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  • In 1997, Google introduced their first logo and it looked like this. Yikes.

    1997 年,Google 採用了他們的第一個商標,長這樣。矮額。

  • But after a few redesigns at the turn of the century, they landed on this 3D logo.

    但在 20 世紀末時,他們經過了數次重新設計之後,最後訂定了 3D 立體的商標。

  • 3D logos were all the rage in the early 2000s.

    3D 立體商標在 21 世紀初十分盛行。

  • But fast forward 10 years, and logos started to look like this.

    但經過 10 年之後,商標開始變成這樣。

  • Everybody was changing to 2D design, and before we knew it, 3D logos were a thing of the past.

    每一個都變成了 2D 平面的設計。在我們不知不覺中,3D 商標已成為了過去式。

  • But, did you ever wonder why we had the sudden change to flat design?

    但是你有沒有想過,為什麼會突然變成這種平面的設計?

  • When you're searching the Internet today, you'll scroll past a lot of the same logos over and over again.

    今天當你在網路搜尋時,你會看到很多相似的商標一直出現。

  • Head to Google and you see this guy. Open Instagram and you have to click this. YouTube, Netflix.

    打開 Google 你會看見這玩意。打開 Instagram 你要按這個。還有 YouTube、Netflix。

  • The thing these logos all have in common? They're all 2D.

    這些商標的共通點?他們都是平面的設計。

  • In the mid 1900s, the logos were for the most part all flat design.

    在 20 世紀中期,商標幾乎都設計為平面圖形。

  • They were simple, clean, and 2D.

    它們簡單、清楚和平面。

  • Rather than just trying to get the names out there, companies realized how impactful symbols were.

    但是公司開始意識到,商標上不僅是對外展示品牌名稱,其附帶的符號也非常有影響力。

  • They started to put a lot more thought into the design process.

    於是他們開始在設計中注入許多想法。

  • With the 1970s came CGI, and from there, logo started to come to life.

    1970 年 CGI (電腦產出影像) 的出現,讓商標們如獲新生。

  • But the real change came at the turn of the century.

    但真正的改變發生在世紀交錯間。

  • Adobe developed InDesign and Photoshop, and digital graphic design tools were at everybody's fingertips.

    Adobe 研發了 InDesign 與 Photoshop 軟體,而數位的平面設計工具人人都能輕易使用。

  • Logos were going 3D.

    商標逐漸開始立體化。

  • In the early days of the worldwide web, people started to use the Internet for every little thing.

    在全球網際網路的早期年代,人們開始在每件事上都使用網路。

  • And designers wanted to help people easily navigate these new devices.

    設計師想要幫助人們能更便利地使用這些新的設備。

  • They used what's called Skeuomorphism, which when we're talking about user interface design, means making digital features resemble real life objects.

    他們運用了「擬真技術」,而從使用者介面設計的角度來看,這指的是在數位圖像上仿造實體物品的印象。

  • The Save icon is skeuomorphic.

    儲存圖標就是擬真設計的一種。

  • But after we stopped using the floppy disk in real life, it became less so.

    不過隨著我們不再使用磁碟片,儲存圖標也越來越不算是擬真設計。

  • People wanted technology, specifically touch screen technology to be intuitive and easy to use, and dragging a file to the trashcan on your screen felt instinctive.

    人們希望各種科技能夠直覺且容易地使用,特別像是觸控螢幕科技這種科技。將檔案直接拖曳至螢幕上的垃圾桶丟棄,是個很直觀的體驗。

  • Skeuomorphism was brought to life by using gradients, drop shadows, and fake textures to mimic depth.

    擬真技術設計運用了色彩梯度、陰影和仿造紋理來模擬現實的深度。

  • The iPhone and iTouch were the first big time Capacitive Touch Screens.

    iPhone 和 iTouch 是世界上第一款熱銷的電容式觸控螢幕。

  • They had no buttons and no feedback, unlike the resistive touch screens you use at grocery stores or ATMs.

    他們沒有按鈕,按下後也不會有回應。這和超商或 ATM 所使用的電阻式觸控螢幕不一樣。

  • The 3D designs combined with vibrations and clicking sounds made users feel like they were pressing real buttons.

    3D 立體設計搭配震動和觸控聲音,讓使用者就像是在按真的按鍵一樣。

  • 3D logo designs were vital to make people feel comfortable in the new developing age.

    3D 商標設計對於讓人在新技術仍在發展的時代中,逐漸適應新科技來說非常重要。

  • As the world got more comfortable using these technologies, skeuomorphism and 3D design became less important, and designers started to shift back towards 2D.

