The new me is beauty.
Novi JA je usmjeren na ljepotu.
(Laughter) Yeah, people used to say, "Norman's OK, but if you followed what he said, everything would be usable but it would be ugly." Well, I didn't have that in mind, so ...
(Smijeh) Znate, ljudi su znali reći za mene da sam u redu no ukoliko biste radili sve kako ja kažem, sve bi bilo upotrebljivo no ružno. Ja nisam baš na to mislio pa...
This is neat. Thank you for setting up my display. I mean, it's just wonderful. And I haven't the slightest idea of what it does or what it's good for, but I want it. And that's my new life. My new life is trying to understand what beauty is about, and "pretty," and "emotions." The new me is all about making things kind of neat and fun.
Ovo je zgodno. Hvala što ste mi namjestili izložak. Zaista je divan. A ja nemam pojma što radi ili u koju svrhu se služi, ali ga želim. I to je smisao mog novog života. Smisao mog novog života je razumijevanje ljepote, lijepog i emocija. Smisao novog JA je učiniti stvari zgodnim i zabavnim.
And so this is a Philippe Starck juicer, produced by Alessi. It's just neat; it's fun. It's so much fun I have it in my house -- but I have it in the entryway, I don't use it to make juice.
Ovo je Philippe Starck sokovnik kojeg proizvodi Alessi. Toliko je zabavan da ga imam u kući, no držim ga na ulazu, ne koristim ga za pravljenje soka. (Smijeh)
(Laughter)
Zapravo, čak sam kupio pozlaćenog iz specijalne edicije
In fact, I bought the gold-plated special edition and it comes with a little slip of paper that says, "Don't use this juicer to make juice." The acid will ruin the gold plating.
koji dolazi s malim papirićem na kojem piše: " Nemojte upotrebljavati ovaj sokovnik za pravljenje soka. Kiselina će izgristi pozlatu." (Smijeh)
(Laughter)
Tako da sam zapravo uzeo sok iz pakiranja
So actually, I took a carton of orange juice and I poured it in the glass to take this picture.
te ga natočio u čašu da bih mogao snimiti ovu sliku. (Smijeh)
(Laughter)
No ispod njega je divan nož.
Beneath it is a wonderful knife. It's a Global cutting knife made in Japan. First of all, look at the shape -- it's just wonderful to look at. Second of all, it's really beautifully balanced: it holds well, it feels well. And third of all, it's so sharp, it just cuts. It's a delight to use. And so it's got everything, right? It's beautiful and it's functional. And I can tell you stories about it, which makes it reflective, and so you'll see I have a theory of emotion. And those are the three components.
To je kuhinjski nož marke Global napravljen u Japanu. Kao prvo, sami oblik noža je predivan. Kao drugo, zaista je divno balansiran dobro sjeda u ruci. I naposljetku, tako je oštar da samo prolazi. Divota ga je upotrebljavati. Zaključak je da ima sve, zar ne? Lijep je i funkcionalan. I mogu vam ispričati neke priče vezane uz njega, što ga čini misaonim, a vidjet ćete da ja imam teoriju o emocijama. I to su te tri komponente. Hiroshi Ishii i njegova grupa na Medijskom laboratoriju na MIT-u su uzeli stol za stolni tenis i stavili projektor iznad njega,
Hiroshi Ishii and his group at the MIT Media Lab took a ping-pong table and placed a projector above it, and on the ping-pong table they projected an image of water with fish swimming in it. And as you play ping-pong, whenever the ball hits part of the table, the ripples spread out and the fish run away. But of course, then the ball hits the other side, the ripples hit the -- poor fish, they can't find any peace and quiet.
te su na stolu projektirali površinu vode i ribe koje plivaju na njoj. I kako igrate, tako se kad god loptica udari u stol, valovi širi i ribe pobjegnu. Naravno nakon toga loptica udari na drugu stranu, valovi udare jadne ribice koje nikako ne mogu pronaći mir i tišinu. (Smijeh) Stoga, da li je to dobar način igranja stolnog tenisa?
