ABOUT THE SPEAKER
Chip Kidd - Graphic designer
Chip Kidd's book jacket designs spawned a revolution in the art of American book packaging.

Why you should listen

You know a Chip Kidd book when you see it -- precisely because it's unexpected, non-formulaic, and perfectly right for the text within. As a graphic designer for Alfred A. Knopf since 1986, Kidd has designed shelves full of books, including classics you can picture in a snap: Jurassic Park, Naked by David Sedaris, All the Pretty Horses … His monograph, Chip Kidd: Book One, contains work spanning two decades. As editor and art director for Pantheon Graphic novels, Kidd has commissioned work from cartoonists including Chris Ware, Art Spiegelman, Dan Clowes and Art Spiegelman. He's a novelist as well, author of The Cheese Monkeys and The Learners.

Chip received the Cooper-Hewitt’s National Design Award for Communication in 2007, the International Center of Photography’s Infinity Award for Design in 1997 and the AIGA Medal in 2014.

Kidd is the author of the TED Book, Judge This.

More profile about the speaker
Chip Kidd | Speaker | TED.com
TEDSalon NY2015

Chip Kidd: The art of first impressions -- in design and life

奇普·基德: 第一印象的艺术——有关设计与生活

Filmed:
2,000,740 views

封面设计师奇普·基德实在太了解人们如何根据第一印象评断事情了。在这场充满乐趣、行云流水的演说中,他介绍了两种设计师用来做瞬间沟通的技巧 — 清晰度和神祕感 — 以及他们何时出现,为什么出现、该怎么使用。他表扬了了一些漂亮的、实用的设计,奚落了一些不是那么好的设计,并分享了他自己一些经典书本封面设计背后的灵感。
- Graphic designer
Chip Kidd's book jacket designs spawned a revolution in the art of American book packaging. Full bio

