Why Does the Color of Medicine Matter?
The practice of color coding has an impact on a patient’s psychology. Patients tend to associate the color and shape of a pill with the healing effects of the medication.
It is common for humans to form judgments based on color. Even though it makes no logical sense, the accumulation of experiences and emotions often dictate how people interact with the uses of a product. For example, yellow is usually associated with optimism or happiness, so brands like McDonalds or SunRype capitalize on this perception. This psychological effect also carries over to the process of self-administrating drugs. Whether it is chewing a tablet, swallowing a pill or drinking a liquid, the color of the substance becomes a significant reminder of the sensory experience that corresponds to ingesting that drug.
This phenomenon is well-known in color psychology. Your brain attributes a level of trust when taking a medication that is a pleasing color. It causes you to think that this medication is suited to your desired function and triggers a sensory reminder when you see a different pill.
For instance, many children’s medication are made in pink and purposely sweetened. The positive association with the taste of pink medication usually makes it easier for a person to ingest other pink products such as pills. On the other hand, red tablets tend to be associated with a bitter taste.
Author
Dr. Paul Zickler is a graduate of the University of Wester Ontario in 1972. After graduating from the faculty of medicine, Dr. Zickler practiced as an Emergency Physician for 18 years. He has then operated ambulatory medical and travel clinics for 12 years. Dr. Zickler has become an Associate Professor of Emergency Medicine at the University of British Columbia, a Director of Professional Programs for the Justice Institute of British Columbia (paramedic academy), a principal investigator for Phase 2 and 3 studies researching vaccines, and a founding member of the Canadian International Pharmacy Association. Dr. Zickler is passionate about combining western prescription medicine and natural medicines.