ABOUT THE SPEAKER
Don Norman - Cognitive scientist and design critic
Don Norman studies how real people interact with design, exploring the gulf between what a designer intends and what a regular person actually wants. His work has resulted in some classic books, including "The Design of Everyday Things."

Why you should listen

Don Norman is an anthropologist of modern life, studying the way we humans interact with our designed world. Though he has a slight reputation as a grumpy critic, his work is generous and insightful -- he wants nothing less than to close the gap between products and their users. If you've ever fought with an automatic faucet in an airport bathroom, or wondered which button to press in the anonymous row on top of your printer, it's good to know that Norman is in your corner. He's the author of a raft of books on design and the way we humans interact with it, including the classic "Design of Everyday Things." His next book, says his website, will be about sociable design.

Norman began his career as an academic, working in psychology and then cognitive science at UCSD. In the mid-'90s, he joined Apple and ended up in their Advanced Technology Group, and later worked for HP, before returning to university life. He's now the co-director of an innovative combined MBA and MEM program (called MMM) at Northwestern University. He's also a cofounder of the usability consultancy Nielsen Norman Group.

More profile about the speaker
Don Norman | Speaker | TED.com
TED2003

Don Norman: 3 ways good design makes you happy

Don Norman o 3 načina na koji nas dizajn usrećuje

Filmed:
1,860,477 views

U svom govoru iz 2003 god., kritičar dizajna Don Norman usmjerava pažnju na ljepotu, zabavu, ugodu i emocije, u svom pogledu na dizajn koji usrećuje ljude. Imenuje 3 emotivne točke koje svaki kvalitetno dizajnirani produkt mora pogoditi da bi uspio.
- Cognitive scientist and design critic
Don Norman studies how real people interact with design, exploring the gulf between what a designer intends and what a regular person actually wants. His work has resulted in some classic books, including "The Design of Everyday Things." Full bio

Double-click the English transcript below to play the video.

