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

唐诺德·诺曼:设计使人快乐的3种方式

Filmed:
1,860,477 views

设计评论家唐诺德·诺曼在他的这个演讲上,剖析了设计给人带来快乐的多个例子,将目光投射到美丽、有趣、愉悦与情感这样话题上来。他还讲到了3种情感线索,并且认为那是所有成功的设计应当努力追求的。
- 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 new me is beauty美女.
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现在的我关心的是美
00:14
(Laughter笑声)
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(笑声)
00:15
Yeah, people used to say, "Norman's诺曼的 OK,
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人们过去会说 诺曼的出发点是好的
00:20
but if you followed其次 what he said, everything would be usable可用
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但假如你就按照他说的去做
00:22
but it would be ugly丑陋."
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那么你可以做出管用的东西 但一定是很丑的
00:24
Well, I didn't have that in mind心神, so ...
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但我事实上并无那个意思
00:29
This is neat整齐.
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看 这东西挺精致的
00:31
Thank you for setting设置 up my display显示.
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感谢主持人把它摆在这儿 供我作道具用
00:33
I mean, it's just wonderful精彩.
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我想说 这东西太美了
00:35
And I haven't没有 the slightest丝毫 idea理念 of what it does or what it's good for,
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我完全想不出它是拿来干嘛的 它的实际用途会有哪些
00:38
but I want it.
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但是我就是想要它
00:40
And that's my new life.
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这就是我的新人生
00:42
My new life is trying to understand理解 what beauty美女 is about,
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我的一生就是在探索何为美
00:46
and "pretty漂亮," and "emotions情绪."
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何为可爱 以及与此相关的情感
00:48
The new me is all about making制造 things kind of neat整齐 and fun开玩笑.
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我的新生活的核心就是制造漂亮并且好玩的东西
00:52
And so this is a Philippe菲利普 Starck斯塔克 juicer榨汁机, produced生成 by Alessi阿莱西.
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这个是菲利普·史达克果汁机,由阿历斯制作
00:56
It's just neat整齐; it's fun开玩笑. It's so much fun开玩笑 I have it in my house --
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它实在是太好玩了 我家里就有一台
00:58
but I have it in the entryway入口, I don't use it to make juice果汁.
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但我把它摆在过道上 而不是用来做橙汁
01:01
(Laughter笑声)
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(笑声)
01:03
In fact事实, I bought the gold-plated镀金 special特别 edition
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说实话 我买的是外表镀金的那一款
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and it comes with a little slip of paper
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一打开包装 我看到一张纸条
01:09
that says, "Don't use this juicer榨汁机 to make juice果汁."
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上面写着 不要用这机器来做果汁
01:12
The acid will ruin废墟 the gold plating电镀.
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因为酸会腐蚀外表的金子
01:15
(Laughter笑声)
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(笑声)
01:16
So actually其实, I took a carton纸板箱 of orange橙子 juice果汁
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所以 我把一罐果汁倒在这机器里头
01:18
and I poured it in the glass玻璃 to take this picture图片.
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而后才拍出这张照片
01:20
(Laughter笑声)
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(笑声)
01:23
Beneath下面 it is a wonderful精彩 knife.
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大家留心看 会发现底下那里有一把刀
01:25
It's a Global全球 cutting切割 knife made制作 in Japan日本.
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那是一把日本生产的万能小刀
01:28
First of all, look at the shape形状 -- it's just wonderful精彩 to look at.
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先看看它的形状 那是多么美
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Second第二 of all, it's really beautifully精美 balanced均衡:
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其次 这把刀设计得相当匀称
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it holds持有 well, it feels感觉 well.
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拿在手上感觉棒极了
01:35
And third第三 of all, it's so sharp尖锐, it just cuts削减.
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再有 它的刀刃非常锋利 割东西非常方便
01:37
It's a delight to use.
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用起来让人感觉非常舒心
01:39
And so it's got everything, right?
