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:美給人什麼感受

Filmed:
1,120,644 views

一個故事、一件藝術品、一張臉、一件設計作品,我們如何評斷事物美麗與否?這個問題又為什麼對我們那麼重要?設計師理查德.西摩探索我們對美的反應,以及美麗事物的驚人力量。
- 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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在我小的時候 --
00:17
and by the way, I was little once一旦 --
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對了,我也曾年輕過 --
00:19
my father父親 told me a story故事
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父親告訴我一個
00:21
about an 18th century世紀 watchmaker鐘錶匠.
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關於一位 18 世紀製錶匠的故事。
00:23
And what this guy had doneDONE:
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他做了什麼呢?
00:25
he used to produce生產 these fabulously驚人 beautiful美麗 watches手錶.
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他會製造美麗絕倫的手錶。
00:27
And one day, one of his customers顧客 came來了 into his workshop作坊
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有天,他店裡來了個客人,
00:30
and asked him to clean清潔 the watch that he'd他會 bought.
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請他清理自己買的錶。
00:33
And the guy took it apart距離,
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製錶匠拆開了錶,
00:35
and one of the things he pulled out was one of the balance平衡 wheels車輪.
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在取出的零件中有個平衡擺輪。
00:38
And as he did so, his customer顧客 noticed注意到
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就在他取出零件時,這名客人發現
00:40
that on the back side of the balance平衡 wheel was an engraving雕刻,
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在平衡擺輪的背面有刻痕,
00:43
were words.
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上面刻了字。
00:45
And he said to the guy,
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於是他跟製錶匠說,
00:47
"Why have you put stuff東東 on the back
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「幹嘛把字刻在背面
00:49
that no one will ever see?"
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又沒人會看見? 」
00:51
And the watchmaker鐘錶匠 turned轉身 around and said,
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製錶匠轉身回答,
00:54
"God can see it."
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「上帝會看見。」
00:56
Now I'm not in the least最小 bit religious宗教,
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其實我沒什麼宗教信仰,
00:58
neither也不 was my father父親,
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我父親也是,
01:00
but at that point, I noticed注意到 something happening事件 here.
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但在這一刻,我注意到似乎有些事情即將在這裡發生。
01:03
I felt something
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我覺得有些東西
01:05
in this plexus of blood血液 vessels船隻 and nerves神經,
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在這裡的血管和神經叢中萌發,
01:09
and there must必須 be some muscles肌肉 in there as well somewhere某處, I guess猜測.
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當然,我想這裡面也有些肌肉吧。
01:11
But I felt something.
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不過,我確實感覺到了什麼。
01:13
And it was a physiological生理 response響應.
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而那是種生理反應。
01:16
And from that point on, from my age年齡 at the time,
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從那一刻開始,在我當時那個年紀的時候,
01:19
I began開始 to think of things in a different不同 way.
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我開始用不同的方式思考事情。
01:21
And as I took on my career事業 as a designer設計師,
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而當我選擇從事設計時,
01:23
I began開始 to ask myself the simple簡單 question:
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我開始問自己一個簡單的問題:
01:26
Do we actually其實 think beauty美女,
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美,是我們的想法?
01:28
or do we feel it?
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還是真實的感受?
01:30
Now you probably大概 know the answer回答 to this already已經.
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各位也許都已有了答案。
01:32
You probably大概 think, well, I don't know which哪一個 one you think it is,
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你或許會說,我不知道你怎麼想,
01:35
but I think it's about feeling感覺 beauty美女.
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但我認為美是感受到的。
01:38
And so I then moved移動 on into my design設計 career事業
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就這樣,在我投身設計事業而且越做越深入的過程中,
01:42
and began開始 to find some exciting扣人心弦 things.
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我開始發現一些令人興奮的東西。
01:44
One of the most early work was doneDONE in automotive汽車 design設計 --
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我最早的設計領域是汽車設計,
01:47
some very exciting扣人心弦 work was doneDONE there.
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也做了一些很令人興奮的作品。
01:49
And during a lot of this work,
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在許多這類作品中,
01:51
we found發現 something, or I found發現 something,
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我們發現了,或該說我發現了,
01:53
that really fascinated入迷 me, and maybe you can remember記得 it.
