Examples: this is what good design looks like

Same words, two designs: the difference
between pass and fail

We’re working on a study that compares poorly designed leaflets with best practice leaflets. And the answer from our initial results was yes – good design really does make a difference. In fact it’s the difference between a pass and a fail against the European Commission’s benchmark for usability. More...

Clearer leaflets for everyone

These model leaflets were created by our team to show best practice in information design – a complex discipline that involves writing, layout, typography, ergonomics, linguistics and psychology. This design was made available to regulators and all-comers without a fee. It has been shown at conferences and workshops, and featured in the UK Parliament’s report on the Pharmaceutical Industry. It has been widely used as the inspiration for leaflets and templates in the UK and elsewhere. More...

Yellow Card scheme for reporting side effects

When the UK medicines regulator, the MHRA, wanted a new version of their report forms, they asked us to help. Our prescription cards, posters and redesigned forms were all designed to help patients report simply and without fuss. More...

Mummy and Daddy’s little helper

When your child is in pain, you want information quickly and you want to understand it correctly. The design of a leaflet for Calpol, a children’s version of paracetamol, was chosen as the UK regulator’s PIL of the month. The company chose to roll out the simple but distinctive style across their whole range. More

Migraine tablets over-the-counter

Sumatriptan for the treatment of migraine was switched from a prescription-only product to an over-the-counter medicine. We've worked on many switches but this was a sensitive one. Medicines sold over-the-counter are not under medical supervision, and users think they’re not as strong. But they need to be treated with respect – our aim when we designed this leaflet, chosen as PIL of the month by the UK regulator. More