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这是不是说它是十全十美呢
01:41
It's beautiful美丽 and it's functional实用.
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它的确很美 也很实用
01:43
And I can tell you stories故事 about it,
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我还能跟你讲几个故事
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which哪一个 makes品牌 it reflective反光,
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扩展一下主题
01:47
and so you'll你会 see I have a theory理论 of emotion情感.
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大家知道 我有一套关于情绪的理论
01:49
And those are the three components组件.
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这些就是理论的三大块
01:51
Hiroshi Ishii石井 and his group at the MITMIT Media媒体 Lab实验室
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Hiroshi Ishii以及他的同事在MIT媒体实验室搞了这么一样东西
01:54
took a ping-pong乒乓 table and placed放置 a projector放映机 above以上 it,
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他们找到一张乒乓球桌 并且在上面放置一台投影仪
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and on the ping-pong乒乓 table they projected预计 an image图片 of water
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通过投影仪 在乒乓球桌上投射出一个水面
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with fish swimming游泳的 in it.
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上面有鱼儿在游动
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And as you play ping-pong乒乓, whenever每当 the ball hits点击 part部分 of the table,
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你在那儿打乒乓球 只要球一触到桌面
02:05
the ripples涟漪 spread传播 out and the fish run away.
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就会有波纹弹出来 鱼儿也随之游到别的地方
02:07
But of course课程, then the ball hits点击 the other side,
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而后球又跳到另外一个地方
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the ripples涟漪 hit击中 the -- poor较差的 fish, they can't find any peace和平 and quiet安静.
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再次激起水波 看看那鱼儿啊 也真可怜的
02:12
(Laughter笑声)
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(笑声)
02:13
Is that a good way to play ping-pong乒乓?
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这是不是玩乒乓球的好办法?
02:15
No. But is it fun开玩笑?
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不是 但好不好玩?
02:17
Yeah! Yeah.
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肯定好玩
02:20
Or look at Google谷歌.
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再看看Google
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If you type类型 in, oh say, "emotion情感 and design设计,"
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假如你搜“情感 设计”
02:27
you get 10 pages网页 of results结果.
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你会得到十页搜索结果
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So Google谷歌 just took their logo商标 and they spread传播 it out.
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而Google则非常巧妙的撕开自己的logo, 使之排成十页
02:32
Instead代替 of saying, "You got 73,000 results结果.
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它不是直接告诉你 有73,000个搜索结果
02:34
This is one through通过 20. Next下一个,"
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这是头20个
02:36
they just give you as many许多 o'sO公司 as there are pages网页.
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它只让你看到有很多个“O”,而每一个O都代表了一页
02:39
It's really simple简单 and subtle微妙.
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非常简单又非常细腻的一个设计
02:41
I bet赌注 a lot of you have seen看到 it and never noticed注意到 it.
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我想你们很多人都看过 但是没有注意到
02:44
That's the subconscious潜意识 mind心神
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这就是潜意识
02:46
that sort分类 of notices通告 it -- it probably大概 is kind of pleasant愉快
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潜意识注意到这东西 也隐约感到快乐
02:48
and you didn't know why.
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但是你不知是为什么
02:50
And it's just clever聪明.
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真是妙不可言
02:52
And of course课程, what's especially特别 good is,
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而最有趣的则是
02:54
if you type类型 "design设计 and emotion情感,"
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当你搜“设计与情感”的时候
02:56
the first response响应 out of those 10 pages网页 is my website网站.
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我的网站是排在搜索结果的第一位的
03:00
(Laughter笑声)
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(笑声)
03:02
Now, the weird奇怪的 thing is Google谷歌 lies,
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可是 Google也会骗人
03:05
because if I type类型 "design设计 and emotion情感,"
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因为假如我搜“设计与情感”
03:07
it says, "You don't need the 'and'和.' We do it anyway无论如何."
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Google就会告诉我说 你不需打“与”字 我们自己会加上去的
03:10
So, OK.
