Assuming that design has fulfilled its purpose only if it has a beneficial effect on its environment, it is only logical to ask what its real contribution is in defining a new set of values or in changing our reality.

With the current shift from the aesthetic evaluation of design to its social and ethical role, special-purpose design such as that of drug packaging has assumed paradigmatic proportions. Although Croatia is not entirely unaware of the fact that design reflects the cultural level of society, one has the impression that the current level of visual communication is characterised by the reckless adoption of trends and by an utterly monotonous medley of cheap colours, despite their shine, and has apparently forgotten the standards of drug packaging design set by Milan Vulpe nearly half a century ago.