ABOUT THE SPEAKER
Richard Seymour - Designer
As a partner in seymourpowell, Richard Seymour designs idea-driven products -- from household goods to trains and motorcycles.

Why you should listen

Designer Richard Seymour works on products with soul -- from a curvy, swoopy iron to a swift and sleek city motorcycle. Seymourpowell is regarded as one of the world’s leading product and innovation design consultancies, with clients who include Ford, Virgin Galactic, Tefal, Casio, Nokia, Guinness, Samsung and Unilever. Seymour is also consultant global creative director of design to Unilever’s Dove, Axe/Lynx and Vaseline brands.

The pair have appeared extensively on British television, most notably in two series on design for Channel 4: Better by Design and Designs on your.... They have also appeared on Design Challenge and several radio productions. In the 1980s, Seymour co-wrote the book The Mirrorstone, with Michael Palin, a children's book full of holograms ...

 

More profile about the speaker
Richard Seymour | Speaker | TED.com
TEDSalon London Spring 2011

Richard Seymour: How beauty feels

理查德・西摩:美的感受是什么样的

Filmed:
1,120,644 views

一个故事,一个艺术作品,一个设计产品-我们怎么判断它们是否美丽?为什么这对我们很重要?设计师理查德・西摩探索人们对美的反应,和事物展现出的惊人力量。
- Designer
As a partner in seymourpowell, Richard Seymour designs idea-driven products -- from household goods to trains and motorcycles. Full bio