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

00:15
Blah胡说 blah胡说 blah胡说 blah胡说 blah胡说.
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吧啦吧啦吧啦吧啦吧啦
00:18
Blah胡说 blah胡说 blah胡说 blah胡说,
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吧啦吧啦吧啦吧啦
00:20
blah胡说 blah胡说, blah胡说 blah胡说 blah胡说 blah胡说 blah胡说 blah胡说.
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吧啦吧啦,吧啦啦啦啦啦
00:22
Blah胡说 blah胡说 blah胡说, blah胡说.
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吧啦啦,吧啦
00:26
So what the hell地狱 was that?
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这都说得是什么鬼?
00:29
Well, you don't know
because you couldn't不能 understand理解 it.
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你不知道
因为你根本听不懂
这话说的不明不白
00:33
It wasn't clear明确.
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还好,有一点可以确信
00:36
But hopefully希望, it was said
with enough足够 conviction定罪
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00:39
that it was at least最小
alluringlyalluringly mysterious神秘.
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至少这段话神秘而有趣
00:44
Clarity明晰 or mystery神秘?
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想要明确性还是神秘感
00:47
I'm balancing平衡 these two things
in my daily日常 work as a graphic图像 designer设计师,
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作为一名平面设计师
我在工作中平衡二者
00:52
as well as my daily日常 life as a New Yorker纽约客
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作为纽约人
我在生活中也是如此
00:57
every一切 day,
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每天如此
00:58
and there are two elements分子
that absolutely绝对 fascinate吸引 me.
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我着迷于两种元素
01:03
Here's这里的 an example.
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举个例子
多少人知道这是什么?
01:05
Now, how many许多 people know what this is?
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01:11
Okay. Now how many许多 people
know what this is?
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好吧,那么现在呢?
01:16
Okay. Thanks谢谢 to two more deft麻利 strokes
by the genius天才 Charles查尔斯 M. Schulz舒尔茨,
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多亏查尔斯·M·舒尔茨
那绝妙的两笔
01:24
we now have seven deft麻利 strokes
that in and of themselves他们自己
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现在,我们有了这简单的七笔线条
01:27
create创建 an entire整个 emotional情绪化 life,
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来展现整个感情生活
01:30
one that has enthralled如醉如痴
hundreds数以百计 of millions百万 of fans球迷
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一张在过去的50年里
01:33
for over 50 years年份.
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积攒了亿万粉丝的脸
01:35
This is actually其实 a cover of a book
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其实,这是我设计的一本书的封面
01:38
that I designed设计 about the work
of Schulz舒尔茨 and his art艺术,
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介绍舒尔茨和他的作品
01:41
which哪一个 will be coming未来 out this fall秋季,
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今年秋季发售
01:44
and that is the entire整个 cover.
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这就是整个封面
01:46
There is no other typographic印刷 information信息
or visual视觉 information信息 on the front面前,
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封面上没有别的文字信息或视觉信息
01:51
and the name名称 of the book
is "Only What's Necessary必要."
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书名叫《绝无赘述》
01:55
So this is sort分类 of symbolic象征 about
the decisions决定 I have to make every一切 day
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所以,这象征了我每天必须
做出的设计抉择
02:00
about the design设计 that I'm perceiving感知,
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有关我接收到的设计
02:04
and the design设计 I'm creating创建.
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以及我创作出的设计
02:07
So clarity明晰.
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也就是明确性
02:09
Clarity明晰 gets得到 to the point.
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重点就是明确性
02:11
It's blunt. It's honest诚实. It's sincere真诚.
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直截了当,诚实而有诚意
我们问自己
[何时应当保持清晰?]
02:15
We ask ourselves我们自己 this.
["When should you be clear明确?"]
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02:19
Now, something like this,
whether是否 we can read it or not,
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现在,比如这个
无论我们是否看得懂
02:24
needs需求 to be really, really clear明确.
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都必须要非常、非常地明确
02:28
Is it?
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对吧?
02:32
This is a rather recent最近 example
of urban城市的 clarity明晰 that I just love,
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这是近期一个关于城市明确性的例子
我非常喜欢
02:39
mainly主要 because I'm always late晚了
and I am always in a hurry匆忙.
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主要是因为,我经常迟到,通常很赶
02:44
So when these meters started开始 showing展示 up
a couple一对 of years年份 ago on street corners角落,
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所以,当这些计时器
在最近几年开始在街角出现的时候
02:51
I was thrilled高兴, because now I finally最后 knew知道
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我很激动,因为我终于知道了
02:54
how many许多 seconds I had
to get across横过 the street
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我必须在多少秒内通过街道
02:57
before I got run over by a car汽车.
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才能不被车撞到
03:00
Six? I can do that. (Laughter笑声)
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六秒?我做得到(笑声)
03:05
So let's look at the yin
to the clarity明晰 yang,
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现在,我们来看看与阳对应的阴
(此处他指的是阴阳对立面关系)
03:09
and that is mystery神秘.
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也就是神秘
03:12
Mystery神秘 is a lot more complicated复杂