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03:12
So I type类型 "design设计 emotion情感"
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那我就打“设计 情感”
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and my website网站 wasn't first again.
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这时我的网站不再是排在结果的第一位了
03:16
It was third第三.
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而是落到了第三位
03:18
Oh well, different不同 story故事.
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好 再说一个故事
03:22
There was this wonderful精彩 review评论 in The New York纽约 Times
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《纽约时报》有一次刊登了一则评论
03:25
about the MINI微型 Cooper库珀 automobile汽车.
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是关于微型Cooper汽车的
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It said, "You know, this is a car汽车 that has lots of faults故障.
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上面写到 这是一辆充满缺陷的汽车
03:31
Buy购买 it anyway无论如何.
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但你可以放心买
03:33
It's so much fun开玩笑 to drive驾驶."
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因为开这车感觉棒极了
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And if you look at the inside of the car汽车 --
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假如你看看车的内部
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I mean, I loved喜爱 it, I wanted to see it, I rented it,
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我当时很想看 就租了一辆
03:40
this is me taking服用 a picture图片 while my son儿子 is driving主动 --
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这是我儿子驾车的时候 我拍下来的照片
03:43
and the inside of the car汽车, the whole整个 design设计 is fun开玩笑.
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车子内部的设计 带给人的就是快感
03:46
It's round回合, it's neat整齐.
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圆圆的 非常趣致
03:48
The controls控制 work wonderfully奇妙.
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控制非常好
03:50
So that's my new life; it's all about fun开玩笑.
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这就是我的新生活 就是关于好玩的新生活
03:53
I really have the feeling感觉 that pleasant愉快 things work better,
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我真的认为 好玩的东西总是走在一起的
03:56
and that never made制作 any sense to me
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但我一直都不能理解为什么
03:59
until直到 I finally最后 figured想通 out -- look ...
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直到……
04:03
I'm going to put a plank on the ground地面.
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好 我要往地板上放一块木板
04:05
So, imagine想像 I have a plank about two feet wide and 30 feet long
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设想一下 我有一块2英尺宽 30英尺长的木板
04:08
and I'm going to walk步行 on it, and you see I can walk步行 on it without looking,
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我可以在木板上踱步 而不需惊慌
04:11
I can go back and forth向前 and I can jump up and down.
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我可以往前 往后 可以跳上跳下
04:13
No problem问题.
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没有任何问题
04:15
Now I'm going to put the plank 300 feet in the air空气 --
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而假如我要把这木板放在300英尺高的地方
04:19
and I'm not going to go near it, thank you.
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我就不会走近它了
04:25
Intense激烈 fear恐惧 paralyzes瘫痪 you.
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畏惧感会让人变得麻木的
04:27
It actually其实 affects影响 the way the brain works作品.
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它会改变大脑工作的模式
04:30
So, Paul保罗 Saffo萨弗, before his talk said that he didn't really have it down
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保罗·萨福刚才结束自己的演讲时说
04:34
until直到 just a few少数 days or hours小时 before the talk,
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他在演讲开始之前一直感到非常紧张 直到 最后几天 甚至最后几个小时才能冷静下来
04:36
and that anxiety焦虑 was really helpful有帮助 in causing造成 him to focus焦点.
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但那种因为紧张而产生的焦虑 却可以帮助他集中精神去工作
04:40
That's what fear恐惧 and anxiety焦虑 does;
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畏惧与焦虑的作用也是如此
04:42
it causes原因 you to be -- what's called depth-first深度优先 processing处理 --
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它们能够世人集中精神 而不是分散注意力
04:45
to focus焦点, not be distracted分心.
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也就是通常说的深度第一的处理原则
04:48
And I couldn't不能 force myself across横过 that.
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但我发现自己做不到
04:51
Now some people can -- circus马戏团 workers工人, steel workers工人.
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但是有些人可以做得到 例如马戏团演员 钢铁工人
04:54
But it really changes变化 the way you think.