(Laughter)
Ne. Ali da li je zabavan?
Is that a good way to play ping-pong? No. But is it fun? Yeah! Yeah.
Da! Da! Ili uzmite npr. Google. Ukoliko npr. upišete, "emocije i dizajn"
Or look at Google. If you type in, oh say, "emotion and design," you get 10 pages of results. So Google just took their logo and they spread it out. Instead of saying, "You got 73,000 results. This is one through 20. Next," they just give you as many o's as there are pages. It's really simple and subtle. I bet a lot of you have seen it and never noticed it. That's the subconscious mind that sort of notices it -- it probably is kind of pleasant and you didn't know why. And it's just clever. And of course, what's especially good is, if you type "design and emotion," the first response out of those 10 pages is my website.
izbacit će vam 10 stranica rezultata. Tako da je Google uzeo svoj logo i raširio ga. Umjesto da piše "Imate 73 000 rezultata. Ovaj rezultat do 20. Sljedeći," samo vam daju onoliko slova O koliko ima stranica. Zaista je jednostavno i suptilno. Kladim se da vas je puno to vidjelo prije ali nije zamijetilo. Tako funkcionira podsvjesni um koji na nekim način to primjeti, odaje osjećaj ugodnog ali vi ne znate zašto. A to je jednostavno pametno. A naravno, posebno dobra stvar je, ukoliko upišete "dizajn i emocije" od tih 10 stranica prva je moja web stranica. (Smijeh)
(Laughter)
A sad, čudna stvar je da Google laže,
Now, the weird thing is Google lies, because if I type "design and emotion," it says, "You don't need the 'and.' We do it anyway." So, OK. So I type "design emotion" and my website wasn't first again. It was third. Oh well, different story.
jer ukoliko upišem "dizajn i emocije" on kaže da " Ne trebate "i". Svejedno ćemo to odraditi." Stoga, Ok. Onda upišem " dizajn emocije" i onda moja stranica više nije na prvom mjestu. Na trećem je. Ali to je već druga priča. New Yor Times je izdao krasan osvrt
There was this wonderful review in The New York Times about the MINI Cooper automobile. It said, "You know, this is a car that has lots of faults. Buy it anyway. It's so much fun to drive." And if you look at the inside of the car -- I mean, I loved it, I wanted to see it, I rented it, this is me taking a picture while my son is driving -- and the inside of the car, the whole design is fun. It's round, it's neat. The controls work wonderfully. So that's my new life; it's all about fun.
o MINI Cooper autu. Napisali su, " Vidite, ovo je auto koji ima mnogo mana. Kupite ga svejedno. Tako ga je zabavno voziti." Ukoliko pogledate unutrašnjost auta- Mislim, želio sam vidjeti, iznajmio sam ga, ovo ja slikam sina dok ga vozi- unutrašnjost auta, cjelokupni dizajn je zabavan. Okrugao je i zgodan. Kontrole rade divno. Tako da je to moj novi život, vrti se oko zabave. zaista imam osjećaj da ugodne stvari rade bolje,
I really have the feeling that pleasant things work better, and that never made any sense to me until I finally figured out -- look ... I'm going to put a plank on the ground. So, imagine I have a plank about two feet wide and 30 feet long and I'm going to walk on it, and you see I can walk on it without looking, I can go back and forth and I can jump up and down. No problem. Now I'm going to put the plank 300 feet in the air -- and I'm not going to go near it, thank you. Intense fear paralyzes you. It actually affects the way the brain works.
i to mi nikada nije imalo smisla dok nisam naposljetku dokučio zašto... Stavit ću dasku na pod. Zamislite da imam dasku pola metra široku i 10 metara dugu spremam se hodati po njoj i vidite da hodam bez gledanja, i mogu ići naprijed i nazad i skakati gore i dolje. Bez problema. Sada ću staviti dasku 100 metara u zrak i nakon toga joj neću ni prići, ne hvala. Intenzivan strah vas paralizira. Utječe na način na koji mozak funkcionira.