by its very definition定义.
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神秘感就其定义来说极度复杂
03:18
Mystery神秘 demands需要 to be decoded解码,
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神秘感需要解码
03:21
and when it's doneDONE right,
we really, really want to.
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要是做得好的话
我们会非常非常想去解码
03:24
["When should you be mysterious神秘?"]
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[何时应当保持神秘?]
03:26
In World世界 War战争 IIII, the Germans德国
really, really wanted to decode解码 this,
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在第二次世界大战时,
德国特别想破译这个
03:32
and they couldn't不能.
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但他们失败了
03:34
Here's这里的 an example of a design设计
that I've doneDONE recently最近
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这是我最近所做设计的例子
03:37
for a novel小说 by Haruki村上 Murakami村上,
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设计村上春树的小说
03:40
who I've doneDONE design设计 work for
for over 20 years年份 now,
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我已经为他做了20多年的设计工作,
03:43
and this is a novel小说 about a young年轻 man
who has four dear friends朋友
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这本小说,讲述一个小伙子,
有四个挚友
03:49
who all of a sudden突然,
after their freshman新生 year of college学院,
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他们突然在大一之后
03:52
completely全然 cut him off
with no explanation说明,
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完全孤立了他,也并没有向他解释
03:56
and he is devastated满目疮痍.
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小伙子变得消沉
03:57
And the friends'朋友 names each have
a connotation意义 in Japanese日本 to a color颜色.
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其中每个挚友的名字隐含了
日文中的一种颜色
04:03
So there's Mr先生. Red, there's Mr先生. Blue蓝色,
there's Ms女士. White白色, and Ms女士. Black黑色.
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有红色先生、蓝色先生、
白色先生和黑色先生
04:08
TsukuruTsukuru Tazaki田崎, his name名称
does not correspond对应 to a color颜色,
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而多崎造的名字并不对应某种颜色
04:12
so his nickname昵称 is Colorless无色, and
as he's looking back on their friendship友谊,
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所以,他也叫“无色”
当他回顾他们的友谊时
04:16
he recalls召回 that they were like
five fingers手指 on a hand.
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他记得他们就像一只手的五个手指
04:19
So I created创建 this sort分类 of abstract抽象
representation表示 of this,
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因此,我创作了这样一个抽象概念
04:24
but there's a lot more going on
underneath the surface表面 of the story故事,
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但是表面情节之下还潜藏着很多事情
04:28
and there's more going on underneath
the surface表面 of the jacket夹克.
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同样,封面之下也潜藏了很多事情
04:33
The four fingers手指 are now four train培养 lines线
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四根手指现在是东京地铁系统的
04:37
in the Tokyo东京 subway地铁 system系统,
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四条线路
04:39
which哪一个 has significance意义 within the story故事.
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在故事里非常重要
04:42
And then you have
the colorless无色 subway地铁 line线
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然后,你有这条无色地铁线路
04:45
intersecting相交 with each
of the other colors颜色,
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与其他色彩相交
04:48
which哪一个 basically基本上 he does
later后来 on in the story故事.
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正如小伙子在之后的故事里的所作所为
04:50
He catches渔获 up with each of these people
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他找到每一个人
04:52
to find out why they treated治疗 him
the way they did.
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去寻求他们这样对待他的原因
04:56
And so this is the three-dimensional三维
finished product产品
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这就是三维成品
05:00
sitting坐在 on my desk in my office办公室,
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它在我办公室的桌上
05:02
and what I was hoping希望 for here
is that you'll你会 simply只是 be allured引诱
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我希望在座的各位能够被它的神秘感所吸引
05:07
by the mystery神秘 of what this looks容貌 like,
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05:11
and will want to read it
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并且想要阅读这本书
05:14
to decode解码 and find out and make more clear明确
why it looks容貌 the way it does.
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去破译它,
从而更清楚地了解它为什么长这个样子
05:20
["The Visual视觉 Vernacular白话."]
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[“视觉白话”]
05:21
This is a way to use a more
familiar kind of mystery神秘.
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这是一种运用更熟悉的神秘感的方法
05:26
What does this mean?
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什么意思?
05:27
This is what it means手段.
["Make it look like something else其他."]
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就是这个意思
["让它看起来像其他东西"]
05:30
The visual视觉 vernacular白话 is the way
we are used to seeing眼看 a certain某些 thing
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视觉白话
就是我们习惯把一种事物
05:35
applied应用的 to something else其他 so that
we see it in a different不同 way.
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视为另一种事物
从而我们以不同的方法看待它
05:39
This is an approach途径 I wanted to take
to a book of essays随笔 by David大卫 Sedaris希德莉斯
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对于戴维·赛达瑞斯的散文集
我想采取的就是这个方法
05:43
that had this title标题 at the time.
["All the Beauty美女 You Will Ever Need"]
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那时这是它的书名
[《你所需的一切美丽》]
05:47
Now, the challenge挑战 here was that
this title标题 actually其实 means手段 nothing.
