Predatory Packaging掠奪性包裝

Predatory packaging it’s out there… and it’s everywhere.掠奪性包裝是有... ，它的無處不在。 It could be targeting you, your family, your loved ones.這可能是針對你，你的家人，你的親人。 We have heard those terms bandied about, but just what exactly is predatory packaging?我們已經聽到這些條款bandied有關，但到底什麼是掠奪性的包裝？

Predatory packaging refers to using deceptive packaging or packaging that promises one thing and delivers another.掠奪性包裝是指利用欺騙性的包裝物或包裝的承諾一件事，並提供另一種。 Simply put, it’s when any group or person deems a package is using unsavory marketing or advertising practices to lure consumers to purchase their products.簡而言之，這是當任何團體或個人認為一套使用臭名昭著的營銷或廣告的做法來吸引消費者購買其產品。

Remember when in 1988, RJ Reynolds introduced its Joe Camel cartoon icon to market Camel cigarettes?還記得在1988年，雷諾公司推出了駱駝喬的卡通圖標，駱駝牌捲菸的市場？ The fervor came from everyone from Ralph Nader and anti-tobacco groups to the Centers for Disease Control and conservative tobacco-state lawmakers.的熱情來自每個人都從納德和反煙團體疾病控制中心和保守的煙草州議會。 They insisted that Joe Camel on the package, and cigarette ads in general, were created to lure teens into buying cigarettes.他們堅持認為，喬駱駝的封裝，香煙廣告一般，創造了吸引青少年購買香煙。 The packaging was cool, hip and definitely kid friendly.包裝是冷靜，髖關節和肯定孩子的友好。 It put consumer advocate groups in an uproar.它把消費者倡導團體嘩然。

Soon, RJ Reynolds is launching a new cigarette aimed at female smokers called Camel No. 9.不久，雷諾公司推出一種新捲菸，旨在呼籲女性吸煙者駱駝9號。 It comes in a pretty pink package (the same color as the breast cancer awareness campaign insignia) as if pink will make women flock to buy them.它有一個相當粉紅包（相同的顏色作為乳腺癌宣傳徽章） ，猶如粉色使婦女將羊群購買。 The package has a hot pink camel emblazoned in the middle of a black box and a hot pink foil cover.封裝有一個粉紅色的駱駝熱印中間的黑盒子和一個熱點粉紅鋁箔覆蓋。 Make no mistake that this package is designed to appeal to women, predominately a younger audience.毫無疑問，這個套件是設計來呼籲婦女，主要是年輕觀眾。 With all the negative publicity surrounding smoking, would you consider this predatory packaging?所有的負面宣傳吸煙的周圍，你會不會考慮這個掠奪性的包裝？ Was this cool package created to lure a younger generation of female smokers?這種涼爽包創建以吸引年輕一代的女性煙民？

Or take the Center for Science in the Public Interests’ claim that the marketing of sweet-alcohol beverages, like Budweiser’s famous bullfrogs, stimulate teenage drinking.或採取科學中心的公共利益'聲稱，銷售甜酒精飲料，如百威啤酒著名的牛蛙，促進青少年飲酒。 In fact, the latest claims about predatory packaging are alcohol related.事實上，最新的說法是掠奪性的包裝酒精相關。

A new alcoholic beverage called Spykes is on the prowl for a younger audience or so parents claim.一種新的酒精飲料稱為Spykes上徘徊的年輕觀眾或家長的索賠。 The Anheuser Busch beverage comes in flavors (mango, lime, melon and chocolate) but it’s also infused with caffeine and energy herbs ginseng and guarana.安海斯布什的飲料有口味（芒果，石灰，瓜子和巧克力） ，但它也注入咖啡因和能源中藥人參，瓜拉納。 And it comes in a tiny bottle that’s easily hidden from a parent’s or chaperon’s watchful eye.它是在一個小瓶子是很容易隱藏從父母或伴侶的密切關注。 Is this considered predatory or are kids going to drink anyway regardless of how it’s packaged?這是掠奪性的考慮，或孩子們去喝酒反正不管它如何包裝？

Some mothers think so.一些母親這麼認為。 One writes, “Today’s kids have cash and they are a VERY powerful consumer!其中寫道： “今天的孩子們的現金和他們是一支非常強大的消費！ Take a look at Axe and all of the new cologne packaging with Warning Instructions that you may be attacked by the opposite sex if you use this product.看看斧和所有新的香水包裝警告指示，您可能會受到攻擊的異性，如果您使用此產品。 Sweet Jesus!”甜蜜的耶穌！ “

