The Psychology Of Packaging, Part III心理學的包裝，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.在這最後版本的包裝系列我們要看看一些更多的市場營銷戰略的包裝在你看到外面的不一定是什麼你在裡面。

When you think about it, some of the most interesting packages are those that are actually part of the product itself.當你想想，一些最有趣的包是那些實際上是部分產品本身。

Take deodorants.採取除臭劑。

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.有一個特別是這樣的幻想期待你不得不去想，如果有什麼內部不僅要保持你的臭豬一樣，而且治愈你的禿頭和彈出一妖怪了一個瓶子。 I’m referring to Caix Extreme.我指的凱極限。 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.瓶蓋是一種圓頂形狀像一些與眾不同的“日地球停轉”的字樣的瓶子本身就是很難描述，但似乎是一個結合卡通和南部海島字體和顏色有藍色和粉紅色的棕色瓶。 Actually it looks more like something you’d pour in a glass.其實它看起來更象您想要的東西倒入一杯。

Then there is the Caix For Girls.然後是凱女孩。 This is a pretty light blue color to the bottle with lettering that looks like something out of a Barbie Doll commercial.這是一個相當淡藍色的顏色與字體瓶看起來像東西的芭比娃娃商業。 Plus there are some little flowers pasted on the bottle for good measure.另外還有一些小的花貼在瓶子上的良好措施。 This is definitely not something you would ever find a guy using.這肯定是你不會找到任何一個人使用。 At least you wouldn’t think so.至少你不會這麼認為。

Of course you’ve also got your fancy deodorants like Tommy Hilfiger.當然，您也有您喜歡空氣清新劑像湯米希爾菲格。 Plain black bottle with plan white lettering that runs from top to bottom instead of from left to right and tilted to the right.純黑色瓶白色字樣計劃運行自上而下而不是從左向右傾斜和權利。 They probably think this kind of packaging lends an air of mystery to their product.他們大概認為這種包裝使得空氣中的一個謎他們的產品。 Most likely what’s inside isn’t much different from your local Shop Rite store brand.什麼最有可能裡面沒有太大的不同，您的本地店禮商店品牌。

Then you’ve got your really exotic deodorants like Heno di Pravia.然後你你真的喜歡異國除臭劑Heno娣Pravia 。 The yellow bottle has a shape not too different from a voluptuous female’s.黃色的瓶子有一個形狀不太不同於性感的女性。 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.這是有花式字樣好它的一個標誌底部，幾乎看起來像一種危險的跡象放射性廢料。 Thi s is one strange deodorant package.阮氏s是一個奇怪的除臭包。

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.然後你有除臭劑是去年底絕對相反的頻譜和遠離商業期待的。 A perfect example of this is “The Self Health Resource Center” deodorant.一個很好的例子，這是“自我健康資源中心”除臭劑。 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.該瓶的形狀處方藥品瓶，實際上看起來像處方藥與它的股價連續字樣和正式使用說明。 This stuff better not only get you smelling good but cure your allergies besides.這個東西更好地不僅讓你聞不錯，但您的過敏治療外。 The funny thing about this deodorant is that there’s really no name to it.有趣的這個除臭劑的是，也沒有給它的名字。 It just says Deodorant on the top of the label.這只是說，除臭的頂部的標籤。 The Health Resource Center is just who manufactures the deodorant.衛生資源中心是到底誰製造除臭劑。 You’d at least think they’d give the thing a name.你至少認為他們想要的東西給一個名稱。

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，除臭劑有一些非常奇怪的，充滿異國情調和徹頭徹尾令人費解的軟件包，你永遠不會停止尋找，因為它的部分產品本身。 This has to further reinforce what you’re looking for the next time you run out to get your next supply. 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.包裝是一個了不起的科學和心理，只要我們能夠明白接著在人類的大腦總是會有的軟件包，以滿足大腦。

Now if only they’d make packages we could see through.現在，只要他們想要使包我們可以看到通過。

Oh wait!噢等待！ They already do.他們已經這樣做。

About the Author 作者簡介

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!邁克爾羅素是作者的“你的獨立包裝指南。 ”閱讀第一部分和第二部分的“心理包裝”在未來幾天內！

The Psychology Of Packaging, Part II心理學的包裝，第二部分

Welcome to part two of our three part series entitled “The Psychology Of Packaging.”歡迎參加我們的兩個系列三個部分題為“心理學的包裝。 ”

