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  • The new me is beauty.

    譯者: Jerry White 審譯者: Manlai YOU

  • (Laughter)

    現在的我關心的是美

  • Yeah, people used to say, "Norman's OK,

    (笑聲)

  • but if you followed what he said, everything would be usable

    人們過去會說:諾曼的出發點是好的

  • but it would be ugly."

    但假如你按照他說的去做,你可以做出管用的東西

  • Well, I didn't have that in mind, so ...

    但一定是很醜的

  • This is neat.

    但我事實上並無那個意思,看

  • Thank you for setting up my display.

    這東西挺精緻的

  • I mean, it's just wonderful.

    感謝主持人把它擺在這兒,供我作道具用

  • And I haven't the slightest idea of what it does or what it's good for,

    我想說 這東西太美了

  • but I want it.

    我完全想不出它是拿來幹嘛的,它的實際用途有哪些

  • And that's my new life.

    但是我就是想要它

  • My new life is trying to understand what beauty is about,

    這就是我的新人生

  • and "pretty," and "emotions."

    我的新人生就是在探索何為美

  • The new me is all about making things kind of neat and fun.

    何為可愛,以及與此相關的情感

  • And so this is a Philippe Starck juicer, produced by Alessi.

    我的新生活核心就是製造漂亮、好玩的東西

  • It's just neat; it's fun. It's so much fun I have it in my house --

    這個是菲利普·斯塔克果汁機,由 Alessi 製作

  • but I have it in the entryway, I don't use it to make juice.

    它實在是太好玩了,我家裡就有一台

  • (Laughter)

    但我把它擺在過道上,而不是用來做果汁

  • In fact, I bought the gold-plated special edition

    (笑聲)

  • and it comes with a little slip of paper

    說實話,我買的是外表鍍金的那一款

  • that says, "Don't use this juicer to make juice."

    一打開包裝,我看到一張紙條

  • The acid will ruin the gold plating.

    上面寫着:不要用這機器來做果汁

  • (Laughter)

    因為酸會腐蝕外表的金子

  • So actually, I took a carton of orange juice

    (笑聲)

  • and I poured it in the glass to take this picture.

    所以,我把一盒果汁

  • (Laughter)

    倒在玻璃杯裡,而後才拍出這張照片

  • Beneath it is a wonderful knife.

    (笑聲)

  • It's a Global cutting knife made in Japan.

    大家留心看,會發現底下那裡有一把刀

  • First of all, look at the shape -- it's just wonderful to look at.

    那是一把日本生產的萬能小刀

  • Second of all, it's really beautifully balanced:

    先看看它的形狀,那是多麼美

  • it holds well, it feels well.

    其次,這把刀設計得相當勻稱

  • And third of all, it's so sharp, it just cuts.

    拿在手上感覺棒極了

  • It's a delight to use.

    再有,它的刀刃非常鋒利,割東西非常方便

  • And so it's got everything, right?

    用起來讓人感覺非常舒心

  • It's beautiful and it's functional.

    這是不是說它是十全十美呢

  • And I can tell you stories about it,

    它的確很美也很實用

  • which makes it reflective,

    我還能跟你講幾個故事

  • and so you'll see I have a theory of emotion.

    擴展一下主題

  • And those are the three components.

    大家知道,我有一套關於情緒的理論

  • Hiroshi Ishii and his group at the MIT Media Lab

    這些就是理論的三大塊

  • took a ping-pong table and placed a projector above it,

    Hiroshi Ishii 和他的同事在 MIT 媒體實驗室

  • and on the ping-pong table they projected an image of water

    他們弄來一張乒乓球桌,在上面放一台投影機

  • with fish swimming in it.

    投影機在乒乓球桌上投射一個水面

  • And as you play ping-pong, whenever the ball hits part of the table,

    上面有魚兒在游動

  • the ripples spread out and the fish run away.

    你在那兒打乒乓球,只要球一觸到桌面

  • But of course, then the ball hits the other side,

    就會有波紋彈出來,魚兒也隨之游到別的地方

  • the ripples hit the -- poor fish, they can't find any peace and quiet.

    而後球又跳到另外一個地方

  • (Laughter)

    再次激起水波,看看那魚兒啊,也真可憐的

  • Is that a good way to play ping-pong?