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一件令我十分著迷的事,也許大家還記得這件事。
01:56
Do you remember記得 when lights燈火 used to just go on and off,
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還記得當你關上車門時,會發出喀喀兩聲,
01:58
click點擊 click點擊, when you closed關閉 the door in a car汽車?
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而車燈會突然亮一下然後熄滅?
02:01
And then somebody, I think it was BMW寶馬,
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後來有人,我想是 BMW,
02:03
introduced介紹 a light that went out slowly慢慢地.
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引進一種會慢慢漸暗的燈。
02:06
Remember記得 that?
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想起來了嗎?
02:08
I remember記得 it clearly明確地.
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我記憶猶新。
02:10
Do you remember記得 the first time you were in a car汽車 and it did that?
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還記得自己第一次在車裡看到燈光漸暗嗎?
02:12
I remember記得 sitting坐在 there thinking思維, this is fantastic奇妙.
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我記得當時坐在車上想,這太棒了!
02:15
In fact事實, I've never found發現 anybody任何人
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事實上,我從沒遇過有人
02:17
that doesn't like the light that goes out slowly慢慢地.
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不喜歡這種漸暗的車燈設計。
02:19
I thought, well what the hell's地獄 that about?
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我思考著,這是怎麼回事?
02:21
So I started開始 to ask myself questions問題 about it.
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於是,我開始問自己和這相關的問題。
02:24
And the first was, I'd ask other people: "Do you like it?" "Yes."
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首先,我會去問別人「你喜歡這樣的效果嗎?」「喜歡」
02:27
"Why?" And they'd他們會 say, "Oh, it feels感覺 so natural自然,"
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「為什麼?」他們會說「喔,因為感覺非常自然」
02:29
or, "It's nice不錯."
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或者「因為很不錯」
02:31
I thought, well that's not good enough足夠.
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對我來說,這樣的答案還不夠好。
02:33
Can we cut down a little bit further進一步,
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可以再深入解釋嗎?
02:35
because, as a designer設計師, I need the vocabulary詞彙, I need the keyboard鍵盤,
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因為身為一個設計師,我需要那個關鍵字和正確工具
02:38
of how this actually其實 works作品.
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來解釋其成因。
02:40
And so I did some experiments實驗.
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因此,我做了一些實驗。
02:42
And I suddenly突然 realized實現
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之後我突然發現
02:44
that there was something that did exactly究竟 that --
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事實上,某種東西上就有這樣的效果 --
02:46
light to dark黑暗 in six seconds --
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在 6 秒內由亮漸暗 --
02:48
exactly究竟 that.
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完全一模一樣。
02:50
Do you know what it is? Anyone任何人?
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大家知道是什麼嗎?有人知道嗎?
02:53
You see, using運用 this bit, the thinkyTHINKY bit,
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知道嗎? 要用這裡,這個思考的地方,
02:55
the slow bit of the brain -- using運用 that.
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要用大腦運轉比較慢的地方。
02:57
And this isn't a think, it's a feel.
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但不是去思考,而是去感受。
02:59
And would you do me a favor偏愛?
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能否請各位配合一下?
03:01
For the next下一個 14 minutes分鐘 or whatever隨你 it is,
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在接下來的 14 分鐘或不論剩下多少時間,
03:03
will you feel stuff東東?
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請大家試著去感覺。
03:05
I don't need you to think so much as I want you to feel it.
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請盡量不要去思考,去感覺就好。
03:08
I felt a sense of relaxation鬆弛
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我覺得放鬆
03:11
tempered回火 with anticipation預期.
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夾雜著一絲期待。
03:14
And that thing that I found發現
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而剛才我所說,我發現的那東西
03:17
was the cinema電影 or the theater劇院.
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就是電影院或劇場。
03:19
It's actually其實 just happened發生 here --
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其實那個效果剛剛在這裡出現過 --
03:21
light to dark黑暗 in six seconds.
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在 6 秒鐘內由亮漸暗。
03:24
And when that happens發生, are you sitting坐在 there going,
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那時候,你坐在台下的感覺如何?
03:26
"No, the movie's電影 about to start開始,"
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是「噢不,電影就要開始了」
03:28
or are you going, "That's fantastic奇妙. I'm looking forward前鋒 to it.
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還是覺得「好棒喔!快點開始吧」
03:31
I get a sense of anticipation預期"?
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「真令人期待」?
03:34
Now I'm not a neuroscientist神經學家.