00:12
The newnovi me is beautyljepota.
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Novi JA je usmjeren na ljepotu.
00:14
(LaughterSmijeh)
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(Smijeh)
00:15
Yeah, people used to say, "Norman'sNorman je OK,
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Znate, ljudi su znali reći za mene da sam u redu
00:20
but if you followedslijedi what he said, everything would be usablekorisna
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no ukoliko biste radili sve kako ja kažem, sve bi bilo upotrebljivo
00:22
but it would be uglyružan."
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no ružno.
00:24
Well, I didn't have that in mindum, so ...
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Ja nisam baš na to mislio pa...
00:29
This is neaturedan.
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Ovo je zgodno.
00:31
Thank you for settingpostavljanje up my displayprikaz.
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Hvala što ste mi namjestili izložak.
00:33
I mean, it's just wonderfulpredivan.
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Zaista je divan.
00:35
And I haven'tnisu the slightestnajmanji ideaideja of what it does or what it's good for,
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A ja nemam pojma što radi ili u koju svrhu se služi,
00:38
but I want it.
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ali ga želim.
00:40
And that's my newnovi life.
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I to je smisao mog novog života.
00:42
My newnovi life is tryingtežak to understandrazumjeti what beautyljepota is about,
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Smisao mog novog života je razumijevanje ljepote,
00:46
and "prettyprilično," and "emotionsemocije."
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lijepog i emocija.
00:48
The newnovi me is all about makingizrađivanje things kindljubazan of neaturedan and funzabava.
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Smisao novog JA je učiniti stvari zgodnim i zabavnim.
00:52
And so this is a PhilippePhilippe StarckStarck juicersokovnik, producedizrađen by AlessiSu.
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Ovo je Philippe Starck sokovnik kojeg proizvodi Alessi.
00:56
It's just neaturedan; it's funzabava. It's so much funzabava I have it in my housekuća --
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Toliko je zabavan da ga imam u kući,
00:58
but I have it in the entrywayulaz, I don't use it to make juicesok.
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no držim ga na ulazu, ne koristim ga za pravljenje soka.
01:01
(LaughterSmijeh)
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(Smijeh)
01:03
In factčinjenica, I boughtkupio the gold-platedpozlaćen specialposeban editionizdanje
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Zapravo, čak sam kupio pozlaćenog iz specijalne edicije
01:07
and it comesdolazi with a little slipskliznuti of paperpapir
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koji dolazi s malim papirićem
01:09
that sayskaže, "Don't use this juicersokovnik to make juicesok."
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na kojem piše: " Nemojte upotrebljavati ovaj sokovnik za pravljenje soka.
01:12
The acidkiselina will ruinpropast the goldzlato platingoplata.
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Kiselina će izgristi pozlatu."
01:15
(LaughterSmijeh)
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(Smijeh)
01:16
So actuallyzapravo, I tookuzeo a cartonkartonska kutija of orangenarančasta juicesok
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Tako da sam zapravo uzeo sok iz pakiranja
01:18
and I pouredizlivena it in the glassstaklo to take this pictureslika.
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te ga natočio u čašu da bih mogao snimiti ovu sliku.
01:20
(LaughterSmijeh)
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(Smijeh)
01:23
BeneathIspod it is a wonderfulpredivan knifenož.
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No ispod njega je divan nož.
01:25
It's a GlobalGlobalne cuttingrezanje knifenož madenapravljen in JapanJapan.
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To je kuhinjski nož marke Global napravljen u Japanu.
01:28
First of all, look at the shapeoblik -- it's just wonderfulpredivan to look at.
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Kao prvo, sami oblik noža je predivan.
01:30
SecondDrugi of all, it's really beautifullylijepo balanceduravnotežen:
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Kao drugo, zaista je divno balansiran
01:33
it holdsdrži well, it feelsosjeća well.
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dobro sjeda u ruci.
01:35
And thirdtreći of all, it's so sharpoštar, it just cutsrezovi.
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I naposljetku, tako je oštar da samo prolazi.
01:37
It's a delightzadovoljstvo to use.
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Divota ga je upotrebljavati.
01:39
And so it's got everything, right?
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Zaključak je da ima sve, zar ne?
01:41
It's beautifullijep and it's functionalfunkcionalna.
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Lijep je i funkcionalan.
01:43
And I can tell you storiespriče about it,
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I mogu vam ispričati neke priče vezane uz njega,
01:45
whichkoji makesmarke it reflectivezamišljen,
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što ga čini misaonim,
01:47
and so you'llvi ćete see I have a theoryteorija of emotionemocija.
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a vidjet ćete da ja imam teoriju o emocijama.
01:49
And those are the threetri componentskomponente.
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I to su te tri komponente.
01:51
HiroshiHiroshi IshiiIshii and his groupskupina at the MITMIT MediaMedija LabLaboratorij
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Hiroshi Ishii i njegova grupa na Medijskom laboratoriju na MIT-u
01:54
tookuzeo a ping-pongstolni tenis tablestol and placedpostavljen a projectorprojektor aboveiznad it,
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su uzeli stol za stolni tenis i stavili projektor iznad njega,
01:57
and on the ping-pongstolni tenis tablestol they projectedprojektiran an imageslika of watervoda
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te su na stolu projektirali površinu vode
02:00
with fishriba swimmingplivanje in it.
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i ribe koje plivaju na njoj.
02:02
And as you playigrati ping-pongstolni tenis, wheneverkada the balllopta hitshitovi partdio of the tablestol,