So, Paul Saffo, before his talk said that he didn't really have it down until just a few days or hours before the talk, and that anxiety was really helpful in causing him to focus. That's what fear and anxiety does; it causes you to be -- what's called depth-first processing -- to focus, not be distracted. And I couldn't force myself across that. Now some people can -- circus workers, steel workers. But it really changes the way you think.
Npr., Paul Saffo je prije svog govora rekao kako nije imao ništa zapisano do tek par dana ili par sati prije govora, a njemu je ta anksioznost pomogla da se skoncentrira I to je ono što strah i anksioznost rade Omogućuje vam da se- to se zove dubinsko-procesuiranje- fokusirate, da budete sabrani, a ja se nisam mogao natjerati na to. Neki ljudi to mogu - radnici u cirkusu, fizički radnici. No to vam zaista mijenja način na koji razmišljate.
And then, a psychologist, Alice Isen, did this wonderful experiment. She brought students in to solve problems. So, she'd bring people into the room, and there'd be a string hanging down here and a string hanging down here. It was an empty room, except for a table with a bunch of crap on it -- some papers and scissors and stuff. And she'd bring them in, and she'd say, "This is an IQ test and it determines how well you do in life. Would you tie those two strings together?" So they'd take one string and they'd pull it over here and they couldn't reach the other string. Still can't reach it. And, basically, none of them could solve it. You bring in a second group of people, and you say, "Oh, before we start, I got this box of candy, and I don't eat candy. Would you like the box of candy?"
Psihologinja po imenu Alice Isen je napravila divan eksperiment. Dovela je studente da riješe probleme Funkcioniralo bi tako da bi uvela ljude u sobu, ovdje bi visila uzica i ovdje bi visila uzica i prazna soba osim jednog stola na kojem je bila hrpa beskorisnih stvari- neki papiri, škare i ostale stvari. Ona bi ih uvela i rekla: " Ovo je test inteligencije i pokazuje koliko ste uspješni u životu. možete li spojiti te dvije uzice?" Oni bi onda uzeli jednu uzicu i vukli je tu ali nisu mogli dosegnuti drugu uzicu. još uvijek ne mogu dosegnuti. U principu nitko od njih nije mogao riješiti problem. zatim je uvela drugu grupu ljudi i rekla: " Prije nego počnemo, imam tu jednu bombonijeru a ja ne jedem bombone. Da li biste vi htjeli tu bombonijeru?
And turns out they liked it, and it made them happy -- not very happy, but a little bit of happy. And guess what -- they solved the problem. And it turns out that when you're anxious you squirt neural transmitters in the brain, which focuses you makes you depth-first. And when you're happy -- what we call positive valence -- you squirt dopamine into the prefrontal lobes, which makes you a breadth-first problem solver: you're more susceptible to interruption; you do out-of-the-box thinking. That's what brainstorming is about, right? With brainstorming we make you happy, we play games, and we say, "No criticism," and you get all these weird, neat ideas. But in fact, if that's how you always were you'd never get any work done because you'd be working along and say, "Oh, I got a new way of doing it." So to get work done, you've got to set a deadline, right? You've got be anxious. The brain works differently if you're happy. Things work better because you're more creative. You get a little problem, you say, "Ah, I'll figure it out." No big deal.
Ispada da im se svidjela, učinila ih sretnim, ne jako sretnima, ali pomalo sretnima. I pogodite što? Riješili su problem. Ispada da kad je čovjek anksiozan ubrizgavaju se neurotransmiteri u mozak, što fokusira čovjeka dovodi do dubinskog procesiranja, A kada je čovjek sretan- ono što zovemo pozitivna valentnost- ubrizgava se dopamin u prefrontalni režanj, što mu omogućuje da probleme rješava na način površnog procesiranja više podložnog prekidima i maštovitim rješenjima. To je bit protoka ideja zar ne? Pri protoku ideja ljudi su sretni, igraju igre i pravilo je da nema kritike, a rezultat su čudne, zgodne ideje. No u stvarnosti, da je tako stalno, nitko ne bi nikad ništa uspio odradit zato što bi tijekom rada netko uvijek izmislio novi način rada. Stoga, da bi se rad dovršio, mora biti određen rok, zar ne? Čovjek mora biti anksiozan. Mozak funkcionira drukčije a ukoliko ste sretni, stvari se bolje odvijaju jer ste kreativniji kad naiđete na problem, samo pomislite da ćete već nešto smislit. Nije problem.
