The Psychology Of Packaging, Part III心理学的包装，第三部分

In this final edition of our packaging series we’re going to look at some more marketing strategies of packaging where what you see on the outside is not necessarily what you get on the inside.在这最后版本的包装系列我们要看看一些更多的市场营销战略的包装在你看到外面的不一定是什么你在里面。

When you think about it, some of the most interesting packages are those that are actually part of the product itself.当你想想，一些最有趣的包是那些实际上是部分产品本身。

Take deodorants.采取除臭剂。

There is one in particular that is so fancy looking you have to wonder if what’s inside is not only going to keep you from stinking like a pig but also cure your baldness and pop a genie out of a bottle.有一个特别是这样的幻想期待你不得不去想，如果有什么内部不仅要保持你的臭猪一样，而且治愈你的秃头和弹出一妖怪了一个瓶子。 I’m referring to Caix Extreme.我指的凯极限。 The cap is kind of a dome shape that looks like something out of “The Day The Earth Stood Still”, the lettering on the bottle itself is hard to describe but appears to be a combination of cartoon and south sea island font, and the colors are blue and pink on a brown bottle.瓶盖是一种圆顶形状像一些与众不同的“日地球停转”的字样的瓶子本身就是很难描述，但似乎是一个结合卡通和南部海岛字体和颜色有蓝色和粉红色的棕色瓶。 Actually it looks more like something you’d pour in a glass.其实它看起来更象您想要的东西倒入一杯。

Then there is the Caix For Girls.然后是凯女孩。 This is a pretty light blue color to the bottle with lettering that looks like something out of a Barbie Doll commercial.这是一个相当淡蓝色的颜色与字体瓶看起来像东西的芭比娃娃商业。 Plus there are some little flowers pasted on the bottle for good measure.另外还有一些小的花贴在瓶子上的良好措施。 This is definitely not something you would ever find a guy using.这肯定是你不会找到任何一个人使用。 At least you wouldn’t think so.至少你不会这么认为。

Of course you’ve also got your fancy deodorants like Tommy Hilfiger.当然，您也有您喜欢空气清新剂像汤米希尔菲格。 Plain black bottle with plan white lettering that runs from top to bottom instead of from left to right and tilted to the right.纯黑色瓶白色字样计划运行自上而下而不是从左向右倾斜和权利。 They probably think this kind of packaging lends an air of mystery to their product.他们大概认为这种包装使得空气中的一个谜他们的产品。 Most likely what’s inside isn’t much different from your local Shop Rite store brand.什么最有可能里面没有太大的不同，您的本地店礼商店品牌。

Then you’ve got your really exotic deodorants like Heno di Pravia.然后你你真的喜欢异国除臭剂Heno娣Pravia 。 The yellow bottle has a shape not too different from a voluptuous female’s.黄色的瓶子有一个形状不太不同于性感的女性。 It’s got a nice fancy lettering to it and a logo at the bottom that almost looks like a danger sign for radioactive waste.这是有花式字样好它的一个标志底部，几乎看起来像一种危险的迹象放射性废料。 Thi s is one strange deodorant package.阮氏s是一个奇怪的除臭包。

And then you’ve got the deodorants that go to the absolute opposite end of the spectrum and as far away from commercial looking as possible.然后你有除臭剂是去年底绝对相反的频谱和远离商业期待的。 A perfect example of this is “The Self Health Resource Center” deodorant.一个很好的例子，这是“自我健康资源中心”除臭剂。 The bottle is in the shape of a medicine prescription bottle and actually looks like a prescription drug with it’s straight laced lettering and formal instructions for use.该瓶的形状处方药品瓶，实际上看起来像处方药与它的股价连续字样和正式使用说明。 This stuff better not only get you smelling good but cure your allergies besides.这个东西更好地不仅让你闻不错，但您的过敏治疗外。 The funny thing about this deodorant is that there’s really no name to it.有趣的这个除臭剂的是，也没有给它的名字。 It just says Deodorant on the top of the label.这只是说，除臭的顶部的标签。 The Health Resource Center is just who manufactures the deodorant.卫生资源中心是到底谁制造除臭剂。 You’d at least think they’d give the thing a name.你至少认为他们想要的东西给一个名称。