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I kako igrate, tako se kad god loptica udari u stol,
02:05
the ripplesvalovi spreadširenje out and the fishriba runtrčanje away.
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valovi širi i ribe pobjegnu.
02:07
But of coursenaravno, then the balllopta hitshitovi the other sidestrana,
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Naravno nakon toga loptica udari na drugu stranu,
02:09
the ripplesvalovi hithit the -- poorsiromašan fishriba, they can't find any peacemir and quietmiran.
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valovi udare jadne ribice koje nikako ne mogu pronaći mir i tišinu.
02:12
(LaughterSmijeh)
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(Smijeh)
02:13
Is that a good way to playigrati ping-pongstolni tenis?
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Stoga, da li je to dobar način igranja stolnog tenisa?
02:15
No. But is it funzabava?
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Ne. Ali da li je zabavan?
02:17
Yeah! Yeah.
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Da! Da!
02:20
Or look at GoogleGoogle.
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Ili uzmite npr. Google.
02:22
If you typetip in, oh say, "emotionemocija and designdizajn,"
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Ukoliko npr. upišete, "emocije i dizajn"
02:27
you get 10 pagesstranica of resultsrezultati.
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izbacit će vam 10 stranica rezultata.
02:29
So GoogleGoogle just tookuzeo theirnjihov logologo and they spreadširenje it out.
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Tako da je Google uzeo svoj logo i raširio ga.
02:32
InsteadUmjesto toga of sayingizreka, "You got 73,000 resultsrezultati.
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Umjesto da piše "Imate 73 000 rezultata.
02:34
This is one throughkroz 20. NextSljedeći,"
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Ovaj rezultat do 20. Sljedeći,"
02:36
they just give you as manymnogi o'so's as there are pagesstranica.
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samo vam daju onoliko slova O koliko ima stranica.
02:39
It's really simplejednostavan and subtlefin.
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Zaista je jednostavno i suptilno.
02:41
I betkladiti se a lot of you have seenvidio it and never noticedprimijetio it.
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Kladim se da vas je puno to vidjelo prije ali nije zamijetilo.
02:44
That's the subconsciouspodsvjestan mindum
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Tako funkcionira podsvjesni um
02:46
that sortvrsta of noticesobavijesti it -- it probablyvjerojatno is kindljubazan of pleasantprijatan
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koji na nekim način to primjeti, odaje osjećaj ugodnog
02:48
and you didn't know why.
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ali vi ne znate zašto.
02:50
And it's just cleverpametan.
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A to je jednostavno pametno.
02:52
And of coursenaravno, what's especiallyposebno good is,
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A naravno, posebno dobra stvar je,
02:54
if you typetip "designdizajn and emotionemocija,"
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ukoliko upišete "dizajn i emocije"
02:56
the first responseodgovor out of those 10 pagesstranica is my websiteweb stranica.
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od tih 10 stranica prva je moja web stranica.
03:00
(LaughterSmijeh)
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(Smijeh)
03:02
Now, the weirdčudan thing is GoogleGoogle lieslaži,
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A sad, čudna stvar je da Google laže,
03:05
because if I typetip "designdizajn and emotionemocija,"
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jer ukoliko upišem "dizajn i emocije"
03:07
it sayskaže, "You don't need the 'and' i.' We do it anywayu svakom slučaju."
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on kaže da " Ne trebate "i". Svejedno ćemo to odraditi."
03:10
So, OK.
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Stoga, Ok.
03:12
So I typetip "designdizajn emotionemocija"
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Onda upišem " dizajn emocije"
03:14
and my websiteweb stranica wasn'tnije first again.
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i onda moja stranica više nije na prvom mjestu.
03:16
It was thirdtreći.
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Na trećem je.
03:18
Oh well, differentdrugačiji storypriča.
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Ali to je već druga priča.
03:22
There was this wonderfulpredivan reviewpregled in The NewNovi YorkYork TimesPuta
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New Yor Times je izdao krasan osvrt
03:25
about the MINIMINI CooperCooper automobileautomobil.
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o MINI Cooper autu.
03:27
It said, "You know, this is a carautomobil that has lots of faultsgreške.
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Napisali su, " Vidite, ovo je auto koji ima mnogo mana.
03:31
BuyKupiti it anywayu svakom slučaju.
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Kupite ga svejedno.
03:33
It's so much funzabava to drivepogon."
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Tako ga je zabavno voziti."
03:35
And if you look at the insideiznutra of the carautomobil --
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Ukoliko pogledate unutrašnjost auta-
03:38
I mean, I lovedvoljen it, I wanted to see it, I rentediznajmljuje it,
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Mislim, želio sam vidjeti, iznajmio sam ga,
03:40
this is me takinguzimanje a pictureslika while my sonsin is drivingvožnja --
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ovo ja slikam sina dok ga vozi-
03:43
and the insideiznutra of the carautomobil, the wholečitav designdizajn is funzabava.
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unutrašnjost auta, cjelokupni dizajn je zabavan.
03:46
It's roundkrug, it's neaturedan.
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Okrugao je i zgodan.
03:48
The controlskontrole work wonderfullypredivno.
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Kontrole rade divno.
03:50
So that's my newnovi life; it's all about funzabava.
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Tako da je to moj novi život, vrti se oko zabave.
03:53
I really have the feelingosjećaj that pleasantprijatan things work better,