There's something I call the visceral level of processing, and there will be visceral-level design. Biology -- we have co-adapted through biology to like bright colors. That's especially good that mammals and primates like fruits and bright plants, because you eat the fruit and you thereby spread the seed. There's an amazing amount of stuff that's built into the brain. We dislike bitter tastes, we dislike loud sounds, we dislike hot temperatures, cold temperatures. We dislike scolding voices. We dislike frowning faces; we like symmetrical faces, etc., etc. So that's the visceral level. In design, you can express visceral in lots of ways, like the choice of type fonts and the red for hot, exciting. Or the 1963 Jaguar: It's actually a crummy car, falls apart all the time, but the owners love it. And it's beautiful -- it's in the Museum of Modern Art. A water bottle: You buy it because of the bottle, not because of the water. And when people are finished, they don't throw it away. They keep it for -- you know, it's like the old wine bottles, you keep it for decoration or maybe fill it with water again, which proves it's not the water. It's all about the visceral experience.
Postoji nešto što ja zovem visceralni nivo procesiranja. Biologija- čovjek se prilagodio putem biologije da bi volio svijetle boje. Stoga je posebno dobro da sisavci i primati vole voće i šarene biljke, jer jedu voće i na taj način šire sjeme. Postoji fascinantna količina stvari koje su ugrađene u mozak. Ne volimo gorke okuse, glasne zvukove, vrućinu, hladnoću, Ne volimo svadljive glasove, namrštena lica, Volimo simetrična lica, itd., itd. Znači to je visceralni nivo a u dizajnu se visceralno može izraziti na mnogo načina kao npr. izborom fontova ili crvene boje za vruće, uzbudljivo. Ili Jaguar iz 1963. Zapravo je to pišljiv auto, raspada se cijelo vrijeme no vlasnici ga vole. I lijep je - izložen je u Muzeju Moderne Umjetnosti. Boca vode. Kupujete je zbog boce, ne zbog vode. Kada su ljudi gotovi s njom, ne bacaju bocu zadrže ju, ma znate, kao što je slučaj sa starim bocama vina koje drže za dekoraciju ili možda ju ponovno napune vodom, što je dokaz da se ne radi o vodi. Radi se o visceralnom doživljaju. Srednji dio procesuiranja je bihevioralni nivo
The middle level of processing is the behavioral level and that's actually where most of our stuff gets done. Visceral is subconscious, you're unaware of it. Behavioral is subconscious, you're unaware of it. Almost everything we do is subconscious. I'm walking around the stage -- I'm not attending to the control of my legs. I'm doing a lot; most of my talk is subconscious; it has been rehearsed and thought about a lot. Most of what we do is subconscious. Automatic behavior -- skilled behavior -- is subconscious, controlled by the behavioral side. And behavioral design is all about feeling in control, which includes usability, understanding -- but also the feel and heft.