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现在,难点在于这个标题并没有任何含义
05:51
It's not connected连接的 to any
of the essays随笔 in the book.
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它和书中的任何一篇文章都没有联系
05:54
It came来了 to the author's作者 boyfriend男朋友
in a dream梦想.
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它来自于作者男友的一个梦
05:59
Thank you very much, so -- (Laughter笑声) --
so usually平时, I am creating创建 a design设计
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非常感谢,那么(笑声)
那么我就要创作一个
06:05
that is in some way based基于 on the text文本,
but this is all the text文本 there is.
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在某种程度上基于文章的设计
但文章就只有这些
06:09
So you've got this mysterious神秘 title标题
that really doesn't mean anything,
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所以你就看到了这神秘的
没有任何含义的题目
06:14
so I was trying to think:
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我就试图想:
我会在哪里看到这样神秘的文字
06:16
Where might威力 I see a bit of mysterious神秘 text文本
that seems似乎 to mean something but doesn't?
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看似有着某种含义
却其实并没有呢?
06:22
And sure enough足够, not long after,
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果然,不久之后
06:25
one evening晚间 after a Chinese中文 meal膳食,
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一天晚上我吃完中国菜后
06:28
this arrived到达, and I thought,
"Ah, bing, ideagasmideagasm!" (Laughter笑声)
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这个出现了,我想
“啊,对了,有了!”(笑声)
06:35
I've always loved喜爱 the hilariously欢快
mysterious神秘 tropes比喻 of fortune幸运 cookies饼干
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我很喜欢幸运饼干里
那些搞笑而神秘的隐晦短语
06:40
that seem似乎 to mean something extremely非常 deep
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貌似蕴含着什么深刻道理
06:43
but when you think about them -- if you
think about them -- they really don't.
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但是,如果你真的会思考它们的话——
它们真的没什么意义
06:47
This says, "Hardly几乎不 anyone任何人 knows知道 how much
is gained获得 by ignoring无视 the future未来."
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上面写着,“几乎没人知道,
忽略未来可以给你带来多少好处”
06:54
Thank you. (Laughter笑声)
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谢谢(笑声)
但如果我们能将这个视觉白话
运用在赛达瑞斯先生上
06:57
But we can take this visual视觉 vernacular白话
and apply应用 it to Mr先生. Sedaris希德莉斯,
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07:03
and we are so familiar
with how fortune幸运 cookie曲奇饼 fortunes命运 look
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我们不需要幸运饼干
就知道幸运饼干里的运气是什么样的
07:08
that we don't even need
the bits of the cookie曲奇饼 anymore.
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07:11
We're just seeing眼看 this strange奇怪 thing
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我们看到了这个奇怪的标题
07:14
and we know we love David大卫 Sedaris希德莉斯,
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我们也知道我们很喜欢戴维·赛达瑞斯
07:16
and so we're hoping希望 that
we're in for a good time.
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我们自然期待着我们会很享受阅读
07:19
["'Fraud''舞弊' Essays随笔 by David大卫 Rakoff拉科夫"]
David大卫 Rakoff拉科夫 was a wonderful精彩 writer作家
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[大卫·拉科夫《欺诈》]
大卫·拉科夫是一位极好的作家
07:23
and he called his first book "Fraud舞弊"
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他把他的第一本书称为《欺诈》
07:26
because he was getting得到 sent发送
on assignments任务 by magazines杂志
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因为他被杂志分配到了
07:30
to do things that he
was not equipped装备 to do.
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一些他根本没有能力完成的任务里
07:32
So he was this skinny枯瘦 little urban城市的 guy
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就这样,他是这么瘦小的一个城里人
07:35
and GQGQ magazine杂志 would send发送 him
down the Colorado科罗拉多州 River
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《智族》杂志却把他发配到
科罗拉多河上漂流
07:38
whitewater白水 rafting漂流 to see
if he would survive生存.
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然后看他能不能幸存
07:43
And then he would write about it,
and he felt that he was a fraud舞弊
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然后,他还要描写这段经历,
他觉得他就是个骗子
07:46
and that he was misrepresenting歪曲 himself他自己.
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他觉得他在歪曲自己
07:48
And so I wanted the cover of this book
to also misrepresent歪曲 itself本身
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因此,我想这本书的封面也歪曲这本书本身
07:53
and then somehow不知何故 show显示
a reader读者 reacting反应 to it.
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然后,用某种方式让读者对此产生反应
07:58
This led me to graffiti涂鸦.
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这让我想到了涂鸦
08:02
I'm fascinated入迷 by graffiti涂鸦.
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我痴迷于涂鸦
08:04
I think anybody任何人 who lives生活
in an urban城市的 environment环境
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我想任何一个在城市里生活的人
08:06
encounters遭遇 graffiti涂鸦 all the time,
and there's all different不同 sorts排序 of it.
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都会经常看到涂鸦
各种各样的涂鸦
08:10
This is a picture图片 I took
on the Lower降低 East Side
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这是我在下东区拍下的照片
08:14
of just a transformer变压器 box on the sidewalk人行道
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就是一个人行道边上的变压器箱
08:17
and it's been tagged标记 like crazy.
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它已经被疯狂地画满了涂鸦
08:19
Now whether是否 you look at this and think,
"Oh, that's a charming迷人 urban城市的 affectation做作,"
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现在,无论你看到它后是想到
”哦,这真是个可爱的城市装点“
08:24
or you look at it and say,
"That's illegal非法 abuse滥用 of property属性,"
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还是看到它后会说,