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zaista imam osjećaj da ugodne stvari rade bolje,
03:56
and that never madenapravljen any senseosjećaj to me
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i to mi nikada nije imalo smisla
03:59
untildo I finallykonačno figuredshvaćen out -- look ...
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dok nisam naposljetku dokučio zašto...
04:03
I'm going to put a plankdaska on the groundtlo.
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Stavit ću dasku na pod.
04:05
So, imaginezamisliti I have a plankdaska about two feetnoge wideširok and 30 feetnoge long
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Zamislite da imam dasku pola metra široku i 10 metara dugu
04:08
and I'm going to walkhodati on it, and you see I can walkhodati on it withoutbez looking,
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spremam se hodati po njoj i vidite da hodam bez gledanja,
04:11
I can go back and forthdalje and I can jumpskok up and down.
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i mogu ići naprijed i nazad i skakati gore i dolje.
04:13
No problemproblem.
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Bez problema.
04:15
Now I'm going to put the plankdaska 300 feetnoge in the airzrak --
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Sada ću staviti dasku 100 metara u zrak
04:19
and I'm not going to go nearblizu it, thank you.
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i nakon toga joj neću ni prići, ne hvala.
04:25
IntenseIntenzivna fearstrah paralyzesparalizira you.
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Intenzivan strah vas paralizira.
04:27
It actuallyzapravo affectsutječe the way the brainmozak worksdjela.
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Utječe na način na koji mozak funkcionira.
04:30
So, PaulPavao SaffoSaffo, before his talk said that he didn't really have it down
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Npr., Paul Saffo je prije svog govora rekao kako nije imao ništa zapisano
04:34
untildo just a fewnekoliko daysdana or hourssati before the talk,
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do tek par dana ili par sati prije govora,
04:36
and that anxietyanksioznost was really helpfulkoristan in causinguzrok him to focusfokus.
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a njemu je ta anksioznost pomogla da se skoncentrira
04:40
That's what fearstrah and anxietyanksioznost does;
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I to je ono što strah i anksioznost rade
04:42
it causesuzroci you to be -- what's calledzvao depth-firstdubina-prvi processingobrada --
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Omogućuje vam da se- to se zove dubinsko-procesuiranje-
04:45
to focusfokus, not be distractedometen.
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fokusirate, da budete sabrani,
04:48
And I couldn'tne mogu forcesila myselfsebe acrosspreko that.
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a ja se nisam mogao natjerati na to.
04:51
Now some people can -- circuscirkus workersradnici, steelželjezo workersradnici.
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Neki ljudi to mogu - radnici u cirkusu, fizički radnici.
04:54
But it really changespromjene the way you think.
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No to vam zaista mijenja način na koji razmišljate.
04:56
And then, a psychologistpsiholog, AliceAlice IsenIsen,
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Psihologinja po imenu Alice Isen
04:59
did this wonderfulpredivan experimenteksperiment.
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je napravila divan eksperiment.
05:01
She broughtdonio studentsstudenti in to solveriješiti problemsproblemi.
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Dovela je studente da riješe probleme
05:03
So, she'dBila bringdonijeti people into the roomsoba,
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Funkcioniralo bi tako da bi uvela ljude u sobu,
05:05
and there'dcrveno be a stringniz hangingvješanje down here
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ovdje bi visila uzica
05:07
and a stringniz hangingvješanje down here.
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i ovdje bi visila uzica
05:09
It was an emptyprazan roomsoba, exceptosim for a tablestol with a bunchmnogo of crapsranje on it --
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i prazna soba osim jednog stola na kojem je bila hrpa beskorisnih stvari-
05:12
some papersnovine and scissorsškare and stuffstvari.
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neki papiri, škare i ostale stvari.
05:14
And she'dBila bringdonijeti them in,
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Ona bi ih uvela
05:16
and she'dBila say,
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i rekla:
05:18
"This is an IQIQ testtest and it determinesodređuje how well you do in life.
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" Ovo je test inteligencije i pokazuje koliko ste uspješni u životu.
05:21
Would you tiekravata those two stringsžice togetherzajedno?"
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možete li spojiti te dvije uzice?"
05:24
So they'doni bi take one stringniz and they'doni bi pullVuci it over here
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Oni bi onda uzeli jednu uzicu i vukli je tu
05:27
and they couldn'tne mogu reachdohvatiti the other stringniz.
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ali nisu mogli dosegnuti drugu uzicu.
05:30
Still can't reachdohvatiti it.
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još uvijek ne mogu dosegnuti.
05:32
And, basicallyu osnovi, nonenijedan of them could solveriješiti it.
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U principu nitko od njih nije mogao riješiti problem.
05:35
You bringdonijeti in a seconddrugi groupskupina of people,
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zatim je uvela drugu grupu ljudi
05:38
and you say, "Oh, before we startpočetak,
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i rekla: " Prije nego počnemo,
05:41
I got this boxkutija of candybombon, and I don't eatjesti candybombon.
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imam tu jednu bombonijeru a ja ne jedem bombone.
05:44
Would you like the boxkutija of candybombon?"
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Da li biste vi htjeli tu bombonijeru?
05:46
And turnsokreti out they likedvolio it, and it madenapravljen them happysretan --
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Ispada da im se svidjela, učinila ih sretnim,
05:49
not very happysretan, but a little bitbit of happysretan.
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ne jako sretnima, ali pomalo sretnima.