Another new alcohol product that emphasizes convenience and ease of use that has been targeted by parents is the Pocket Shot.另一項新酒類產品，強調方便性和易用性，針對性一直是父母的掌上鉛球。 Pocket Shot (which I found quite revolutionary in its packaging concept) is a new way to enjoy hard liquor.袖珍鏡頭（我發現相當革命性的包裝概念）是一種新的方式享受烈性酒。 From their website “No longer will you need to carry full size bottles.從他們的網站“將不再需要攜帶完整大小的瓶子。 Each Pocket Shot is sealed in a near unbreakable, flexible, squishable, pocket stuffable pouch making them perfect for active activities, outdoor adventures, and glass restricting venues.” Will this product lure a younger consumer though ease of use and ability to hide discretely?每個口袋密封的鏡頭是在不久的牢不可破的，靈活的， squishable ，口袋裡stuffable郵袋使他們完美的積極活動，戶外探險和玻璃場地限制。 “請問這個產品吸引年輕的消費者雖然易用性和能力，隱藏離散？

Here is another example.這裡是另一個例子。 In September 2002, the Federal Trade Commission (FTC) reported that false claims were common in weight loss advertising, with many “grossly exaggerated or clearly unsubstantiated performance claims” of particular concern. 2002年9月，聯邦貿易委員會（ FTC ）報告說，假索賠是常見的減肥廣告，有許多“嚴重誇大或清楚地證明性能索賠”的特別關注。 So what about the weight loss products that continue to tempt us to purchase them despite the fact that most of us know deep in our hearts that they don’t work.因此，如何減肥產品，繼續吸引我們購買他們儘管事實是我們大多數人知道深在我們心中，他們不工作。 I’m personally swayed to buy the NV Rapid weight loss product just because of its intriguingly shaped package, never mind what’s inside.我親自動搖購買公司的快速減肥產品只是因為它有趣形包，更別說什麼內。 But are they eliciting sales with misleading information on the packaging on the uneducated, ill informed consumer with unsubstantiated claims they can’t deliver?但是，他們徵求銷售誤導的信息在包裝上就沒有受過教育，不了解情況的消費者有證據證明債權無法兌現？

Last but not least what about all the male impotency drugs out there capitalizing on male psyche?最後但並非最不重要什麼所有的男性藥物陽痿有利用男性的心理？ Lots of products purport to help the problem.許多產品旨在幫助這一問題。 Take Enzyte for example.採取Enzyte的例子。 If you’ve watched CNN, ESPN or a few other cable channels chances are you’ve seen “Smiling Bob” pitching the pill that supposedly induced his silly grin.如果你看過有線電視新聞網台， ESPN或其他一些有線頻道電視，你看過“微笑鮑勃”投手的藥丸理應引起他的愚蠢的笑容。 But does this product and its packaging really work or is it just another in a long line preying on hopeful consumers.但這種產品及其包裝真正工作或只是另一長線捕食希望消費者。 You decide.您來決定。

Whatever the product, the consumer it targets depends upon a variety factors.無論是什麼產品，消費它的目標取決於多種因素。 What’s predatory packaging for one may be an innovative packaging concept for another.什麼是掠奪性的包裝，一個可能是一種創新的包裝概念的另一個。 But just in case you are one of the unsuspecting few, be on the lookout for attacks by predatory packaging hoping to lure you into making an unanticipated purchasing decision or sway for example your children to try it out.但是，如果你是一個毫無戒心的幾年，是在尋找攻擊的掠奪性的包裝希望引誘您作出了意料之外的購買決定或影響，例如你的孩子試試。 Remember the old adage, “let the buyer beware!’ But even more important let the manufacturer beware too, the very consumer you are trying to lure may end up rejecting the very product you are pitching.記住舊的格言， “讓買家小心！ '但更重要的讓製造商提防也非常消費者您試圖引誘最終可能拒絕你的產品是投手。

About the Author: 作者簡介：

JoAnn Hines is the Chief Executive Officer at JR Hines International, a firm providing consulting services in the packaging industry.海因斯是脫掉首席執行幹事乘坐JR海因斯在國際，該公司提供諮詢服務的包裝工業。 For over 30 years, Ms. Hines has been engaged in packaging trends, forecasting, ideation/brainstorming and implementing innovative new packaging technologies. 30多年來，海因斯女士一直在從事包裝的趨勢，預測，意念/集思廣益和實施創新的新的包裝技術。

Need insights on packaging trends that can impact your business?需要了解包裝趨勢，可能影響您的業務嗎？ Get the Packaging Diva on your team.獲取包裝女神的團隊。 Visit訪問 PackagingUniversity.com to find out about the latest packaging innovations.了解最新的包裝創新。