Something other than a medicine's chemical formulation also contributes towards producing desired effects according to new research.

Researchers from the University of Mumbai, India have provided an interesting insight into how a medicine's color may affect its action on a patient. The research, which was published in the International Journal of Biotechnology, says that, besides color, a tablet's shape, taste and name can also influence a person's feelings about the medication; this placebo effect may even improve a pill's desired result as well as decrease side effects in patients.

Their study, which involved 600 volunteers, revealed some perceptions of people towards the colors of OTC medicines, which may help pharma companies in making and marketing their products more effectively.

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