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

00:15
When I was little --
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当我还小的时候-
00:17
and by the way, I was little once一旦 --
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我也曾有年幼的时候-
00:19
my father父亲 told me a story故事
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我父亲告诉过我一个
00:21
about an 18th century世纪 watchmaker钟表匠.
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关于18世纪的一个制表匠的故事
00:23
And what this guy had doneDONE:
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这位制表匠
00:25
he used to produce生产 these fabulously惊人 beautiful美丽 watches手表.
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做了很多精美的手表
00:27
And one day, one of his customers顾客 came来了 into his workshop作坊
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一天,他的一位客人来到他的作坊
00:30
and asked him to clean清洁 the watch that he'd他会 bought.
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要制表匠清洗他在此购买的手表
00:33
And the guy took it apart距离,
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制表匠拆开表
00:35
and one of the things he pulled out was one of the balance平衡 wheels车轮.
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取出的零件中有一个平衡轮
00:38
And as he did so, his customer顾客 noticed注意到
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客人注意到
00:40
that on the back side of the balance平衡 wheel was an engraving雕刻,
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在平衡轮的背后刻着
00:43
were words.
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一些字
00:45
And he said to the guy,
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客人问
00:47
"Why have you put stuff东东 on the back
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“你为什么在谁也看不见的地方
00:49
that no one will ever see?"
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刻上字?”
00:51
And the watchmaker钟表匠 turned转身 around and said,
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制表匠转过身说
00:54
"God can see it."
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“上帝看得见”
00:56
Now I'm not in the least最小 bit religious宗教,
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我不是在拿宗教说事
00:58
neither也不 was my father父亲,
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我父亲也不是
01:00
but at that point, I noticed注意到 something happening事件 here.
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但是那一刻,我感受到了什么
01:03
I felt something
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我感受到
01:05
in this plexus of blood血液 vessels船只 and nerves神经,
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在我的血脉和神经里的什么
01:09
and there must必须 be some muscles肌肉 in there as well somewhere某处, I guess猜测.
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当然我觉得肯定也有肌肉
01:11
But I felt something.
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我能感受到
01:13
And it was a physiological生理 response响应.
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这是一种真实的反应
01:16
And from that point on, from my age年龄 at the time,
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从那一刻,那个年纪
01:19
I began开始 to think of things in a different不同 way.
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我开始用不同的方式思考
01:21
And as I took on my career事业 as a designer设计师,
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随着我走上设计师的职业道路
01:23
I began开始 to ask myself the simple简单 question:
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我开始问自己一个简单的问题:
01:26
Do we actually其实 think beauty美女,
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我们思考“美”吗?
01:28
or do we feel it?
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还是感受它?
01:30
Now you probably大概 know the answer回答 to this already已经.
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也许你现在已经知道了答案
01:32
You probably大概 think, well, I don't know which哪一个 one you think it is,
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你可能会想,“不知道你是怎么认为
01:35
but I think it's about feeling感觉 beauty美女.
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但我觉得美是感受而来的”
01:38
And so I then moved移动 on into my design设计 career事业
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而随着我的设计师生涯的继续
01:42
and began开始 to find some exciting扣人心弦 things.
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我开始发现一些令人惊讶的东西
01:44
One of the most early work was doneDONE in automotive汽车 design设计 --
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最早期的工作之一是机动车设计-
01:47
some very exciting扣人心弦 work was doneDONE there.
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有些很棒的设计
01:49
And during a lot of this work,
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在其中
01:51
we found发现 something, or I found发现 something,
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我们,或者说我发现了一些
01:53
that really fascinated入迷 me, and maybe you can remember记得 it.
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令我着迷的东西,也许你记得
01:56
Do you remember记得 when lights灯火 used to just go on and off,
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你记得车灯的开关吗
01:58
click点击 click点击, when you closed关闭 the door in a car汽车?
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关门的时候会响两声?
02:01
And then somebody, I think it was BMW宝马,
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然后我记得是某个BMW的设计师
02:03
introduced介绍 a light that went out slowly慢慢地.
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开发了一种慢慢灭掉的灯
02:06
Remember记得 that?
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记得吗?
02:08
I remember记得 it clearly明确地.
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我记得非常清楚
02:10
Do you remember记得 the first time you were in a car汽车 and it did that?
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你记得第一次坐在车里,发现灯会这样慢慢灭掉吗?
02:12
I remember记得 sitting坐在 there thinking思维, this is fantastic奇妙.
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我记得我坐在那儿想,心想这太棒了
02:15
In fact事实, I've never found发现 anybody任何人
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说实话,我还没发现谁
02:17
that doesn't like the light that goes out slowly慢慢地.
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不喜欢灯这样缓缓灭掉
02:19
I thought, well what the hell's地狱 that about?
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我想,这到底是为什么呢?
02:21
So I started开始 to ask myself questions问题 about it.
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于是我开始问自己这样的问题
02:24
And the first was, I'd ask other people: "Do you like it?" "Yes."
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首先我问别人“你喜欢这吗?”“喜欢啊”
02:27
"Why?" And they'd他们会 say, "Oh, it feels感觉 so natural自然,"
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“为什么?”他们说“感觉挺自然的”
02:29
or, "It's nice不错."
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或者“很棒”
02:31
I thought, well that's not good enough足够.
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但我想这还不够
02:33
Can we cut down a little bit further进一步,
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得再深入一点
02:35
because, as a designer设计师, I need the vocabulary词汇, I need the keyboard键盘,
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因为作为一个设计师我需要知道
02:38
of how this actually其实 works作品.
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这种感受究竟如何得来? 怎样描绘?
02:40
And so I did some experiments实验.
