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“The promise of packaging is that you don’t have to worry about the process that brings a product into being,” Hine writes.[qh]
海因写道:“包装的承诺是，你不必担心产品形成的过程，” [qh]
“You can make a good decision without even having to think about it.”[qh]
“你甚至不用考虑就能做出一个好的决定。” [qh]
The boxes and bottles in which things are packaged give us a heuristic for decisions that would otherwise be complicated. [qh]
包装物品的盒子和瓶子给了我们一个启发式的决策，否则这些决定将是复杂的。 [qh]
Hine argues that this has long been crucial to creating demand that matches the scale of what modern manufacturers can produce. [qh]
海因认为，长期以来，这对于创造与现代制造商生产规模相匹配的需求至关重要。 [qh]
And these days, they can produce a lot—from 1997 to 2019, the annual net value of the goods manufactured globally nearly tripled, to more than $13 trillion. [qh]
如今，制造商可以生产很多东西——从1997年到2019年，全球制造的商品的年度净值几乎翻了三倍，超过13万亿美元。 [qh]
“How many fewer items would be purchased on impulse if you couldn’t see and grab the package off a shelf?” he asks.[qh]
“如果你看不到货架上的包装，也拿不到货架上的包装，那么冲动购买的商品会减少多少?” 他问道。 [qh]
Thanks to packaging, shoppers can look for brand names they already trust, read labels to compare their options, and use visual cues to figure out which products are for them.[qh]
多亏了包装，购物者可以寻找他们已经信任的品牌名称，阅读标签来比较他们的选择，并使用视觉线索来找出哪些产品是适合他们的。 [qh]
For these tactics to be effective, a person has to have internalized the logic of marketing—you have to know, on some level, the aesthetic signifiers that indicate that a brand is trying to get the attention of someone like you. [qh]
为了使这些策略有效，一个人必须内化营销的逻辑——你必须知道，在某种程度上，审美符号表明一个品牌正在试图吸引像你这样的人的注意。 [qh]
I’m a 35-year-old white female college graduate with disposable income who lives in a big, liberal city.[qh]
我是一名35岁的白人女性大学毕业生，拥有可支配收入，生活在一个自由的大城市。[qh]
Sometimes, packaging arbitrage is the raison d’être for a whole company.[qh]
有时，外包装套利是整个公司存在的理由。 [qh]
Dollar Shave Club, the direct-to-consumer start-up, didn’t make or even design its own razors. [qh]
直接面向消费者的初创公司Dollar Shave Club没有自己生产、甚至设计剃须刀。 [qh]
Instead, it bought inexpensive ones from the Korean brand Dorco, wrapped them in slick, Millennial-bait branding, and found a sector of the market that hadn’t yet been spoken to by the old guard of Schick and Gillette. [qh]
相反，该公司从韩国品牌多乐可(Dorco)购买了便宜的产品，用华丽的千禧诱饵品牌包装起来，并发现了一个尚未被老牌品牌舒适(Schick)和吉列(Gillette)涉足的市场领域。 [qh]
In 2016, Unilever bought Dollar Shave Club for a reported price tag of $1 billion.[qh]
2016年，联合利华以10亿美元的价格收购了Dollar Shave Club。 [qh]
Carefully considered packaging is one way new brands can claw market share away from existing juggernauts, Samantha Bergeron, the owner of Uncover Research, told me. [qh]
Uncover Research的所有者萨曼莎·伯格隆告诉我，精心策划的包装是新品牌从现有巨头手中抢走市场份额的一种方式。[qh]
Her firm helps clients such as Target and Amazon measure consumer sentiment toward new products and concepts, including how the minute details of packaging design influence shoppers’ thoughts and choices. [qh]
她的公司帮助塔吉特(Target)和亚马逊(Amazon)等客户衡量消费者对新产品和新概念的看法，包括包装设计的细微细节如何影响购物者的想法和选择。 [qh]
There’s not much genuinely new under the sun, but some things can be made to look new in compelling ways.[qh]
阳光下没有多少真正的新事物，但有些东西可以通过引人注目的方式变得新颖。[qh]
