Knowing what I know about the power of the mind, I wasn’t surprised at all to read in Wired just now that placebos are often as effective as ‘real’ drugs during pharmaceutical trials.

More surprising to me was the thought — obvious enough when you think about it — that “trial volunteers who got real medication were also subject to placebo effects; the act of taking a pill was itself somehow therapeutic.”

What fascinated me most was this inset box, and what it suggests about design and branding:

What turns a dummy pill into a catalyst for relieving pain, anxiety, depression or the tremors or Parkinson’s disease? The brain’s own healing mechanisms, unleashed by the belief that a phoney medication is the real thing. The most important ingredient in any placebo is the doctor’s bedside manner, but the colour of a tablet can boost the effectiveness even of genuine medications.

Yellow pills make the most effective anti-depressants, like little doses of parmaceutical sunshine.

Red pills seem to contain power and can give you a more stimulating kick.

White tablets — particularly those labelled ‘antacid’ — are superior for soothing ulcers, even when they contain nothing but lactose.

The colour green reduces anxiety, adding more chill to the pill.

More is better. Placebos taken four times a day deliver greater relief than those taken twice daily.

Branding matters. Placebos stamped or packaged with widely recognized trademarks are more effective than ‘generic’ placebos.

In other news, buying branded handbags gives consumers more pleasure than buying generic bags. Anyway, read the original article if you want.