by Jeanne Decamps
Traditional Chinese Medicine (TCM) is one of the world’s oldest medical systems, with roots dating back to over 5,000 years ago and a recorded history of about 2,500 years. It focuses on preventing and treating illness by maintaining a balance between the yin (passive) and yang (active) forces. Health is perceived as a harmony between these forces, while imbalance results in illness and disease. Key practices include acupuncture, moxibustion and cupping, as well as the use of herbal therapy to support good health. In 1578, Li Shi Zhen’s Ben Cao Gang Mu (Compendium of Materia Medica) famously documented 1,892 drugs and around 11,000 prescriptions for specific ailments used in TCM.
What interests us today is the visual language found in TCM packaging. As the practice of TCM is rooted in centuries of Chinese history and culture, it is no surprise that when we take a deeper look into its graphic design, we find it draws heavily on traditional elements. From specific colour palettes to cultural symbols, the packaging highlights a unique approach to advertising, especially when contrasted with the often sterile environment found in allopathic medical packaging.
One look at the variety of TCM packaging makes it clear that the visual language relies on cultural symbols whether that be across its typography, patterns, choice of colour or layout. Symbolic graphics such as characters and traditional patterns are used to efficiently communicate to the customer the cultural heritage that the product advertises itself to embody. An example of the use of symbolic characters can be found in packaging that depicts scenes of collecting medicine or diagnosing patients, which plays into the visual language of familiarity. Furthermore, typography often utilises calligraphy fonts feeding into a sense of authenticity and further enforcing the link to cultural heritage. Some brands are also known to employ specific artistic styles, such as watercolour painting techniques, to embed regional sentiments in their design.
One specific brand we can analyse to illustrate the usage of these tools is Beijing Tong Ren Tang, a Chinese pharmaceutical company founded in 1669 that is now the largest producer of TCM. In its packaging design, the brand has repeatedly emphasized symbols such as dragon motifs, plant illustrations and ruyi patterns. Plant patterns are often used to provide a visual representation of the relevant ingredients, while dragon patterns are more commonly used to symbolise power and the dispelling of disasters.
Many of these design elements are far less present in allopathic (contemporary conventional medicine) medical packaging as its designs tend to be flatter, with fewer visual characteristics to observe. Often, this is a result of regulations surrounding allopathic products, which place strong emphasis on clear labeling and effective communication of information; such as the name of the medicine, expiry dates and usage instructions. Such regulations restrict how pharmaceutical companies present themselves to consumers, similar to those governing cigarette packaging.
At its core, TCM medical packaging demonstrates that graphic design choices go beyond mere decoration. In medical packaging, graphic design becomes a tool that shapes how a product is perceived and how it connects with its consumer base.