    (笑聲)

  • No. But is it fun?

    這是不是玩乒乓球的好辦法?

  • Yeah! Yeah.

    不是。但好不好玩?

  • Or look at Google.

    肯定好玩!

  • If you type in, oh say, "emotion and design,"

    再看看 Google

  • you get 10 pages of results.

    假如你搜 “情感 設計”

  • So Google just took their logo and they spread it out.

    你會得到十頁搜索結果

  • Instead of saying, "You got 73,000 results.

    而 Google 則非常巧妙地展開自己的標誌,

  • This is one through 20. Next,"

    它不直接告訴你: "有 73,000 個搜索結果

  • they just give you as many o's as there are pages.

    這是頭 20 個。下一頁"

  • It's really simple and subtle.

    它只讓你看到有很多個 “O”,而每一個 O 都代表了一頁

  • I bet a lot of you have seen it and never noticed it.

    非常簡單又非常細膩的一個設計

  • That's the subconscious mind

    我想你們很多人都看過,但是沒有注意到

  • that sort of notices it -- it probably is kind of pleasant

    這就是潛意識

  • and you didn't know why.

    潛意識注意到這東西,也隱約感到快樂

  • And it's just clever.

    但是你不知是為什麼

  • And of course, what's especially good is,

    真是妙不可言

  • if you type "design and emotion,"

    而最有趣的則是

  • the first response out of those 10 pages is my website.

    你搜 “設計與情感” 的時候

  • (Laughter)

    我的網站是排在搜索結果的第一位的

  • Now, the weird thing is Google lies,

    (笑聲)

  • because if I type "design and emotion,"

    可是 Google 也會騙人

  • it says, "You don't need the 'and.' We do it anyway."

    因為假如我搜 “設計與情感”

  • So, OK.

    Google 就會說:你不需打 “與”,我們會加上去的

  • So I type "design emotion"

  • and my website wasn't first again.

    那我就打 “設計 情感”

  • It was third.

    這時我的網站不再是排在結果的第一位了

  • Oh well, different story.

    而是落到了第三位

  • There was this wonderful review in The New York Times

    好,換另一個故事

  • about the MINI Cooper automobile.

    《紐約時報》有一次刊登了一則評論

  • It said, "You know, this is a car that has lots of faults.

    是關於迷你 Cooper 汽車的

  • Buy it anyway.

    上面寫到:這是一輛充滿缺陷的汽車

  • It's so much fun to drive."

    你可以放心買

  • And if you look at the inside of the car --

    因為開這車感覺棒極了

  • I mean, I loved it, I wanted to see it, I rented it,

    假如你看看車的內部

  • this is me taking a picture while my son is driving --

    我當時很想看,就租了一輛

  • and the inside of the car, the whole design is fun.

    這是我兒子駕車時,我拍下的照片

  • It's round, it's neat.

    車子內部的設計,帶給人的就是快感

  • The controls work wonderfully.

    圓圓的,非常細緻

  • So that's my new life; it's all about fun.

    非常好控制

  • I really have the feeling that pleasant things work better,

    這就是我的新生活,是關於好玩的新生活

  • and that never made any sense to me

    我真的認為,好玩的東西總是走在一起的

  • until I finally figured out -- look ...

    但我一直都不能理解為什麼

  • I'm going to put a plank on the ground.

    直到... 好

  • So, imagine I have a plank about two feet wide and 30 feet long

    我要往地板上放一塊木板

  • and I'm going to walk on it, and you see I can walk on it without looking,

    設想一下,我有一塊 2 呎寬 30 呎長的木板

  • I can go back and forth and I can jump up and down.

    我可以在木板上踱步而不需驚慌

  • No problem.

    我可以往前、往後,可以跳上、跳下

  • Now I'm going to put the plank 300 feet in the air --

    沒有任何問題

  • and I'm not going to go near it, thank you.

    而假如我要把這木板放在 300 呎高的地方

  • Intense fear paralyzes you.

    我就不會走近它了

  • It actually affects the way the brain works.

    強烈的畏懼使人麻木

  • So, Paul Saffo, before his talk said that he didn't really have it down

    它會改變大腦工作的模式

  • until just a few days or hours before the talk,

    Paul Saffo 剛才結束演講時說:他在演講開始前一直很緊張

  • and that anxiety was really helpful in causing him to focus.