05:51
And guessnagađati what -- they solvedriješen the problemproblem.
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I pogodite što? Riješili su problem.
05:53
And it turnsokreti out that when you're anxiouszabrinuti
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Ispada da kad je čovjek anksiozan
05:56
you squirtmlaz vode neuralživčani transmittersodašiljači in the brainmozak, whichkoji focusesusredotočuje you
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ubrizgavaju se neurotransmiteri u mozak, što fokusira čovjeka
05:59
makesmarke you depth-firstdubina-prvi.
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dovodi do dubinskog procesiranja,
06:01
And when you're happysretan -- what we call positivepozitivan valenceValence --
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A kada je čovjek sretan- ono što zovemo pozitivna valentnost-
06:04
you squirtmlaz vode dopaminedopamin into the prefrontalprefrontalni lobesrežnjeva,
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ubrizgava se dopamin u prefrontalni režanj,
06:06
whichkoji makesmarke you a breadth-firsti širina-prvi problemproblem solveralat za rješavanje:
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što mu omogućuje da probleme rješava na način površnog procesiranja
06:08
you're more susceptibleosjetljiv to interruptionprekida; you do out-of-the-boxvanjska strana-od-kutija thinkingmišljenje.
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više podložnog prekidima i maštovitim rješenjima.
06:11
That's what brainstormingbombardovanje idejama is about, right?
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To je bit protoka ideja zar ne?
06:14
With brainstormingbombardovanje idejama we make you happysretan, we playigrati gamesigre,
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Pri protoku ideja ljudi su sretni, igraju igre
06:17
and we say, "No criticismkritika,"
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i pravilo je da nema kritike,
06:19
and you get all these weirdčudan, neaturedan ideasideje.
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a rezultat su čudne, zgodne ideje.
06:21
But in factčinjenica, if that's how you always were you'dti bi never get any work doneučinio
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No u stvarnosti, da je tako stalno, nitko ne bi nikad ništa uspio odradit
06:24
because you'dti bi be workingrad alonguz and say, "Oh, I got a newnovi way of doing it."
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zato što bi tijekom rada netko uvijek izmislio novi način rada.
06:27
So to get work doneučinio, you've got to setset a deadlinerok, right?
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Stoga, da bi se rad dovršio, mora biti određen rok, zar ne?
06:31
You've got be anxiouszabrinuti.
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Čovjek mora biti anksiozan.
06:33
The brainmozak worksdjela differentlyrazličito
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Mozak funkcionira drukčije
06:35
if you're happysretan. Things work better because you're more creativekreativan.
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a ukoliko ste sretni, stvari se bolje odvijaju jer ste kreativniji
06:38
You get a little problemproblem, you say, "AhAh, I'll figurelik it out."
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kad naiđete na problem, samo pomislite da ćete već nešto smislit.
06:41
No bigvelika dealdogovor.
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Nije problem.
06:43
There's something I call the visceralvisceralni levelnivo of processingobrada, and there will be visceral-levelvisceralni razini designdizajn.
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Postoji nešto što ja zovem visceralni nivo procesiranja.
06:45
BiologyBiologija -- we have co-adaptedKo prilagođen throughkroz biologybiologija to like brightsvijetao colorsboje.
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Biologija- čovjek se prilagodio putem biologije da bi volio svijetle boje.
06:49
That's especiallyposebno good that mammalssisavci and primatesprimati like fruitsvoće
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Stoga je posebno dobro da sisavci i primati vole voće
06:53
and brightsvijetao plantsbilje, because you eatjesti the fruitvoće
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i šarene biljke, jer jedu voće
06:55
and you therebytime spreadširenje the seedsjeme.
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i na taj način šire sjeme.
06:57
There's an amazingnevjerojatan amountiznos of stuffstvari that's builtizgrađen into the brainmozak.
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Postoji fascinantna količina stvari koje su ugrađene u mozak.
07:00
We dislikene voljeti bittergorak tastesokusi, we dislikene voljeti loudglasno soundszvukovi,
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Ne volimo gorke okuse, glasne zvukove,
07:03
we dislikene voljeti hotvruće temperaturestemperature, coldhladno temperaturestemperature.
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vrućinu, hladnoću,
07:05
We dislikene voljeti scoldingkaranje voicesglasovi. We dislikene voljeti frowningmrštiš faceslica;
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Ne volimo svadljive glasove, namrštena lica,
07:09
we like symmetricalsimetričan faceslica, etcitd., etcitd.
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Volimo simetrična lica, itd., itd.
07:12
So that's the visceralvisceralni levelnivo.
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Znači to je visceralni nivo
07:14
In designdizajn, you can expressizraziti visceralvisceralni in lots of waysnačine,
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a u dizajnu se visceralno može izraziti na mnogo načina
07:17
like the choiceizbor of typetip fontsfontovi and the redcrvena for hotvruće, excitinguzbudljiv.
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kao npr. izborom fontova ili crvene boje za vruće, uzbudljivo.
07:22
Or the 1963 JaguarJaguar:
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Ili Jaguar iz 1963.
07:24
It's actuallyzapravo a crummybijedan carautomobil, fallsSlapovi apartosim all the time,
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Zapravo je to pišljiv auto, raspada se cijelo vrijeme
07:27
but the ownersvlasnici love it.
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no vlasnici ga vole.
07:29
And it's beautifullijep -- it's in the MuseumMuzej of ModernModerne ArtUmjetnost.
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I lijep je - izložen je u Muzeju Moderne Umjetnosti.
07:31
A watervoda bottleboca:
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Boca vode.