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當然我不是神經學家。
03:36
I don't know even if there is something called a conditioned條件 reflex反射.
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我甚至不確定是不是有種東西叫「制約反射」。
03:38
But it might威力 be.
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也許這現象算是制約反射吧。
03:40
Because the people I speak說話 to in the northern北方 hemisphere半球
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因為在北半球我所接觸過的人裡,
03:42
that used to go in the cinema電影 get this.
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常去電影院的人會有這種感覺。
03:44
And some of the people I speak說話 to
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但我接觸的其他人,
03:46
that have never seen看到 a movie電影 or been to the theater劇院
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若從沒看過電影或去過劇院
03:48
don't get it in the same相同 way.
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就沒有這種感覺。
03:50
Everybody每個人 likes喜歡 it,
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所有人都喜歡這樣的效果,
03:52
but some like it more than others其他.
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但有些人喜歡的程度比他人更甚。
03:55
So this leads引線 me to think of this in a different不同 way.
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這就讓我用不同的觀點思考這個問題。
03:57
We're not feeling感覺 it. We're thinking思維 beauty美女 is in the limbic邊緣 system系統 --
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我們並不是在感受,而是以大腦的邊緣系統在思考美 --
04:00
if that's not an outmoded陳舊 idea理念.
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這種想法還不算過時吧。
04:02
These are the bits, the pleasure樂趣 centers中心,
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前面說到的部分就是快感中心,
04:05
and maybe what I'm seeing眼看 and sensing傳感 and feeling感覺
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而也許我們的所見及所感
04:08
is bypassing通過傳遞 my thinking思維.
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凌駕了我們的思考。
04:10
The wiring接線 from your sensory感覺的 apparatus儀器 to those bits
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從感覺器官到這些部份的連線
04:13
is shorter than the bits that have to pass通過 through通過 the thinkyTHINKY bit, the cortex皮質.
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比這些部分到思考區,也就是皮質的連線還短。
04:16
They arrive到達 first.
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所以前者傳出的訊號可以先到。
04:18
So how do we make that actually其實 work?
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那麼我們如何利用這種現象?
04:21
And how much of that reactive反應 side of it
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還有,反應的程度如何
04:23
is due應有 to what we already已經 know,
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是取決於我們已知的
04:25
or what we're going to learn學習, about something?
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還是即將得知的訊息?
04:27
This is one of the most beautiful美麗 things I know.
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這是我所知最美的東西之一。
04:29
It's a plastic塑料 bag.
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這是一個塑膠袋。
04:31
And when I looked看著 at it first, I thought, no, there's no beauty美女 in that.
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剛看到它的時候,我不認為這有什麼美感可言。
04:34
Then I found發現 out,
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然後,我才發現,
04:36
post崗位 exposure曝光,
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在第一次接觸後,
04:38
that this plastic塑料 bag if I put it into a filthy污穢 puddle水坑
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發現要是把這個塑膠袋放進一漥髒水
04:41
or a stream filled填充 with coliforms大腸菌群
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或者細菌叢生
04:43
and all sorts排序 of disgusting討厭 stuff東東,
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還有各種噁心東西的流水中,
04:45
that that filthy污穢 water
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這些髒水
04:47
will migrate遷移 through通過 the wall of the bag by osmosis滲透
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便會透過滲透原理滲進袋中
04:50
and end結束 up inside it as pure, potable飲用水 drinking water.
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最後變成純淨的飲用水。
04:54
And all of a sudden突然, this plastic塑料 bag
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突然間,這個塑膠袋
04:56
was extremely非常 beautiful美麗 to me.
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在我眼中就變得好美。
05:00
Now I'm going to ask you again
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現在,我要請各位再次
05:02
to switch開關 on the emotional情緒化 bit.
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開啟你們感性的那個部分。
05:04
Would you mind心神 taking服用 the brain out,
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大家暫時不要思考,
05:06
and I just want you to feel something.
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我想讓各位感受一下。
05:08
Look at that. What are you feeling感覺 about it?
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看看這個,你有什麼感覺呢?
05:11
Is it beautiful美麗? Is it exciting扣人心弦?
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覺得美嗎?很令人興奮嗎?
05:14
I'm watching觀看 your faces面孔 very carefully小心.
