient
6. Life Line Screening Offers Special Pricing on Colorectal Home Test Kits in Honor of National Colorectal Cancer Month
7. A new indicator of poor prognosis in node-negative colorectal cancer patients
8. Physicians come together on National Colorectal Cancer Awareness and Screening Day
9. High weight associated with risk of colorectal tumors without microsatellite instability
10. Bees see super color at super speed
11. New Simply...Go-Gurt Contains No High Fructose Corn Syrup, Artificial Flavors or Colors
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:6/27/2016)... KS (PRWEB) , ... June 27, 2016 , ... TopConsumerReviews.com ... retailers of Eyeglasses . , Millions of individuals in the United States and ... have become a way to both correct vision and make a fashion statement. Even ...
(Date:6/26/2016)... ... June 26, 2016 , ... Brent Kasmer, a legally blind and certified personal trainer is helping ... fitness app. The fitness app plans to fix the two major problems leading the fitness ... size fits all type program , They don’t eliminate all the reasons people ...
(Date:6/25/2016)... ... June 25, 2016 , ... "With 30 hand-drawn hand ... project," said Christina Austin - CEO of Pixel Film Studios. , ProHand Cartoon’s ... within Final Cut Pro X . Simply select a ProHand generator and drag ...
(Date:6/25/2016)... ... June 25, 2016 , ... Conventional wisdom preaches the benefits of ... of the latter, setting the bar too high can result in disappointment, perhaps even ... progress toward their goal. , Research from PsychTests.com reveals that behind ...
(Date:6/24/2016)... ... June 24, 2016 , ... The Pulmonary ... Dallas that it will receive two significant new grants to support its work ... marked its 25th anniversary by recognizing patients, medical professionals and scientists for their ...
Breaking Medicine News(10 mins):
(Date:6/24/2016)... 2016 Dublin ... addition of the " Global Markets for Spectroscopy ... This report focuses on the ... review, including its applications in various applications. The report ... includes three main industries: pharmaceutical and biotechnology, food and ...
(Date:6/24/2016)... and SAN CLEMENTE, Calif. , June 24, 2016 ... mobile pulmonary function testing company, is now able to perform sophisticated ... by ndd Medical Technologies , Inc. Patients ... hospital-based labs.  Thanks to ndd,s EasyOne PRO ® , ARL patients ... get any needed testing done in the comfort of her own ...
(Date:6/24/2016)... , Belgium , June ... MKT: VNRX), today announced the appointment of Dr. ... of Directors as a Non-Executive Director, effective June ... Company,s Audit, Compensation and Nominations and Governance Committees.  ... Dr. Futcher will provide independent expertise and strategic ...
Breaking Medicine Technology: