A similar consumer-friendly feature is the freshness seal used on some pharmaceutical tubes. This seal is designed to increase customer confidence. In many respects it's considered a marketing advantage. When choosing a tube style for a particular pharmaceutical product, keep the following questions in mind. While the look and feel of a tube may be determined more by the marketing department than by engineers, they are still integral elements of the design process because they may be the basis of a consumer's decision when choosing among body creams or suntan lotions.
Some customers gravitate toward that.
Graphics, right down to what colors are used in the design, are also important, especially if the tube will not be placed in a carton. Thornton of Schering notes that when her company recently redesigned the tubes for its Complex 15 line of pharmaceutical creams, graphics were a major topic. Marketing decided to make them more aesthetic and changed them to white tubes with purple and green, which are softer colors. Before, they had a gray look to them, which did not come across as beautiful. The pharmaceutical industry is increasingly aware that the tube itself is nearly as important as what goes inside.