在一个Potluck，每个人都将他们最喜欢的菜带到桌子上。你加入了那条线来服务你的用餐，但是当你俯视桌子时，有一个压倒性的食物，你必须决定在哪里开始，选择什么，以及如何将它放在盘子上。
Contrast that with a full-course meal: Beginning with appetizers, the meal is presented to you, one course at a time, each designed to enhance the previous course and tease the one to come. All the flavors, textures, and even portion sizes work together to create an immersive experience that aims to leave you delighted and eager to share the experience with others.
逐步披露是包装的全课程膳食;它一次增强了一个动作的体验，让它在前面的步骤上建立，同时预期接下来是什么。
在手中购买完整和产品，消费者很容易被享受最近投资所需的后续步骤淹没。无论产品如何，您都不希望它们看一套碎片和零件，并感到迷茫和困惑。你想要一个积极的第一印象，他们希望与他人分享，进一步进一步你的品牌股权。
你怎么做呢？你如何创造积极的第一印象？“一些议会所需的”幸福的关键是逐步披露。简单地说，逐步披露正在呈现所需的最少信息，因为它需要实现目标。
视频很受欢迎,因为这些我认为拆箱first facial expressions don’t lie. Did the product meet the unboxer’s expectations? It’s hard to fake that first reaction upon opening a package. Recently, a colleague shared a story about assembling a dollhouse for her niece. She was forced to open the bottom panel of the container and, when she did, all the (unsecured, unprotected) pieces, hardware, and instructions poured out into a jumbled, confusing pile. Potluck! Many of the pieces were not numbered, the instructions were less than helpful, and the hardware was in unmarked bags. Even though the end result was beautiful and well-constructed, the negative experience was what she remembered most and what she chose to share about the brand experience.
Contrast that with the Lego set she helped her nephew assemble. Legos are sorted into bags of pieces that are roughly similar in size. The instructions are nearly as engaging as the product itself: stapled booklets in full color, on glossy paper, with illustrations displayed on a background that relates to the set’s theme. They patiently walk the builder through assembly, step-by-step. They’re created for an international audience, with no words at all, so even non-reading children can easily understand what to do. For each step, there’s a graphic of the pieces needed to complete the current step, with an indication of how many of each will be used. Each step builds upon the collective work; newly added pieces are in bold colors against the up-to-now assembled project, shown in faded colors. It is very easy to discern what is needed, where it will go, and how it relates to the project as a whole. Part of the joy of building with Legos is seeing how all the small parts fit together to create the larger work. Legos are a shining example of a full-course Progressive Disclosure feast.
What experience are you providing for consumers—a potluck dinner or a full-course meal? There’s nothing inherently wrong with potluck, but when it comes to packaging, is that really the experience you’re looking to provide? Or do you want to walk your consumers through the process, guiding them each step of the way, so they don’t get lost and frustrated, even if you aren’t personally sitting next to them?
It doesn’t hurt to establish a personal connection, either. I recently unboxed an electronic device. When I lifted the lid off the box, the instructions were front and center with a simple message: “Read me. I’m important.” Even if I had skipped reading them, I would still have known what to do next, because beneath the instructions was the device, with the charger tucked beneath a perforated flap with the words, “Charge me for at least two hours,” printed directly on the packaging. To get to the charger, I had to touch the instructions. The comments, seeming to come directly from the device, made me smile. The steps to a positive experience were unavoidable by progressively disclosing instructions.
你最近看过你的产品吗？你处理了吗？有你那个盒子,打开它,把组件together as if you were a new user? Better yet, have you watched your customers unbox and assemble your product for the first time? Watch and take note of their comments and reactions; you might be surprised at what you discover. Tracking and reporting the influence packaging has on consumer behavior is the focus of my research team.
你的产品是常数可能不能常ed, and that’s okay. By identifying moments of negativity (doubt, frustration, confusion, etc.) and not only eliminating them from the experience, but also replacing them with progressively disclosed information, you can improve consumer interaction with your product without needing to change the product itself. It’s a potentially simple and relatively inexpensive way to make positive improvements. Labels and instructions that are easy to understand tell the consumer that you’re working for them and let them know you care how they feel while they’re handling your product. And, honestly, who doesn’t like to know that someone cares about their feelings?
重申：
●Progressive disclosure minimizes information overload
●在唯一或幽默的背景下呈现时，可以更好地收到信息
●未封口箱或装配过程的每个阶段都应该在之前构建
●Always watch the unboxing experience live, and take notes on what users value and see first
Dr. R. Andrew Hurley is the founder ofPackage InSightandThe Packaging School,and an Associate Professor at Clemson University. He can be reached atme@DrAndrewHurley.com
