Name: 【TED】Chip Kidd：設計書的封面是很嚴肅的事。好啦，它不是。 Designing books is no laughing matter. OK, it is
Uploaded: 2013-04-06T15:49:21.000Z
Duration: 17 min 17 s

過去簡單式

that's what happens to me when I'm forced to wear

這是當我被迫戴上女神卡卡怪異的麥克風時

It's the sensible shoe of public address.

But you clamp this thing on my head, and something happens.

但你把這東西夾在我頭上，有些事就發生了。

I have devoted the past 25 years of my life

("Yes, BOOKS. You know, the bound volumes with ink on paper.

「對，書本。你知道，油墨印刷在紙張上集結成冊的東西，

It all sort of started as a benign mistake,

這一切的開始其實有點像是個良性的錯誤，

at one of the big design firms in New York City.

在紐約其中一家最大的設計公司工作。

in the fall of 1986, and doing a lot of interviews,

那是1986年的秋天，我參加了很多面試，

I found that the only thing I was offered

was to be Assistant to the Art Director at Alfred A. Knopf,

克諾普夫出版社(Alfred A. Knopf)藝術總監

但沒有笨到拒絕接受這個職位。

Soon, it had occurred to me what my job was.

很快地，我知道我的工作是什麼。

「這些故事看起來是怎麼樣子？」

因為這就是克諾普夫出版社的存在價值。

It is the story factory, one of the very best in the world.

它是個全世界最好的故事工廠之一。

manages a very careful balance between the two.

of my graphic design training at Penn State University,

在賓州州立大學上圖面設計課程時，

the teacher, Lanny Sommese, came into the room

我的教授，Lanny Sommese，走進教室，

and he drew a picture of an apple on the blackboard,

接著在下面寫上「蘋果」字樣，

and he said, "OK. Lesson one. Listen up."

然後他說，「好，第一課，聽好。」

And he covered up the picture and he said,

"You either say this," and then he covered up the word,

「你要不就這樣表現，」然後他把字遮起來，

Because this is treating your audience like a moron.

因為這像是在說你的觀眾是傻瓜。

I was able to put this theory to the test

on two books that I was working on for Knopf.

用來測試我在克諾普夫出版社作的兩本書。

The first was Katharine Hepburn's memoirs,

第一本是Katharine Hepburn的回憶錄，

and the second was a biography of Marlene Dietrich.

was written in a very conversational style,

it was like she was sitting across a table telling it all to you.

就像是她坐在桌子另一邊告訴你全部的事。

則是她女兒的觀察；是本傳記。

and the Dietrich story is pictures, and so we did this.

Dietrich的故事是圖片，於是我們這麼做。

Pure content and pure form, side by side.

純萃的內容和形體，兩個擺在一起。

and I checked out the bones, and I went to the gift shop,

And I was particularly taken with this page of the book,

書中這一頁特別引起我的注意力，

and more specifically the lower right-hand corner.