Shopping is not as simple as you may think! There are all sorts of tricks at play each time we reach out for that particular brand (品牌) of product on the shelf.
Colouring, for example, varies according to what the producers are trying to sell. Health foods are packaged (包装) in greens, yellows or browns because we think of these as healthy colours. Ice cream packets are often blue and expensive goods, like chocolates, are gold or silver.
When some kind of pain killer was brought out recently, researchers found that the colours turned the customers off because they made the product look weak and ineffective. Eventually, it came on the market in a dark blue and white package—blue because we think of it as safe, and white as calm.
The size of a product can attract a shopper. But quite often a bottle doesn’t contain as much as it appears to.
It is believed that the better-known companies spend, on average, 70 per cent of the total cost of the product itself on packaging!
The most successful producers know that it’s not enough to have a good product. The founder of Pears soap, who for 25 years has used pretty little girls to promote (推销) their goods, came to the conclusion: “Any fool can make soap, but it takes a genius (天才) to sell it.”

购物可不像您想象的那么简单！之所以我们每次都伸手去取货架上的那种特定品牌的商品，原因就在于这里有着各种各样的的诱惑。
比如，产品包装采用什么颜色会随着生产厂商设法出售的产品而不同。健康食品的外包装为绿色、黄色或褐色，因为我们将这些颜色视为健康色。冰激凌的外包装常为蓝色，而昂贵食品，像巧克力，则为金黄色或银白色。
不某种镇痛药最近推向市场时，研究人员发现该药品的颜色令顾客兴趣索然，望而却步。原因是其颜色让这种产品看上去疲软且疗效不佳。最后，该产品以一种深蓝色和白色相间的颜色投放市场——之所以采用蓝色，是因为我们认为是一种安全色，而白色具有缓解疼痛的作用。
产品的尺寸也能吸引购买者。但常常是这样：瓶子里装东西并不像看上去那么多。
据认为，比较知名的公司平均将产品本身的总费用中的70%花在包装上！
最成功的生产厂商懂得，仅仅拥有优质的产品还不够。Pears肥皂公司的创始人25年来一直雇用漂亮的小女孩来为他们的产品促销，他得出这样的结论：“傻瓜都能造出肥皂来，可要将它卖出去，那得是天才。”