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这两种情绪确实可以改变你想问题的方式
04:56
And then, a psychologist心理学家, Alice爱丽丝 IsenISEN,
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一位叫阿丽斯·艾森的心理学家
04:59
did this wonderful精彩 experiment实验.
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做了一个很有趣的实验
05:01
She brought students学生们 in to solve解决 problems问题.
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她找到几个学生
05:03
So, she'd bring带来 people into the room房间,
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把他们带到房间
05:05
and there'd这红色 be a string hanging down here
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房间的这里有根绳子
05:07
and a string hanging down here.
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那里也有根绳子
05:09
It was an empty room房间, except for a table with a bunch of crap掷骰子 on it --
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那是一个空房间 只有 一张桌子 桌上有些杂物
05:12
some papers文件 and scissors剪刀 and stuff东东.
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那是一些纸 剪刀 和其他东西
05:14
And she'd bring带来 them in,
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她把学生带到房间里
05:16
and she'd say,
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她说
05:18
"This is an IQ智商 test测试 and it determines确定 how well you do in life.
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这是一个IQ测试题 它可以测试 你在实际生活中的应变能力
05:21
Would you tie领带 those two strings字符串 together一起?"
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你们能把这两根绳子绑起来吗
05:24
So they'd他们会 take one string and they'd他们会 pull it over here
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学生一手拿着这头的绳子 然后 伸出 另一只手去够另一根绳子
05:27
and they couldn't不能 reach达到 the other string.
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他们够不着
05:30
Still can't reach达到 it.
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实在是够不着
05:32
And, basically基本上, none没有 of them could solve解决 it.
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结果是没有人能完成任务
05:35
You bring带来 in a second第二 group of people,
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那位心理学家又叫来另一群学生
05:38
and you say, "Oh, before we start开始,
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跟他们说 我们开始之前
05:41
I got this box of candy糖果, and I don't eat candy糖果.
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我想告诉大家 我这里 有一盒糖 可是我不吃糖的
05:44
Would you like the box of candy糖果?"
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你们吃不吃?
05:46
And turns out they liked喜欢 it, and it made制作 them happy快乐 --
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学生很喜欢吃 吃得很开心
05:49
not very happy快乐, but a little bit of happy快乐.
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也许不算很开心吧 至少是让他们感觉心情好一点
05:51
And guess猜测 what -- they solved解决了 the problem问题.
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而后他们就解决问题了
05:53
And it turns out that when you're anxious
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当你处于焦虑状态的时候
05:56
you squirt喷出 neural神经 transmitters变送器 in the brain, which哪一个 focuses重点 you
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你的大脑里的神经交换就会加速 这样你会更容易集中精力
05:59
makes品牌 you depth-first深度优先.
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让你沉浸在那个思考的氛围里
06:01
And when you're happy快乐 -- what we call positive valence --
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当你感到快乐的时候
06:04
you squirt喷出 dopamine多巴胺 into the prefrontal前额叶 lobes,
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你就会把更多的多巴胺输送到大脑前额
06:06
which哪一个 makes品牌 you a breadth-first广度优先 problem问题 solver求解:
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这时你就转入宽式为先的思考
06:08
you're more susceptible易感 to interruption中断; you do out-of-the-box盒子外面 thinking思维.
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你会更容易被外界干扰打乱情绪 并且你在进行框外思考
06:11
That's what brainstorming头脑风暴 is about, right?
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这不就是头脑风暴之本质吗
06:14
With brainstorming头脑风暴 we make you happy快乐, we play games游戏,
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每一次头脑风暴 你都感觉很快乐 你会玩游戏
06:17
and we say, "No criticism批评,"
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并且没有人指责你的想法
06:19
and you get all these weird奇怪的, neat整齐 ideas思路.
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于是各种古怪的想法都出来了
06:21
But in fact事实, if that's how you always were you'd never get any work doneDONE
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但假如你任何时候都是这个样子 那么你什么事情也做不了
06:24
because you'd be working加工 along沿 and say, "Oh, I got a new way of doing it."