i tamo se zapravo većina stvari odvija. Visceralno je podsvjesno, nismo svjesni toga Bihevioralno je podsvjesno, nismo svjesni toga. Skoro sve što radimo je podsvjesno. Kada hodam na podiju ne razmišljam o radu svojih nogu. Puno toga radim, većina mog govora je podsvjesno, vježbao sam i razmišljao o njemu dosta. Većina stvari koje radimo je podsvjesna. Automatsko ponašanje - uvježbano ponašanje je podsvjesno, kontrolirano od bihevioralne strane. A svrha bihevioralnog dizajna je osjećaj kontrole, koji uključuje upotrebljivost, razumijevanje, no isto tako osjećaj i težinu. Zato su Globalovi noževi tako zgodni
That's why the Global knives are so neat. They're so nicely balanced, so sharp, that you really feel you're in control of the cutting. Or, just driving a high-performance sports car over a demanding curb -- again, feeling that you are in complete control of the environment. Or the sensual feeling. This is a Kohler shower, a waterfall shower, and actually, all those knobs beneath are also showerheads. It will squirt you all around and you can stay in that shower for hours -- and not waste water, by the way, because it recirculates the same dirty water.
Tako su lijepo balansirani, tako oštri, da zaista osjetiš kao da kontroliraš rezanje. Ili vožnja sportskog auta s visokim performansama u zahtjevnoj krivini, osjećaj potpune kontrole nad okolišem. Ili senzualni osjećaj. Ovo je tuš marke Kohler, vodopadni tuš, sve izbočine ispod su isto glave tuša. Skroz vas pošpricaju A možete ostati ispod njega satima. I usput rečeno ne trošite vodu, jer recirkulira istu prljavu vodu. (Smijeh)
(Laughter)
Ili ovo - to je zaista zgodan čajnik koji sam našao
Or this -- this is a really neat teapot I found at high tea at The Four Seasons Hotel in Chicago. It's a Ronnefeldt tilting teapot. That's kind of what the teapot looks like but the way you use it is you lay it on its back, and you put tea in, and then you fill it with water. The water then seeps over the tea. And the tea is sitting in this stuff to the right -- the tea is to the right of this line. There's a little ledge inside, so the tea is sitting there and the water is filling it up like that. And when the tea is ready, or almost ready, you tilt it. And that means the tea is partially covered while it completes the brewing. And when it's finished, you put it vertically, and now the tea is -- you remember -- above this line and the water only comes to here -- and so it keeps the tea out. On top of that, it communicates, which is what emotion does.
dok sam bio na popodnevnom čaju u Four Seasons hotelu u Chicagu To je nagibni čajnik marke Ronnefeldt Tako nekako čajnik izgleda no upotrebljava se tako da se položi, stavi se čaj unutra, i onda se napuni vodom jer voda onda prelije čaj. A čaj stoji tu nadesno stoji desno od ove linije. Unutra je mala letvica da može čaj stat u nju i voda ga onda tako napuni. Kada je čaj spreman ili skoro spreman, čajnik se nagne. To znači da je čaj djelomični pokriven dok se završava vrenje. Kada je završeno, čajnik se položi vertikalno i sada je čaj - sjećate se- iznad ove linije a voda dođe samo do tu i čaj je zadržan izvan Povrh toga, čajnik komunicira, što je i funkcija emocija. Glavno obilježje emocija je gluma,
Emotion is all about acting; emotion is really about acting. It's being safe in the world. Cognition is about understanding the world, emotion is about interpreting it -- saying good, bad, safe, dangerous, and getting us ready to act, which is why the muscles tense or relax. And that's why we can tell the emotion of somebody else -- because their muscles are acting, subconsciously, except that we've evolved to make the facial muscles really rich with emotion. Well, this has emotions if you like, because it signals the waiter that, "Hey, I'm finished. See -- upright." And the waiter can come by and say, "Would you like more water?" It's kind of neat. What a wonderful design.
