79. 包装好看，不等于好卖

MAY 11, 202649 MIN

79. 包装好看，不等于好卖

MAY 11, 202649 MIN

Description

火腿肠的铝环硌掉大牙、方便面油包一撕溅一身、牙刷怎么都撕不开……这些看似普通的食品饮料包装，背后却藏着消费者看不见的供应链密码、成本博弈与购物心理学。本期节目，欢迎益普索包装创新洞察专家Nicol，和我们一起，把食品饮料包装的秘密层层剖析。到底是什么让你在货架前一眼停住？平视真的是黄金位置吗？牛奶从玻璃瓶变方盒再变回圆瓶，背后藏着什么逻辑？薯片袋装与桶装的区别，居然和生产工艺、消费场景强相关？无糖茶方瓶、汽水圆瓶，为什么不能互换？好看的包装一定好卖吗？椰树式 “丑包装” 爆火的底层逻辑是什么？都2026 年了，反人类包装为何依然存在？品牌如何测试出最好卖的包装？包装早已不是产品的 “衣服”，而是品牌与消费者最短、最快、最直接的沟通桥梁。听完节目，欢迎来评论区聊聊：你最受不了的反人类包装是什么？又会为哪些好包装买单？ 主播｜Patrick 、 Cecilia嘉宾｜益普索包装创新洞察专家：Nicol 邝慧瑜 / 时间轴 /02:47 货架黄金位置的真相：平视并不一定=最好05:29 牛奶包装进化史：圆玻璃瓶→方纸盒→圆塑料瓶的供应链密码13:30 薯片袋装 vs 桶装：场景、工艺完全不同15:37 可口可乐曲线瓶：凭触觉、碎片都能识别的品牌资产19:12 3米外要醒目，1.5 米要能被识别，30 厘米要靠文字说服26:02 抽象、具象、丑包装：风格如何适配人群与品牌？35:55 超大包装 vs 迷你装：视觉、渠道、场景的精准设计44:52 包装测试的关键：不靠口头喜欢，看真实购物行为 / 名词解释及相关图片 /利乐利乐（Tetra Pak）是全球食品加工与包装解决方案的龙头企业，1951 年创立于瑞典，以革命性的无菌纸包装技术改变了全球液态食品行业。1979 年，利乐第一条灌装线在广州投产。此后，深度参与中国乳业崛起，助力伊利、蒙牛等实现常温奶全国化。<img data-key="0" src="http://imagev2.xmcdn.com/storages/1ca0-audiofreehighqps/23/AE/GAqhuykN2AwAAABtWASXzfSy.jpeg!op_type=4&device_type=ios&upload_type=attachment&name=mobile_large" alt="" data-origin="http://imagev2.xmcdn.com/storages/1ca0-audiofreehighqps/23/AE/GAqhuykN2AwAAABtWASXzfSy.jpeg?op_type=0" data-large="http://imagev2.xmcdn.com/storages/1ca0-audiofreehighqps/23/AE/GAqhuykN2AwAAABtWASXzfSy.jpeg!op_type=4&device_type=ios&upload_type=attachment&name=mobile_large" data-large-width="750" data-large-height="1135.5" data-preview="http://imagev2.xmcdn.com/storages/1ca0-audiofreehighqps/23/AE/GAqhuykN2AwAAABtWASXzfSy.jpeg!op_type=4&device_type=ios&upload_type=attachment&name=mobile_small" data-preview-width="140" data-preview-height="211.96"> 此前圆形牛奶包装图<img data-key="1" src="http://imagev2.xmcdn.com/storages/2e70-audiofreehighqps/AA/30/GKwRIJIN2AwVAAC8CgSXzfdW.jpeg!op_type=4&device_type=ios&upload_type=attachment&name=mobile_large" alt="" data-origin="http://imagev2.xmcdn.com/storages/2e70-audiofreehighqps/AA/30/GKwRIJIN2AwVAAC8CgSXzfdW.jpeg?op_type=0" data-large="http://imagev2.xmcdn.com/storages/2e70-audiofreehighqps/AA/30/GKwRIJIN2AwVAAC8CgSXzfdW.jpeg!op_type=4&device_type=ios&upload_type=attachment&name=mobile_large" data-large-width="750" data-large-height="750" data-preview="http://imagev2.xmcdn.com/storages/2e70-audiofreehighqps/AA/30/GKwRIJIN2AwVAAC8CgSXzfdW.jpeg!op_type=4&device_type=ios&upload_type=attachment&name=mobile_small" data-preview-width="140" data-preview-height="140"> 利乐方形牛奶包装图<img