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Visual Hierarchy – prominence of drug name, brand, or strength
19% Weight
Key Assessment Points:
  • What the eye is drawn to first on each package
  • Whether the generic name, brand, and strength are clearly separated and prominent
  • Issues with confusing decimal formatting (e.g., trailing zeros like "1.0 mg" vs "1 mg")
  • Similar-looking names that could benefit from typographic differentiation
  • Overall visual prominence and information hierarchy
Highest Priority: This is the highest-weighted criterion because what users notice first directly impacts medication selection accuracy, especially in high-pressure clinical environments.
Error Prevention: Proper visual hierarchy ensures healthcare workers see the most critical information first. Poor hierarchy can lead to focusing on brand names instead of generic names or missing important strength variations.
Quick Check: Ask yourself - "What do I notice first?" If it's not the drug name and strength, there's a hierarchy problem that increases error risk.
Color Scheme – backgrounds, gradients, block proportions
17% Weight
Key Assessment Points:
  • Overall use of colors across both packages, including background tones and gradient effects
  • Tonal similarity even if shades are not exactly identical
  • Block positioning and color proportions
  • Use of regulated or culturally symbolic colors (e.g., green for OTC medications)
  • Color combinations that could lead to confusion in different lighting conditions
Second Highest Priority: Color is often the first distinguishing feature users notice, making it critical for rapid, accurate identification. This is the second highest-weighted criterion in the evaluation system.
Why it matters: Color is often the first distinguishing feature users notice, making it critical for rapid, accurate identification. Similar color schemes can significantly impact medication selection accuracy.
Clinical Impact: Similar color schemes can influence brand perception and lead to medication errors, especially when packages are stored together in pharmacy or clinical settings. Healthcare workers often rely on color as a quick visual cue for medication identification.
Typography – font style, weight, alignment
13% Weight
Key Assessment Points:
  • Font family, size, boldness, spacing, and alignment consistency
  • Use or absence of Tall Man Lettering (TML) for drug name differentiation (e.g., "predniSONE" vs. "prednisoLONE")
  • Readability in multilingual contexts (e.g., Arabic/English text integration)
  • Typography that supports or hinders quick recognition
  • Font weight and style consistency across critical information
Why it matters: Typography directly affects readability and can be the difference between correct and incorrect medication identification, especially for similar drug names.
Safety Critical: Typography similarity can lead to look-alike/sound-alike drug name confusion. Tall Man Lettering is a proven strategy to reduce medication errors by emphasizing differences in drug names.
Layout Structure – text position, panels, symmetry
10% Weight
Key Assessment Points:
  • Spatial layout and symmetry of key elements (drug name, strength, company branding)
  • Whether critical safety information (strength, dosage form) is consistently placed and emphasized
  • Similar panel alignment or positioning that could contribute to look-alike risks
  • Overall structural organization and information flow
  • Consistency in placement of regulatory information
Why it matters: Consistent layout helps users quickly locate critical information, while similar layouts between different products can cause confusion.
Patient Safety: Inconsistent placement of critical safety information like dosage strength can lead to medication errors. Similar layouts increase the risk of grabbing the wrong medication in fast-paced clinical environments.
Graphic Elements – logos, pictograms, decorations
7% Weight
Key Assessment Points:
  • Use and prominence of logos, icons, regulatory stamps, and decorative features
  • Whether any graphic element overshadows essential information
  • Similar reuse of graphic elements across unrelated products
  • Decorative features like lines, arrows, or design elements
  • Balance between branding and safety information visibility
Why it matters: Graphic elements can either enhance or hinder information clarity, and similar graphics between products can create confusion.
Design Balance: Graphic elements should enhance, not compete with, critical drug information. Overly prominent decorative elements can distract from essential safety information, while similar graphics across different products increase confusion risk.
Geometry and Shape – proportions, stripes, curves
7% Weight
Key Assessment Points:
  • Design-related geometry such as layout curves, stripes, or blocks
  • Physical form factor (e.g., box vs. bottle) when visible
  • Similar packaging shapes that may lead to selection errors when stored together
  • Proportional relationships between design elements
  • Overall package dimensions and visual proportions
Why it matters: Similar shapes and proportions can cause selection errors even before users read the label, especially in clinical storage areas.
Physical Safety: Similar package shapes and proportions can lead to "grab errors" in busy clinical environments where healthcare workers rely on muscle memory and visual recognition for quick medication selection.
Label Orientation – horizontal vs. vertical, symmetry
3% Weight
Key Assessment Points:
  • Orientation and alignment of labels and text blocks
  • Information legibility when package is stored upright, sideways, or flat
  • Whether label symmetry causes mirrored confusion
  • Text block orientation consistency
  • Readability in various storage positions common in healthcare settings
Why it matters: Packages may be stored in various orientations, so information must remain clear and distinguishable regardless of position.
Storage Considerations: Packages are stored in various orientations in pharmacies and hospitals. Critical information must remain clearly readable regardless of storage position to prevent misidentification during retrieval.
White Space and Margins – design density, clutter
4% Weight
Key Assessment Points:
  • Breathing space around elements and text margins
  • Overall content density and visual clutter
  • Whether minimal white space increases cognitive load
  • Impact on product identification speed and accuracy
  • Balance between information density and clarity
Why it matters: Adequate white space reduces cognitive load and improves readability, while cluttered designs can slow identification.
Cognitive Impact: Cluttered designs increase mental processing time and error rates. Adequate white space helps healthcare workers quickly identify key information under time pressure and stress.
Contrast and Readability – text visibility, color contrast, clarity
13% Weight
Key Assessment Points:
  • How easily text can be read under various lighting conditions and angles
  • Text-background contrast effectiveness
  • Clarity of critical values like strength and dosage form
  • Readability with glare from overhead lights (common in clinical settings)
  • Use of similar colors in adjacent elements that may reduce readability
Why it matters: Poor contrast can make critical information illegible, leading to dosing errors or wrong medication selection.
Accessibility Critical: Poor contrast can lead to misreading of dosage strengths and drug names, especially under harsh hospital lighting or by healthcare workers with vision impairments. Clear contrast is essential for patient safety.
Flow – scanning order and positioning sequence
5% Weight
Key Assessment Points:
  • How a user's eye naturally scans the label
  • Whether critical information is encountered early in the visual flow
  • Visual flow that promotes rapid recognition vs. potential delays
  • Information sequencing that supports quick decision-making
  • Scanning patterns in high-pressure clinical settings
Why it matters: Efficient visual flow helps healthcare providers quickly identify medications, while poor flow can cause delays or errors.
Time-Critical: In emergency situations, healthcare workers must quickly identify medications. Poor visual flow that delays recognition of critical information can have serious consequences in time-sensitive medical scenarios.
Market/Cultural Traits – color coding, culturally symbolic design features
2% Weight
Key Assessment Points:
  • Elements based on local regulatory expectations (e.g., color bands for prescription vs. OTC drugs)
  • Design norms influenced by culture and regional practices
  • Use of colors, icons, or visual metaphors that could be misinterpreted across different regions
  • Cultural symbolism in design choices
  • Regulatory compliance visual elements
Why it matters: Cultural and regulatory design elements can affect interpretation, especially in diverse healthcare environments or international markets.
Regional Considerations: Design elements that are standard in one region may carry different meanings elsewhere. Regulatory color coding (e.g., green for OTC medications) must be consistent with local pharmaceutical standards to avoid confusion.

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