    而當人們越來越適應這些科技時,擬真技術和 3D 設計便開始變得不再那麼重要,讓設計者再度把焦點轉回 2D 平面設計。

  • Critics of skeuomorphism argued that it was cluttered and harder to use because of the excessive gradients, beveled edges, and reflections.

    評論擬真技術的人們覺得因為它過度使用了梯度、 斜邊以及反射的效果,使得畫面混亂又不好使用。

  • Flat design conserved space in a limited user interface, and provided a cleaner feel.

    平面設計在有限的使用者介面上保留了空間,也給人較乾淨的感受。

  • Skeuomorphism can also constrain design.

    擬真技術也可能會限制住設計構思。

  • When you go flat, you are no longer tied to the physical world, and ideas and interfaces can take on a more abstract form.

    當使用平面設計時,你便不用和實體世界連結,能讓構思和介面都變得更為抽象化。

  • Take the hamburger menu scene a lot in flat design.

    「漢堡選單」是種平面設計中很常使用的元素。

  • It is the opposite of skeuomorphism because there are no hamburger menus in real life.

    但它其實是與擬真主義完全相反的概念,因為它並不是遵循著現實中的漢堡菜單來設計的。

  • But the menu design was sleeker and incredibly easy to use while saving space on the screen.

    但這樣的選單設計能讓畫面更加整潔,並且在螢幕上騰出較多空間,讓操作更加容易。

  • People were teetering between flat and skeuomorphic designs for a little bit before the world changed overnight. Literally.

    有段時間人們在平面與擬真設計間躊躇不定,直到某天世界在一夕之間天翻地覆。不開玩笑。

  • On September 18th, 2013, Apples iOS updated overnight to iOS 7, and we woke up to a flat world.

    2013 年的 9 月 18 日,Apples 在這天晚上間將系統更新至 iOS 7, 而當我們醒來之後,赫然發現自己進入一個平面的世界。

  • At first, people were not happy with the new operating system.

    一開始人們並不喜歡新的作業系統。

  • They didn't know what was clickable and what wasn't, and more than anything, who likes change?

    他們不知道哪個按鍵能打開,哪個不能。更重要的是,誰喜歡改變啊?

  • The glossy textures from the operating systems before it were gone.

    有光澤紋理的設計從系統中消失了。

  • All the apps had 2D designed icons.

    所有程式都使用了平面設計的圖標。

  • That meant logos needed to switch to 2D to keep up with the times.

    這代表商標也需要轉化成平面以跟進時代。

  • And logos everywhere started to change from 3D to flat design over the next few years.

    在往後幾年裡,商標從立體變成平面設計的案例處處皆是。

  • Not only was 2D perceived to be easier for users, but it was also a lot easier on the designers too.

    平面設計不僅對使用者來說較容易使用,對於設計者來說也輕鬆許多。

  • They can create logos that are high quality but required less time to make, and a simple vector design can be expanded and shrunk for any device or medium easier than 3D logos ever could be.

    他們可以花較少的時間創造出高品質的商標,而簡單的向量設計能夠任意縮放,比 3D 商標更容易放到任何的裝置或媒體上。

  • Today, almost everything we see around the Internet has a flat design.

    我們今天在網路上看到的所有東西幾乎都有著平面設計。

  • Like all branches of design, logos are cyclical.

    但如同所有其他領域的設計一樣,商標設計的潮流也是有循環性的。

  • 2D was in, then it was out, and now it's in again.

    以前使用的是平面設計,經過一段時間沒落後,現在又再次流行起來。

  • But don't count skeuomorphism out just yet.

    但可不要以為擬真技術會就此消亡。

  • With the rise of augmented and virtual reality, skeuomorphism has to stay alive so that we can touch and feel digital objects in a very real way.

    隨著擴增與虛擬實境技術興起,我們需要擬真技術才能讓我們在碰觸數位物件時能有真實的回饋。

  • What will these logos look like in the future?

    這些商標在未來又會變成怎麼樣呢?

  • It's hard to tell, but for now, I'm just hoping I don't wake up with a whole new interface on my phone.

    這很難說,但現在,我只希望明早起床時,我的手機不會一夕之間變成了全新的介面。

  • Thank you for watching. Please be sure to like, comment, and subscribe to our channel, and ring the bell below.

    謝謝你的觀賞。記得按下喜歡、留言,並追蹤我們的頻道,還有點擊下方的小鈴鐺。

  • That way, you're notified whenever we post a new video.

    這樣我們上傳新影片時你便能馬上收到通知。

In 1997, Google introduced their first logo and it looked like this. Yikes.

1997 年,Google 採用了他們的第一個商標,長這樣。矮額。

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    Jessieeee 發佈於 2021 年 11 月 06 日
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