The new me is beauty.
Mai nou, ma identific cu frumusetea.
(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 ...
(Rasete) Da, oamenii obisnuiau sa spuna, stiti, Norman e in regula, dar daca il ascultati cu atentie, ceea ce spune o fi folositor dar urat. Eu nu asta aveam in minte, asa ca...
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.
Acest lucru este dragut. Va multumesc ca mi-ati setat ecranul. Vreau sa zic, este pur si simplu minunat. Si nu am nici cea mai vaga idee depre ce face sau la ce este bun, dar il doresc. Aceasta este viata mea noua. Si in viata mea noua incerc sa inteleg ce este frumusetea, si ce este dragut, precum si ce sunt emotiile. Eu, in viata mea noua, incerc sa fac lucrurile sa fie dragute si distractive.
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.
Si uite asa, acesta este storcatorul lui Philippe Starck, produs de Alessi. Este atat de disctractiv incat il am in casa mea, dar il am la intrare, nu il folosesc sa fac suc. (Rasete)
(Laughter)
De fapt, am cumparat editia speciala placata cu aur
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.
si aceasta editie vine cu un biletel pe care scrie: "Nu folositi acest storcator pentru a face suc. Acidul va strica stratul de aur". (Rasete)
(Laughter)
Asa ca am luat o cutie de suc de portocale
So actually, I took a carton of orange juice and I poured it in the glass to take this picture.
si am turnat sucul in pahar ca sa fac aceasta poza. (Rasete)
(Laughter)
Dar dedesubt ese un cutit minunat.
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.
Este un cutit de la Global fabricat in Japonia. Uitati-va la forma lui, este pur si simplu fantastic sa ta uiti la el. De altfel, este si foarte bine balansat se tine si se simte bine. Nu numai atat, dar este si atat de bine ascutit, incat chiar taie. Este o placere sa il folosesti. Asa ca are de toate, nu? Este frumos si este functional. Si pot sa va spun povesti despre el, care sa-i creeze o imagine si astfel sa vedeti ca am o teorie a emotiei. Iar acestea sunt cele trei componente. Hiroshi Ishii si grupul sau de la MIT Media Lab au pus un proiector deasupra unei mese de ping-pong
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.
iar pe masa de ping-pong au proiectat o imagine cu apa si pesti ce innotau in apa. Cand jucai ping-pong, oricand bila lovea o parte a mesei undele se raspandeau iar pestele fugea. Desigur, cand bila lovea cealalta parte a mesei undele loveau bietul peste, astfel ca pestii nu putea sa gaseasca un loc linistit. (Rasete) Este aceasta o modalitate buna de a juca ping-pong?
(Laughter)
Nu. Insa este distractiva?
Is that a good way to play ping-pong? No. But is it fun? Yeah! Yeah.
Da! Da. Deci, uitati-va la Google. Daca scrieti de exemplu "emotion and design" (emotie si design)
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.
vi se vor prezenta 10 pagini cu rezultate. Asa ca Google a luat sigla lor si a intins-o. In loc sa spuna "Ai 73.000 de rezultate. De la 1 la 20. Urmatoarea", ei iti pun atatia "O" cate pagini sunt. Este foarte simplu si subtil. Pariez ca multi dintre voi ati vazut acest lucru dar nu l-ati observat. Acesta este subconstientul care l-a cam observat, probabil i-a si placut dar fara ca persoana sa stie de ce. Este o idee pur si simplu desteapta. Si bineinteles, ceea ce este cu adevarat bun, este ca daca scrii "design and emotion" (design si emotie), primul rezultat din cele 10 pagini este web site-ul meu. (Rasete)
(Laughter)
Dar ce e ciudat, este ca Google minte,
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.
fiindca daca scriu "design and emotion" (design si emotie) el spune "Nu ai nevoie de cuvantul 'si'. Cautam si fara." Asa ca bine. Scriu "design emotion" si web site-ul meu nu mai este primul. Este al treilea. Asta insa e alta poveste. Am citit odata un articol interesant in "The New York Times"
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.