Yes, deodorants have some very strange, exotic and downright puzzling packages that you never get to stop looking at because it’s part of the product itself.是啊，除臭剂有一些非常奇怪的，充满异国情调和彻头彻尾令人费解的软件包，你永远不会停止寻找，因为它的部分产品本身。 This has to further reinforce what you’re looking for the next time you run out to get your next supply.这是进一步加强您要找的下一次当您用完让您的未来供应。 Packaging is an amazing psychological science and as long as we are able to understand what goes on inside the human brain there will always be packages to cater to that brain.包装是一个了不起的科学和心理，只要我们能够明白接着在人类的大脑总是会有的软件包，以满足大脑。

Now if only they’d make packages we could see through.现在，只要他们想要使包我们可以看到通过。

Oh wait!噢等待！ They already do.他们已经这样做。

About the Author 作者简介

Michael Russell is the author of “Your Independent Guide to Packaging.” Read parts I and II of “The Psychology of Packaging” over the next few days!迈克尔罗素是作者的“你的独立包装指南。 ”阅读第一部分和第二部分的“心理包装”在未来几天内！

The Psychology Of Packaging, Part II心理学的包装，第二部分

Welcome to part two of our three part series entitled “The Psychology Of Packaging.”欢迎参加我们的两个系列三个部分题为“心理学的包装。 ”

In the first installment we focused on some of the products and their packaging and why they’re packaged in that manner.在第一分期付款我们的重点是对一些产品及其包装，他们为什么在这个包装方式。 In this installment we’re going to focus on some other packaging schemes.在此分期付款我们将会把重点放在一些其他的包装计划。

You’ll understand why these people are paid so much money to come up with this stuff after reading.你会明白为什么这些人支付这么多钱拿出这些东西后阅读。

Let’s start off with candy bar wrappers.让我们先与直板包装。

Take a good look at these things, and there are plenty of them to choose from.以一个良好的看看这些东西，有很多他们的选择。 Candy bars range from the pure milk chocolate type such as Hershey’s, and Nestles to the candies that are usually filled with something, like Milky Way, Three Musketeers, Mounds, Kit Kat, Reeses Peanut Butter Cups and so on.糖果酒吧范围从纯牛奶巧克力类型，如好时，和Nestles的糖果通常充满了东西，如银河，三个火枪手，土堆，包吉， Reeses花生酱杯等。 If you take a very good look at the packages they are VERY colorful.如果你把一个很好看的软件包他们是非常丰富多彩的。 Butterfingers are a nice yellow package with blue lettering. Butterfingers是一个很好黄色与蓝色的包装字样。 Reeses are kind of a reddish orange package with yellow lettering. Reeses是一种橙红色与黄色的一揽子字样。 Nestles Crunch Bars are 3 colors of red, white and blue. Nestles挤压酒吧是3种颜色的红色，白色和蓝色。 Guess there’s something patriotic going on there.猜猜有什么东西爱国会的存在。 And then you open up these very pretty wrappers and take out this mono color, not very appealing looking hunk of chocolate.然后你打开这些非常漂亮的包装，并采取了这种单一的颜色，而不是非常有吸引力寻找大块巧克力。 The candy never looks as good as the wrapper.糖果从来没有期待一样好包装。 Reeses Peanut Butter Cups actually look like light colored mud you’d find out in the street. Reeses花生酱杯实际上看起来像浅色泥浆您想要找出在街头。 But boy, that pretty wrapper.但是男孩，那个漂亮的包装。 Yes, candy bar manufacturers really earn their money from the packaging department with these gems.是啊，糖果制造商确实赚他们的钱从包装部门与这些宝石。

So we don’t get too hungry, let’s move on to a different kind of packaging.所以，我们不要太饿了，让我们进入了另一种不同的包装。

