Tablet shape is generally given the most consideration as new products are branded by marketing departments, whereas whole campaigns have been built around a tablet’s colour or shape. Dale Natoli of Natoli discusses the importance of considering the potential of small adjustments to tablet shape to influence everything from production efficiency to consumer acceptance. An improper tablet design can cost millions in lost production and possibly lead to a disastrous product launch.
https://international-pharma.com/wp-content/uploads/2014/10/Small-changes.pdf