data-key="2" src="http://imagev2.xmcdn.com/storages/39df-audiofreehighqps/77/53/GAqhQKIN2AwxAAEdigSXzfsS.jpeg!op_type=4&device_type=ios&upload_type=attachment&name=mobile_large" alt="" data-origin="http://imagev2.xmcdn.com/storages/39df-audiofreehighqps/77/53/GAqhQKIN2AwxAAEdigSXzfsS.jpeg?op_type=0" data-large="http://imagev2.xmcdn.com/storages/39df-audiofreehighqps/77/53/GAqhQKIN2AwxAAEdigSXzfsS.jpeg!op_type=4&device_type=ios&upload_type=attachment&name=mobile_large" data-large-width="750" data-large-height="1000" data-preview="http://imagev2.xmcdn.com/storages/39df-audiofreehighqps/77/53/GAqhQKIN2AwxAAEdigSXzfsS.jpeg!op_type=4&device_type=ios&upload_type=attachment&name=mobile_small" data-preview-width="140" data-preview-height="186.66666666666666"> <img data-key="3" src="http://imagev2.xmcdn.com/storages/6a7e-audiofreehighqps/70/9B/GKwRIJEN2AxGAABXZgSXzf3n.jpeg!op_type=4&device_type=ios&upload_type=attachment&name=mobile_large" alt="" data-origin="http://imagev2.xmcdn.com/storages/6a7e-audiofreehighqps/70/9B/GKwRIJEN2AxGAABXZgSXzf3n.jpeg?op_type=0" data-large="http://imagev2.xmcdn.com/storages/6a7e-audiofreehighqps/70/9B/GKwRIJEN2AxGAABXZgSXzf3n.jpeg!op_type=4&device_type=ios&upload_type=attachment&name=mobile_large" data-large-width="750" data-large-height="750" data-preview="http://imagev2.xmcdn.com/storages/6a7e-audiofreehighqps/70/9B/GKwRIJEN2AxGAABXZgSXzf3n.jpeg!op_type=4&device_type=ios&upload_type=attachment&name=mobile_small" data-preview-width="140" data-preview-height="140"> 乐事经典薯片包装vs环球甄选系列薯片包装图<img data-key="4" src="http://imagev2.xmcdn.com/storages/5bb8-audiofreehighqps/97/06/GKwRIaIN2AxYAAofVgSXzgB5.png!op_type=4&device_type=ios&upload_type=attachment&name=mobile_large" alt="" data-origin="http://imagev2.xmcdn.com/storages/5bb8-audiofreehighqps/97/06/GKwRIaIN2AxYAAofVgSXzgB5.png?op_type=0" data-large="http://imagev2.xmcdn.com/storages/5bb8-audiofreehighqps/97/06/GKwRIaIN2AxYAAofVgSXzgB5.png!op_type=4&device_type=ios&upload_type=attachment&name=mobile_large" data-large-width="750" data-large-height="326.61290322580646" data-preview="http://imagev2.xmcdn.com/storages/5bb8-audiofreehighqps/97/06/GKwRIaIN2AxYAAofVgSXzgB5.png!op_type=4&device_type=ios&upload_type=attachment&name=mobile_small" data-preview-width="140" data-preview-height="60.96774193548387"> 力士货架对比图<img