Over the next five minutes, my intention is to transform your relationship with sound. Let me start with the observation that most of the sound around us is accidental; much of it is unpleasant. (Traffic noise) We stand on street corners, shouting over noise like this, pretending it doesn't exist. This habit of suppressing sound has meant that our relationship with sound has become largely unconscious.
V naslednjih petih minutah je moj namen, da preoblikujem vaš odnos do zvoka. Naj začnem z opazko, da je večina zvoka okrog nas naključna. In večina tega je neprijetna. (prometni hrup) Stojimo na uličnih vogalih, kričimo preko takega hrupa, in se pretvarjamo, da ne obstaja. No, ta navada potlačiti zvok pomeni, da je naš odnos z zvokom postal zelo nezaveden. Zvok ves čas učinkuje na nas na štiri glavne načine in
There are four major ways sound is affecting you all the time, and I'd like to raise them in your consciousness today. The first is physiological.
danes bi jih rad zbudil v vaši zavesti. Prvi je fiziološki. (glasen zvok budilke)
(Alarm clocks ring)
Sorry about that. I just gave you a shot of cortisol, your fight-flight hormone. Sounds are affecting your hormone secretions all the time, but also your breathing, heart rate -- which I just also did -- and your brainwaves.
Oprostite zaradi tega. Pravkar sem vam dal dozo kortizola, vašega "boj ali beg" hormona. Zvoki ves čas vplivajo na izločanje hormonov in tudi na vaše dihanje, bitje srca - kar sem ravnokar pokazal - ter na vaše možganske valove. In tega ne storijo samo neprijetni zvoki, kot je bil tale.
It's not just unpleasant sounds like that that do it. This is surf. (Ocean waves) It has the frequency of roughly 12 cycles per minute. Most people find that very soothing, and, interestingly, 12 cycles per minute is roughly the frequency of the breathing of a sleeping human, so there is a deep resonance with being at rest. We also associate it with being stress-free and on holiday.
To je valovanje. (ocean) Frekvenca teh valov je približno 12 na minuto. Večino ljudi to pomirja in zanimivo, 12 na minuto je tudi približno frekvenca dihanja pri spečem človeku. To močno povezujemo z umirjenim stanjem. To povezujemo tudi s tem, da ni stresa, kot da bi bili na počitnicah.
The second way in which sound affects you is psychological. Music is the most powerful form of sound that we know that affects our emotional state. (Albinoni's Adagio) This is guaranteed to make most of you feel pretty sad if I leave it on. Music is not the only kind of sound, however, which affects your emotions.
Drugi vpliv zvoka je psihološki. Glasba je najmočnejša oblika zvoka, ki jo poznamo, ki vpliva na naše čustveno stanje. (Albinonijev Adagio) Zagotovo bi večina postala precej žalostna, če bi pustil to glasbo. Glasba pa ni edina oblika zvoka, ki ima učinek na vaša čustva.
Natural sound can do that, too. Birdsong, for example, is a sound which most people find reassuring. There's a reason: over hundreds of thousands of years we've learned that when the birds are singing, things are safe. It's when they stop you need to be worried.
To lahko storijo tudi naravni zvoki. Ptičje petje, na primer, je zvok, ki večino ljudi pomirja. (čivkanje) Za to obstaja razlog. V stotih tisočih let smo se naučili, da so med ptičjim petjem, stvari varne. Zaskrbeti nas mora, ko ptice utihnejo
The third way in which sound affects you is cognitively. You can't understand two people talking at once (Voice-over) or in this case, one person talking twice. You have to choose which me you're going to listen to.
Tretji način, kako zvok učinkuje na nas, je kognitivni. Ne morete razumeti dveh, ki govorita hkrati ali v tem primeru enega, ki govori dvakrat. Morate se odločiti, katerega boste poslušali.
We have a very small amount of bandwidth for processing auditory input, which is why noise like this ...
Imamo zelo majhno pasovno širino za procesiranje zvoka, zato tak hrup -- (pisarniški hrup) --
(Office noise)
zelo zmanjšuje učinkovitost.
is extremely damaging for productivity. If you have to work in an open-plan office like this, your productivity is greatly reduced. And whatever number you're thinking of, it probably isn't as bad as this.