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因为你会忽然在工作到一半的时候说 “对啊 我可以用新的办法来做呢!”
06:27
So to get work doneDONE, you've got to set a deadline截止日期, right?
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因此 要想做好工作 就需要一个时间表 对不对
06:31
You've got be anxious.
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你必须得有焦虑感
06:33
The brain works作品 differently不同
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不同时候 人的大脑的工作方式不一样
06:35
if you're happy快乐. Things work better because you're more creative创作的.
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当你高兴的时候 你会变得更有创意
06:38
You get a little problem问题, you say, "Ah, I'll figure数字 it out."
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遇到问题 你就会想 我会找办法解决它
06:41
No big deal合同.
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没什么大不了的
06:43
There's something I call the visceral内脏 level水平 of processing处理, and there will be visceral-level内脏级 design设计.
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一种是知觉层面的信息处理
06:45
Biology生物学 -- we have co-adapted共适应 through通过 biology生物学 to like bright colors颜色.
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看看生物 漫长演化的结果是我们人非常喜欢鲜艳的颜色
06:49
That's especially特别 good that mammals哺乳动物 and primates灵长类动物 like fruits水果
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哺乳动物和灵长类动物喜欢水果
06:53
and bright plants植物, because you eat the fruit水果
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喜欢鲜艳的植物 你吃掉水果
06:55
and you thereby从而 spread传播 the seed种子.
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你也帮忙传播了种子
06:57
There's an amazing惊人 amount of stuff东东 that's built内置 into the brain.
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人的大脑是被进化塑造的
07:00
We dislike反感 bitter tastes口味, we dislike反感 loud sounds声音,
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我们不喜欢苦味 不喜欢噪音
07:03
we dislike反感 hot temperatures温度, cold temperatures温度.
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不喜欢高热或寒冷
07:05
We dislike反感 scolding痛骂 voices声音. We dislike反感 frowning皱着眉头 faces面孔;
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不喜欢责备的声音 不喜欢皱眉的脸
07:09
we like symmetrical对称 faces面孔, etc等等., etc等等.
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我们喜欢对称的脸
07:12
So that's the visceral内脏 level水平.
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这些都是本能层面的情感
07:14
In design设计, you can express表现 visceral内脏 in lots of ways方法,
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在设计上 你可以通过不同的方式去表达这样的情感
07:17
like the choice选择 of type类型 fonts字体 and the red for hot, exciting扣人心弦.
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比如字体的选择 颜色的选择
07:22
Or the 1963 Jaguar捷豹:
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看看这款1963年的猎豹汽车
07:24
It's actually其实 a crummy照出 car汽车, falls下降 apart距离 all the time,
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那是很老的一款车 经常坏
07:27
but the owners拥有者 love it.
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但是车主喜欢
07:29
And it's beautiful美丽 -- it's in the Museum博物馆 of Modern现代 Art艺术.
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它很美 它就被收藏在纽约现代艺术博物馆
07:31
A water bottle瓶子:
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这是一个水罐
07:33
You buy购买 it because of the bottle瓶子, not because of the water.
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你买它是因为这个罐很别致 而不是里面的水
07:36
And when people are finished, they don't throw it away.
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人们喝完里面的水之后 不会把罐扔掉
07:39
They keep it for -- you know, it's like the old wine红酒 bottles瓶子, you keep it for decoration装饰
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他们把罐留下来 当装饰用途
07:42
or maybe fill it with water again, which哪一个 proves证明 it's not the water.
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或者再次装上水 这表明不是水的魅力
07:45
It's all about the visceral内脏 experience经验.
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这都是本能上的体验
07:50
The middle中间 level水平 of processing处理 is the behavioral行为的 level水平
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第二层是行为层面
07:54
and that's actually其实 where most of our stuff东东 gets得到 doneDONE.
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我们生活中绝大多数的东西都是这样生产出来的
07:56
Visceral内脏 is subconscious潜意识, you're unaware不知道 of it.
