評(píng)論
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Listen to part of a lecture from a business class.
請(qǐng)聽商務(wù)課上的部分內(nèi)容。
When consumers are buying a product, most of the time they're not buying just the product itself,
當(dāng)顧客購(gòu)買某種產(chǎn)品的時(shí)候，大部分情況下他們購(gòu)買的都不只是產(chǎn)品本身，
they're also buying the container the product comes in.
還有產(chǎn)品的容器。
So the design of the container is very important.
所以產(chǎn)品容器的設(shè)計(jì)非常重要。
It can be the deciding factor when consumers are trying to decide which brand of the product to buy.
當(dāng)顧客在考慮要購(gòu)買哪個(gè)品牌的產(chǎn)品時(shí)，容器可能會(huì)成為決定因素。
So, let's talk about a couple of ways product containers can be designed to appeal to consumers.
那么我們就來(lái)討論一下產(chǎn)品容器能被設(shè)計(jì)得吸引顧客的幾種方法吧。
One important design goal is to make the container as user-friendly as possible, as convenient to use as possible.
一個(gè)重要的設(shè)計(jì)目標(biāo)就是要使得容器盡可能利于使用者，也就是說(shuō)越方便使用越好。
Take, for example, when companies started using plastic containers for condiments such as ketchup, mustard and mayonnaise.
就拿公司開始使用塑料容器來(lái)裝像番茄醬、芥末和蛋黃醬這樣的調(diào)料來(lái)說(shuō)吧。
In the past, these products came in glass containers with lids you had to screw off.
過(guò)去，這些產(chǎn)品都裝在玻璃容器里，要用的話還得擰掉蓋子。
And then you had to either pour the ketchup or mustard on your food which could be messy or scoop it out with spoon.
然后，你要么直接把番茄醬或者芥末倒在食物上（這樣通常會(huì)弄得亂七八糟），要么用勺子把它挖出來(lái)。
But flexible plastic containers were much more convenient to use and so they were more attractive to consumers.
但是柔韌的塑料容器使用起來(lái)要更方便得多，所以它們對(duì)顧客的吸引力也更大。
You just held the container over your food, gave it a little squeeze and out came the ketchup or mustard,
你只需要把容器舉在食物上方，輕輕一擠，番茄醬或者芥末就出來(lái)了，
uh, much faster and easier than having to remove a lid first.
比要先擰開蓋子快得多，也簡(jiǎn)單得多。
Another important design goal is to give the container a pleasing appearance so that consumers will feel comfortable displaying it in their homes.
另一個(gè)重要的設(shè)計(jì)目標(biāo)就是要使容器看起來(lái)賞心悅目，這樣顧客在把它們擺在家里的時(shí)候才會(huì)覺得舒服。
Take, for example, a company that sells cookies.
我們以一家賣餅干的公司為例吧。
Instead of selling their cookies in a plain cardboard box, they might sell them in a nice metal box.
比起把餅干裝在一個(gè)平淡無(wú)奇的紙盒子里出售，他們也許更愿意把餅干裝進(jìn)一個(gè)很好的金屬盒子。
And they might decorate that nice metal box with beautiful pictures of some kind.
他們可能還會(huì)在那個(gè)金屬盒子上印上一些漂亮的圖片什么的。
That way when consumers present the cookies to guests, for example, they look nice, they look classy.
這樣當(dāng)顧客把餅干端上來(lái)招待客人的時(shí)候，這些餅干看上去就很精致，很有品味。
Attractive containers like that can make a product much more appealing to consumers.
像那樣漂亮的容器就能使一種產(chǎn)品對(duì)顧客更具吸引力。
