The semiotics of soothing

That’s Russian for haemorrhoids – a word you’d hope you’d never have call to use. But if you were in a chemists in the heart of Moscow, and they presented you with this rather frightening looking cream, would you be happy?

Somehow ‘sharp red box’ doesn’t have the ‘soothing’ cues I’d be looking for. Have you ever seen a less happy-looking stick man?

Russian haemorrhoid cream