Target Corp.'s ClearRx prescription bottle and packaging has been received the Design of the Decade award from the Industrial Designers Society of America (IDSA).


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Target's ClearRx cited as Design of the Decade

December 8th, 2010

DULLES, Va. – Target Corp.'s ClearRx prescription bottle and packaging has been received the Design of the Decade award from the Industrial Designers Society of America (IDSA).

IDSA said Wednesday that the discount store chain's D-shaped ClearRx bottle and prescription labeling system addresses communication, packaging and other deficiencies encountered by users of maintenance drugs, especially the elderly. The industrial design group noted that ClearRx provides a solution that can reduce potential risks associated with taking medications.

The ClearRx system, for example, sports a simple front label with larger type and clear instructions, as well as a top label that enables users to quickly identify a medication, particularly if it's stored with other bottles. Bigger print on the bottle also helps users see caution information more easily, Target said on its web site.

In addition, a free label magnifier tucks right behind the patient information card, which is inserted beneath the back label to provide convenient access and storage. And color-coded ID rings that slip over the mouth of the bottle help prevent medicine mixups.

"We’re thrilled to be honored with this award because great design is a part of our DNA at Target," Keri Jones, senior vice president of health and beauty at Target, said in a statement. "We brought this same belief of improving people's lives through great design to Target Pharmacy in a meaningful way with the introduction of ClearRx."

Design of the Decade recognizes the positive impact that design has on business and society, according to IDSA. The designs were judged on their benefit to society, benefit to business, innovation, benefit to users, responsibility, benefit to clients and visual appeal. The jury featured top design executives representing design consultancies, design companies and corporations.

"After thorough evaluation of all of the entrants for the 2010 Designs of the Decade competition, ClearRx was the unanimous choice of the jury," stated Charles Jones, chief design officer at Masco. "There was complete alignment around the aesthetic, functional and societal benefits of the product. ClearRx is an elegant design solution helping millions of users, and Target is to be commended for helping to bring such a thoughtful, well-designed solution to the marketplace."

Minneapolis-based Target is the nation's eighth-largest chain drug retailer by pharmacy dollar volume (estimated at $4.3 billion) and pharmacy count (1,586 as of Aug. 30), according to Chain Drug Review's 2010 Annual Report of Retail Pharmacy.

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