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我在仔細觀察各位的表情。
05:17
There's some rather bored-looking無聊的前瞻性 gentlemen紳士
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有些男性聽眾的表情興味索然,
05:19
and some slightly engaged-looking從事前瞻性 ladies女士們
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另外還有一些女性觀眾露出有點投入的表情
05:21
who are picking選擇 up something off that.
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她們感受到作品透露出的某些訊息。
05:23
Maybe there's an innocence無辜 to it.
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也許是畫中的天真成分。
05:25
Now I'm going to tell you what it is. Are you ready準備?
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現在我就要揭曉這件作品的主題,大家準備好了嗎?
05:28
This is the last act法案 on this Earth地球
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這是某人臨終前所做的最後一件事。
05:31
of a little girl女孩 called Heidi海蒂, five years年份 old,
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這個小女孩叫 Heidi,才五歲,
05:34
before she died死亡 of cancer癌症 to the spine脊柱.
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就因為癌細胞擴散到脊髓而死亡。
05:37
It's the last thing she did,
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這是她在世時所做的最後一件事,
05:39
the last physical物理 act法案.
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最後的一個動作。
05:41
Look at that picture圖片.
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看看這幅畫。
05:43
Look at the innocence無辜. Look at the beauty美女 in it.
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看看其中透露出的天真,看看其中的美感。
05:46
Is it beautiful美麗 now?
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現在各位覺得它美嗎?
05:48
Stop. Stop. How do you feel?
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現在停一下,各位感受如何?
05:50
Where are you feeling感覺 this?
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各位是用什麼在感受?
05:52
I'm feeling感覺 it here. I feel it here.
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我用這裡在感受,就在這裡。
05:55
And I'm watching觀看 your faces面孔,
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而我同時也在注意各位的表情,
05:57
because your faces面孔 are telling告訴 me something.
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因為各位的表情透露出訊息。
05:59
The lady淑女 over there is actually其實 crying哭了, by the way.
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那邊甚至有位女士現在已經哭了。
06:02
But what are you doing?
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但是你在做什麼呢?
06:04
I watch what people do.
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我觀察人們的舉動。
06:06
I watch faces面孔.
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觀察他們的表情。
06:08
I watch reactions反應.
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觀察反應。
06:10
Because I have to know how people react應對 to things.
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因為我必須了解人們對事物的反應。
06:13
And one of the most common共同 faces面孔
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面對美的
06:15
on something faced面對 with beauty美女,
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最常見表情之一,
06:17
something stupefyinglystupefyingly delicious美味的,
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那種面對難以置信美妙之物的反應,
06:19
is what I call the OMG我的天啊.
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我稱之為「OMG」(天呀!)
06:22
And by the way, there's no pleasure樂趣 in that face面對.
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這並不是一種喜悅的表情。
06:24
It's not a "this is wonderful精彩!"
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也不是「太棒了!」那種喜出望外的樣子。
06:26
The eyebrows眉毛 are doing this, the eyes眼睛 are defocused散焦,
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眉毛變成這樣,眼神失焦,
06:29
and the mouth is hanging open打開.
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而下巴都快掉下來了。
06:31
That's not the expression表達 of joy喜悅.
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這並不是愉悅的表情。
06:33
There's something else其他 in that.
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其中還參雜了更複雜的東西。
06:35
There's something weird奇怪的 happening事件.
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出現了某種奇怪的現象。
06:37
So pleasure樂趣 seems似乎 to be tempered回火
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因此,這並不純然只是愉悅
06:40
by a whole整個 series系列 of different不同 things coming未來 in.
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還參雜了許多我們吸收到的外來事物。
06:42
Poignancy辣味 is a word I love as a designer設計師.
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身為設計師,我很喜歡「沉痛」這個詞。
06:45
It means手段 something triggering觸發 a big emotional情緒化 response響應,
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這意指事物引起的強烈情感反應,
06:48
often經常 quite相當 a sad傷心 emotional情緒化 response響應,
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通常是悲傷的情感反應,
06:52
but it's part部分 of what we do.
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但這只是各種反應的一部分。
06:54
It isn't just about nice不錯.
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它不僅很棒。
06:56
And this is the dilemma困境, this is the paradox悖論, of beauty美女.
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它也是美的矛盾衝突和兩難。
06:58
Sensorily傳感式, we're taking服用 in all sorts排序 of things --
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我們透過感官接收一切 --
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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所有引發好、壞、興奮、恐懼等感受的事物交織在一起 --
07:04
to come up with that sensorial感覺的 exposure曝光,
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最後成為我們的感官感受,
07:06
that sensation感覺 of what's going on.