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于是我做了一些实验
02:42
And I suddenly突然 realized实现
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突然我意识到
02:44
that there was something that did exactly究竟 that --
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确实有深层的原因-
02:46
light to dark黑暗 in six seconds --
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6秒钟亮到暗-
02:48
exactly究竟 that.
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就是这个
02:50
Do you know what it is? Anyone任何人?
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你知道这是什么吗?有人知道吗?
02:53
You see, using运用 this bit, the thinkyTHINKY bit,
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想一想,想一下
02:55
the slow bit of the brain -- using运用 that.
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用大脑的思维功能
02:57
And this isn't a think, it's a feel.
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但这不是思考,而是感受
02:59
And would you do me a favor偏爱?
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现在能不能请各位
03:01
For the next下一个 14 minutes分钟 or whatever随你 it is,
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接下来的14分钟左右里
03:03
will you feel stuff东东?
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关注你们的感受
03:05
I don't need you to think so much as I want you to feel it.
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我不希望你想太多,请感受吧。
03:08
I felt a sense of relaxation松弛
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我感受到一种
03:11
tempered回火 with anticipation预期.
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带着关注的放松感
03:14
And that thing that I found发现
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我发现的就是
03:17
was the cinema电影 or the theater剧院.
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电影院或者剧院
03:19
It's actually其实 just happened发生 here --
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也正在如此-
03:21
light to dark黑暗 in six seconds.
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6秒钟灯由亮变暗
03:24
And when that happens发生, are you sitting坐在 there going,
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这个过程中,你坐在那儿心想的是
03:26
"No, the movie's电影 about to start开始,"
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“不好,电影要开始了”
03:28
or are you going, "That's fantastic奇妙. I'm looking forward前锋 to it.
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还是“太棒了,真期待啊
03:31
I get a sense of anticipation预期"?
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电影就要开始啦”?
03:34
Now I'm not a neuroscientist神经学家.
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我不是神经科学家
03:36
I don't know even if there is something called a conditioned条件 reflex反射.
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我甚至不知道这是不是叫做条件反射
03:38
But it might威力 be.
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也许是吧
03:40
Because the people I speak说话 to in the northern北方 hemisphere半球
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因为跟我聊过的一些住在北半球的人
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that used to go in the cinema电影 get this.
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对电影院里这些习以为常
03:44
And some of the people I speak说话 to
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但我交谈过的另一些人
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that have never seen看到 a movie电影 or been to the theater剧院
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还没看过电影或者没去过电影院
03:48
don't get it in the same相同 way.
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他们的感受不完全一样
03:50
Everybody每个人 likes喜欢 it,
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每个人都喜欢
03:52
but some like it more than others其他.
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但有些人更喜欢一些
03:55
So this leads引线 me to think of this in a different不同 way.
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这让我从另外一个角度思考这个问题
03:57
We're not feeling感觉 it. We're thinking思维 beauty美女 is in the limbic边缘 system系统 --
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我们不是在感受,而是用边缘系统在思考美-
04:00
if that's not an outmoded陈旧 idea理念.
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如果这不是个过时的想法的话
04:02
These are the bits, the pleasure乐趣 centers中心,
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愉悦感的中心是(体味美的)部件
04:05
and maybe what I'm seeing眼看 and sensing传感 and feeling感觉
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也许我的观察,感受
04:08
is bypassing通过传递 my thinking思维.
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跟思考无关
04:10
The wiring接线 from your sensory感觉的 apparatus仪器 to those bits
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从感官到这些部件
04:13
is shorter than the bits that have to pass通过 through通过 the thinkyTHINKY bit, the cortex皮质.
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比从思维也就是大脑皮层要快
04:16
They arrive到达 first.
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它们首先到达
04:18
So how do we make that actually其实 work?
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这其中原理是如何呢?
04:21
And how much of that reactive反应 side of it
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这种反应有多大程度上
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is due应有 to what we already已经 know,
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产生于我们已知的
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or what we're going to learn学习, about something?
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或者我们将要学习的东西?
04:27
This is one of the most beautiful美丽 things I know.
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这是我所知道的最美妙的事情之一
04:29
It's a plastic塑料 bag.
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这是个塑料袋子
04:31
And when I looked看着 at it first, I thought, no, there's no beauty美女 in that.
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当我第一眼看到它的时候,我想这一点都不美
04:34
Then I found发现 out,
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后来一看
04:36
post岗位 exposure曝光,
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我发现
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that this plastic塑料 bag if I put it into a filthy污秽 puddle水坑
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如果我把它放到一个脏水坑里
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or a stream filled填充 with coliforms大肠菌群
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或者含有氯仿的水里
04:43
and all sorts排序 of disgusting讨厌 stuff东东,
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或者各种各种样的脏东西
04:45
that that filthy污秽 water
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接着脏水
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will migrate迁移 through通过 the wall of the bag by osmosis渗透
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会通过反渗透进入袋子里
04:50
and end结束 up inside it as pure, potable饮用水 drinking water.
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变成纯净的可饮用的水
04:54
And all of a sudden突然, this plastic塑料 bag
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突然这个袋子
04:56
was extremely非常 beautiful美丽 to me.
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变的如此美妙
05:00
Now I'm going to ask you again
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我想再次要求你们
05:02
to switch开关 on the emotional情绪化 bit.
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用感情体味
05:04