“这是非法占用财产”
08:29
the one thing I think we can all agree同意 on
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在有一点上我想我们都会同意
08:31
is that you cannot不能 read it.
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你读不出来这些涂鸦
08:34
Right? There is no clear明确 message信息 here.
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对吧?这里没有明确的信息
08:38
There is another另一个 kind of graffiti涂鸦
that I find far more interesting有趣,
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还有另外一种涂鸦,我觉得更为有趣
08:43
which哪一个 I call editorial社论 graffiti涂鸦.
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我称它为评论涂鸦
08:46
This is a picture图片 I took recently最近
in the subway地铁,
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这是最近我在地铁中拍下的照片
08:50
and sometimes有时 you see
lots of prurient好色, stupid stuff东东,
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有些时候,你看到很多淫乱、愚蠢的东西
08:54
but I thought this was interesting有趣,
and this is a poster海报 that is saying
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但是,我认为这很有趣
这是一张海报,
上面写着 “呜啦,呜啦,Airbnb“
08:59
rah-rahRAH-RAH Airbnb制作的Airbnb,
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09:01
and someone有人 has taken采取 a Magic魔法 Marker标记
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有人用马克笔
09:04
and has editorialized社论 about
what they think about it.
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评论了他们对此的看法
09:08
And it got my attention注意.
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这引起了我的注意
所以,我想,
我们怎么把它运用到这本书上呢?
09:11
So I was thinking思维, how do we
apply应用 this to this book?
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09:14
So I get the book by this person,
and I start开始 reading it, and I'm thinking思维,
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我从作者那里拿到这本书,
然后开始阅读
我想这个人并不像他说的,
是个骗子
09:20
this guy is not who he says
he is; he's a fraud舞弊.
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09:25
And I get out a red Magic魔法 Marker标记,
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之后,我拿起我的红色马克笔
09:28
and out of frustration挫折 just
scribble this across横过 the front面前.
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然后像在封面上出气一样地乱画
09:33
Design设计 doneDONE. (Laughter笑声)
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设计完啦(笑声)
09:37
And they went for it! (Laughter笑声)
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然后他们批准了!(笑声)
09:42
Author作者 liked喜欢 it, publisher出版者 liked喜欢 it,
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作者喜欢,出版商喜欢
09:44
and that is how the book
went out into the world世界,
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这就是这本书如何来到这个世界上的
09:46
and it was really fun开玩笑 to see
people reading this on the subway地铁
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我看到人们在地铁上读这本书
09:51
and walking步行 around with it
and what have you,
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拿着它走路,这真的很可笑
09:53
and they all sort分类 of looked看着
like they were crazy.
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他们看起来都有点像疯子
09:57
(Laughter笑声)
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(笑声)
10:00
["'Perfidia''Perfidia' a novel小说 by James詹姆士 Ellroy埃尔罗伊"]
Okay, James詹姆士 Ellroy埃尔罗伊, amazing惊人 crime犯罪 writer作家,
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[詹姆斯•埃尔罗伊《背叛》]
好,埃尔罗伊,令人惊艳的犯罪小说作家
10:04
a good friend朋友, I've worked工作
with him for many许多 years年份.
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一个好朋友,我和他已经一起工作好多年
10:07
He is probably大概 best最好 known已知 as the author作者
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他最广为人知的就是
10:09
of "The Black黑色 Dahlia大丽花"
and "L.A. Confidential机密."
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他的《黑色大丽花》和《洛杉矶的秘密》
10:12
His most recent最近 novel小说 was called this,
which哪一个 is a very mysterious神秘 name名称
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这是他最新小说的名字,名字很神秘
10:17
that I'm sure a lot of people know
what it means手段, but a lot of people don't.
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我确定很多人知道它的意思
但也有很多人不知道
10:20
And it's a story故事 about a Japanese-American日美
detective侦探 in Los洛杉矶 Angeles洛杉矶 in 1941
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小说讲述了一个日裔美籍侦探
1941年在洛杉矶
10:27
investigating调查 a murder谋杀.
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调查一桩谋杀案的故事
10:29
And then Pearl珍珠 Harbor港口 happens发生,
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之后,珍珠港事件发生了
10:32
and as if his life
wasn't difficult enough足够,
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然后就好像生活没有难为够他一样
10:35
now the race种族 relations关系
have really ratcheted棘轮 up,
167
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现在,种族关系也变得紧张
10:40
and then the Japanese-American日美
internment拘留 camps营地 are quickly很快 created创建,
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日裔美国人拘留营很快就被建立起来
10:44
and there's lots of tension张力
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有很多紧张可怕的事情
10:46
and horrible可怕 stuff东东 as he's still
trying to solve解决 this murder谋杀.
170
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但是他始终试图查清这个谋杀案
10:50
And so I did at first think
very literally按照字面 about this in terms条款 of
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所以我一开始真的只考虑了字面意义
10:56
all right, we'll take Pearl珍珠 Harbor港口
and we'll add it to Los洛杉矶 Angeles洛杉矶
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那好,我们就把珍珠港加在洛杉矶上
11:00
and we'll make this apocalyptic世界末日 dawn黎明
on the horizon地平线 of the city.
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再在城市地平线上添上预示灾难的黎明
所以这就是一张把珍珠港
11:08
And so that's a picture图片 from Pearl珍珠 Harbor港口
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直接拼接在洛杉矶上的照片
11:10
just grafted嫁接 onto Los洛杉矶 Angeles洛杉矶.