In the first installment we focused on some of the products and their packaging and why they’re packaged in that manner.在第一分期付款我們的重點是對一些產品及其包裝，他們為什麼在這個包裝方式。 In this installment we’re going to focus on some other packaging schemes.在此分期付款我們將會把重點放在一些其他的包裝計劃。

You’ll understand why these people are paid so much money to come up with this stuff after reading.你會明白為什麼這些人支付這麼多錢拿出這些東西後閱讀。

Let’s start off with candy bar wrappers.讓我們先與直板包裝。

Take a good look at these things, and there are plenty of them to choose from.以一個良好的看看這些東西，有很多他們的選擇。 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.糖果酒吧範圍從純牛奶巧克力類型，如好時，和Nestles的糖果通常充滿了東西，如銀河，三個火槍手，土堆，包吉， Reeses花生醬杯等。 If you take a very good look at the packages they are VERY colorful.如果你把一個很好看的軟件包他們是非常豐富多彩的。 Butterfingers are a nice yellow package with blue lettering. Butterfingers是一個很好黃色與藍色的包裝字樣。 Reeses are kind of a reddish orange package with yellow lettering. Reeses是一種橙紅色與黃色的一攬子字樣。 Nestles Crunch Bars are 3 colors of red, white and blue. Nestles擠壓酒吧是3種顏色的紅色，白色和藍色。 Guess there’s something patriotic going on there.猜猜有什麼東西愛國會的存在。 And then you open up these very pretty wrappers and take out this mono color, not very appealing looking hunk of chocolate.然後你打開這些非常漂亮的包裝，並採取了這種單一的顏色，而不是非常有吸引力尋找大塊巧克力。 The candy never looks as good as the wrapper.糖果從來沒有期待一樣好包裝。 Reeses Peanut Butter Cups actually look like light colored mud you’d find out in the street. Reeses花生醬杯實際上看起來像淺色泥漿您想要找出在街頭。 But boy, that pretty wrapper.但是男孩，那個漂亮包裝。 Yes, candy bar manufacturers really earn their money from the packaging department with these gems.是啊，糖果製造商確實賺他們的錢從包裝部門與這些寶石。

So we don’t get too hungry, let’s move on to a different kind of packaging.所以，我們不要太餓了，讓我們進入了另一種不同的包裝。

Copy paper.複印紙。

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?如果您認為結束了沉悶尋找糖果酒吧在所有這些五顏六色的絨毛有趣的是剛剛來看看箱子和包複印紙的用武之地我的意思是，你曾經看到軟件包，格魯吉亞太平洋複印紙來了嗎？ 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.在包裝上棕色，藍色的一方和白色覆蓋，其餘除了照片，一個女人在一個辦公室。 Oh and underneath in big numbers is the number of sheets in the package, brightness and weight of the paper.噢，並在下面的數字是大的張數包中，亮度和重量的紙張。 I guess they don’t want us to miss these important specs.我猜他們不想讓我們錯過這些重要的規格。 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.這是一些最美麗的包裝你會看到，然後你打開這個華麗的包裝和內只不過是2927萬人。 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?由於這是我們購買，因為我們需要它，並沒有別的原因，但他們真的認為，如果他們只是把文件中的純棕色的包裝，我們將不買呢？ Amazing.令人驚訝的。

Now Xerox, is a little different.現在，施樂公司，是一個稍有不同。 See, they are a very big name in the copy business so their packaging is much plainer, usually one color.見，他們是一個非常大的名稱，複製企業，使他們的包裝是許多含意，通常是一種顏色。 What is prominent about the package is the name, XEROX, right up there in big bold letters.什麼是著名的包的名稱，施樂，直到有一個大膽的信件。 It seems that’s all anybody needs to see and they’re sold.看來，都是任何人需要看到，他們正在出售。 After all, if it’s Xerox it has to be the best.畢竟，如果這是施樂公司已經是最好的。

In the final installment of packaging we’ll cover some packages that you’re sure to find very interesting, including some very unusual packaging.在最後分期付款的包裝我們會涉及到一些軟件包，都一定能找到非常有趣的，其中包括一些非常不尋常的包裝。

About the Author 作者簡介

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!邁克爾羅素是作者的“你的獨立包裝指南。 ”閱讀第一部分和第三部分的“心理包裝”在未來幾天內！

The Psychology Of Packaging, Part I心理學的包裝，第一部分

Packaging.包裝。 It’s something we really don’t think much about.這是我們真的不認為很多的。 We don’t really buy things for the packaging.我們真的不買東西的包裝。 We buy them because we need or want what’s inside.我們購買它們，因為我們需要或想要什麼內。