Would you mind心神 taking服用 the brain out,
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暂时抛开思考
05:06
and I just want you to feel something.
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我希望你们去感受
05:08
Look at that. What are you feeling感觉 about it?
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看这它 你感觉如何?
05:11
Is it beautiful美丽? Is it exciting扣人心弦?
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它美吗? 令人振奋吗?
05:14
I'm watching观看 your faces面孔 very carefully小心.
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我正仔细观察你们的面部表情
05:17
There's some rather bored-looking无聊的前瞻性 gentlemen绅士
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有位先生看上去很无聊
05:19
and some slightly engaged-looking从事前瞻性 ladies女士们
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几位稍感兴趣的女士
05:21
who are picking选择 up something off that.
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正在感受到什么
05:23
Maybe there's an innocence无辜 to it.
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也许这个画看上去很童真
05:25
Now I'm going to tell you what it is. Are you ready准备?
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让我告诉你 准备好了吗?
05:28
This is the last act法案 on this Earth地球
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这是一个叫海蒂的五岁女孩
05:31
of a little girl女孩 called Heidi海蒂, five years年份 old,
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在因脊椎癌去世之前
05:34
before she died死亡 of cancer癌症 to the spine脊柱.
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的辞世之作
05:37
It's the last thing she did,
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这是她做的最后一件事
05:39
the last physical物理 act法案.
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最后一件具体活动
05:41
Look at that picture图片.
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看看这幅画
05:43
Look at the innocence无辜. Look at the beauty美女 in it.
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看看其中的童真 看看它的美
05:46
Is it beautiful美丽 now?
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现在它美吗?
05:48
Stop. Stop. How do you feel?
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打住 你感受如何?
05:50
Where are you feeling感觉 this?
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你在用什么感受?
05:52
I'm feeling感觉 it here. I feel it here.
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我在用这里感受,这里
05:55
And I'm watching观看 your faces面孔,
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我观察你们的脸
05:57
because your faces面孔 are telling告诉 me something.
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因为你们的脸能告诉我
05:59
The lady淑女 over there is actually其实 crying哭了, by the way.
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那边一位女士正在哭泣
06:02
But what are you doing?
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但是你正在做什么呢?
06:04
I watch what people do.
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我观察人们的活动
06:06
I watch faces面孔.
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我观察面部
06:08
I watch reactions反应.
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我观察反应
06:10
Because I have to know how people react应对 to things.
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因为我必须知道人们对事物如何反应
06:13
And one of the most common共同 faces面孔
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面对美的
06:15
on something faced面对 with beauty美女,
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最常见的表情之一
06:17
something stupefyinglystupefyingly delicious美味的,
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那种面对难以置信的美味时的表情
06:19
is what I call the OMG我的天啊.
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就是“我的神啊”
06:22
And by the way, there's no pleasure乐趣 in that face面对.
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另外,脸上并不是一种愉悦
06:24
It's not a "this is wonderful精彩!"
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不是“这太棒了”
06:26
The eyebrows眉毛 are doing this, the eyes眼睛 are defocused散焦,
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眉毛是这样,眼神散乱
06:29
and the mouth is hanging open打开.
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嘴唇微张
06:31
That's not the expression表达 of joy喜悦.
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这不是享受的表情
06:33
There's something else其他 in that.
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有别的什么
06:35
There's something weird奇怪的 happening事件.
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某种奇特的东西
06:37
So pleasure乐趣 seems似乎 to be tempered回火
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愉悦混合着
06:40
by a whole整个 series系列 of different不同 things coming未来 in.
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一系列不同的情感
06:42
Poignancy辣味 is a word I love as a designer设计师.
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作为一个设计师我喜欢Poignancy这个词
06:45
It means手段 something triggering触发 a big emotional情绪化 response响应,
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它指的是某种能引起强烈情感反应的东西
06:48
often经常 quite相当 a sad伤心 emotional情绪化 response响应,
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常常是指一种悲伤的反应
06:52
but it's part部分 of what we do.
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但这只是我们反应的一部分
06:54
It isn't just about nice不错.
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这不仅是美好的
06:56
And this is the dilemma困境, this is the paradox悖论, of beauty美女.
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也是矛盾的似是而非的美
06:58
Sensorily传感式, we're taking服用 in all sorts排序 of things --
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感官上我们感受一切-
07:00
mixtures混合物 of things that are good, bad, exciting扣人心弦, frightening可怕的 --
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所有好的,坏的,兴奋的,惊悚的混合体-
07:04
to come up with that sensorial感觉的 exposure曝光,
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就是在触及感觉的那一刻
07:06
that sensation感觉 of what's going on.
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我们体味一切
07:08
Pathos感伤 appears出现 obviously明显
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情感就是
07:10
as part部分 of what you just saw in that little girl's女孩 drawing画画.
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你刚刚看到小女孩画的一部分
07:13
And also triumph胜利, this sense of transcendence超越,
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当然胜利感,这种超越的感觉
07:16
this "I never knew知道 that. Ah, this is something new."
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这种“原来如此,这个很新颖”的感觉
07:19
And that's packed打包 in there as well.
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这种感觉也混合其中
07:21
And as we assemble集合 these tools工具,
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当我们把这些不同的情感结合起来
07:23
from a design设计 point of view视图, I get terribly可怕 excited兴奋 about it,
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从设计的角度来看我对此十分兴奋
07:26
because these are things, as we've我们已经 already已经 said,
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因为这些东西,正如我们已经提及
07:28
they're arriving到达 at the brain, it would seem似乎,
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它们到达大脑
07:30
before cognition认识, before we can manipulate操作 them --
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不受成见影响 不受控制
07:33
electrochemical电化学 party派对 tricks技巧.
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电化学的小把戏
07:37
Now what I'm also interested有兴趣 in is:
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我同时还感兴趣的
07:39
Is it possible可能 to separate分离
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是有没有可能分离
07:41
intrinsic固有 and extrinsic外在 beauty美女?
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内在美和外在美?
07:43
By that, I mean intrinsically本质 beautiful美丽 things,
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在此内在美是
07:46
just something that's exquisitely玲珑 beautiful美丽,
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事物精致的美
07:48
that's universally举世 beautiful美丽.
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毫无置疑的美
07:50
Very hard to find. Maybe you've got some examples例子 of it.
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这非常少见 也许有一些例子
07:53
Very hard to find something that, to everybody每个人,
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很少有一个事物
07:55
is a very beautiful美丽 thing,
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对所有人来说
07:57
without a certain某些 amount of information信息 packed打包 in there before.
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在没有信息背景情况下都认为美的东西
08:01
So a lot of it tends趋向 to be extrinsic外在.
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所以很多事物都是外在的美
08:03
It's mediated by information信息 before the comprehension理解.
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这种美受人们对其所含信息的理解而影响
08:07
Or the information's信息的 added添加 on at the back,
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或者信息增强了美的意义
08:09
like that little girl's女孩 drawing画画 that I showed显示 you.
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比如我给你们看的小女孩的画
08:12
Now when talking about beauty美女
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当谈论美的时候
08:14
you can't get away from the fact事实
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你不能否认
08:16
that a lot experiments实验 have been doneDONE in this way
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很多这样的实验
08:19
with faces面孔 and what have you.
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你们都如此反应
08:21
And one of the most tedious乏味 ones那些, I think,
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我想最无趣的说法之一就是
08:23
was saying that beauty美女 was about symmetry对称.
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说对称的就是美的
08:25
Well it obviously明显 isn't.
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显然不是
08:27
This is a more interesting有趣 one
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这个实验更有趣
08:29
where half faces面孔 were shown显示 to some people,
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给一些人看这半张脸
08:31
and then to add them into a list名单
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然后把这个完整的脸
08:33
of most beautiful美丽 to least最小 beautiful美丽
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放到从最美到最丑的一系列脸中
08:35
and then exposing曝光 a full充分 face面对.
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给他们看
08:37
And they found发现 that it was almost几乎 exact精确 coincidence巧合.
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结果发现几乎是非常巧合的
08:39
So it wasn't about symmetry对称.
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这跟对称没关系
08:42
In fact事实, this lady淑女 has a particularly尤其 asymmetrical不对称 face面对,
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实际上这位女士的脸并不对称
08:45
of which哪一个 both sides双方 are beautiful美丽.
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但两边都很美
08:48
But they're both different不同.
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但不一样的美
08:50
And as a designer设计师, I can't help meddling插手 with this,
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作为一个设计师我忍不住一探究竟
08:52
so I pulled it to bits and sort分类 of did stuff东东 like this,
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我把图片像这样分割
08:55
and tried试着 to understand理解 what the individual个人 elements分子 were,
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然后尝试理解各个部分
08:57
but feeling感觉 it as I go.
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当我去感受时
08:59
Now I can feel a sensation感觉 of delight and beauty美女
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看着眼睛的话
09:02
if I look at that eye.
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我能感受到愉快和美
09:04
I'm not getting得到 it off the eyebrow.
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看眉毛则不然
09:06
And the earhole耳孔 isn't doing it to me at all.
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耳洞也不是
09:08
So I don't know how much this is helping帮助 me,
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我不知道这到底能给我帮上什么忙
09:10
but it's helping帮助 to guide指南 me to the places地方
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但这能帮助我理解
09:12
where the signals信号 are coming未来 off.
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(美的)信号来自哪里
09:14
And as I say, I'm not a neuroscientist神经学家,
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如我所说我不是个神经科学家
09:17
but to understand理解 how I can start开始 to assemble集合 things
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但通过拆组各个部位
09:19
that will very quickly很快 bypass旁路
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我很快排除了
09:22
this thinking思维 part部分
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是思考在作用
09:24
and get me to the enjoyable其乐融融 precognitive预知 elements分子.
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而是种享受性的先验的要素在作用
09:28
Anais阿奈 Nin and the Talmud塔木德 have told us time and time again
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阿娜依斯∙宁和塔木德已经无数次告诉我们
09:31
that we see things not as they are, but as we are.
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我们看到不是事物的样子而是我们的样子
09:34
So I'm going to shamelessly无耻地 expose暴露 something to you,
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我将贸然地给你们看点
09:36
which哪一个 is beautiful美丽 to me.
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对我来说很美的东西
09:38
And this is the F1 MVMV Agusta阿古斯塔.
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这是F1 MV Agusta摩托
09:43
AhhhhAHHHH.
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啊-
09:45
It is really -- I mean, I can't express表现 to you
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它是如此美
09:47
how exquisite精美 this object目的 is.
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我无法向你解释它是多么的精巧
09:49
But I also know why it's exquisite精美 to me,
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但我知道它为什么对我来说是美的
09:52
because it's a palimpsest重写本 of things.
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因为它是各种事物的缩影
09:55
It's masses群众 and masses群众 of layers.
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非常多的层次
09:57
This is just the bit that protrudes突出 into our physical物理 dimension尺寸.
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它不仅触及我们生活
10:00
It's something much bigger.
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不仅如此
10:02
Layer after layer of legend传说, sport运动, details细节 that resonate谐振.
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每一层都是故事,运动,相互共鸣的细节
10:05
I mean, if I just go through通过 some of them now --
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如果让我来说明它的话-
10:08
I know about laminar flow when it comes to air-piercing空气刺穿 objects对象,