175
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我的主编说,
“你知道,这有点意思,
11:13
My editor编辑 in chief首席 said,
"You know, it's interesting有趣
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11:16
but I think you can do better
and I think you can make it simpler简单."
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但是我想你能做得更好
你能把它变得更简单。”
就像我经常做的那样,
我回到绘图板
11:22
And so I went back
to the drawing画画 board, as I often经常 do.
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但是,在我的环境中工作
11:26
But also, being存在 alive to my surroundings环境,
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我在中城的摩天楼里工作
11:31
I work in a high-rise高楼 in Midtown中城,
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11:34
and every一切 night,
before I leave离开 the office办公室,
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每晚,在我离开办公室之前
我必须按下这个按钮才能出去
11:38
I have to push this button按键 to get out,
182
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11:40
and the big heavy glass玻璃 doors open打开
and I can get onto the elevator电梯.
183
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又大又重的玻璃门才能打开
我才能登上电梯
11:44
And one night, all of a sudden突然,
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一天晚上,突然
我以一种前所未有的方式观察了它
11:47
I looked看着 at this and I saw it in a way
that I hadn't有没有 really noticed注意到 it before.
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大红圈,危险
11:53
Big red circle, danger危险.
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但我想,它这么明显
11:56
And I thought this was so obvious明显
187
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11:59
that it had to have been
doneDONE a zillion无数 times,
188
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肯定被用过无数次了
12:01
and so I did a Google谷歌 image图片 search搜索,
and I couldn't不能 find another另一个 book cover
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我就用谷歌搜索了一下图片
却并有找到另外与之类似的书的封面
12:06
that looked看着 quite相当 like this,
190
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12:08
and so this is really
what solved解决了 the problem问题,
191
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它真的解决了问题
从图像上看更生动有趣
12:11
and graphically图形 it's more interesting有趣
192
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并使这个想法产生了更大的张力
12:13
and creates创建 a bigger tension张力
between之间 the idea理念
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12:17
of a certain某些 kind of sunrise日出
coming未来 up over L.A. and America美国.
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某种黎明马上就要笼罩在
洛杉矶和美国的上空
12:23
["'Gulp'“咕嘟咕嘟” A tour游览 of the human人的
digestive消化 system系统 by Mary玛丽 Roach蟑螂."]
195
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[玛丽·罗奇《吞咽:人体消化系统游览》]
12:26
Mary玛丽 Roach蟑螂 is an amazing惊人 writer作家
196
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玛丽·罗奇是一位极好的作者
12:28
who takes potentially可能 mundane平凡
scientific科学 subjects主题
197
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她把看似乏味的科学话题
12:32
and makes品牌 them not mundane平凡 at all;
she makes品牌 them really fun开玩笑.
198
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变得一点也不乏味
她令它们变得非常有趣
12:35
So in this particular特定 case案件,
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所以这个例子
12:37
it's about the human人的 digestive消化 system系统.
200
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是关于人类消化系统的
12:40
So I'm trying to figure数字 out what
is the cover of this book going to be.
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我在想这本书的封面是什么样的
12:46
This is a self-portrait自画像. (Laughter笑声)
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这是我的自画像(笑声)
12:49
Every一切 morning早上 I look at myself
in the medicine医学 cabinet内阁 mirror镜子
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每天早上我都会照一照药箱上的镜子
12:55
to see if my tongue is black黑色.
204
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检查一下我的舌头是不是黑色的
12:58
And if it's not, I'm good to go.
205
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如果不是的话,我就可以出门了
13:02
(Laughter笑声)
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(笑声)
13:07
I recommend推荐 you all do this.
207
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我建议你们都这么做
13:10
But I also started开始 thinking思维,
here's这里的 our introduction介绍.
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但同时我也开始想
这是我们的“入门”
13:14
Right? Into the human人的 digestive消化 system系统.
209
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对吧?人体消化系统入门
13:17
But I think what we can all agree同意 on
210
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但我想我们至少都会同意
13:20
is that actual实际 photographs照片
of human人的 mouths嘴巴, at least最小 based基于 on this,
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人体口腔的照片
或者是基于它的作品
13:24
are off-putting倒胃口. (Laughter笑声)
212
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都是使人反感的(笑声)
13:28
So for the cover, then,
I had this illustration插图 doneDONE
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所以我给封面画了这个插画
13:32
which哪一个 is literally按照字面 more palatable可口
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更容易被接受一点
13:34
and reminds提醒 us that it's best最好
to approach途径 the digestive消化 system系统
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并提示我们
了解消化系统的最好途径
13:38
from this end结束.
216
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是从这端——
13:41
(Laughter笑声)
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(笑声)
13:43
I don't even have to complete完成
the sentence句子. All right.
218
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我甚至不用说完
13:47
["Unuseful无用 mystery神秘"]
219
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[无用的神秘感]
13:49
What happens发生 when clarity明晰
and mystery神秘 get mixed up?
220