Copy paper.复印纸。

If you think wrapping up dull looking candy bars in all this colorful fluff is interesting just take a look at the boxes and packages that copy paper comes in. I mean, have you EVER seen the package that Georgia Pacific copy paper comes in?如果您认为结束了沉闷寻找糖果酒吧在所有这些五颜六色的绒毛有趣的是刚刚来看看箱子和包复印纸的用武之地我的意思是，你曾经看到软件包，格鲁吉亚太平洋复印纸来了吗？ The wrapper is brown on top, blue on the side and white covering the remainder except for a photo of a woman working in an office.在包装上棕色，蓝色的一方和白色覆盖，其余除了照片，一个女人在一个办公室。 Oh and underneath in big numbers is the number of sheets in the package, brightness and weight of the paper.噢，并在下面的数字是大的张数包中，亮度和重量的纸张。 I guess they don’t want us to miss these important specs.我猜他们不想让我们错过这些重要的规格。 This is some of the most beautiful packaging you’ll ever see and then you open up this gorgeous package and inside is nothing but white paper.这是一些最美丽的包装你会看到，然后你打开这个华丽的包装和内只不过是2927万人。 Since this is something that we buy because we need it and for no other reason, did they really think that if they just put the paper in a plain brown wrapper that we wouldn’t buy it?由于这是我们购买，因为我们需要它，并没有别的原因，但他们真的认为，如果他们只是把文件中的纯棕色的包装，我们将不买呢？ Amazing.令人惊讶的。

Now Xerox, is a little different.现在，施乐公司，是一个稍有不同。 See, they are a very big name in the copy business so their packaging is much plainer, usually one color.见，他们是一个非常大的名称，复制企业，使他们的包装是许多含意，通常是一种颜色。 What is prominent about the package is the name, XEROX, right up there in big bold letters.什么是著名的包的名称，施乐，直到有一个大胆的信件。 It seems that’s all anybody needs to see and they’re sold.看来，都是任何人需要看到，他们正在出售。 After all, if it’s Xerox it has to be the best.毕竟，如果这是施乐公司已经是最好的。

In the final installment of packaging we’ll cover some packages that you’re sure to find very interesting, including some very unusual packaging.在最后分期付款的包装我们会涉及到一些软件包，都一定能找到非常有趣的，其中包括一些非常不寻常的包装。

About the Author 作者简介

Michael Russell is the author of “Your Independent Guide to Packaging.” Read parts I and III of “The Psychology of Packaging” over the next few days!迈克尔罗素是作者的“你的独立包装指南。 ”阅读第一部分和第三部分的“心理包装”在未来几天内！

The Psychology Of Packaging, Part I心理学的包装，第一部分

Packaging.包装。 It’s something we really don’t think much about.这是我们真的不认为很多的。 We don’t really buy things for the packaging.我们真的不买东西的包装。 We buy them because we need or want what’s inside.我们购买它们，因为我们需要或想要什么内。

Or do we?还是我们？

Studies have been made on the psychology of packaging and how it effects buying behavior.研究了心理学上的包装以及它如何影响购买行为。 The truth is we are very greatly affected by how a package looks.事实是我们非常重大影响，如何一揽子期待。 In this article we’ll cover some examples of packaging power.在本文中我们会涉及到一些例子，包装能力。

Let’s start with cereal boxes.让我们先以谷物盒。

Take a good look at a cereal box of a cereal brand aimed at children.以良好的期待在谷物中的谷物品牌以儿童为对象。 Perfect examples of these are Cap’n Crunch, Count Chocula, Sugar Smacks, Cocoa Krispies, Frosted Flakes and Trix.完美的例子，这些都是船长紧缩，计数Chocula ，糖52岁的喜剧演员，可可Krispies ，磨砂片和特丽克丝。 Every single one of these cereals has a picture of a cartoon type character that would appeal to children.每一个这些谷物的图片卡通类型的字符将呼吁儿童。 Some of the most famous characters in history, let alone food history are from these boxes, names like Tony The Tiger, The Trix Rabbit and old Cap’n Crunch himself.一些最有名的人物在历史上，更不用说粮食历史上从这些方块，名称，如托尼虎，兔的特丽克丝和老船长挤压自己。 These characters have become icons of the cereal industry.这些特征已成为图标的谷物行业。