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我知道层流对快速运动物体的重要性
10:11
and that does it consummately完美地 well, you can see it can.
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很显然它极好地处理了这个问题,你可以看出来
10:14
So that's getting得到 me excited兴奋.
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这让我非常兴奋
10:16
And I feel that here.
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我用这里感受
10:18
This bit, the big secret秘密 of automotive汽车 design设计 --
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至于机动车设计的大秘密-
10:20
reflection反射 management管理.
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光反射设计
10:22
It's not about the shapes形状,
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外型不是最重要的
10:24
it's how the shapes形状 reflect反映 light.
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而是外形如何反射光线
10:26
Now that thing, light flickers闪烁 across横过 it as you move移动,
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当你移动的时候能看到摩托车上光线流转
10:29
so it becomes a kinetic动能 object目的,
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这样这就变成一个动力学的物件
10:31
even though虽然 it's standing常设 still --
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尽管它一动不动
10:33
managed管理 by how brilliantly出色 that's doneDONE on the reflection反射.
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但很聪明得它通过光线反射做到了
10:36
This little relief浮雕 on the footplate踏板, by the way, to a rider骑士
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这个供驾驶者使用的踏脚的敞开式设计
10:39
means手段 there's something going on underneath it --
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指示其背后的秘密-
10:41
in this case案件, a drive驾驶 chain running赛跑 at 300 miles英里 and hour小时 probably大概,
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这里,它的链条在引擎支持下
10:44
taking服用 the power功率 from the engine发动机.
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大概每小时跑上300公里
10:46
I'm getting得到 terribly可怕 excited兴奋
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当我看到它想到这些
10:48
as my mind心神 and my eyes眼睛 flick拂去 across横过 these things.
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我就变的极度兴奋
10:51
Titanium lacquer on this.
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它覆盖着钛金属漆
10:54
I can't tell you how wonderful精彩 this is.
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我无法形容这部分有多美妙
10:57
That's how you stop the nuts坚果 coming未来 off at high speed速度 on the wheel.
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因为这能防止车轮上的螺丝在高速运转中掉下来
11:00
I'm really getting得到 into this now.
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我对此非常入迷
11:02
And of course课程, a racing赛跑 bike自行车 doesn't have a prop支柱 stand,
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当然比赛用摩托没有支架
11:05
but this one, because it's a road bike自行车,
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但是这是个日用摩托
11:07
it all goes away and it folds褶皱 into this little gap间隙.
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它的支架可以折进这个小缝里
11:10
So it disappears消失.
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这样支架消失了
11:12
And then I can't tell you how hard it is to do that radiator散热器, which哪一个 is curved弯曲.
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而这个弯曲的散热器,你不知道有多难制造
11:14
Why would you do that?
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为什么要这么做呢?
11:16
Because I know we need to bring带来 the wheel farther更远 into the aerodynamics空气动力学.
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因为我们想让车轮的空气动力学性能更好
11:19
So it's more expensive昂贵, but it's wonderful精彩.
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虽然这样造价高但性能更棒
11:21
And to cap it all,
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一言以蔽之
11:23
brand royalty王权 --
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品牌忠诚度-
11:25
Agusta阿古斯塔, Count计数 Agusta阿古斯塔,
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Agusta
11:27
from the great histories历史 of this stuff东东.
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它伟大历史来自于这一切
11:29
The bit that you can't see is the genius天才 that created创建 this.
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只是你们无法见到这位天才设计者
11:32
Massimo马西莫 Tamburini坦布里尼.
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Massimo Tamburini
11:34
They call him "The Plumber水管工人" in Italy意大利,
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在意大利他被称为“水管工”
11:36
as well as "Maestro大师,"
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和“大师”
11:38
because he actually其实 is engineer工程师
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因为他是工程师
11:41
and craftsman and sculptor雕塑家 at the same相同 time.
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同时也是手艺人和雕塑家
11:44
There's so little compromise妥协 on this, you can't see it.
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这几种身分相互并不大兼容
11:47
But unfortunately不幸, the likes喜欢 of me and people that are like me
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但是我们这样的人往往不得不
11:50
have to deal合同 with compromise妥协 all the time with beauty美女.
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向美妥协
11:53
We have to deal合同 with it.
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我们不得不这样
11:55
So I have to work with a supply供应 chain, and I've got to work with the technologies技术,
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所以我得寻找供应链,得和技术部分合作
11:58
and I've got to work with everything else其他 all the time,
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不断和其他的东西打交道
12:00
and so compromises妥协 start开始 to fit适合 into it.
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这样一来就得不断妥协
12:03
And so look at her.
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看看她
12:05
I've had to make a bit of a compromise妥协 there.
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我也得做点小妥协
12:07
I've had to move移动 that part部分 across横过, but only a millimeter毫米.
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我把那部分只移动了一毫米
12:09
No one's那些 noticed注意到, have they yet然而?
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没人注意吧?
12:11
Did you see what I did?
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看我怎么做的吗?
12:13
I moved移动 three things by a millimeter毫米.
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我把三个部位各移动了一毫米
12:15
Pretty漂亮? Yes.
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漂亮吧
12:17
Beautiful美丽? Maybe lesser较小.
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美吗?可能不那么美了
12:19
But then, of course课程, the consumer消费者 says that doesn't really matter.
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当然消费者会说这个无妨
12:23
So that's okay, isn't it?
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这样没关系,是不是?
12:25
Another另一个 millimeter毫米?
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再移一毫米呢?
12:27
No one's那些 going to notice注意 those split分裂 lines线 and changes变化.
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没人会注意这些切线和变化
12:29
It's that easy简单 to lose失去 beauty美女,
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美是如此容易消逝
12:31
because beauty's美人 incredibly令人难以置信 difficult to do.
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因为获得美是很难的
12:35
And only a few少数 people can do it.
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只有几个人能做到
