(单词翻译:单击)
But opening up a brand-new purchase is the carefully orchestrated emotional crescendo of the consumer experience, and it has the power to give basically anyone a dopamine hit.
但打开一个全新的购买物品，消费者可以体验精心策划的情感高潮，它有能力给基本上任何人带来多巴胺刺激。
These opportunities used to be more isolated—maybe you went to the grocery store once a week and the mall a couple of times a month.
这些机会在过去是比较遥远的——也许你每周去一次杂货店，一个月去几次商场。
Now, if you have an internet connection and a credit card, something new to open can always be on the way.
现在，如果你能连接网络、有一张信用卡，总是可以打开新的东西。
It feels good to dig through all those layers and unearth a little treat, no matter if it’s just hair dye or sweatpants.
无论是染发剂还是运动裤，挖掘所有这些层面，挖掘出一些乐趣，这种感觉很好。
Even the most mundane of purchases has taken on a matryoshka-like quality.
即使是最普通的购买也有了俄罗斯套娃式的品质。
This phenomenon has only accelerated as Americans have shifted more of their consumption online, where they can’t touch or smell or otherwise size things up the way they would in a store.
随着美国人将更多的消费转移到网上，这种现象只会加速。在网上，他们无法像在商店里那样触摸、闻东西，或者用其他方式掂量东西的大小。
On the internet, packaged products are often judged by how attractive they look in photos, and there’s no shortage of alternatives on offer.
在互联网上，人们经常根据包装产品在照片上的吸引力来判断它们，而且提供的替代产品并不缺乏。
As the sheer number of consumer choices has grown exponentially, the purposes that packaging serves have grown more intricate.
随着消费者选择的绝对数量呈指数级增长，包装服务的目的也变得更加复杂。
At this peculiar moment in American consumer history, the experience of opening and handling a purchase can be more important than the thing itself.
在美国消费者历史上的这个特殊时刻，打开和处理一件物品的体验可能比物品本身更重要。
According to Thomas Hine, the author of The Total Package: The Secret History and Hidden Meanings of Boxes, Bottles, Cans, and Other Persuasive Containers,
托马斯·海因著有《包装解密：盒子、瓶子、罐头和其他俘获人心的容器之秘史与隐藏含义》一书，
packaging isn’t just a product of consumer culture; it helped create that culture.
他认为包装不仅仅是一种消费文化的产物; 它帮助创造了这种文化。
Before industrial production spread packaged goods across the United States in the late 19th century, most people grew or made most of the things they needed;
19世纪晚期，工业生产将包装商品传播到了美国各地，此前，大多数人都在种植或生产他们所需的大部分东西;
what they couldn’t make, they bought from general stores or local peddlers.
他们生产不了的，就从杂货店或当地小贩那里买。
You’d take a sack into the store and ask for however much flour or sugar you needed, you’d negotiate a price, and the shopkeeper would scoop your purchase into your sack.
你拿着一个袋子走进商店，想要知道你需要多少面粉或糖，你跟店主讲价，然后店主会把你买的东西一把装进你的袋子里。
Mass production replaced this more quaint shopping experience, but only with the help of packaging.
大规模生产取代了这种传统奇特的购物体验，但只是在包装的帮助下。
Goods pre-bundled in predictable quantities allowed for fixed pricing, and branding gave the impression of standardized quality.
商品预先捆绑成可预测的数量，允许固定定价，品牌给人一种标准化质量的印象。