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成為我們對事物的感覺。
07:08
Pathos感傷 appears出現 obviously明顯
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很明顯地,感傷成為了
07:10
as part部分 of what you just saw in that little girl's女孩 drawing畫畫.
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你剛才看見那小女孩畫作時的感覺之一。
07:13
And also triumph勝利, this sense of transcendence超越,
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另外還有突破現狀,一種恍然大悟的感覺,
07:16
this "I never knew知道 that. Ah, this is something new."
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就是「我之前都不知道。喔!這是新的知識。」的感覺
07:19
And that's packed打包 in there as well.
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也同時包含在其中。
07:21
And as we assemble集合 these tools工具,
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當我們將這些感情成份組合在一起時,
07:23
from a design設計 point of view視圖, I get terribly可怕 excited興奮 about it,
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從設計的眼光看來,我感到無比興奮,
07:26
because these are things, as we've我們已經 already已經 said,
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因為這些事物,如剛才所說,
07:28
they're arriving到達 at the brain, it would seem似乎,
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在被我們察覺之前、被處理之前,
07:30
before cognition認識, before we can manipulate操作 them --
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似乎他們就已經抵達大腦,
07:33
electrochemical電化學 party派對 tricks技巧.
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並萌發了電化學的效果。
07:37
Now what I'm also interested有興趣 in is:
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同時令我感興趣的還有:
07:39
Is it possible可能 to separate分離
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有沒有可能將
07:41
intrinsic固有 and extrinsic外在 beauty美女?
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原本的美感和附加的美感給分開來?
07:43
By that, I mean intrinsically本質 beautiful美麗 things,
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我指的是本質上就美的事物,
07:46
just something that's exquisitely玲瓏 beautiful美麗,
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也就是顯露出純然極致美感的事物,
07:48
that's universally舉世 beautiful美麗.
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那種放諸四海皆準的美。
07:50
Very hard to find. Maybe you've got some examples例子 of it.
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這非常少見,但各位也許舉得出一些例子。
07:53
Very hard to find something that, to everybody每個人,
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很少有那種每個人
07:55
is a very beautiful美麗 thing,
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都覺得極美的事物,
07:57
without a certain某些 amount of information信息 packed打包 in there before.
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在那種沒有事前獲得足夠情感訊息的狀況下。
08:01
So a lot of it tends趨向 to be extrinsic外在.
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因此大多數事物的美是屬於外在附加的。
08:03
It's mediated by information信息 before the comprehension理解.
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這種美會受事前獲得的訊息
08:07
Or the information's信息的 added添加 on at the back,
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或事後補充的訊息影響,
08:09
like that little girl's女孩 drawing畫畫 that I showed顯示 you.
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就像剛剛給各位看的小女孩畫作。
08:12
Now when talking about beauty美女
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在談美的時候
08:14
you can't get away from the fact事實
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大家都知道
08:16
that a lot experiments實驗 have been doneDONE in this way
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許多實驗的做法都是探究
08:19
with faces面孔 and what have you.
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人們對臉孔的感受。
08:21
And one of the most tedious乏味 ones那些, I think,
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而我覺得最無聊說法
08:23
was saying that beauty美女 was about symmetry對稱.
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就是提出對稱就是美。
08:25
Well it obviously明顯 isn't.
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事實顯然不是如此。
08:27
This is a more interesting有趣 one
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這是個更有趣的實驗
08:29
where half faces面孔 were shown顯示 to some people,
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只露出半張臉給受試者看,
08:31
and then to add them into a list名單
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然後請他們依序排出
08:33
of most beautiful美麗 to least最小 beautiful美麗
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最美到最不美的部分
08:35
and then exposing曝光 a full充分 face面對.
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最後再給受試者看整張臉。
08:37
And they found發現 that it was almost幾乎 exact精確 coincidence巧合.
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結果恰好發現,
08:39
So it wasn't about symmetry對稱.
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美感跟對稱無關。
08:42
In fact事實, this lady淑女 has a particularly尤其 asymmetrical不對稱 face面對,
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事實上,這個女生的臉很明顯並不對稱,
08:45
of which哪一個 both sides雙方 are beautiful美麗.