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知觉认识是潜意识的 你根本不知道它发生了
07:58
Behavioral行为的 is subconscious潜意识, you're unaware不知道 of it.
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行为也是这样的 你也感觉不到
08:01
Almost几乎 everything we do is subconscious潜意识.
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我们所做的几乎所有事情都是潜意识的
08:03
I'm walking步行 around the stage阶段 -- I'm not attending出席 to the control控制 of my legs.
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我在舞台上走 我并没有听从我的脚的指挥
08:07
I'm doing a lot; most of my talk is subconscious潜意识;
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我说话大多数时候也是潜意识的
08:10
it has been rehearsed排练 and thought about a lot.
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我之前做过很多准备 想了很多
08:12
Most of what we do is subconscious潜意识.
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我们做的大多数东西是潜意识的
08:14
Automatic自动 behavior行为 -- skilled技能的 behavior行为 -- is subconscious潜意识,
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自动化的行为 因为熟练而做的事情
08:17
controlled受控 by the behavioral行为的 side.
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这些都是由行为控制的
08:19
And behavioral行为的 design设计 is all about feeling感觉 in control控制,
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行为设计之本质就是要让使用者感到一切都在掌控之中
08:23
which哪一个 includes包括 usability可用性, understanding理解 --
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包括可用性 理解
08:26
but also the feel and heft分量.
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还有质感与重量
08:28
That's why the Global全球 knives are so neat整齐.
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万能小刀设计得那么精致
08:30
They're so nicely很好 balanced均衡, so sharp尖锐,
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非常匀称 锋利
08:32
that you really feel you're in control控制 of the cutting切割.
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你会感觉一切控于自己的掌中
08:34
Or, just driving主动 a high-performance高性能 sports体育 car汽车
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或者是开着一辆性能非常好的汽车
08:38
over a demanding严格 curb抑制 --
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越过一个大槛
08:40
again, feeling感觉 that you are in complete完成 control控制 of the environment环境.
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你会感觉一切尽在自己的掌控之中
08:43
Or the sensual声色 feeling感觉.
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或者是一种感官上的情绪
08:45
This is a Kohler科勒 shower淋浴, a waterfall瀑布 shower淋浴,
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这是一个科勒淋浴头,一个瀑布效果的淋浴头
08:47
and actually其实, all those knobs旋钮 beneath下面 are also showerheads淋浴.
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下面这些小孔也是一个个小小的喷头
08:50
It will squirt喷出 you all around
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它还能往任意方向射水
08:52
and you can stay in that shower淋浴 for hours小时 --
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你就可以一连几个小时站在那里淋浴
08:54
and not waste浪费 water, by the way,
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并且不会浪费水
08:56
because it recirculates再循环 the same相同 dirty water.
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它会让污水实现循环利用
08:58
(Laughter笑声)
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(笑声)
09:01
Or this -- this is a really neat整齐 teapot茶壶 I found发现
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还有这个 这是非常精致的一个茶壶
09:03
at high tea at The Four Seasons四季 Hotel旅馆 in Chicago芝加哥.
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我是在芝加哥四季酒店那里购得的
09:07
It's a RonnefeldtRonnefeldt tilting倾斜 teapot茶壶.
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它是一款罗纳福特斜体茶壶
09:09
That's kind of what the teapot茶壶 looks容貌 like
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表面看跟普通茶壶没有区别
09:11
but the way you use it is you lay铺设 it on its back,
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但是 要用的时候 你需要将其躺放到桌面
09:14
and you put tea in,
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然后把茶叶放进去
09:16
and then you fill it with water.
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罐上水
09:18
The water then seeps渗漏 over the tea.
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水会把茶浸透
09:21
And the tea is sitting坐在 in this stuff东东 to the right --
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茶就会被挪到茶壶的右手边
09:24
the tea is to the right of this line线.
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就是在这条线的右手边
09:26
There's a little ledge窗台 inside, so the tea is sitting坐在 there
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里面有一条横挡 茶就在这个地方
09:28
and the water is filling填充 it up like that.
