Sought After Colours of Pills

Red and pink colour pills are most preferred over other colours,University of Bombay researchers have found.

Researchers have found that the colour, shape, taste and even name of a tablet or pill can have an effect on how patients feel about their medication.

R.K. Srivastava and colleagues surveyed 600 people for over-the-counter (OTC) medications and showed that for three quarters of people the color and shape of their tablets act as a memory tag for compliance.

Strangely, they found that 14 percent of people think of pink tablets as tasting sweeter than red tablets whereas a yellow tablet is perceived as salty irrespective of its actual ingredients.

As many as 11 percent thought of white or blue tablets as tasting bitter and 10 percent said orange-coloured tablets were sour.

"Patients undergo a sensory experience every time they self-administer a drug, whether it's swallowing a tablet or capsule, chewing a tablet, swallowing a liquid, or applying a cream or ointment," said the team.

"The ritual involving perceptions can powerfully affect a patient's view of treatment effectiveness," they added.

The findings were published in the International Journal of Biotechnology.

Source: ANI