A multi user‐centred design approach framework to develop aesthetically pleasing and sustainable OTCP packaging

With the healthcare industry moving towards self‐medication, the number of self‐service pharmacies stocking over‐the‐counter pharmaceuticals (OTCP) is rising. The aesthetic attributes of OTCP packaging are critical to attract consumers' attention against competing products. Moreover, sustainable design aims at minimising the negative environmental impacts of packaging. Studies show that stakeholders' interests should be represented more in pharmaceutical packaging, specifically in the early stages of the design process. For this reason, OTCP packaging design is challenging, as sustainable packaging is typically seen as unappealing. Within this context, this paper presents a novel and comprehensive framework aimed at supporting designers to develop aesthetically pleasing and sustainable OTCP packaging, placing multiple users at its core. Studies with OTCP packaging stakeholders were first conducted to identify the framework requirements together with the necessary OTCP packaging attributes. A framework architecture was developed and subsequently implemented in a proof‐of‐concept computer‐based tool. The framework and its implementation were evaluated with the OTCP packaging development stakeholders. Results provide a degree of evidence that the framework contributes significantly to guide OTCP packaging designers in taking the right decisions and can also provide the first steps towards considering aesthetics and sustainability in the packaging design in other sectors, namely, food and beverage.