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水慢慢的浸透茶身
09:30
And when the tea is ready准备, or almost几乎 ready准备, you tilt倾斜 it.
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当茶已经弄好或将要弄好的时候 你就把茶壶放稍微倾斜一点
09:33
And that means手段 the tea is partially部分 covered覆盖
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这样子茶就不会全部被覆盖
09:36
while it completes完成 the brewing酿造.
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而同时可以继续温
09:38
And when it's finished, you put it vertically垂直,
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一旦茶好了,你就把茶壶放正
09:40
and now the tea is -- you remember记得 -- above以上 this line线
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大家应该记得 茶是在这个位置的
09:42
and the water only comes to here --
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而水只会跑到这个地方
09:45
and so it keeps保持 the tea out.
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并且把茶隔离出来
09:47
On top最佳 of that, it communicates相通,
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除此而外 茶壶本身也在进行一种交流
09:49
which哪一个 is what emotion情感 does.
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这也是情感之本义
09:51
Emotion情感 is all about acting演戏; emotion情感 is really about acting演戏.
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情感表现在行为上
09:54
It's being存在 safe安全 in the world世界.
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就是那种安全的感觉
09:56
Cognition认识 is about understanding理解 the world世界, emotion情感 is about interpreting解读 it --
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认知之意义在于理解世界 而情感则试图解释这个世界
10:00
saying good, bad, safe安全, dangerous危险,
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善良与邪恶 安全与危险 都是通过情感判断出来的
10:02
and getting得到 us ready准备 to act法案, which哪一个 is why the muscles肌肉 tense紧张 or relax放松.
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有了判断我们才会行动 肌肉之活动也与此相关
10:05
And that's why we can tell the emotion情感 of somebody else其他 --
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我们可以分辨出其他人的情感
10:09
because their muscles肌肉 are acting演戏, subconsciously下意识,
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因为我们可以看得到他们的肌肉 在活动 尽管只是在潜意识的指挥下
10:11
except that we've我们已经 evolved进化 to make the facial面部 muscles肌肉 really rich丰富 with emotion情感.
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而我们的面部表情又是特别擅长于传情达意
10:17
Well, this has emotions情绪 if you like,
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这个茶壶也是有情感的
10:19
because it signals信号 the waiter服务员 that, "Hey, I'm finished. See -- upright直立."
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因为它会向服务员发出一个信号 “看,茶弄好了。你看我都站起来了“
10:23
And the waiter服务员 can come by and say, "Would you like more water?"
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这时服务员会过来问 “是不是需要多一点水”
10:26
It's kind of neat整齐. What a wonderful精彩 design设计.
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这一点真的很巧妙 实在是一个不错的设计
10:28
And the third第三 level水平 is reflective反光,
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第三个层面的就是反思性的
10:32
which哪一个 is, if you like the superego超我,
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就是指弗洛伊德所言的超我
10:36
it's a little part部分 of the brain that has no control控制 over what you do,
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那是大脑的一部分 它无法控制你的行为
10:39
no control控制 over the -- doesn't see the senses感官,
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无法控制你的感官
10:43
doesn't control控制 the muscles肌肉.
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也无法控制你的肌肉
10:45
It looks容貌 over what's going on.
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它只会充当一个旁观者
10:47
It's that little voice语音 in your head
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它就是你大脑里的那个小小的声音
10:49
that's watching观看 and saying, "That's good. That's bad."
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它看到什么都说:“这东西不错”“这东西不好”
10:51
Or, "Why are you doing that? I don't understand理解."
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或者是“为什么你这么做?我看不懂”
10:53
It's that little voice语音 in your head that's the seat座位 of consciousness意识.
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那就是意识之所在
10:55
Here's这里的 a great reflective反光 product产品.