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当明确性和神秘感混淆在一起时
会发生什么?
13:53
And we see this all the time.
221
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我们随时都能见到这样的例子
13:55
This is what I call unuseful无用 mystery神秘.
222
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这就是我所谓的无用的神秘感
13:57
I go down into the subway地铁 --
I take the subway地铁 a lot --
223
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我走进地铁站——
我经常乘坐地铁——
14:00
and this piece of paper
is taped录音 to a girder.
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看到贴在柱子上的这张纸
14:06
Right? And now I'm thinking思维, uh-oh嗯,哦,
225
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对吧?我就开始想了,
哎呀——呃
14:10
and the train's列车 about to come and I'm
trying to figure数字 out what this means手段,
226
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列车就要来了
而我还在纠结于它想表达的含义
14:14
and thanks谢谢 a lot.
227
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我也真是谢谢它了
14:16
Part部分 of the problem问题 here is that
they've他们已经 compartmentalized条块 the information信息
228
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这里,一部分问题是
他们已经划分了信息
14:20
in a way they think is helpful有帮助,
and frankly坦率地说, I don't think it is at all.
229
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根据他们认为信息有用与否
但坦白而言,我并不认为有用
14:24
So this is mystery神秘 we do not need.
230
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所以这就是我们不需要的神秘感
14:27
What we need is useful有用 clarity明晰,
so just for fun开玩笑, I redesigned重新设计 this.
231
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我们需要用得上的明确性
所以只是为了好玩,
我重新设计了它
14:35
This is using运用 all the same相同 elements分子.
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用的全是一样的元素(掌声)
14:38
(Applause掌声)
233
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14:41
Thank you. I am still waiting等候
for a call from the MTAMTA. (Laughter笑声)
234
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谢谢,我还在等着地铁公司的电话
14:46
You know, I'm actually其实 not even
using运用 more colors颜色 than they use.
235
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你知道吗,我甚至连一个颜色
也没比他们多用
14:49
They just didn't even bother
to make the 4 and the 5 green绿色,
236
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他们甚至都懒得把4和5变成绿色
14:52
those idiots白痴. (Laughter笑声)
237
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这帮蠢货(笑声)
14:56
So the first thing we see
is that there is a service服务 change更改,
238
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3069
所以我们看到的第一条信息是
有一个服务变更
14:59
and then, in two complete完成 sentences句子
with a beginning开始, a middle中间 and an end结束,
239
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然后是两个完整的句子
有开始,有过程,有结尾
15:03
it tells告诉 us what the change更改 is
and what's going to be happening事件.
240
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它告诉我们什么服务变更了
还有现在会发生什么
15:08
Call me crazy! (Laughter笑声)
241
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就说我是疯子吧(笑声)
15:13
["Useful有用 mystery神秘"]
All right.
242
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[有用的神秘]
好的
15:16
Now, here is a piece
of mystery神秘 that I love:
243
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这是一个我喜欢的秘密:
15:21
packaging打包.
244
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包装
15:23
This redesign重新设计 of the Diet饮食 Coke可乐 can
245
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这个健怡可乐罐的新设计
15:26
by Turner车工 Duckworth达克沃斯
is to me truly a piece of art艺术.
246
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来自特纳•达克沃斯
于我而言这是一件真正的艺术品
15:32
It's a work of art艺术. It's beautiful美丽.
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它是一件艺术品
它这样美
15:35
But part部分 of what makes品牌 it
so heartening令人振奋 to me as a designer设计师
248
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而作为设计师,我认为它
振奋人心的一部分原因是
15:38
is that he's taken采取 the visual视觉
vernacular白话 of Diet饮食 Coke可乐 --
249
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特纳利用了健怡可乐的视觉地域性——
15:43
the typefaces字体, the colors颜色,
the silver background背景 --
250
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3538
字体,颜色,银色的背景——
15:46
and he's reduced减少 them
to their most essential必要 parts部分,
251
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5085
并将其精简到了最核心的部分
15:51
so it's like going back
to the Charlie查理 Brown棕色 face面对.
252
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2740
所以,就像回到查理·布朗的面孔
15:54
It's like, how can you give them just
enough足够 information信息 so they know what it is
253
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3947
就像你恰好给出充分的信息
15:58
but giving them the credit信用
for the knowledge知识 that they already已经 have
254
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但同时尊重他们已有的
关于它的知识
16:02
about this thing?
255
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16:04
It looks容貌 great, and you would go
into a delicatessen熟食
256
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它看上去很好
你可以走进便利店
16:08
and all of a sudden突然 see that on the shelf,
and it's wonderful精彩.
257
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然后在货架上看到它们
这很完美
16:12
Which哪一个 makes品牌 the next下一个 thing --
258
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也就让接下来的这件事
16:16
["Unuseful无用 clarity明晰"] --
all the more disheartening令人沮丧,
259
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[无用的明确性]
更令人沮丧
16:18
at least最小 to me.
260
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至少对我而言是这样
16:20
So okay, again, going back
down into the subway地铁,
261
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那么,好的
让我们再走进地铁站
16:24
after this came来了 out,
262
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接下来就会出现
16:26
these are pictures图片 that I took.
263
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2020