07:33
You buykupiti it because of the bottleboca, not because of the watervoda.
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Kupujete je zbog boce, ne zbog vode.
07:36
And when people are finishedgotov, they don't throwbacanje it away.
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Kada su ljudi gotovi s njom, ne bacaju bocu
07:39
They keep it for -- you know, it's like the oldstar winevino bottlesboce, you keep it for decorationukras
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zadrže ju, ma znate, kao što je slučaj sa starim bocama vina koje drže za dekoraciju
07:42
or maybe fillispuniti it with watervoda again, whichkoji provesdokazuje it's not the watervoda.
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ili možda ju ponovno napune vodom, što je dokaz da se ne radi o vodi.
07:45
It's all about the visceralvisceralni experienceiskustvo.
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Radi se o visceralnom doživljaju.
07:50
The middlesrednji levelnivo of processingobrada is the behavioralponašanja levelnivo
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Srednji dio procesuiranja je bihevioralni nivo
07:54
and that's actuallyzapravo where mostnajviše of our stuffstvari getsdobiva doneučinio.
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i tamo se zapravo većina stvari odvija.
07:56
VisceralVisceralni is subconsciouspodsvjestan, you're unawarenesvjestan of it.
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Visceralno je podsvjesno, nismo svjesni toga
07:58
BehavioralPonašanja is subconsciouspodsvjestan, you're unawarenesvjestan of it.
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Bihevioralno je podsvjesno, nismo svjesni toga.
08:01
AlmostGotovo everything we do is subconsciouspodsvjestan.
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Skoro sve što radimo je podsvjesno.
08:03
I'm walkinghodanje around the stagefaza -- I'm not attendingpohađaju to the controlkontrolirati of my legsnoge.
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Kada hodam na podiju ne razmišljam o radu svojih nogu.
08:07
I'm doing a lot; mostnajviše of my talk is subconsciouspodsvjestan;
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Puno toga radim, većina mog govora je podsvjesno,
08:10
it has been rehearsedprobe and thought about a lot.
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vježbao sam i razmišljao o njemu dosta.
08:12
MostVećina of what we do is subconsciouspodsvjestan.
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Većina stvari koje radimo je podsvjesna.
08:14
AutomaticAutomatsko behaviorponašanje -- skilledvješt behaviorponašanje -- is subconsciouspodsvjestan,
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Automatsko ponašanje - uvježbano ponašanje je podsvjesno,
08:17
controlleddirigovan by the behavioralponašanja sidestrana.
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kontrolirano od bihevioralne strane.
08:19
And behavioralponašanja designdizajn is all about feelingosjećaj in controlkontrolirati,
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A svrha bihevioralnog dizajna je osjećaj kontrole,
08:23
whichkoji includesuključuje usabilityupotrebljivost, understandingrazumijevanje --
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koji uključuje upotrebljivost, razumijevanje,
08:26
but alsotakođer the feel and heftTežina.
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no isto tako osjećaj i težinu.
08:28
That's why the GlobalGlobalne knivesNoževi are so neaturedan.
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Zato su Globalovi noževi tako zgodni
08:30
They're so nicelylijepo balanceduravnotežen, so sharpoštar,
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Tako su lijepo balansirani, tako oštri,
08:32
that you really feel you're in controlkontrolirati of the cuttingrezanje.
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da zaista osjetiš kao da kontroliraš rezanje.
08:34
Or, just drivingvožnja a high-performancevisoke performanse sportssportski carautomobil
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Ili vožnja sportskog auta s visokim performansama
08:38
over a demandingzahtjevan curbrubnik --
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u zahtjevnoj krivini,
08:40
again, feelingosjećaj that you are in completepotpun controlkontrolirati of the environmentokolina.
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osjećaj potpune kontrole nad okolišem.
08:43
Or the sensualsenzualan feelingosjećaj.
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Ili senzualni osjećaj.
08:45
This is a KohlerKohler showertuš, a waterfallvodopad showertuš,
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Ovo je tuš marke Kohler, vodopadni tuš,
08:47
and actuallyzapravo, all those knobsručice beneathispod are alsotakođer showerheadstuševi.
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sve izbočine ispod su isto glave tuša.
08:50
It will squirtmlaz vode you all around
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Skroz vas pošpricaju
08:52
and you can stayboravak in that showertuš for hourssati --
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A možete ostati ispod njega satima.
08:54
and not wastegubljenje watervoda, by the way,
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I usput rečeno ne trošite vodu,
08:56
because it recirculatesrecirculates the sameisti dirtyprljav watervoda.
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jer recirkulira istu prljavu vodu.
08:58
(LaughterSmijeh)
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(Smijeh)
09:01
Or this -- this is a really neaturedan teapotčajnik I foundpronađeno
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Ili ovo - to je zaista zgodan čajnik koji sam našao
09:03
at highvisok teačaj at The FourČetiri SeasonsGodišnja doba HotelHotel in ChicagoChicago.
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dok sam bio na popodnevnom čaju u Four Seasons hotelu u Chicagu
09:07
It's a RonnefeldtRonnefeldt tiltingNagibni teapotčajnik.
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To je nagibni čajnik marke Ronnefeldt
09:09
That's kindljubazan of what the teapotčajnik looksizgled like
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Tako nekako čajnik izgleda
09:11
but the way you use it is you laypoložiti it on its back,
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no upotrebljava se tako da se položi,
09:14
and you put teačaj in,
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stavi se čaj unutra,
09:16
and then you fillispuniti it with watervoda.
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i onda se napuni vodom
09:18
The watervoda then seepsizbija over the teačaj.
