The Hawthorne Experiments conducted in the 1920s produced a dataset that tracked changes to a production environment and the resulting differences in worker productivity. Changes included adjustments in the lighting, break length, and work duration. It was documented that when the environment was altered, worker productivity changed as a result—usually with an increase in performance. Further study of these experiments offered an alternate hypothesis, arguing that the increased attention workers received by being a party to the experiment, not the lighting, improved productivity. Regardless, change spurred improvement.
可以说，大多数面向消费者的包装都是进化原型，这是一个永久实验，以查看哪些消息和元素可以移动销售的针头。Packaging absolutely impacts human behavior, so the marketplace is like a giant experiment in which we all participate in when shopping—most of us nonconsciously.
我相信变化使我们采取行动。当面对新信息时，我们希望为其分配一个价值，一般来说，透明和有目的的变化是积极的。我们在产品更新（您想要上一代还是最新型号？）和管理更改（例如“在新管理下”的酒店）中看到了这一点。您可能会回想起本专栏中的信息，多年来，我的学术研究表明，为了变化而变化不一定是前进的良好途径。变革的理想成就是赚取购买和忠诚度，为此，品牌必须向潜在客户展示他们正在关注消费者并做出相应的反应。
Many paradigm-shifting packaging changes were released this past summer. Some of the most noticeable were brightly colored LGBTQ-supportive rainbow labels on Bud Light and Ben & Jerry’s, among others. In a similar vein, Diet Coke made a splash by socializing a potential “unlabeled” can campaign in 2020 (see pwgo.to/5229). Most notably to me, as a father of relatively young children, was the change in Huggies Special Delivery. Not only did Huggies dare to disrupt the pastel diaper aisle with a premium-looking and strikingly different black package, but they also broke new ground by prominently featuring dads...doing dad stuff. Though each of these redesigns was a departure for their category, some in a revolutionary way, they all retained core branding cues to help consumers of these products quickly identify the brand.
Dr. R. Andrew Hurley是包装洞察力and包装学校，以及克莱姆森大学的副教授。