despre automobilul MINI Cooper. Spunea: "Stiti, aceasta masina are o gramada de defecte.™ Cumparati-o oricum. E o placere s-o conduci." Si daca va uitati in interiorul masinii -- fiindca am vrut s-o vad, am inchiriat-o, acesta sunt eu facand o poza in timp ce fiul meu o conducea -- iar interiorul masinii, de fapt tot design-ul este distractiv. Este rotund, dragut. Butoanele functioneaza de minune. Asa ca aceasta este noua mea viata, totul se reduce la distractie. Chiar am sentimentul ca lucrurile placute merg mai bine,
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.
iar acest lucru niciodata nu a avut logica pentru mine pana cand mi-am dat seama intr-un final ca, uite... O sa pun o scandura pe podea. Imaginati-va o scandura de 60 cm latime si 900 cm lungime. o sa merg pe ea si, dupa cum vedeti, pot sa merga fara sa ma uit, pot sa ma duc inainte si inapoi si pot sa si sar. Nici o problema. Dar daca pun scadura la 90 m inaltime in aer nici ca am sa ma duc langa ea, multumesc frumos. Frica intensa te paralizeaza. De fapt chiar afecteaza felul in care creierul functioneaza.
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.
Paul Saffo, chiar inainte de discursul sau, a zis ca nu l-a avut scris pana inainte cu cateva zile sau ore, si stresul acela a fost de mare ajutor in a-l face sa se concentreze. Si asta este ce fac frica si stresul. Te fac sa fi ceea ce se numeste procesare in adancime, sa te concetrezi, sa nu te lasi distras si nu am putut sa ma impotrivesc. Acum unii oameni pot - circarii, muncitorii din industria metalifera. Insa iti schimba felul de gandire.
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?"
Un psiholog, Alice Isen, a facut un experiment minunat. A cerut unor studenti sa rezolve niste probleme. I-a adus intr-o camera unde era o sfoara ce atarna aici, alta sfoara mai incolo si o camera goala cu exeptia unei mese plina cu tot felul de maruntisuri pe ea -- niste foi de hartie, foarfeci si altele. Ea i-a adus in camera si le-a spus: "Acesta este un test de inteligenta care determina cat de bine va descurcati in viata. V-as ruga sa legati aceste doua sfori impreuna." Asa ca ei luau o sfoara si o trageau incoace dar nu puteau ajunge la cealalta. Tot nu ajungeau la cealalta. Nici unul dintre ei nu a putut rezolva problema. A adus un al doilea grup de oameni, Si le-a zis: "Inainte de a incepe, am cutia aceasta de bomboane, insa eu nu mananc bomboane. O vreti voi?"
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.
Si se pare ca lor le-a placut ideea si ca bomboanele i-au facut fericiti, nu chiar atat de fericiti, dar un pic fericiti. Si ghiciti ce s-a intamplat -- au rezolvat problema. Astfel ca se pare ca atunci cand esti stresat creierul da drumul la multi transmitatori neurali, care te ajuta sa te concentrezi, sa procesezi in adancime, Iar atunci cand esti fericit -- ceea ce numim noi valenta pozitiva -- lobii frontali dau drumul la niste transmitatori numiti dopamina, care te ajuta sa procesezi lucrurile la suprafata mai intai. Astfel, raspunzi mai bine la intreruperi, gandesti mai bine cand esti luat prin surprindere. Despre asta este vorba cand ai nevoie de inspiratie, nu? Cand ai o idee trasnita esti fericit, asa ca noi jucam jocuri, si spunem: "Fara critica", si asa iti vin toate ideile acestea ticnite si dragute. Insa, daca asa ai fi tot timpul, nu ai mai reusi sa fi productiv, fiindca ai munci dar totodata ai spune: "Oh, am o noua modalitate de a rezolva problema aceasta". Astfel ca pentru a face lucrurile sa functioneze avem nevoie de termeni finali, nu? Si asta ne streseaza. Creierul functioneaza diferit si daca esti fericit, lucrurile functioneaza fiindca esti mai creativ. Daca ai o problema, spui: "O s-o dau eu de capat". Nu e mare lucru.
