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expectations and perceptions associated with a specific OTC drug product. And that's where the studies show that consumers value certain forms because they offer a positive experience: ease of swallowing, won't dissolve in the mouth, and no bad aftertaste, as well as the drug prod- uct's perceived efficacy and the absence of side effects. For the majority of consumers, brand recognition is also an important aspect in their selection process because it connotes high quality. As reviewed by Stegemann, col- ors are a guiding principle for humans and can be consid- ered an important feature of drug product design and branding [14]. Moreover, with the increasing number of multiple medications used, especially within the geriatric population, colors can increase drug safety by providing visual differentiation and clear identification. Consumers respond to more convenient and innova- tive dosage forms, especially if the forms are perceived to connect with an important attribute. The appeal of liq- uid-filleds and gelcoats has gained in the past few years and replaced tablets and chewables as the preferred dosage forms. Also, since capsules of vegetarian origin resonate with many consumers' lifestyles, they may begin appearing in products beyond the traditional herbal sup- plements [15]. The capsule remains one of the most pre- ferred dosage forms, especially when colors and imprints are used in branding [16]. One example is the "purple pill," a term that became synonymous with Nexium, which is a capsule formulation. Understanding consumer expectations and percep- tions is a critical aspect in the concept, design, and devel- opment of new generations of consumer products. Dosage format has to be integrated at an early stage of product design, because the delivery method can fuel product innovation. As the segment expands, companies will have to seek new formulations and product presenta- tions that address the needs of future OTC customers. T&C Sven Stegemann is director of pharmaceutical development, Catherine Lehmann is marketing manager for Europe, the Mid- dle East, and Africa, and Missy Lowery is marketing manager for pharmaceuticals in North America at Capsugel, 535 N. Emerald Road, Greenwood, SC 29646. Tel. 888 783 6361, fax 888 783 6360. Website: www.capsugel.com. References 1. EMEA/CHMP/PEG/194810/2005 2. Cram et al. Challenges of developing palatable oral paedi- atric formulations International Journal of Pharmaceutics 365 (2009) 1-3. 3. Stegemann et al. Geriatric drug therapy: Neglecting the inevitable majority. Ageing Research Reviews 9 (2010) 384-398. 4. Haynes et al. Interventions for helping patients to follow prescriptions for medications. Cochrane Database of Sys tem - atic Reviews 2, 2002. 5. Sabaté et al. Adherence to long-term therapies–Evidence for action. WHO, 2003. 6. Consumer Healthcare Products Association. OTC retail sales 1964-2008. www.chpa-info.org. Accessed January 18, 2010. Palm Oil Based (GMO-FREE) Binders, Excipients, Lubricants & Surfactants Glycerine 99.7% USP Calcium Stearate Stearic Acid 50 NF Magnesium Stearate Triple Pressed Stearic Acid Sodium Stearate Fatty Acid Esters Zinc Stearate Medium Chained Triglyceride (MCT) Sodium Lauryl Sulfate We also have a full line of Natural Preservatives & Surfactants Your Partner in Global Sourcing of Green Renewable and Sustainable Products Acme-Hardesty Co. 450 Sentry Parkway East Blue Bell, PA 19422 866.226.3834 www.Acme-Hardesty.com Tablets & Capsules Capsules and Capsule Filling Desktop Reference May 2014 7 7. Pal, S. Handbook of Nonprescription Drugs. 15th ed. Washington, DC: American Pharmacists Association 1-13, 2006. 8. Sun et al. Consumer Perception Of Product Stimuli: An In vestigation into Indian Consumer Psychology and its Impli - cations for New Product Development, Process and Strategy. In: D2B2: the 2nd Tsinghua International Design Management Symposium, 23-26 April 2009, Tsinghua University, Beijing, China. 9. Perceptual maps of dosage forms ratings, Advanced Analytics, NY 2002. Published in Study of Consumer Preferences: Solid Oral Dosage Forms, Capsugel 2005. 10. Dosage form attitude & usage study, Advanced Analytics, NY 2002. Published in Study of Consumer Preferences: Solid Oral Dosage Forms, Capsugel 2005. 11. Capsugel study– GfK : "Galenic preference in the reflux market", November 2006. 12. Quantitative Capsugel study–LH2 : "Innovative dosage form," September 2009. 13. Dosage form attitude & usage study, Guidelines (for- merly Advanced Analytics), NY, 2009. Published in Study of Consumer Preferences: Solid Oral Dosage Forms, Capsugel 201. 14. Stegemann, S. Colored capsules – a contribution to drug safety. Pharm. Ind. 67, Nr. 9, 1088?1095 (2005). 15. Quantitative Capsugel study–Ipsos : "Consumer interest for vegetal origin capsule," March 2010. 16. Quantitative Capsugel study–Expansion Consulteam, "Impact of color and imprinting on capsules," June 2008. c-Capsugelart_4-7_Jasper Art5.0 #11 4/30/14 1:34 PM Page 7