(单词翻译:单击)
“The promise of packaging is that you don’t have to worry about the process that brings a product into being,” Hine writes.
海因写道:“包装的承诺是，你不必担心产品形成的过程，”
“You can make a good decision without even having to think about it.”
“你甚至不用考虑就能做出一个好的决定。”
The boxes and bottles in which things are packaged give us a heuristic for decisions that would otherwise be complicated.
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。
Hine argues that this has long been crucial to creating demand that matches the scale of what modern manufacturers can produce.
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。
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.
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。
“How many fewer items would be purchased on impulse if you couldn’t see and grab the package off a shelf?” he asks.
“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。
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.
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。
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.
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。
I’m a 35-year-old white female college graduate with disposable income who lives in a big, liberal city.
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。
Sometimes, packaging arbitrage is the raison d’être for a whole company.
有时，外包装套利是整个公司存在的理由。
Dollar Shave Club, the direct-to-consumer start-up, didn’t make or even design its own razors.
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。
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.
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。
In 2016, Unilever bought Dollar Shave Club for a reported price tag of $1 billion.
2016年，联合利华以10亿美元的价格收购了Dollar Shave Club。
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.
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。
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.
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。
There’s not much genuinely new under the sun, but some things can be made to look new in compelling ways.
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。