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但兩半邊都美。
08:48
But they're both different不同.
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只是這兩半邊的臉完全不一樣。
08:50
And as a designer設計師, I can't help meddling插手 with this,
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身為設計師,我忍不住一探究竟,
08:52
so I pulled it to bits and sort分類 of did stuff東東 like this,
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因此我把圖片像這樣拆開,
08:55
and tried試著 to understand理解 what the individual個人 elements分子 were,
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然後試著了解每個元素,
08:57
but feeling感覺 it as I go.
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在這過程中探究感受。
08:59
Now I can feel a sensation感覺 of delight and beauty美女
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看著眼睛
09:02
if I look at that eye.
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我感受到快樂和美。
09:04
I'm not getting得到 it off the eyebrow.
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看眉毛則不然。
09:06
And the earhole耳孔 isn't doing it to me at all.
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我對耳洞也沒有感覺。
09:08
So I don't know how much this is helping幫助 me,
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因此這對我沒什麼多大用處,
09:10
but it's helping幫助 to guide指南 me to the places地方
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但至少讓我得以了解
09:12
where the signals信號 are coming未來 off.
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美的訊號來源。
09:14
And as I say, I'm not a neuroscientist神經學家,
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如我所說,我不是個神經學家,
09:17
but to understand理解 how I can start開始 to assemble集合 things
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但要是了解箇中道理,我就能設計出
09:19
that will very quickly很快 bypass旁路
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能快速凌駕
09:22
this thinking思維 part部分
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思考部份
09:24
and get me to the enjoyable其樂融融 precognitive預知 elements分子.
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引發不受認知干擾的元素,進而令人感到享受的東西。
09:28
Anais阿奈 Nin and the Talmud塔木德 have told us time and time again
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Anais Nin 和 Talmud 告訴我們很多次,
09:31
that we see things not as they are, but as we are.
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我們看見事物的樣子並非依據它的本質,而是我們自己。
09:34
So I'm going to shamelessly無恥地 expose暴露 something to you,
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在此我要大膽展示這個
09:36
which哪一個 is beautiful美麗 to me.
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我覺得很美的東西給大家看。
09:38
And this is the F1 MVMV Agusta阿古斯塔.
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就是這輛 F1 MV Agusta。
09:43
AhhhhAHHHH.
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啊~
09:45
It is really -- I mean, I can't express表現 to you
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這真是難以用言語形容
09:47
how exquisite精美 this object目的 is.
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它有多麼精緻。
09:49
But I also know why it's exquisite精美 to me,
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但我知道為什麼自己覺得它很美,
09:52
because it's a palimpsest重寫本 of things.
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因為它集許多事物之大成。
09:55
It's masses群眾 and masses群眾 of layers.
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它包含了許多層次結構。
09:57
This is just the bit that protrudes突出 into our physical物理 dimension尺寸.
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不僅是物質的層面。
10:00
It's something much bigger.
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它還包含了很多其他東西。
10:02
Layer after layer of legend傳說, sport運動, details細節 that resonate諧振.
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豐富的經典傳奇、運動精神和細節設計相互共鳴。
10:05
I mean, if I just go through通過 some of them now --
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我是指,舉個例子來說 --
10:08
I know about laminar flow when it comes to air-piercing空氣刺穿 objects對象,
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當物體穿過氣體時會發生層流現象,
10:11
and that does it consummately完美地 well, you can see it can.
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而它將其發揮的淋漓盡致,大家有目共睹。
10:14
So that's getting得到 me excited興奮.
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這讓我的興奮感
10:16
And I feel that here.
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自此油然而生。
10:18
This bit, the big secret秘密 of automotive汽車 design設計 --
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而這裡是汽機車設計上很重要的秘密 --
10:20
reflection反射 management管理.
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光線反射的處理。
10:22
It's not about the shapes形狀,
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關鍵不是外型好看與否,
10:24
it's how the shapes形狀 reflect反映 light.
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而是外型會如何去反射光線。
10:26
Now that thing, light flickers閃爍 across橫過 it as you move移動,
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當你移動時,光線會在車身上閃耀著,
10:29
so it becomes a kinetic動能 object目的,
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它就變成了極富動態變化的物體,
10:31
even though雖然 it's standing常設 still --
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即便是在靜止狀態 --
10:33
managed管理 by how brilliantly出色 that's doneDONE on the reflection反射.