    直到最後幾天,甚至最後幾個小時才冷靜下來

  • That's what fear and anxiety does;

    但那種緊張而生的焦慮,卻可以幫他集中精神

  • it causes you to be -- what's called depth-first processing --

    畏懼與焦慮的作用也是如此

  • to focus, not be distracted.

    也就是通常說的深度為先的處理原則

  • And I couldn't force myself across that.

    它們能夠使人集中精神,而不分散注意力

  • Now some people can -- circus workers, steel workers.

    但我發現自己做不到

  • But it really changes the way you think.

    有些人可以做到,如馬戲團演員、鋼鐵工人

  • And then, a psychologist, Alice Isen,

    這兩種情緒確實可以改變你想問題的方式

  • did this wonderful experiment.

    一位叫 Alice Isen 的心理學家

  • She brought students in to solve problems.

    做了一個很有趣的實驗

  • So, she'd bring people into the room,

    她找到幾個學生

  • and there'd be a string hanging down here

    把他們帶到房間

  • and a string hanging down here.

    房間的這裡有根繩子

  • It was an empty room, except for a table with a bunch of crap on it --

    那裡也有根繩子

  • some papers and scissors and stuff.

    那是一個空房間,只有一張桌子,桌上有些雜物

  • And she'd bring them in,

    一些紙、剪刀、和其他東西

  • and she'd say,

    她把學生帶到房間裡

  • "This is an IQ test and it determines how well you do in life.

    她說

  • Would you tie those two strings together?"

    這是一個 IQ 測試,測試你在實際生活中的應變能力

  • So they'd take one string and they'd pull it over here

    你們能把這兩根繩子綁起來嗎

  • and they couldn't reach the other string.

    學生一手拿這頭的繩子,然後伸另一只手去勾另一根繩子

  • Still can't reach it.

    他們勾不着

  • And, basically, none of them could solve it.

    實在是勾不着

  • You bring in a second group of people,

    結果沒有人能完成任務

  • and you say, "Oh, before we start,

    那位心理學家又叫來另一群學生

  • I got this box of candy, and I don't eat candy.

    跟他們說:我們開始之前

  • Would you like the box of candy?"

    我想告訴大家,這裡有一盒糖,可是我不吃糖

  • And turns out they liked it, and it made them happy --

    你們吃不吃?

  • not very happy, but a little bit of happy.

    學生很喜歡吃,吃得很開心

  • And guess what -- they solved the problem.

    也許不算很開心,但讓他們感覺心情好一點

  • And it turns out that when you're anxious

    而後他們就解決問題了

  • you squirt neural transmitters in the brain, which focuses you

    當你處於焦慮狀態的時候

  • makes you depth-first.

    大腦裡的神經交換會加速,這樣你更容易集中精力

  • And when you're happy -- what we call positive valence --

    讓你沉浸在那個思考的氛圍裡

  • you squirt dopamine into the prefrontal lobes,

    當你感到快樂的時候

  • which makes you a breadth-first problem solver:

    就會把更多的多巴胺輸送到大腦前額

  • you're more susceptible to interruption; you do out-of-the-box thinking.

    這時你就轉入寬度為先的思考

  • That's what brainstorming is about, right?

    你更容易被外界干擾,並且你在進行框外思考

  • With brainstorming we make you happy, we play games,

    這不就是腦力激盪的本質嗎?

  • and we say, "No criticism,"

    每次腦力激盪,你都感覺快樂,你會玩遊戲

  • and you get all these weird, neat ideas.

    沒有人指責你的想法

  • But in fact, if that's how you always were you'd never get any work done

    於是各種古怪的想法都出來了

  • because you'd be working along and say, "Oh, I got a new way of doing it."

    但假如你一直都是這樣子,你什麼事情也做不了

  • So to get work done, you've got to set a deadline, right?

    因為你會工作到一半時說: “啊,我可以用新辦法來做呢!”

  • You've got be anxious.

    因此,要想做好工作,就需要有時限,對不對?

  • The brain works differently

    你必須得有焦慮感

  • if you're happy. Things work better because you're more creative.

    不同時候,人的大腦的工作方式不一樣

  • You get a little problem, you say, "Ah, I'll figure it out."