Če delate v pisarni odprtega tipa, kot je ta, je vaša učinkovitost precej zmanjšana. Karkoli ste si mislili, verjetno si niste mislili, da je razlika tako velika.
[Open-plan offices productivity down 66%]
(strašljiva glasba)
You are one-third as productive in open-plan offices as in quiet rooms. I have a tip for you: if you work in spaces like that, carry headphones with you, with a soothing sound like birdsong. Put them on, and your productivity goes back up to triple what it would be.
V pisarnah odprtega tipa ste le tretjino tako učinkoviti kot v mirnih prostorih. Imam namig za vas. Če že morate delati v prostorih, kot je ta, imejte s seboj slušalke s pomirjajočim zvokom, kot je ptičje petje. Dajte si jih na ušesa in vaša učinkovitost bo do trikrat večja kot sicer. Četrti način, kako zvok vpliva na nas, je vedenjski.
The fourth way in which sound affects us is behaviorally. With all that other stuff going on, it would be amazing if our behavior didn't change.
Poleg vseh teh drugih dogajanj ob zvoku, bi bilo neverjetno, če se naše vedenje ne bi spremenilo. (tehno glasba v avtu) Torej, vprašajte se: Bo ta oseba kadarkoli vozila
(Techno music)
So ask yourself: Is this person ever going to drive at a steady 28 miles per hour? I don't think so. At the simplest, you move away from unpleasant sound and towards pleasant sounds. So if I were to play this ...
zmernih 50 km/h? Mislim, da ne. V osnovi se umikamo od neprijetnih zvokov in približujemo prijetnim. Če bi predvajal to -- (zvok vrtalnika) --
(Jackhammer)
for more than a few seconds, you'd feel uncomfortable; for more than a few minutes, you'd be leaving the room in droves. For people who can't get away from noise like that, it's extremely damaging for their health.
več kot nekaj sekund, bi se počutili neprijetno; več kot nekaj minut in trumoma bi zapuščali prostor. Za ljudi, ki se ne morejo izogniti takšnemu hrupu, je to zelo nevarno za njihovo zdravje.
And that's not the only thing that bad sound damages. Most retail sound is inappropriate and accidental, even hostile, and it has a dramatic effect on sales. For you retailers, you may want to look away before I show this slide.
In to ni edina stvar, ki jo poškoduje slab zvok. Večina zvoka v trgovinah je neprimerna, škodljiva, celo sovražna, in ima dramatičen učinek na prodajo. Tisti, ki ste trgovci, bi mogoče raje pogledali proč,
[Inappropriate retail soundscapes sales down 28%]
preden pokažem to stran.
They're losing up to 30 percent of their business with people leaving shops faster, or just turning around at the door. We've all done it, left the area, because the sound in there is so dreadful.
Izgubljajo do 30 odstotkov posla, saj ljudje zapuščajo trgovine hitreje ali se obrnejo že na vratih. Vsi smo že to storili, zapustili prostor, ker je bil zvok v notranjosti tako grozen.
I want to spend just a moment talking about the model we've developed, which allows us to start at the top and look at the drivers of sound, analyze the soundscape and then predict the four outcomes I just talked about. Or start at the bottom and say what outcomes we want, and then design a soundscape to have a desired effect. At last we've got some science we can apply. And we're in the business of designing soundscapes.
Trenutek bi rad namenil še modelu, ki smo ga razvili in ki nam dovoljuje, da začnemo z vrha in pogledamo generatorje zvoka, analiziramo zvočno okolje in nato predvidimo štiri izzide, o katerih sem ravnokar govoril. Ali pa začnemo spodaj, ugotovimo, katere rezultate želimo imeti in nato oblikujemo zvočno okolje, primerno željenemu učinku. Konec koncev imamo znanost, ki jo lahko uporabimo. Smo v poslu oblikovanja zvočnega okolja.
Just a word on music. Music is the most powerful sound there is, often inappropriately deployed. It's powerful for two reasons: you recognize it fast, and you associate it very powerfully. I'll give you two examples.
Samo še beseda o glasbi. Glasba je najmočnejši zvok nasploh in pogosto neprimerno uporabljena. Močna je zaradi dveh razlogov. Hitro jo prepoznate in ima močno asociacijo. Dal vam bom dva primera. (prvi akord "A Hard Day's Night" The Beatles)
(First chord of "A Hard Day's Night")
Večina vas to prepozna takoj.