12:37
And a focus焦点 group cannot不能 do it.
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一个集中小组不行
12:40
And a team球队 rarely很少 can do it.
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一个团队几乎不能做到
12:42
It takes a central中央 cortex皮质, if you like,
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只有一个大脑皮层
12:45
to be able能够 to orchestrate编排 all those elements分子 at the same相同 time.
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能让各种因素同时和谐共鸣
12:48
This is a beautiful美丽 water bottle瓶子 --
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这是美丽的水瓶
12:50
some of you know of it --
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有人知道这个-
12:52
doneDONE by Ross罗斯 Lovegrove洛夫格罗夫, the designer设计师.
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设计师Ross Lovegrove的作品
12:54
This is pretty漂亮 close to intrinsic固有 beauty美女. This one,
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这个很接近内在美
12:56
as long as you know what water is like
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只要你知道什么是水
12:58
then you can experience经验 this.
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你就能感受它
13:00
It's lovely可爱 because it is an embodiment实施例
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它美是因为它装着
13:02
of something refreshing清爽 and delicious美味的.
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清爽可口的东西
13:04
I might威力 like it more than you like it,
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我可能比你们更喜欢它
13:06
because I know how bloody血腥 hard it is to do it.
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因为我知道创造它有多难
13:09
It's stupefyinglystupefyingly difficult
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想要做出个具有那样折射度的物体
13:11
to make something that refracts折射 light like that,
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是令人难以置信的难
13:14
that comes out of the tool工具 correctly正确地,
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它需要适当的工具
13:16
that goes down the line线 without falling落下 over.
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和精确地操作它的线型
13:18
Underneath this, like the story故事 of the swan天鹅,
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这背后是像天鹅的故事一样
13:21
is a million百万 things very difficult to do.
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无数的困难
13:24
So all hail冰雹 to that.
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所以说
13:26
It's a fantastic奇妙 example, a simple简单 object目的.
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这是个神奇的例子,一个简单的物体
13:29
And the one I showed显示 you before was, of course课程, a massively大规模 complex复杂 one.
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之前看到的那个摩托是个复杂的物体
13:32
And they're working加工 in beauty美女
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因此它们以略微不同的方式
13:34
in slightly different不同 ways方法 because of it.
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体现了美
13:37
You all, I guess猜测, like me,
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我想你们都和我一样
13:39
enjoy请享用 watching观看 a ballet芭蕾舞 dancer舞蹈家 dance舞蹈.
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热爱欣赏芭蕾舞
13:41
And part部分 of the joy喜悦 of it is, you know the difficulty困难.
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一部分愉悦感是因为深知其不易
13:44
You also may可能 be taking服用 into account帐户 the fact事实 that it's incredibly令人难以置信 painful痛苦.
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可能你也会考虑到其饱含的痛苦
13:47
Anybody任何人 seen看到 a ballet芭蕾舞 dancer's舞者的 toes脚趾
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有人曾见过
13:49
when they come out of the points?
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芭蕾舞者的脚尖吗?
13:51
While she's doing these graceful优美 arabesques花纹 and plies and what have you,
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当她做着优雅的舞姿时
13:54
something horrible's可怕的 going on down here.
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你能想像脚上是情形吗
13:57
The comprehension理解 of it
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对这痛苦的理解
13:59
leads引线 us to a greater更大 and heightened提高 sense
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让我们对真实的情况
14:01
of the beauty美女 of what's actually其实 going on.
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有更高更清楚的理解
14:03
Now I'm using运用 microseconds微秒 wrongly here,
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微秒用在这不太恰当
14:05
so please ignore忽视 me.
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所以不用管我刚刚说了什么
14:07
But what I have to do now, feeling感觉 again,
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现在我要做的
14:09
what I've got to do is to be able能够 to supply供应 enough足够 of these enzymes,
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是提供足够的刺激
14:12
of these triggers触发器 into something early on in the process处理,
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能产生审美过程初期的情感
14:15
that you pick it up,
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你通过感觉而不是思维
14:17
not through通过 your thinking思维, but through通过 your feeling感觉.
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去感受体会它
14:19
So we're going to have a little experiment实验.
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现在我们做个小实验
14:21
Right, are you ready准备? I'm going to show显示 you something for a very, very brief简要 moment时刻.
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准备好了吗?你们将在极短时间内看到一个物体
14:24
Are you ready准备? Okay.
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准备好了吗?
14:27
Did you think that was a bicycle自行车 when I showed显示 it to you at the first flash?
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第一眼看到它你觉得这是个自行车吗?
14:29
It's not.
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它不是
14:31
Tell me something, did you think it was quick when you first saw it? Yes you did.
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那你觉得头一眼看它太快了吗?肯定是的
14:35
Did you think it was modern现代? Yes you did.
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你觉得它很现代吗?是的
14:37
That blip昙花一现, that information信息, shot射击 into you before that.
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这一瞬间你获得了这个信息
14:40
And because your brain starter起动机 motor发动机 began开始 there,
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因为你的大脑那一刻开始运转
14:43
now it's got to deal合同 with it.
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那么现在我们来细看一下
14:45
And the great thing is, this motorcycle摩托车 has been styled病急乱投医 this way
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这个摩托车被特意设计成这种风格
14:47
specifically特别 to engender产生 a sense
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以传达其
14:49
that it's green绿色 technology技术 and it's good for you
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绿色科技和有益人类的概念
14:52
and it's light and it's all part部分 of the future未来.
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它很轻 很有未来感
14:55
So is that wrong错误?
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这有错吗?
14:57
Well in this case案件 it isn't,
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这个情况下并没错
14:59
because it's a very, very ecologically-sound生态声 piece of technology技术.
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因为这是个非常生态友好的科技
15:02