    當你高興的時候,你會變得更有創意

  • No big deal.

    遇到問題,你就會想:我會找辦法解決它

  • There's something I call the visceral level of processing, and there will be visceral-level design.

    沒什麼大不了的

  • Biology -- we have co-adapted through biology to like bright colors.

    一種是知覺層面的信息處理

  • That's especially good that mammals and primates like fruits

    看看生物,漫長演化的結果,我們喜歡鮮艷的顏色

  • and bright plants, because you eat the fruit

    哺乳動物和靈長類動物喜歡水果

  • and you thereby spread the seed.

    喜歡鮮艷的植物,你吃掉水果

  • There's an amazing amount of stuff that's built into the brain.

    你也幫忙傳播了種子

  • We dislike bitter tastes, we dislike loud sounds,

    人的大腦是被進化塑造的

  • we dislike hot temperatures, cold temperatures.

    我們不喜歡苦味,不喜歡噪音

  • We dislike scolding voices. We dislike frowning faces;

    不喜歡高熱或寒冷

  • we like symmetrical faces, etc., etc.

    不喜歡責備的聲音,不喜歡皺眉的臉

  • So that's the visceral level.

    我們喜歡對稱的臉...

  • In design, you can express visceral in lots of ways,

    這些都是本能層面的情感

  • like the choice of type fonts and the red for hot, exciting.

    在設計上,你可以通過不同方式表達這樣的情感

  • Or the 1963 Jaguar:

    比如字體的選擇、顏色的選擇

  • It's actually a crummy car, falls apart all the time,

    看看這款 1963 年的獵豹汽車

  • but the owners love it.

    那是很老的一款車,經常壞

  • And it's beautiful -- it's in the Museum of Modern Art.

    但是車主喜歡

  • A water bottle:

    它很美,它就被收藏在紐約現代藝術博物館

  • You buy it because of the bottle, not because of the water.

    這是一個水瓶

  • And when people are finished, they don't throw it away.

    你買它是因為瓶子很別緻,而不是裡面的水

  • They keep it for -- you know, it's like the old wine bottles, you keep it for decoration

    人們喝完裡面的水,不會把瓶子扔掉

  • or maybe fill it with water again, which proves it's not the water.

    他們把瓶子留下來,當裝飾用途

  • It's all about the visceral experience.

    或者再次裝上水,這表明不是水的魅力

  • The middle level of processing is the behavioral level

    這都是本能上的體驗

  • and that's actually where most of our stuff gets done.

    第二層是行為層面

  • Visceral is subconscious, you're unaware of it.

    我們生活中絕大多數的東西都是這樣產生的

  • Behavioral is subconscious, you're unaware of it.

    知覺認識是潛意識的,你根本不知道它發生了

  • Almost everything we do is subconscious.

    行為是潛意識的,你感覺不到它

  • I'm walking around the stage -- I'm not attending to the control of my legs.

    我們所做的幾乎所有事都是潛意識的

  • I'm doing a lot; most of my talk is subconscious;

    在舞台上走,我並沒有費心去指揮我的腳

  • it has been rehearsed and thought about a lot.

    我說話大多數時候也是潛意識的

  • Most of what we do is subconscious.

    我之前做過很多準備,想了很多

  • Automatic behavior -- skilled behavior -- is subconscious,

    我們做的大多數東西是潛意識的

  • controlled by the behavioral side.

    自動化的行為、因為熟練而做的事情

  • And behavioral design is all about feeling in control,

    這些都是由行為控制的

  • which includes usability, understanding --

    行為設計就是讓使用者感到一切在掌控之中

  • but also the feel and heft.

    包括可用性、理解

  • That's why the Global knives are so neat.

    還有質感與重量

  • They're so nicely balanced, so sharp,

    萬能小刀設計得那麼精緻

  • that you really feel you're in control of the cutting.

    非常勻稱、鋒利

  • Or, just driving a high-performance sports car

    你感覺一切控制在自己的掌中

  • over a demanding curb --

    或者是開着一輛性能非常好的汽車

  • again, feeling that you are in complete control of the environment.

    越過一個大檻

  • Or the sensual feeling.

