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旁白：听一节商务课讲座的一部分。

Narrator: Listen to part of a lecture from a Business class.

教授：当消费者购买一种产品时，大多数时候，他们并不是只购买产品本身，

Professor: When consumers are buying a product, most of the time, they're not buying just the product itself,

they are also buying the container the product comes in.

所以容器的设计是非常重要的。

So the design of the container is very important.

当消费者试图决定购买哪种品牌的产品时，这可能是决定性因素。

It can be the deciding factor when consumers are trying to decide which brand of a product to buy.

让我们来谈谈产品容器可以被设计从而吸引消费者的一些方法。

So let's talk about a couple of ways product containers can be designed to appeal to consumers.

一个重要的设计目标是使容器尽可能地“使用友好”，尽可能方便使用。

One important design goal is to make the container as user-friendly as possible, as convenient to use as possible.

当公司开始用塑料容器做调味品时，

when companies started using plastic containers for condiments,

such as ketchup, mustard, and mayonnaise.

在过去，这些产品都装在玻璃容器里，你必须把盖子拧开。

In the past, these products came in glass containers with lids you had to screw off.

然后你要把番茄酱或芥末倒在你的食物上，

And then you had to either pour the ketchup or mustard on your food,

这可能弄得很脏乱，或者用勺子舀出来。

which could be messy, or scoop it out with a spoon.

但是灵活的塑料容器更方便使用，

But flexible plastic containers were much more convenient to use,

所以他们对消费者更有吸引力。

and so they were more attractive to consumers.

你只是把容器放在你的食物之上，稍微挤压一下，

You just held the container over your food, gave it a little squeeze,

番茄酱或芥末酱，比先把盖子取下要快得多，也更容易。

and out came the ketchup or mustard, much faster and easier than having to remove a lid first.

另一个重要的设计目标是让容器看起来赏心悦目，

Another important design goal is to give the container a pleasing appearance,

这样消费者就可以放心地在家里展示了。

so that consumers will feel comfortable displaying it in their home.

Take, for example, a company that sells cookies.

与其把他们的饼干卖到一个普通的纸箱里，

Instead of selling their cookies in a plain cardboard box,

他们可能会把饼干放在一个好的金属盒子里卖，

they might sell them in a nice metal box,

他们可能会装饰那个漂亮的金属盒子，比如用漂亮的图片来装饰。

and they might decorate that nice metal box with beautiful pictures of some kind.

例如，当消费者向客人展示饼干时，

That way when consumers present the cookies to guests, for example,

它们看起来很漂亮，看起来很优雅。

像这样的有吸引力的容器可以使产品更好卖。

Attractive containers like that can make a product much more appealing.

<img src="/upload/ti/2427000-2428000/2427017/d5e9db8f1e6245809d8c30dd5a853635.jpg">
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 Using the examples from the talk, explain two ways that a product’s container can be designed to appeal to consumers.
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