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这是一个反思性的产品
10:58
Owners拥有者 of the Hummer蜂鸟 have said, "You know I've owned拥有的 many许多 cars汽车 in my life --
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Hummer的主人曾经说,“我一生拥有许多汽车”
11:02
all sorts排序 of exotic异国情调 cars汽车,
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包括各种异国的轿车
11:04
but never have I had a car汽车 that attracted吸引 so much attention注意."
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但是 从来没有一辆车使得我如此倾注自己的心思
11:07
It's about attention注意. It's about their image图片,
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这关乎他们的形象
11:09
not about the car汽车.
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而不是汽车本身
11:11
If you want a more positive model模型 --
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即使你要一个更积极点的例子
11:13
this is the GMGM car汽车.
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这是一辆通用汽车公司的汽车
11:15
And the reason原因 you might威力 buy购买 it now is because you care关心 about the environment环境.
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假如你现在决定买这辆车 唯一的解释是你非常关心环保
11:17
And you'll你会 buy购买 it to protect保护 the environment环境,
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选择买 也是 环保的一个努力
11:19
even though虽然 the first few少数 cars汽车 are going to be really expensive昂贵
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哪怕最初几辆会是天价
11:22
and not perfected完善.
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并且没有完整的保修
11:24
But that's reflective反光 design设计 as well.
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但这就是反思性设计之体现
11:26
Or an expensive昂贵 watch, so you can impress people --
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或者是一款非常昂贵的手表 你可以在朋友面前炫耀
11:28
"Oh gee哎呀, I didn't know you had that watch."
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他们会说,“哎哟 怎么我不知道你有个手表呢”
11:31
As opposed反对 to this one,
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相反 这个
11:33
which哪一个 is a pure behavioral行为的 watch,
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是一款纯功能型的电子手表
11:35
which哪一个 probably大概 keeps保持 better time than the $13,000 watch I just showed显示 you.
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它记录时间也许比刚才那个还要准
11:38
But it's ugly丑陋.
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但是它很丑
11:40
This is a clear明确 Don Norman诺曼 watch.
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这就是一款唐诺德·诺曼手表
11:42
And what's neat整齐 is sometimes有时 you pit one emotion情感 against反对 the other,
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当你用一种情感去制衡另一种情感的时候 就显得更加有趣
11:45
the visceral内脏 fear恐惧 of falling落下
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比如害怕摔倒
11:48
against反对 the reflective反光 state saying, "It's OK. It's OK. It's safe安全. It's safe安全."
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你会得到暗示 说“这是安全的,你尽管放心”
11:53
If that amusement娱乐 park公园 were rusty生疏 and falling落下 apart距离, you'd never go on the ride.
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假如游乐园的设备都是生锈的 残破的 相信你不会去那里玩
11:57
So, it's pitting点蚀 one against反对 the other.
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所以说 是两相权衡之结果
12:00
The other neat整齐 thing ...
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还有更妙的东西
12:03
(Laughter笑声)
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(笑声)
12:07
So Jake可靠的人 Cress水芹 is this furniture家具 maker制作者,
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杰克·克拉斯是一位家具工匠
12:10
and he makes品牌 this unbelievable难以置信的 set of furniture家具.
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他制作出了这套让人惊叹不已的家具
12:13
And this is his chair椅子 with claw,
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这是带爪子的椅子
12:15
and the poor较差的 little chair椅子 has lost丢失 its ball
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它失去了一个球
12:18
and it's trying to get it back before anybody任何人 notices通告.
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正想趁别人不注意 把球检回来
12:22
And what's so neat整齐 about it is how you accept接受 that story故事.
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而最奇妙的一点就是 你居然相信这个解释了
12:26
And that's what's nice不错 about emotion情感.
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这就是情感带给人的快乐
12:29
So that's the new me.
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这就是一个新的我
12:31
I'm only saying positive things from now on.
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从现在开始 我只会说事物的好话
12:33
(Laughter笑声)
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(笑声)
12:34
(Applause掌声)
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(掌声)
Translated by Tony Yet
Reviewed by Zachary Lin Zhao

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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