Radi se o sigurnosti na svijetu. Dok je smisao kognicije razumijevanje svijeta, smisao emocija je njegova interperetacija određivanje dobrog, lošeg, sigurnog, opasnog, i priprema nas na akciju, zbog čega se mišići napinju ili opuštaju. Zato možemo odrediti nečiju emociju, jer njihovi mišići podsvjesno rade, osim što smo mi evoluirali tako da su nam mišići lica bogati emocijama. Stoga, ovo ima svojevrsne emocije, jer signalizira konobaru: "Hej, gotov sam. Vidiš, stojim uspravno." Onda konobar može doći i pitati "Želite li još vode?" Zgodno je. Kakav krasan dizajn. I na kraju, treći nivo je misaoni,
And the third level is reflective, which is, if you like the superego, it's a little part of the brain that has no control over what you do, no control over the -- doesn't see the senses, doesn't control the muscles. It looks over what's going on. It's that little voice in your head that's watching and saying, "That's good. That's bad." Or, "Why are you doing that? I don't understand." It's that little voice in your head that's the seat of consciousness.
ukoliko volite superego, to je mali dio mozga koji nema kontrole nad vašim postupcima, ne vidi osjete, ne kontrolira mišiće On nadgleda što se događa. On je onaj mali glasić u vašoj glavi koji gleda i govori što je dobro a što loše. ili " Zašto to radiš? Ne razumijem." To je onaj mali glasić u glavi koji je centar svijesti. Evo jednog odličnog misaonog proizvoda.
Here's a great reflective product. Owners of the Hummer have said, "You know I've owned many cars in my life -- all sorts of exotic cars, but never have I had a car that attracted so much attention." It's about attention. It's about their image, not about the car. If you want a more positive model -- this is the GM car. And the reason you might buy it now is because you care about the environment. And you'll buy it to protect the environment, even though the first few cars are going to be really expensive and not perfected. But that's reflective design as well. Or an expensive watch, so you can impress people -- "Oh gee, I didn't know you had that watch." As opposed to this one, which is a pure behavioral watch, which probably keeps better time than the $13,000 watch I just showed you. But it's ugly. This is a clear Don Norman watch.
Vlasnici Hummera su rekli " Ja sam posjedovao mnogo auta u životu svakakvih egzotičnih vrsta, ali nikad nisam imao auto koji privlači toliko pažnje." Radi se o njegovom odrazu, a ne o autu. No ako uzmemo i pozitivniji model, ovo je GM auto. Razlog zbog kojeg biste ga mogli sada kupiti je vaša briga za okolinu I kupili biste ga jer se brinete za okolinu iako će prvih nekoliko auta biti zaista skupo i neusavršeno. To je isto primjer misaonog dizajna. Ili skupi sat s kojim možete impresionirati ljude, koji će reći "Oho, pa nisam znao da imaš taj sat." Za razliku od ovog, koji je pravi primjer bihevioralnog sata, koji vjerojatno točnije pokazuje vrijeme od 13 000 dolara vrijednog sata koji sam vam prije pokazao. No ružan je. Ovo je sat svojstven meni. A zgodna stvar je da se nekad emocije sukobljavaju, visceralni strah od neuspjeha nasuprot misaonog stanja gdje si kažeš "U redu je. U redu je. Sigurno je. Sigurno je."
And what's neat is sometimes you pit one emotion against the other, the visceral fear of falling against the reflective state saying, "It's OK. It's OK. It's safe. It's safe." If that amusement park were rusty and falling apart, you'd never go on the ride. So, it's pitting one against the other. The other neat thing ...
Da je ovaj zabavni park hrđav i da se raspada, nikad se ne bi išli vozit u njemu. To je to sukobljavanje. Druga zgodna stvar (Smijeh) Jake Cress radi namještaj i radi nevjerojatne stvari.
(Laughter)
Ovo je njegova stolica s kandžom, a jadna mala stolica je izgubila svoju lopticu
So Jake Cress is this furniture maker, and he makes this unbelievable set of furniture. And this is his chair with claw, and the poor little chair has lost its ball and it's trying to get it back before anybody notices. And what's so neat about it is how you accept that story. And that's what's nice about emotion.
i muči se da bi ju vratila prije nego itko primjeti. I super stvar je način na koji svi prihvate tu priču. I to je super stvar s emocijama. Tako da sam to novi JA. Samo ću govoriti pozitivne stvari odsad. (Smijeh) (Pljesak)
So that's the new me. I'm only saying positive things from now on.
(Laughter)
(Applause)