Most of you recognize that immediately. The younger, maybe not.
Mlajši mogoče ne. (smeh)
(Laughter)
(First notes of "Jaws" theme)
(Prvi dve noti filmske glasbe filma "Žrelo") In večina vas to poveže z nečim!
Most of you associate that with something! Now, those are one-second samples of music. Music is very powerful, and unfortunately, it's veneering commercial spaces, often inappropriately. I hope that's going to change over the next few years.
To so enosekundni vzorci glasbe. Glasba je zelo močna. In žal jo pri opremljanju trgovskih prostorov, pogosto uporabljamo neprimerno. Upam, da se bo to spremenilo v naslednjih nekaj letih.
Let me talk about brands for a moment, since some of you run brands. Every brand is out there making sound right now. There are eight expressions of a brand in sound; they're all important. And every brand needs to have guidelines at the center. I'm glad to say that is starting to happen now.
Še nekaj besed o blagovnih znamkah, ker ste nekateri zadolženi za blagovne znamke. Vsaka blagovna znamka ima svoj zvok. Poznamo osem zvočnih oblik za blagovne znamke. Vse so pomembni. Blagovne znamke morajo upoštevati te smernice. Zadovoljen sem, da se je to začelo dogajati.
(Intel ad jingle)
(glasba iz Intel reklame)
You all recognize that one.
Vsi prepoznate tole. (zvonjenje Nokie) To je
(Nokia ringtone)
najbolj pogosto predvajana melodija na svetu.
This is the most-played tune in the world today -- 1.8 billion times a day, that tune is played.
Ta melodija je predvajana 1,8 miljardkrat na dan.
(Laughter)
In Nokie to ne stane čisto nič.
And it cost Nokia absolutely nothing.
I'll leave you with four golden rules, for those of you who run businesses, for commercial sound. First, make it congruent, pointing in the same direction as your visual communication. That increases impact by over 1,100 percent. If your sound is pointing the opposite direction, incongruent, you reduce impact by 86 percent. That's an order of magnitude, up or down. This is important. Secondly, make it appropriate to the situation. Thirdly, make it valuable. Give people something with the sound, don't just bombard them with stuff. Finally, test and test it again. Sound is complex; there are many countervailing influences. It can be a bit like a bowl of spaghetti: sometimes you just have to eat it and see what happens.
Za konec vam pustim 4 zlata pravila, za tiste, ki imate svoj posel, za zvok vaše blagovne znamke. Prvič, naredite ga skladnega, naj gre v isto smer kot vidna komunikacija. To poveča vpliv za več kot 1100 odstotkov. Če vaš zvok ni skladen, zmanjšate vpliv za 86 odstotkov. To je red velikosti, gor ali dol. To je pomembno. Drugič, naredite ga primernega situaciji. Tretjič, naredite ga vrednega. Z zvokom ljudem nekaj dajte. Ne jih samo obstreljevati s stvarmi. In končno, preizkušajte ga znova in znova. Zvok je kompleksen. Ima veliko izravnavalnih vplivov. Lahko je kot skleda špagetov: včasih jih je treba samo pojesti in videti, kaj se zgodi.
So I hope this talk has raised sound in your consciousness. If you're listening consciously, you can take control of the sound around you. It's good for your health and for your productivity. If we all do that, we move to a state that I like to think will be sound living in the world. I'll leave you with more birdsong. (Birds chirping) I recommend at least five minutes a day, but there's no maximum dose.
Upam, da je ta govor dvignil vašo zavest o zvoku. Če poslušate zavestno, potem lahko nadzorujete zvok okrog sebe. Dobro je za vaše zdravje. Dobro je za vašo učinkovitost. Če nam to uspe, potem se bomo vsi dvignili na nivo, kjer bomo lahko zaživeli v sozvočju. Pustil vas bom s ptičjim petjem. Priporočam ga najmanj 5 minut na dan, ni pa omejitve navzgor.
Thank you for lending me your ears today.
Hvala, da ste mi danes posodili svoja ušesa.
(Applause)
(aplavz)