data-key="5" src="http://imagev2.xmcdn.com/storages/a471-audiofreehighqps/81/BE/GKwRIJEN2AxrAAB3NQSXzgK5.jpeg!op_type=4&device_type=ios&upload_type=attachment&name=mobile_large" alt="" data-origin="http://imagev2.xmcdn.com/storages/a471-audiofreehighqps/81/BE/GKwRIJEN2AxrAAB3NQSXzgK5.jpeg?op_type=0" data-large="http://imagev2.xmcdn.com/storages/a471-audiofreehighqps/81/BE/GKwRIJEN2AxrAAB3NQSXzgK5.jpeg!op_type=4&device_type=ios&upload_type=attachment&name=mobile_large" data-large-width="750" data-large-height="468.75" data-preview="http://imagev2.xmcdn.com/storages/a471-audiofreehighqps/81/BE/GKwRIJEN2AxrAAB3NQSXzgK5.jpeg!op_type=4&device_type=ios&upload_type=attachment&name=mobile_small" data-preview-width="140" data-preview-height="87.5"> Tropicana包装变化图<img data-key="6" src="http://imagev2.xmcdn.com/storages/b164-audiofreehighqps/B3/57/GKwRIW4N2Ax-AAA0oASXzgUx.jpeg!op_type=4&device_type=ios&upload_type=attachment&name=mobile_large" alt="" data-origin="http://imagev2.xmcdn.com/storages/b164-audiofreehighqps/B3/57/GKwRIW4N2Ax-AAA0oASXzgUx.jpeg?op_type=0" data-large="http://imagev2.xmcdn.com/storages/b164-audiofreehighqps/B3/57/GKwRIW4N2Ax-AAA0oASXzgUx.jpeg!op_type=4&device_type=ios&upload_type=attachment&name=mobile_large" data-large-width="750" data-large-height="750" data-preview="http://imagev2.xmcdn.com/storages/b164-audiofreehighqps/B3/57/GKwRIW4N2Ax-AAA0oASXzgUx.jpeg!op_type=4&device_type=ios&upload_type=attachment&name=mobile_small" data-preview-width="140" data-preview-height="140"> 711 100%椰子水包装<img data-key="7" src="http://imagev2.xmcdn.com/storages/0e52-audiofreehighqps/BE/04/GAqhuykN2AyPAABy1wSXzgc0.jpeg!op_type=4&device_type=ios&upload_type=attachment&name=mobile_large" alt="" data-origin="http://imagev2.xmcdn.com/storages/0e52-audiofreehighqps/BE/04/GAqhuykN2AyPAABy1wSXzgc0.jpeg?op_type=0" data-large="http://imagev2.xmcdn.com/storages/0e52-audiofreehighqps/BE/04/GAqhuykN2AyPAABy1wSXzgc0.jpeg!op_type=4&device_type=ios&upload_type=attachment&name=mobile_large" data-large-width="750" data-large-height="750" data-preview="http://imagev2.xmcdn.com/storages/0e52-audiofreehighqps/BE/04/GAqhuykN2AyPAABy1wSXzgc0.jpeg!op_type=4&device_type=ios&upload_type=attachment&name=mobile_small" data-preview-width="140" data-preview-height="140"> 益生元可口可乐包装 想要串台？想当嘉宾？欢迎自荐！ 如果你有独特视角或深刻洞察想和更多人分享，欢迎联系我们！请添加微信【zhaiqian_cecilia】后简单介绍你的选题、背景和推荐理由。联系方式：zhaiqian_cecilia期待你的来信，一起无厘头发问，有厘头思考！ /「商业有厘头」听友群 /加入有厘头听友群，与从事品牌、市场、营销、公关的同行们一起无厘头发问 联系方式：youlitou668 制作：大声创想工作室