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But opening up a brand-new purchase is the carefully orchestrated emotional crescendo of the consumer experience, and it has the power to give basically anyone a dopamine hit.[qh]
但打开一个全新的购买物品，消费者可以体验精心策划的情感高潮，它有能力给基本上任何人带来多巴胺刺激。[qh]
These opportunities used to be more isolated—maybe you went to the grocery store once a week and the mall a couple of times a month. [qh]
这些机会在过去是比较遥远的——也许你每周去一次杂货店，一个月去几次商场。 [qh]
Now, if you have an internet connection and a credit card, something new to open can always be on the way. [qh]
现在，如果你能连接网络、有一张信用卡，总是可以打开新的东西。[qh]
It feels good to dig through all those layers and unearth a little treat, no matter if it’s just hair dye or sweatpants. [qh]
无论是染发剂还是运动裤，挖掘所有这些层面，挖掘出一些乐趣，这种感觉很好。[qh]
Even the most mundane of purchases has taken on a matryoshka-like quality.[qh]
即使是最普通的购买也有了俄罗斯套娃式的品质。 [qh]
This phenomenon has only accelerated as Americans have shifted more of their consumption online, where they can’t touch or smell or otherwise size things up the way they would in a store. [qh]
随着美国人将更多的消费转移到网上，这种现象只会加速。在网上，他们无法像在商店里那样触摸、闻东西，或者用其他方式掂量东西的大小。 [qh]
On the internet, packaged products are often judged by how attractive they look in photos, and there’s no shortage of alternatives on offer. [qh]
在互联网上，人们经常根据包装产品在照片上的吸引力来判断它们，而且提供的替代产品并不缺乏。[qh]
As the sheer number of consumer choices has grown exponentially, the purposes that packaging serves have grown more intricate. [qh]
随着消费者选择的绝对数量呈指数级增长，包装服务的目的也变得更加复杂。 [qh]
At this peculiar moment in American consumer history, the experience of opening and handling a purchase can be more important than the thing itself.[qh]
在美国消费者历史上的这个特殊时刻，打开和处理一件物品的体验可能比物品本身更重要。[qh]
According to Thomas Hine, the author of The Total Package: The Secret History and Hidden Meanings of Boxes, Bottles, Cans, and Other Persuasive Containers, [qh]
托马斯·海因著有《包装解密：盒子、瓶子、罐头和其他俘获人心的容器之秘史与隐藏含义》一书，[qh]
packaging isn’t just a product of consumer culture; it helped create that culture.[qh]
他认为包装不仅仅是一种消费文化的产物; 它帮助创造了这种文化。 [qh]
Before industrial production spread packaged goods across the United States in the late 19th century, most people grew or made most of the things they needed; [qh]
19世纪晚期，工业生产将包装商品传播到了美国各地，此前，大多数人都在种植或生产他们所需的大部分东西; [qh]
what they couldn’t make, they bought from general stores or local peddlers.[qh]
他们生产不了的，就从杂货店或当地小贩那里买。 [qh]
You’d take a sack into the store and ask for however much flour or sugar you needed, you’d negotiate a price, and the shopkeeper would scoop your purchase into your sack.[qh]
你拿着一个袋子走进商店，想要知道你需要多少面粉或糖，你跟店主讲价，然后店主会把你买的东西一把装进你的袋子里。 [qh]
Mass production replaced this more quaint shopping experience, but only with the help of packaging. [qh]
大规模生产取代了这种传统奇特的购物体验，但只是在包装的帮助下。 [qh]
Goods pre-bundled in predictable quantities allowed for fixed pricing, and branding gave the impression of standardized quality. [qh]
商品预先捆绑成可预测的数量，允许固定定价，品牌给人一种标准化质量的印象。[qh]