Or do we?還是我們？

Studies have been made on the psychology of packaging and how it effects buying behavior.研究了心理學上的包裝以及它如何影響購買行為。 The truth is we are very greatly affected by how a package looks.事實是我們非常重大影響，如何一攬子期待。 In this article we’ll cover some examples of packaging power.在本文中我們會涉及到一些例子，包裝能力。

Let’s start with cereal boxes.讓我們先以穀物盒。

Take a good look at a cereal box of a cereal brand aimed at children.以良好的期待在穀物中的穀物品牌針對兒童。 Perfect examples of these are Cap’n Crunch, Count Chocula, Sugar Smacks, Cocoa Krispies, Frosted Flakes and Trix.完美的例子，這些都是船長緊縮，計數Chocula ，糖52歲的喜劇演員，可可Krispies ，磨砂片和特麗克絲。 Every single one of these cereals has a picture of a cartoon type character that would appeal to children.每一個這些穀物的圖片卡通類型的字符將呼籲兒童。 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歷史上，更不用說糧食歷史上從這些方塊，名稱，如托尼虎，兔的特麗克絲和老船長擠壓自己。 These characters have become icons of the cereal industry.這些特徵已成為圖標的穀物行業。

Then take a look at a cereal box of a cereal brand aimed at adults looking for good nutrition.然後看看穀物中的穀物品牌以成人為對象的尋找良好的營養。 Perfect examples of these are Wheaties, Just Right, Total, All Bran, Kashi, Puffed Wheat and Raisin Brand.完美的例子，這些都是Wheaties ，恰到好處，合計，所有麩皮，喀什，膨化小麥和葡萄乾品牌。 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.這些穀物都將具有衷心期待一碗營養片，也許是運動員和案件的高纖維穀類，圖片中的長者的個人或夫婦。 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.所有這些視覺效果與完成的明確目的，使消費者認為是什麼在方塊中的健康和對他們有好處。 The cereal itself may have little nutritional value but the image portrayed says “eat this, it’s good for you.”穀物本身可能沒有什麼營養價值高，形象描繪說： “吃這個，這是對你有好處。 ”

Moving away from food and to toys, this is probably the most deceptive of all packaging ploys.遠離食物和玩具，這可能是最欺騙所有的包裝伎倆。 In most cases, especially with action toys, the photo on the outside of the package has very little resemblance to the toy inside.在大多數情況下，尤其是行動的玩具，照片的外面包有很少的相似性玩具內。 GI Joe was a great example of this.胃腸喬是一個偉大的例子。 On the box you would see army GI Joe in some brush, maybe in a fox hole.包裝盒上就會看到軍隊胃腸喬在一些刷子，也許在一個狐狸洞。 Bombs would be going off all around him.炸彈將去關閉所有在他周圍。 For the marines maybe they were shown landing on a beach.至於海軍陸戰隊也許他們都看了降落在海灘上。 Some boxes showed whole towns in ruins.一些方塊顯示，整個城市一片廢墟。 Then you open up the box and find a single lone soldier.然後，你打開框中，找到一個唯一的士兵。 No sand, no beach, no town.沒有沙子，沒有沙灘，沒有城市。 It’s amazing how toy manufacturers get away with this.這是驚人的玩具製造商如何擺脫這一點。

The next one is a favorite of an associate of mine.下一個是最喜歡的準地雷。 TV dinner packaging.電視晚餐包裝。 Take a good look at a TV dinner, especially one that is basically meat and potatoes.以一個良好的看電視吃飯，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.封面顯示這個火熱吃飯烤牛肉，土豆泥，豌豆和胡蘿蔔或者玉米，和漂亮的巧克力甜點。 The portions look absolutely huge.期待的部分絕對巨大的。 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.您已準備就緒，打開你的電視晚宴思維您即將獲得真正的大和衷心的膳食和您找到部分內不會飼料的貓。 There should at least be a warning on the package that says “not actual size of food inside.”有至少應警告的包說： “沒有實際大小的食物裡面。 ”

In future articles we’ll go over other types of deceptive packaging made for one purpose and one purpose only.在今後的文章我們會去其他類型的欺騙性包裝的目的之一和唯一的目的之一。 To make sales.為了使銷售。

About the Author 作者簡介

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!邁克爾羅素是作者的“你的獨立包裝指南。 ”閱讀第二和第三部分的“心理包裝”在未來幾天內！