Last year at TED we aimed to try to clarify the overwhelming complexity and richness that we experience at the conference in a project called Big Viz. And the Big Viz is a collection of 650 sketches that were made by two visual artists. David Sibbet from The Grove, and Kevin Richards, from Autodesk, made 650 sketches that strive to capture the essence of each presenter's ideas. And the consensus was: it really worked. These sketches brought to life the key ideas, the portraits, the magic moments that we all experienced last year.
Prošle godine na TEDu imali smo cilj da rasvetlimo veliku kompleksnost i bogatstvo koje smo doživeli na konferenciji u projektu nazvanom Big Viz. Big Viz je kolekcija od 650 crteža koja su napravila dva vizuelna umetnika. Dejvid Sibet iz Gruva, i Kevin Ričards iz Autodeska su napravili 650 crteža kojima su nastojali da uhvate suštinu ideje svakog predavača. I složili smo se da to zaista radi. Ti crteži su dali život ključnim idejama, porteti, magični momenti koje smo svi doživeli prošle godine.
This year we were thinking, "Why does it work?" What is it about animation, graphics, illustrations, that create meaning? And this is an important question to ask and answer because the more we understand how the brain creates meaning, the better we can communicate, and, I also think, the better we can think and collaborate together. So this year we're going to visualize how the brain visualizes.
Ove godine smo mislili, "Zašto to radi?" Šta je to u animacijama, grafikama, ilustracijama, što kreira značenje? Ovo je važno pitanje koje zahteva odgovor jer što bolje razumemo način na koji mozak kreira značenje, bolje ćemo komunicirati, i takođe mislim, bolje ćemo razmišljati i sarađivati. Tako ćemo ove godine da vizuelizujemo kako mozak vizuelizuje.
Cognitive psychologists now tell us that the brain doesn't actually see the world as it is, but instead, creates a series of mental models through a collection of "Ah-ha moments," or moments of discovery, through various processes.
Kognitivni psiholozi nam sada govore da mozak ne vidi svet kakav je on zapravo, već umesto toga, on kreira seriju mentalnih modela kroz kolekciju "A-ha momenata", ili momenata otkrića, kroz različite procese.
The processing, of course, begins with the eyes. Light enters, hits the back of the retina, and is circulated, most of which is streamed to the very back of the brain, at the primary visual cortex. And primary visual cortex sees just simple geometry, just the simplest of shapes. But it also acts like a kind of relay station that re-radiates and redirects information to many other parts of the brain. As many as 30 other parts that selectively make more sense, create more meaning through the kind of "Ah-ha" experiences. We're only going to talk about three of them.
Proces, naravno, počinje očima. Lagani ulazi, udaraju pozadinu retine, i teku, većina njih odlazi u zadnji deo mozga, u primarni vizuelni korteks. A primarni vizuelni korteks vidi samo jednostavnu geometriju, samo jednostavne oblike. Ali se takođe ponaša i kao vrsta relejne stanice koja preoblikuje i preusmerava informacije ka mnogim drugim delovima mozga. Čak 30 drugih delova koji selektivno prave više značenja, stvaraju više značenja kroz "A-ha " doživljaje. Pričaćemo samo o tri takva dela.
So the first one is called the ventral stream. It's on this side of the brain. And this is the part of the brain that will recognize what something is. It's the "what" detector. Look at a hand. Look at a remote control. Chair. Book. So that's the part of the brain that is activated when you give a word to something.
Prvi se zove ventralni sistem. On je na ovoj strani mozga. I to je deo mozga koji će prepoznati šta je nešto. To je "šta" detektor. Pogledajte ruku. Pogledajte daljinski. Stolicu. Knjigu. Dakle to je deo mozga koji se aktivira kada date reč nečemu.
A second part of the brain is called the dorsal stream. And what it does is locates the object in physical body space. So if you look around the stage here you'll create a kind of mental map of the stage. And if you closed your eyes you'd be able to mentally navigate it. You'd be activating the dorsal stream if you did that.
Drugi deo mozga se naziva dorzalni sistem. Ono što on radi jeste lokacija objekta u fizičkom svetu. Tako ukoliko pogledate binu ovde stvorićete neku vrstu mentalne mape bine. I ako zatvorite oči bićete u mogućnosti da se mentalno krećete njom. Aktivirali biste dorzalni sistem da biste to uradili.
The third part that I'd like to talk about is the limbic system. And this is deep inside of the brain. It's very old, evolutionarily. And it's the part that feels. It's the kind of gut center, where you see an image and you go, "Oh! I have a strong or emotional reaction to whatever I'm seeing."
Treći deo o kom bih želeo da govorim je limbički sistem. On se nalazi duboko u mozgu. Veoma je star, evoluciono. I to je deo koji oseća. To je na neki način centar suštine, gde vidite sliku i bude: "Oh! Imam jaku ili emocionalnu reakciju na ovo u šta gledam".
So the combination of these processing centers help us make meaning in very different ways. So what can we learn about this? How can we apply this insight? Well, again, the schematic view is that the eye visually interrogates what we look at. The brain processes this in parallel, the figments of information asking a whole bunch of questions to create a unified mental model.
Tako nam kombinacija ovih centara pomaže da stvaramo značenja na veoma različite načine. Pa šta mi možemo naučiti iz ovoga? Kako možemo iskoristiti ovaj uvid? I ponovo, šematski prikaz je da oko vizuelno ispituje ono u šta gledamo. Mozak radi paralelno, postavljajući gomilu pitanja da bi stvorio jedinstven mentalni model.
