Colour helps the consumer distinguish the non-prescription or prescription
medications from other tablets or capsules. This is especially relevant for the
elderly who get confused when they take various medications, most of which
aresmall white tablets.
Patients respond best when colour corresponds with the intended results of the
medication. For example, calm blue for a good night's sleep and dynamic red for
speedy relief. Or consider a reverse scenario: fire red capsules for acid reflux or
murky bile green for nausea.
The colour and shape of the pills, and the names and imagery used to sell
products are heavily researched and tested, much like the drugs themselves.