    你會感覺一切盡在自己的掌控之中

  • This is a Kohler shower, a waterfall shower,

    或者是一種感官上的情緒

  • and actually, all those knobs beneath are also showerheads.

    這是一個科勒淋浴頭,一個瀑布效果的淋浴頭

  • It will squirt you all around

    下面這些小孔也是一個個小小的噴頭

  • and you can stay in that shower for hours --

    它還能往任意方向射水

  • and not waste water, by the way,

    你就可以一連幾個小時站在那裡淋浴

  • because it recirculates the same dirty water.

    並且不會浪費水

  • (Laughter)

    它會讓污水循環利用

  • Or this -- this is a really neat teapot I found

    (笑聲)

  • at high tea at The Four Seasons Hotel in Chicago.

    還有這個,這是非常精緻的一個茶壺

  • It's a Ronnefeldt tilting teapot.

    我在芝加哥四季酒店買到的

  • That's kind of what the teapot looks like

    它是一款羅納福特斜體茶壺

  • but the way you use it is you lay it on its back,

    表面看跟普通茶壺沒有區別

  • and you put tea in,

    但是,要用的時候,你要將它躺放在桌面

  • and then you fill it with water.

    然後把茶葉放進去

  • The water then seeps over the tea.

    罐上水

  • And the tea is sitting in this stuff to the right --

    水會把茶浸透

  • the tea is to the right of this line.

    茶葉放在茶壺的右手邊

  • There's a little ledge inside, so the tea is sitting there

    就是在這條線的右手邊

  • and the water is filling it up like that.

    裡面有一條橫擋,茶就在這個地方

  • And when the tea is ready, or almost ready, you tilt it.

    水慢慢的浸透茶身

  • And that means the tea is partially covered

    當茶已弄好或將要好時,你就把茶壺斜著放

  • while it completes the brewing.

    這樣子茶就不會全部被覆蓋

  • And when it's finished, you put it vertically,

    而同時可以繼續溫

  • and now the tea is -- you remember -- above this line

    一旦茶好了,你就把茶壺放正

  • and the water only comes to here --

    大家應該記得,茶是在這個位置的

  • and so it keeps the tea out.

    而水只會跑到這個地方

  • On top of that, it communicates,

    並且把茶隔離出來

  • which is what emotion does.

    除此而外,茶壺本身也在進行一種交流

  • Emotion is all about acting; emotion is really about acting.

    這也是情感的本義

  • It's being safe in the world.

    情感表現在行為上

  • Cognition is about understanding the world, emotion is about interpreting it --

    就是那種安全的感覺

  • saying good, bad, safe, dangerous,

    認知的意義在於理解世界,而情感則試圖解釋這個世界

  • and getting us ready to act, which is why the muscles tense or relax.

    善良與邪惡,安全與危險

  • And that's why we can tell the emotion of somebody else --

    使我們有了判斷才去行動,肌肉的活動也與此相關

  • because their muscles are acting, subconsciously,

    我們可以分辨出其他人的情感

  • except that we've evolved to make the facial muscles really rich with emotion.

    因為我們看得到他們肌肉不經意的活動

  • Well, this has emotions if you like,

    而我們的面部表情特別擅長於傳情達意

  • because it signals the waiter that, "Hey, I'm finished. See -- upright."

    這個茶壺也是有情感的

  • And the waiter can come by and say, "Would you like more water?"

    它會向服務員發出信號: “看,茶弄好了。你看我站起來了“

  • It's kind of neat. What a wonderful design.

    這時服務員會過來問: “是不是需要多一點水”

  • And the third level is reflective,

    這一點真的很巧妙,實在是一個不錯的設計

  • which is, if you like the superego,

    第三個層面的就是反思性的

  • it's a little part of the brain that has no control over what you do,

    就是指佛洛伊德所言的超我

  • no control over the -- doesn't see the senses,

    那是大腦的一部分,它無法控制你的行為

  • doesn't control the muscles.

    無法控制你的感官

  • It looks over what's going on.

    也無法控制你的肌肉

  • It's that little voice in your head

    它只會充當一個旁觀者

  • that's watching and saying, "That's good. That's bad."

    它就是你大腦裡的那個小小的聲音

  • Or, "Why are you doing that? I don't understand."

    它看到什麼都說:“這東西不錯”,“這東西不好”