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jer voda onda prelije čaj.
09:21
And the teačaj is sittingsjedenje in this stuffstvari to the right --
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A čaj stoji tu nadesno
09:24
the teačaj is to the right of this linecrta.
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stoji desno od ove linije.
09:26
There's a little ledgeležište insideiznutra, so the teačaj is sittingsjedenje there
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Unutra je mala letvica da može čaj stat u nju
09:28
and the watervoda is fillingpunjenje it up like that.
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i voda ga onda tako napuni.
09:30
And when the teačaj is readyspreman, or almostskoro readyspreman, you tiltnagib it.
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Kada je čaj spreman ili skoro spreman, čajnik se nagne.
09:33
And that meanssredstva the teačaj is partiallydjelimično coveredpokriven
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To znači da je čaj djelomični pokriven
09:36
while it completesdovršava the brewingvarenje.
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dok se završava vrenje.
09:38
And when it's finishedgotov, you put it verticallyokomito,
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Kada je završeno, čajnik se položi vertikalno
09:40
and now the teačaj is -- you rememberzapamtiti -- aboveiznad this linecrta
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i sada je čaj - sjećate se- iznad ove linije
09:42
and the watervoda only comesdolazi to here --
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a voda dođe samo do tu
09:45
and so it keepsčuva the teačaj out.
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i čaj je zadržan izvan
09:47
On topvrh of that, it communicateskomunicira,
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Povrh toga, čajnik komunicira,
09:49
whichkoji is what emotionemocija does.
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što je i funkcija emocija.
09:51
EmotionEmocija is all about actinggluma; emotionemocija is really about actinggluma.
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Glavno obilježje emocija je gluma,
09:54
It's beingbiće safesef in the worldsvijet.
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Radi se o sigurnosti na svijetu.
09:56
CognitionSpoznaja is about understandingrazumijevanje the worldsvijet, emotionemocija is about interpretingtumačenje it --
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Dok je smisao kognicije razumijevanje svijeta, smisao emocija je njegova interperetacija
10:00
sayingizreka good, badloše, safesef, dangerousopasno,
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određivanje dobrog, lošeg, sigurnog, opasnog,
10:02
and gettinguzimajući us readyspreman to actčin, whichkoji is why the musclesmišići tensevrijeme or relaxOpusti se.
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i priprema nas na akciju, zbog čega se mišići napinju ili opuštaju.
10:05
And that's why we can tell the emotionemocija of somebodyneko elsedrugo --
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Zato možemo odrediti nečiju emociju,
10:09
because theirnjihov musclesmišići are actinggluma, subconsciouslypodsvjesno,
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jer njihovi mišići podsvjesno rade,
10:11
exceptosim that we'veimamo evolvedrazvio to make the faciallica musclesmišići really richbogat with emotionemocija.
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osim što smo mi evoluirali tako da su nam mišići lica bogati emocijama.
10:17
Well, this has emotionsemocije if you like,
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Stoga, ovo ima svojevrsne emocije,
10:19
because it signalssignali the waiterKonobar that, "Hey, I'm finishedgotov. See -- uprightuspravan."
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jer signalizira konobaru: "Hej, gotov sam. Vidiš, stojim uspravno."
10:23
And the waiterKonobar can come by and say, "Would you like more watervoda?"
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Onda konobar može doći i pitati "Želite li još vode?"
10:26
It's kindljubazan of neaturedan. What a wonderfulpredivan designdizajn.
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Zgodno je. Kakav krasan dizajn.
10:28
And the thirdtreći levelnivo is reflectivezamišljen,
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I na kraju, treći nivo je misaoni,
10:32
whichkoji is, if you like the superegosuper ego, tako,
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ukoliko volite superego,
10:36
it's a little partdio of the brainmozak that has no controlkontrolirati over what you do,
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to je mali dio mozga koji nema kontrole nad vašim postupcima,
10:39
no controlkontrolirati over the -- doesn't see the sensesosjetila,
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ne vidi osjete,
10:43
doesn't controlkontrolirati the musclesmišići.
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ne kontrolira mišiće
10:45
It looksizgled over what's going on.
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On nadgleda što se događa.
10:47
It's that little voiceglas in your headglava
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On je onaj mali glasić u vašoj glavi
10:49
that's watchinggledanje and sayingizreka, "That's good. That's badloše."
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koji gleda i govori što je dobro a što loše.
10:51
Or, "Why are you doing that? I don't understandrazumjeti."
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ili " Zašto to radiš? Ne razumijem."
10:53
It's that little voiceglas in your headglava that's the seatsjedalo of consciousnesssvijest.
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To je onaj mali glasić u glavi koji je centar svijesti.
10:55
Here'sOvdje je a great reflectivezamišljen productproizvod.
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Evo jednog odličnog misaonog proizvoda.
10:58
OwnersVlasnici of the HummerHummer have said, "You know I've ownedvlasništvu manymnogi carsautomobili in my life --
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Vlasnici Hummera su rekli " Ja sam posjedovao mnogo auta u životu
11:02
all sortsvrste of exoticegzotične carsautomobili,
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svakakvih egzotičnih vrsta,
11:04
but never have I had a carautomobil that attractedprivukla je so much attentionpažnja."
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ali nikad nisam imao auto koji privlači toliko pažnje."
11:07
It's about attentionpažnja. It's about theirnjihov imageslika,