我拍的一些照片
16:28
Times Square广场 subway地铁 station:
264
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2043
时代广场地铁站
16:30
Coca-Cola可口可乐 has bought out
the entire整个 thing for advertising广告. Okay?
265
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5178
可口可乐买了整个这样一片
用来做广告,好的
16:35
And maybe some of you
know where this is going.
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或许你们中的某些人知道我要说什么
16:40
Ahem咳咳.
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16:42
"You moved移动 to New York纽约
with the clothes衣服 on your back,
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“你搬到纽约,背着衣服”
16:45
the cash现金 in your pocket口袋,
and your eyes眼睛 on the prize.
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“揣着现金,盯着大奖”
16:47
You're on Coke可乐." (Laughter笑声)
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“你绝对用了可口可乐/可卡因了。”
16:57
"You moved移动 to New York纽约
with an MBAMBA, one clean清洁 suit适合,
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“你搬到纽约,带着MBA文凭,
一身整洁的西装,”
17:00
and an extremely非常 firm公司 handshake握手.
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“一个出奇结实的握手,”
17:02
You're on Coke可乐." (Laughter笑声)
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“你绝对用了可口可乐/可卡因了。”
17:05
These are real真实! (Laughter笑声)
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这些都是真的!(笑声)
17:10
Not even the support支持 beams were spared幸免,
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连承重柱也能逃此一劫
17:13
except they switched交换的 into Yoda尤达 mode模式.
(Laughter笑声)
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除了他们切换成尤达大师语气
17:19
"Coke可乐 you're on." (Laughter笑声)
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“你这是用了可口可乐/可卡因啊!”
17:23
["Excuse借口 me, I'm on WHAT??"]
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[“抱歉,我用什么了?”]
17:26
This campaign运动 was a huge巨大 misstep过失.
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这个策划真是错误的一步棋
17:29
It was pulled almost几乎 instantly即刻
due应有 to consumer消费者 backlash反弹
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由于买家的强力反对
它几乎瞬间就被撤除了
17:34
and all sorts排序 of unflattering直言不讳
parodies蠢事 on the web卷筒纸 --
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然后网上就出现了各种
令人不悦的滑稽效仿——
17:38
(Laughter笑声) --
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(笑声)——
17:40
and also that dot next下一个 to "You're on,"
that's not a period, that's a trademark商标.
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然后“你上”旁边的那个点
不是个句号,而是注册商标
17:47
So thanks谢谢 a lot.
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所以也真是多谢了
17:48
So to me, this was just so bizarre奇异的
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对我而言,这太怪异了
17:52
about how they could get the packaging打包
so mysteriously神秘 beautiful美丽 and perfect完善
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他们居然可以有那么
神秘、完美而漂亮的包装
17:58
and the message信息 so unbearably无法忍受,
clearly明确地 wrong错误.
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却有这么令人无可忍受的错误信息
18:02
It was just incredible难以置信 to me.
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这在我看来简直是难以置信
18:06
So I just hope希望 that I've been able能够
to share分享 with you some of my insights见解
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所以,我希望和你们分享一些我的想法
18:11
on the uses使用 of clarity明晰
and mystery神秘 in my work,
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关于我作品中对明确性
和神秘感的用法
18:15
and maybe how you might威力 decide决定
to be more clear明确 in your life,
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然后或许你们就会决定
在生活中过得更加明确
18:21
or maybe to be a bit more mysterious神秘
and not so over-sharing分享过.
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或是更加神秘
而不是如此这般过度分享
18:27
(Laughter笑声)
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(笑声)
18:31
And if there's just one thing
that I leave离开 you with from this talk,
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而如果我的演讲
只能留给你们一个印象
18:35
I hope希望 it's this:
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我希望是这个:
18:37
BlihBlih blihblih blihblih blah胡说. Blah胡说 blah胡说 blihblih blihblih.
["'Judge'法官 This,' Chip芯片 Kidd基德"]
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哔哩哔哩哔哩吧啦,吧啦吧啦哔哩哔哩
[“骂我啊,奇普·基德”]
18:41
BlihBlih blihblih blah胡说 blah胡说 blah胡说.
Blah胡说 blah胡说 blah胡说.
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哔哩哔哩吧啦吧啦吧啦
吧啦吧啦吧啦
18:44
Blah胡说 blah胡说.
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吧啦
18:45
(Applause掌声)
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Translated by Muyun Zhou
Reviewed by Sabrina Song

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ABOUT THE SPEAKER
Chip Kidd - Graphic designer
Chip Kidd's book jacket designs spawned a revolution in the art of American book packaging.

Why you should listen

You know a Chip Kidd book when you see it -- precisely because it's unexpected, non-formulaic, and perfectly right for the text within. As a graphic designer for Alfred A. Knopf since 1986, Kidd has designed shelves full of books, including classics you can picture in a snap: Jurassic Park, Naked by David Sedaris, All the Pretty Horses … His monograph, Chip Kidd: Book One, contains work spanning two decades. As editor and art director for Pantheon Graphic novels, Kidd has commissioned work from cartoonists including Chris Ware, Art Spiegelman, Dan Clowes and Art Spiegelman. He's a novelist as well, author of The Cheese Monkeys and The Learners.

Chip received the Cooper-Hewitt’s National Design Award for Communication in 2007, the International Center of Photography’s Infinity Award for Design in 1997 and the AIGA Medal in 2014.

Kidd is the author of the TED Book, Judge This.

More profile about the speaker
Chip Kidd | Speaker | TED.com