So, for example, when you look at this image a good graphic invites the eye to dart around, to selectively create a visual logic. So the act of engaging, and looking at the image creates the meaning. It's the selective logic. Now we've augmented this and spatialized this information. Many of you may remember the magic wall that we built in conjunction with Perceptive Pixel where we quite literally create an infinite wall. And so we can compare and contrast the big ideas. So the act of engaging and creating interactive imagery enriches meaning. It activates a different part of the brain. And then the limbic system is activated when we see motion, when we see color, and there are primary shapes and pattern detectors that we've heard about before.
Tako, na primer, kada gledate u ovu sliku dobra grafika poziva oko da ispituje naokolo, kako bi selektivno kreiralo vizuelnu logiku. Tako akt povezivanja i gledanja u sliku stvaraju značenje. To je selektivna logika. Proširili smo i smestili ovu informaciju. Mnogi od vas se možda sećaju magičnog zida koji smo sagradili u sprezi sa Perceptive Pixel gde smo skoro bukvalno stvorili beskonačni zid. Tako možemo uporediti i suprotstaviti velike ideje. I tako akt sjedinjavanja i stvaranja interaktivnog lika dostižu značenje. To aktivira različite delove mozga. A potom se limbički sistem aktivira kada vidimo pokret, kada vidimo boju. Postoje detektori za primarne oblike i modele za koje smo čuli ranije.
So the point of this is what? We make meaning by seeing, by an act of visual interrogation. The lessons for us are three-fold. First, use images to clarify what we're trying to communicate. Secondly make those images interactive so that we engage much more fully. And the third is to augment memory by creating a visual persistence. These are techniques that can be used to be -- that can be applied in a wide range of problem solving.
I šta je poenta toga? Mi stvaramo značenja tako što gledamo, kroz proces vizuelnog ispitivanja. Lekcija za nas je trostruka. Prvo, upotreba slika kako bi rasvetlili sa čim pokušavamo da komuniciramo. Drugo, čini te slike interaktivnim kako bismo se potpunije vezali. I treće je da se poveća memorija stvaranjem vizuelne perzistencije. Ovo su tehnike koje se mogu koristiti da bi -- koje mogu biti primenjene u širokom dijapazonu rešavanja problema.
So the low-tech version looks like this. And, by the way, this is the way in which we develop and formulate strategy within Autodesk, in some of our organizations and some of our divisions. What we literally do is have the teams draw out the entire strategic plan on one giant wall. And it's very powerful because everyone gets to see everything else. There's always a room, always a place to be able to make sense of all of the components in the strategic plan.
Manje napredne verzije izgledaju ovako. I uzgred, ovo je način na koji mi razvijamo i fornulišemo strategiju unutar Autodeska, u nekim od naših organizacija. Ono što mi bukvalno radimo jeste da imamo timove koji prave čitave strategije na jednom ogromnom zidu. I to je veoma moćno jer svako može da vidi sve ostalo. Uvek postoji soba, uvek mesto koje je u stanju da da smisao svim komponentama u strateškom planu.
This is a time-lapse view of it. You can ask the question, "Who's the boss?" You'll be able to figure that out. (Laughter) So the act of collectively and collaboratively building the image transforms the collaboration. No Powerpoint is used in two days. But instead the entire team creates a shared mental model that they can all agree on and move forward on.
Ovo je pogled na vremenski okvir toga. Možete pitati, "Ko je šef?" Bićete u stanju da to otkrijete. Tako akt zajedničke saradnje u izgradnji slike transformiše samu saradnju. Powepoint se nije koristio ta dva dana. Već je umesto toga ceo tim stvarao zajednički mentalni model oko kog su se svi složili i potom nastavili dalje.
And this can be enhanced and augmented with some emerging digital technology. And this is our great unveiling for today. And this is an emerging set of technologies that use large-screen displays with intelligent calculation in the background to make the invisible visible. Here what we can do is look at sustainability, quite literally. So a team can actually look at all the key components that heat the structure and make choices and then see the end result that is visualized on this screen.
A ovo može biti poboljšano i uvećano sa nekom poboljšanom digitalnom tehnologijom. I ovo je naše veliko otkrovenje za danas. Ovo je poboljšani set tehnologija koji koriste monitori velikih ekrana sa naprednim kalkulatorima u pozadini kako bi nevidljivo učinili vidljivim. Ono što možemo uraditi jeste da pogledamo održivost, doslovno. Tim može posmatrati sve ključne elemente koji čine strukturu i praviti izbore i potom videti krajnji rezultat koji je vizuelizovan na ekranu.
So making images meaningful has three components. The first again, is making ideas clear by visualizing them. Secondly, making them interactive. And then thirdly, making them persistent. And I believe that these three principles can be applied to solving some of the very tough problems that we face in the world today. Thanks so much.
Tako akt davanja smisla slikama ima tri komponente. Prva, opet, je rasvetljavanje ideja putem vizuelizacije. Druga, načiniti ih interaktivnim. I potom treća, činiti ih trajnim. A ja verujem da ova tri principa mogu biti primenjena na rešavanje veoma teških problema sa kojima se srećemo danas u svetu. Mnogo vam hvala.
(Applause)
(Aplauz)