But you're a slave奴隶 of that first flash.
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但是你是第一眼做主
15:04
We are slaves奴隶 to the first few少数 fractions馏分 of a second第二 --
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初次印象决定了我们的思考
15:08
and that's where much of my work
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这就是决定我的作品
15:10
has to win赢得 or lose失去,
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市场销售的
15:12
on a shelf in a shop.
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成败所在
15:14
It wins or loses失去 at that point.
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就在那一瞬间定输赢
15:16
You may可能 see 50, 100, 200 things on a shelf
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一个货架上你也许会看到
15:19
as you walk步行 down it,
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五十,一百,两百件物品
15:21
but I have to work within that domain,
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但是我得保证
15:23
to ensure确保 that it gets得到 you there first.
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第一眼就抓住你
15:26
And finally最后, the layer that I love, of knowledge知识.
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最后,是我热爱的知识的层次
15:29
Some of you, I'm sure, will be familiar with this.
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肯定有人会觉得熟悉
15:31
What's incredible难以置信 about this,
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它的神奇之处
15:33
and the way I love to come back to it,
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也是
15:35
is this is taking服用 something that you hate讨厌 or bores you,
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叠衣服这样
15:38
folding折页 clothes衣服,
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无聊的事
15:40
and if you can actually其实 do this --
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如果你这样做的话
15:42
who can actually其实 do this? Anybody任何人 try to do this?
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有人会吗?有人试过?
15:44
Yeah?
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试过?
15:46
It's fantastic奇妙, isn't it?
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很神奇吧?
15:48
Look at that. Do you want to see it again?
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想在看一遍吗?
15:50
No time. It says I have two minutes分钟 left, so we can't do this.
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没时间了,我还有2分钟
15:53
But just go to the Web卷筒纸, YouTubeYouTube的,
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那就去YouTube上看吧
15:55
pull it down, "folding折页 T-shirtT恤衫."
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找一下"folding T-shirt"
15:57
That's how underpaid少缴 younger-aged年轻中年 people have to fold your T-shirtT恤衫.
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这是薪资低下的年轻工人给你叠T恤的办法
16:00
You didn't maybe know it.
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也许你不知道
16:02
But how do you feel about it?
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但你感觉如何?
16:04
It feels感觉 fantastic奇妙 when you do it, you look forward前锋 to doing it,
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做的时候感觉很爽,你也很想一试
16:06
and when you tell somebody else其他 about it -- like you probably大概 have --
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要是告诉别人的话-可能你已经这么做过了-
16:09
you look really smart聪明.
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就显得很聪明
16:11
The knowledge知识 bubble泡沫 that sits坐镇 around the outside,
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知识到处都是
16:13
the stuff东东 that costs成本 nothing,
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知识不用花钱
16:15
because that knowledge知识 is free自由 --
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因为知识是免费的-
16:17
bundle that together一起 and where do we come out?
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综上所述我们得到什么结论呢?
16:19
Form形成 follows如下 function功能?
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功能决定形态?
16:22
Only sometimes有时. Only sometimes有时.
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只有有些时候是的
16:25
Form形成 is function功能. Form形成 is function功能.
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形态就是功能
16:28
It informs运筹学, it tells告诉 us,
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这给了我们
16:30
it supplies耗材 us answers答案 before we've我们已经 even thought about it.
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一个前所未有的答案
16:33
And so I've stopped停止 using运用 words like "form形成,"
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作为设计师
16:35
and I've stopped停止 using运用 words like "function功能" as a designer设计师.
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我不再使用“形态”和“功能”这样的词
16:37
What I try to pursue追求 now
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我追求的是
16:39
is the emotional情绪化 functionality功能 of things.
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事物的感官功能性
16:41
Because if I can get that right,
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如果能做到这一点
16:44
I can make them wonderful精彩, and I can make them repeatedly反复 wonderful精彩.
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我就能不断创造出美妙的东西
16:47
And you know what those products制品 and services服务 are,
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你们知道那样的产品服务
16:49
because you own拥有 some of them.
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因为你们就有
16:51
They're the things that you'd snatch抢夺 if the house was on fire.
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那些是你家失火的时候会抢出来的东西
16:54
Forming成型 the emotional情绪化 bond
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事物与你之间
16:56
between之间 this thing and you
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感情联结的形成
16:58
is an electrochemical电化学 party派对 trick
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是种电气化学效果
17:00
that happens发生 before you even think about it.
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它在你意识到之前就发生了
17:03
Thank you very much.
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谢谢
17:05
(Applause掌声)
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(掌声)
Translated by Chunxiang Qian
Reviewed by Li Zhao

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ABOUT THE SPEAKER
Richard Seymour - Designer
As a partner in seymourpowell, Richard Seymour designs idea-driven products -- from household goods to trains and motorcycles.

Why you should listen

Designer Richard Seymour works on products with soul -- from a curvy, swoopy iron to a swift and sleek city motorcycle. Seymourpowell is regarded as one of the world’s leading product and innovation design consultancies, with clients who include Ford, Virgin Galactic, Tefal, Casio, Nokia, Guinness, Samsung and Unilever. Seymour is also consultant global creative director of design to Unilever’s Dove, Axe/Lynx and Vaseline brands.

The pair have appeared extensively on British television, most notably in two series on design for Channel 4: Better by Design and Designs on your.... They have also appeared on Design Challenge and several radio productions. In the 1980s, Seymour co-wrote the book The Mirrorstone, with Michael Palin, a children's book full of holograms ...

 

More profile about the speaker
Richard Seymour | Speaker | TED.com