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.
Exista ceva pe care eu il numesc nivelul de procesare visceral. Biologia -- ne-am adaptat prin biologie astfel incat sa ne placa culorile aprinse. Este bine, in special, ca mamiferelor le plac fructele si plantele aprinse la culoare, pentru ca mananci fructul si astfel imprasti semintele. Multe lucruri sunt inmagazinate in creier. Nu ne plac gusturile amare, nu ne plac zgomotele, nu ne plac temperaturile ridicate si nici cele joase. Nu ne plac vocile cicalitoare, nu ne plac fetele incruntate, insa ne plac fetele simetrice si asa mai departe. Acesta este nivelul visceral despre care vorbeam si prin design putem sa prezentam lucrurile elementare in foarte multe formule. De exemplu, putem alege fontul caracterelor sau culoarea rosie pentru a atrage atentia. Sau de exemplu masina Jaguar din anul 1963. De fapt ea este o masina proasta, care se strica tot timpul, dar proprietarii acestei masini o indragesc. Si este si frumoasa -- este in Muzeul de Arta Moderna. O sticla de apa. O cumperi pentru sticla, nu pentru apa. Si cand oamenii termina de baut apa nu o arunca, o tin pentru -- stiti si voi, e ca si sticlele vechi de vin -- o pastram pe post de decoratie, sau pentru a o umple cu apa din nou, ceea ce dovedeste ca nu apa era esentialul. Totul se reduce la experienta viscerala. Nivelul mijlociu de procesare este nivelul comportamental.
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.
La acest nivel se intampla majoritatea lucrurilor. Instinctul se petrece in subconstient. Comportamentul se petrece in subconstient. Aproape tot ceea ce facem este fara sa constientizam. Merg pe scena, picioarele se misca singure. Fac multe lucruri, o mare parte din ceea ce spun vine din subconstient. Am pregatit prezentarea si m-am gandit mult la ea. O mare parte din ceea ce facem este rezultatul subconstientului. Comportamentul automat -- comportamentul dibacic vine din subconstient si este controlat de partea comportamentala. Astfel, design-ul comportamental se refera la cum sa fi in control. Asta include elemente precum: nivelul de folosire sau de intelegere al produsului, precum si calitatea si bogatia lui. De aceea cutitele de marca Global sunt atat de dragute.
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.
Sunt foarte bine balansate, foarte ascutite, simti ca esti in control atunci cand vrei sa tai cu ele. Sau condusul unei masini sport de inalta performanta in jurul unei curbe periculoase. Di nou, acel sentiment ca suntem in control deplin. Sau sentimentul senzual. Acesta este un dus de marca Kohler, un dus precum o cascada. Si de fapt, apa iese si din aceste butoane de jos. Tasneste apa de peste tot. Si poti sta in dusul acesta ore intregi. Fara sa consumi apa degeaba, apropos, dusul recircula apa aceasta murdara. (Rasete)
(Laughter)
Sau acest obiect -- este un ceainic foarte dragut pe care l-am gasit
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.
in hotelul The Four Seasons (cele patru anotimpuri) din Chicago. Este un ceainic de marca Ronnefeldt care se inclina. Cam asa arata ceainicul. Dar cand il folosesti incepi prin a-l lasa pe spate, apoi pui ceai in el, apoi il umpli cu apa, pentru ca apa trece apoi prin ceai. Si ceaiul sta in chestia asta din dreapta -- ceaiul este in partea dreapta a liniei acestea. E un mic pervaz inauntru, asa ca ceaiul sta acolo si apa il umple asa. Si cand ceaiul s-a facut, sau aproape s-a facut, il inclini. Si asta face ca ceaiul sa fie partial acoperit in timp ce se prepara. Si cand s-a terminat, il pui in pozitie verticala. Si in momentul acesta ceaiul este -- va aduceti aminte -- desupra liniei acestea si apa se ridica doar pana la acest nivel si astfel tine ceaiul la suprafata Si mai mult de atat, acest lucru ne comunica ceva. In asta constau emotiile. Emotiile se refera la felul in care ne comportam.
