Ms. Adler next considered the shape of the bottles. The wraparound labels on conventional round bottles were difficult to read, so she designed a flat tube-shaped container that stood upright on its cap, with plenty of room for a large, flat label that could be read easily at a glance. Also, by color-coding the bottles, she made it possible for family members to distinguish among their individual medications. Her simpler, clearer drug packaging has been adopted by Target pharmacies nationwide.
阿德勒接下来考虑了药瓶的形状。传统圆形瓶子上的标签难以阅读,因此她设计了一个扁平管状容器,有足够的空间可以平贴一张标签,这样一来标签的内容就一目了然了。此外,她还在瓶身上加了彩色代码,家庭成员可区分他们各自的药物。她的更简单、清晰的药品包装已被全国的Target药房采用。
Smart companies test product information by finding out how customers perceive it and how much of it the customers actually comprehend. Measuring perception alone can be misleading because people are often reluctant to confess their confusion. They view it as a personal failing rather than as a flaw in the information. Measuring their ability to perform tasks based on the information is a more reliable indicator of its clarity and precision.
聪明的企业往往通过调查客户对产品信息的理解,以及能理解到什么程度来测试产品信息是否足够简单。单独评估客户的理解程度可能产生误差,因为人们通常不愿意承认自己的疑惑。他们认为这是自己的失败,而不是信息表达的缺陷。客户根据信息执行任务的能力才是更可靠的指标,以此可衡量产品信息表达的清晰度和准确度。
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