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Listen to part of a lecture from a business class.
请听商务课上的部分内容。
When consumers are buying a product, most of the time they're not buying just the product itself,
当顾客购买某种产品的时候，大部分情况下他们购买的都不只是产品本身，
they're also buying the container the product comes in.
还有产品的容器。
So the design of the container is very important.
所以产品容器的设计非常重要。
It can be the deciding factor when consumers are trying to decide which brand of the product to buy.
当顾客在考虑要购买哪个品牌的产品时，容器可能会成为决定因素。
So, let's talk about a couple of ways product containers can be designed to appeal to consumers.
那么我们就来讨论一下产品容器能被设计得吸引顾客的几种方法吧。
One important design goal is to make the container as user-friendly as possible, as convenient to use as possible.
一个重要的设计目标就是要使得容器尽可能利于使用者，也就是说越方便使用越好。
Take, for example, when companies started using plastic containers for condiments such as ketchup, mustard and mayonnaise.
就拿公司开始使用塑料容器来装像番茄酱、芥末和蛋黄酱这样的调料来说吧。
In the past, these products came in glass containers with lids you had to screw off.
过去，这些产品都装在玻璃容器里，要用的话还得拧掉盖子。
And then you had to either pour the ketchup or mustard on your food which could be messy or scoop it out with spoon.
然后，你要么直接把番茄酱或者芥末倒在食物上（这样通常会弄得乱七八糟），要么用勺子把它挖出来。
But flexible plastic containers were much more convenient to use and so they were more attractive to consumers.
但是柔韧的塑料容器使用起来要更方便得多，所以它们对顾客的吸引力也更大。
You just held the container over your food, gave it a little squeeze and out came the ketchup or mustard,
你只需要把容器举在食物上方，轻轻一挤，番茄酱或者芥末就出来了，
uh, much faster and easier than having to remove a lid first.
比要先拧开盖子快得多，也简单得多。
Another important design goal is to give the container a pleasing appearance so that consumers will feel comfortable displaying it in their homes.
另一个重要的设计目标就是要使容器看起来赏心悦目，这样顾客在把它们摆在家里的时候才会觉得舒服。
Take, for example, a company that sells cookies.
我们以一家卖饼干的公司为例吧。
Instead of selling their cookies in a plain cardboard box, they might sell them in a nice metal box.
比起把饼干装在一个平淡无奇的纸盒子里出售，他们也许更愿意把饼干装进一个很好的金属盒子。
And they might decorate that nice metal box with beautiful pictures of some kind.
他们可能还会在那个金属盒子上印上一些漂亮的图片什么的。
That way when consumers present the cookies to guests, for example, they look nice, they look classy.
这样当顾客把饼干端上来招待客人的时候，这些饼干看上去就很精致，很有品味。
Attractive containers like that can make a product much more appealing to consumers.
像那样漂亮的容器就能使一种产品对顾客更具吸引力。