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Radi se o njegovom odrazu,
11:09
not about the carautomobil.
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a ne o autu.
11:11
If you want a more positivepozitivan modelmodel --
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No ako uzmemo i pozitivniji model,
11:13
this is the GMGM carautomobil.
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ovo je GM auto.
11:15
And the reasonrazlog you mightmoć buykupiti it now is because you carebriga about the environmentokolina.
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Razlog zbog kojeg biste ga mogli sada kupiti je vaša briga za okolinu
11:17
And you'llvi ćete buykupiti it to protectzaštititi the environmentokolina,
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I kupili biste ga jer se brinete za okolinu
11:19
even thoughiako the first fewnekoliko carsautomobili are going to be really expensiveskup
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iako će prvih nekoliko auta biti zaista skupo
11:22
and not perfectedusavršili.
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i neusavršeno.
11:24
But that's reflectivezamišljen designdizajn as well.
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To je isto primjer misaonog dizajna.
11:26
Or an expensiveskup watch, so you can impressimpresionirati people --
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Ili skupi sat s kojim možete impresionirati ljude,
11:28
"Oh geeBože, I didn't know you had that watch."
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koji će reći "Oho, pa nisam znao da imaš taj sat."
11:31
As opposedZa razliku to this one,
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Za razliku od ovog,
11:33
whichkoji is a purečist behavioralponašanja watch,
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koji je pravi primjer bihevioralnog sata,
11:35
whichkoji probablyvjerojatno keepsčuva better time than the $13,000 watch I just showedpokazala you.
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koji vjerojatno točnije pokazuje vrijeme od 13 000 dolara vrijednog sata koji sam vam prije pokazao.
11:38
But it's uglyružan.
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No ružan je.
11:40
This is a clearčisto DonDon NormanNorman watch.
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Ovo je sat svojstven meni.
11:42
And what's neaturedan is sometimesponekad you pitjama one emotionemocija againstprotiv the other,
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A zgodna stvar je da se nekad emocije sukobljavaju,
11:45
the visceralvisceralni fearstrah of fallingkoji pada
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visceralni strah od neuspjeha
11:48
againstprotiv the reflectivezamišljen statedržava sayingizreka, "It's OK. It's OK. It's safesef. It's safesef."
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nasuprot misaonog stanja gdje si kažeš "U redu je. U redu je. Sigurno je. Sigurno je."
11:53
If that amusementzabavni parkpark were rustyzapušten and fallingkoji pada apartosim, you'dti bi never go on the ridevožnja.
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Da je ovaj zabavni park hrđav i da se raspada, nikad se ne bi išli vozit u njemu.
11:57
So, it's pittingrupičaste one againstprotiv the other.
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To je to sukobljavanje.
12:00
The other neaturedan thing ...
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Druga zgodna stvar
12:03
(LaughterSmijeh)
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(Smijeh)
12:07
So JakeJake CressSalata is this furniturenamještaj makertvorac,
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Jake Cress radi namještaj
12:10
and he makesmarke this unbelievablenevjerojatan setset of furniturenamještaj.
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i radi nevjerojatne stvari.
12:13
And this is his chairstolica with clawpandža,
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Ovo je njegova stolica s kandžom,
12:15
and the poorsiromašan little chairstolica has lostizgubljen its balllopta
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a jadna mala stolica je izgubila svoju lopticu
12:18
and it's tryingtežak to get it back before anybodyiko noticesobavijesti.
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i muči se da bi ju vratila prije nego itko primjeti.
12:22
And what's so neaturedan about it is how you acceptprihvatiti that storypriča.
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I super stvar je način na koji svi prihvate tu priču.
12:26
And that's what's nicelijepo about emotionemocija.
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I to je super stvar s emocijama.
12:29
So that's the newnovi me.
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Tako da sam to novi JA.
12:31
I'm only sayingizreka positivepozitivan things from now on.
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Samo ću govoriti pozitivne stvari odsad.
12:33
(LaughterSmijeh)
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(Smijeh)
12:34
(ApplausePljesak)
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(Pljesak)
Translated by Olja Kolanovic
Reviewed by Romana Perković

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ABOUT THE SPEAKER
Don Norman - Cognitive scientist and design critic
Don Norman studies how real people interact with design, exploring the gulf between what a designer intends and what a regular person actually wants. His work has resulted in some classic books, including "The Design of Everyday Things."

Why you should listen

Don Norman is an anthropologist of modern life, studying the way we humans interact with our designed world. Though he has a slight reputation as a grumpy critic, his work is generous and insightful -- he wants nothing less than to close the gap between products and their users. If you've ever fought with an automatic faucet in an airport bathroom, or wondered which button to press in the anonymous row on top of your printer, it's good to know that Norman is in your corner. He's the author of a raft of books on design and the way we humans interact with it, including the classic "Design of Everyday Things." His next book, says his website, will be about sociable design.

Norman began his career as an academic, working in psychology and then cognitive science at UCSD. In the mid-'90s, he joined Apple and ended up in their Advanced Technology Group, and later worked for HP, before returning to university life. He's now the co-director of an innovative combined MBA and MEM program (called MMM) at Northwestern University. He's also a cofounder of the usability consultancy Nielsen Norman Group.

More profile about the speaker
Don Norman | Speaker | TED.com