Retail giant Target recently unveiled a new design for its ’s prescription-medicine bottles. The new line, ClearRx, was created by Deborah Adler (MFA 2002 Design) from her SVA thesis project. Inspired by her grandmother, who had accidentally taken the wrong pills from a confusingly labeled bottle, Adler went to work rethinking the bottle. Target snapped up the design, presenting perhaps the first major rethink of the prescription bottle and label since its introduction after World War II.
Adler’s design makes it easier to read and understand the information on the bottle – starting with the flat sides, which allow the label to be read all at once without turning a round bottle. The dosage and warning information are presented in a more clear, consistent fashion, and bottles come with a series of colored rubber rings so that family members can color-code their medications and avoid confusion in a shared medicine cabinet. Target is applying Adler’s designs to both the standard pill bottle and a liquid-medicine bottle, which comes with an attached measuring syringe. ClearRx will also be included in an exhibition at the Museum of Modern Art (MoMA) in October, entitled “SAFE: Design Takes on Risk,” curated by faculty member Paola Antonelli.
Image: Deborah Adler and Target, ClearRx Prescription System, 2005.