Then take a look at a cereal box of a cereal brand aimed at adults looking for good nutrition.然后看看谷物中的谷物品牌以成人为对象的寻找良好的营养。 Perfect examples of these are Wheaties, Just Right, Total, All Bran, Kashi, Puffed Wheat and Raisin Brand.完美的例子，这些都是Wheaties ，恰到好处，合计，所有麸皮，喀什，膨化小麦和葡萄干品牌。 These cereals will either feature a hearty looking bowl of nutritious flakes, maybe an athlete and in the case of the high fiber cereals, a picture of an elderly person or couple.这些谷物都将具有衷心期待一碗营养片，也许是运动员和案件的高纤维谷类，图片中的长者的个人或夫妇。 All these visuals are done with the express purpose of making the consumer feel that what is in the box is healthy and good for them.所有这些视觉效果与完成的明确目的，使消费者认为是什么在方块中的健康和对他们有好处。 The cereal itself may have little nutritional value but the image portrayed says “eat this, it’s good for you.”谷物本身可能没有什么营养价值高，形象描绘说： “吃这个，这是对你有好处。 ”

Moving away from food and to toys, this is probably the most deceptive of all packaging ploys.远离食物和玩具，这可能是最欺骗所有的包装伎俩。 In most cases, especially with action toys, the photo on the outside of the package has very little resemblance to the toy inside.在大多数情况下，尤其是行动的玩具，照片的外面包有很少的相似性玩具内。 GI Joe was a great example of this.胃肠乔是一个伟大的例子。 On the box you would see army GI Joe in some brush, maybe in a fox hole.包装盒上就会看到军队胃肠乔在一些刷子，也许在一个狐狸洞。 Bombs would be going off all around him.炸弹将去关闭所有在他周围。 For the marines maybe they were shown landing on a beach.至于海军陆战队也许他们都看了降落在海滩上。 Some boxes showed whole towns in ruins.一些方块显示，整个城市一片废墟。 Then you open up the box and find a single lone soldier.然后，你打开框中，找到一个唯一的士兵。 No sand, no beach, no town.没有沙子，没有沙滩，没有城市。 It’s amazing how toy manufacturers get away with this.这是惊人的玩具制造商如何摆脱这一点。

The next one is a favorite of an associate of mine.下一个是最喜欢的准地雷。 TV dinner packaging.电视晚餐包装。 Take a good look at a TV dinner, especially one that is basically meat and potatoes.以一个良好的看电视吃饭，尤其是基本上是肉和土豆。 The cover shows this sizzling meal of roast beef, mashed potatoes, peas and carrots or maybe corn, and a nice chocolate dessert.封面显示这个火热吃饭烤牛肉，土豆泥，豌豆和胡萝卜或者玉米，和漂亮的巧克力甜点。 The portions look absolutely huge.期待的部分绝对巨大的。 You’re ready to open up your TV dinner thinking you’re about to get a really big and hearty meal and you find portions inside that wouldn’t feed your cat.您已准备就绪，打开你的电视晚宴思维您即将获得真正的大和衷心的膳食和您找到部分内不会饲料的猫。 There should at least be a warning on the package that says “not actual size of food inside.”有至少应警告的包说： “没有实际大小的食物里面。 ”

In future articles we’ll go over other types of deceptive packaging made for one purpose and one purpose only.在今后的文章我们会去其他类型的欺骗性包装的目的之一和唯一的目的之一。 To make sales.为了使销售。

About the Author 作者简介

Michael Russell is the author of “Your Independent Guide to Packaging.” Read parts II and III of “The Psychology of Packaging” over the next few days!迈克尔罗素是作者的“你的独立包装指南。 ”阅读第二和第三部分的“心理包装”在未来几天内！