Episode Details

My friend Anne says that when her children were very small and they received presents, it was the packaging that excited them the most. First they would play with the brightly coloured wrapping paper, then they would play with the box, opening and closing it and when it was empty, filling it with toys they already had. It wasn't until some time later that their attention was drawn to the actual present that had been inside.我的朋友安妮说，她的孩子在很小的时候，每当收到礼物，最让他们兴奋的其实是包装。起初，他们会先玩那色彩鲜艳的包装纸，然后再玩盒子——开开关关，等到盒子空了，还会把自己已有的玩具放进去。直到过了好一阵子，他们才会注意到盒子里真正的礼物。

That is so true. We're talking about the importance of packaging, in particular the design. Yeah, because adults too are drawn towards a product because of the packaging.的确如此。我们今天要谈的是包装的重要性，尤其是包装的设计。是的，因为成年人也常常因为包装而被某个产品吸引。

Now if you go to any supermarket, you'll see the shelves are completely stacked with similar products from different brands. So what do you choose? Yes, and as you know, Jackie, you can often find me in the supermarket staring at bottles of wine. And actually wine labels are becoming a dominant factor for consumers when deciding which actual bottle of wine to buy.现在如果你去任何一家超市，你会看到货架上摆满了不同品牌但种类相似的产品。那么你会怎么选择呢？没错，正如你知道的，Jackie，我常常在超市里盯着酒瓶看。事实上，葡萄酒的标签已经成为消费者决定买哪一瓶酒的重要因素。

And in fact, in one supermarket study, the most visible wine bottles were noticed by up to 77% more consumers than less visible bottles. Sorry, so what do you mean by visible? Well, it seemed that consumers gravitated towards the brightly coloured labels, especially red, orange and gold. And also the owners of small size shops agreed.事实上，在一项超市研究中，最显眼的酒瓶比不显眼的酒瓶多吸引了高达77%的消费者注意。抱歉，你说的“显眼”是什么意思？嗯，看起来消费者更容易被色彩鲜艳的标签吸引，尤其是红色、橙色和金色。而且，小型商店的老板们也同意这一点。

They said that if a consumer is unsure of what they're looking for, it only makes sense that they actually end up choosing the most eye-catching bottle. Yeah, so standing in front of hundreds of bottles which all contain the same thing, it's the labels that help you make the choice. Now, if further proof of the importance of packaging design is needed, then the story of Tropicana needs telling.他们说，如果消费者并不确定自己想买什么，那么选择最显眼的瓶子就是合乎逻辑的。没错，当你站在摆满上百瓶内容相同的饮品前，正是那些标签帮助你做出选择。现在，如果你还需要更多关于包装设计重要性的证明，那就必须提到Tropicana的故事。

Now, Tropicana, as you know, Richard, is an American company that sells fruit-based drinks. Yeah, it's orange drinks in a carton, isn't it? Yeah. Now, way back in February 2009, for some reason, the company decided to change the design on the orange juice carton.Tropicana，正如你知道的，Richard，是一家销售果汁饮料的美国公司。对，就是那种纸盒装的橙汁。是的。早在2009年2月，这家公司不知出于什么原因，决定更改橙汁包装盒的设计。