Could Pill Color Matter?

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Could how your medication looks make you more or less likely to take it? Recent research could change how we deliver medical treatment.

Might pill colors influence perceptions of their effectiveness?

Imagine if that option were available…and if it influenced whether you actually took the medication as prescribed. Amawi explained to me that her research idea came from an episode with a flu-ridden son who would only take the “orange tiger,” his nickname for a liquid syrup painkiller. If the medicine were another color, such as blue or yellow, he wouldn’t have had the slightest interest in taking it. Orange also related to tigers in his mind, a connotation that heightened his willingness to drink the syrup.

 

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