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.
Este vorba despre a fi in siguranta in lumea aceasta. Cunoasterea se refera la intelegerea lumii, emotiile se refera la interpretarea ei. Se refera la a sti ce e bun, ce e rau, ce e sanatos, ce e periculos, precum si la a ne forma comportamentul. De aceea ni se contracta si relaxeaza muschii. Si de aceea putem sa spunem care-i sunt emotiile unei persoane, pentru ca muschii actioneaza fara sa-si dea seama, ba mai mult, am evoluat astfel incat muschii fetei sunt acum plini de emotii. Ei bine, acesta are emotii pentru ca spune chelnerului: "Hei, am terminat. Vezi? E ridicat". Si chelnerul vine si spune: "Mai doriti apa?" Este dragut. Ce design superb. Al treilea nivel este cel al reflectiei,
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.
care se refera la constiinta, este o mica parte din creier care nu are control asupra a ce facem, nu are control asupra -- nu vede semnificatiile, nu controleaza muschii. Observa ceea ce se petrece. Este acea mica voce in capul nostru care se uita si spune: "Asta e bine. Asta e rau." sau "De ce faci lucrul acesta? Nu inteleg." Este acea mica voce din capul nostru care vegheaza asupra constiintei. Sa va arat un produs minunat al reflectiei.
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.
Proprietarii masinii Hummer au spus: "Stiti, am avut multe masini in viata mea, tot felul de masini exotice, dar niciodata nu am avut o masina care sa atraga asa mare atentie." Totul se reduce la imagine. Nu e vorba despre cat de buna e masina. Dar daca preferati un model mai pozitiv, uitati aici o masina din marca GM (General Motors). Motivul pentru care ai cumpara aceasta masina acum este pentru ca iti pasa de mediu. Si o cumperi ca sa protejezi mediul, chiar daca primele masini de acest tip vor fi foarte scumpe si nu vor fi perfecte. Dar acesta este design-ul "reflectiv" facut bine. Sau un ceas scump ca sa impresionezi oamenii, care ar spune: "Oh, nu stiam ca ai ceasul asta." Spre deosebire de ceasul acesta, care e pur si simplu un ceas "comportamental", care probabil functioneaza mult mai bine decat cel de 13.000 de dolari pe care vi l-am aratat inainte. Dar este urat. Acesta este clar un ceas pe care Don Norman l-ar purta. Si ceea ce este fascinant este ca intarati emotiile intre ele, creezi o frica "viscerala" impotriva starii "reflective" care spune "E in regula. E in regula. Esti in siguranta. Esti in siguranta."
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 ...
Daca parcul acesta de distractii ar fi ruginit si ar fi aproape de a se prabusi, nu te-ai duce. Asa ca alegi emotia cea buna. Alt lucru interesant (Rasete) Deci, Jake Cress este un tamplar si el creeaza mobila incredibil de interesanta.
(Laughter)
Acesta este scaunul lui cu ghiara si saracutul de scaun si-a pierdut mingiuca
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.
si incearca sa o recupereze inainte ca cineva sa-si dea seama. Si interesant aici este felul in care acceptam aceasta poveste. Si astfel emotiile sunt minunate. Aceasta ese noua mea persoana. Spun doar lucruri pozitive de acum inainte. (Rasete) (Aplauze)
So that's the new me. I'm only saying positive things from now on.
(Laughter)
(Applause)