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也能透過巧妙設計反射達成這種效果。
10:36
This little relief浮雕 on the footplate踏板, by the way, to a rider騎士
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在腳踏板上凸出的部份,這對騎士來說
10:39
means手段 there's something going on underneath it --
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代表下面藏著好東西 --
10:41
in this case案件, a drive駕駛 chain running賽跑 at 300 miles英里 and hour小時 probably大概,
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在這裡,驅動鍊接受了引擎的動力,
10:44
taking服用 the power功率 from the engine發動機.
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能讓機車達到每小時約 300 英哩的速度。
10:46
I'm getting得到 terribly可怕 excited興奮
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當我看到和想到這些東西時,
10:48
as my mind心神 and my eyes眼睛 flick拂去 across橫過 these things.
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我就會變得特別興奮。
10:51
Titanium lacquer on this.
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這上面有鈦金屬固定繩。
10:54
I can't tell you how wonderful精彩 this is.
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我無法用言語形容它有多完美。
10:57
That's how you stop the nuts堅果 coming未來 off at high speed速度 on the wheel.
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它可以防止螺帽在高速運轉時從輪胎上脫落。
11:00
I'm really getting得到 into this now.
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看我越說越欲罷不能了。
11:02
And of course課程, a racing賽跑 bike自行車 doesn't have a prop支柱 stand,
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當然,賽車不會裝設腳架,
11:05
but this one, because it's a road bike自行車,
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但這因為是公路用車,
11:07
it all goes away and it folds褶皺 into this little gap間隙.
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所以有隱藏式腳架,就藏在這個小細縫中。
11:10
So it disappears消失.
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外表看不出來。
11:12
And then I can't tell you how hard it is to do that radiator散熱器, which哪一個 is curved彎曲.
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此外,要做出彎曲的散熱器,難度更是難用言語形容。
11:14
Why would you do that?
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為什麼要這麼設計?
11:16
Because I know we need to bring帶來 the wheel farther更遠 into the aerodynamics空氣動力學.
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因為我知道必須讓輪子前凸一點才能造就最佳的氣體力學效果。
11:19
So it's more expensive昂貴, but it's wonderful精彩.
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這會讓造價更昂貴,但這設計很棒。
11:21
And to cap it all,
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最後一項,
11:23
brand royalty王權 --
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品牌尊榮 --
11:25
Agusta阿古斯塔, Count計數 Agusta阿古斯塔,
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Agusta,Count Agusta
11:27
from the great histories歷史 of this stuff東東.
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本身就是擁有偉大歷史的傳奇。
11:29
The bit that you can't see is the genius天才 that created創建 this.
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而大家看不見的部分則是設計出這款車的天才。
11:32
Massimo馬西莫 Tamburini坦布里尼.
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Massimo Temburini
11:34
They call him "The Plumber水管工人" in Italy意大利,
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在義大利,人們叫他「水電工」,
11:36
as well as "Maestro大師,"
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也叫他「大師」,
11:38
because he actually其實 is engineer工程師
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事實上他是一位工程師,
11:41
and craftsman and sculptor雕塑家 at the same相同 time.
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但同時也是技藝高超的藝師和雕塑家。
11:44
There's so little compromise妥協 on this, you can't see it.
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這是處處皆臻極致的作品,看不見缺點。
11:47
But unfortunately不幸, the likes喜歡 of me and people that are like me
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遺憾的是,與我同類和像我一樣的凡人
11:50
have to deal合同 with compromise妥協 all the time with beauty美女.
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常常需要在美感上妥協。
11:53
We have to deal合同 with it.
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我們必須要接受妥協。
11:55
So I have to work with a supply供應 chain, and I've got to work with the technologies技術,
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我總是得遷就供應商還有科技,
11:58
and I've got to work with everything else其他 all the time,
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甚至還要在同一時間遷就其他許多東西,
12:00
and so compromises妥協 start開始 to fit適合 into it.
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在這樣的狀況下就需善用妥協。
12:03
And so look at her.
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現在我們再來看看她。
12:05
I've had to make a bit of a compromise妥協 there.
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我已經在這裡做了一些妥協。
12:07
I've had to move移動 that part部分 across橫過, but only a millimeter毫米.
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把那個部份拉近了 1 公釐。
12:09
No one's那些 noticed注意到, have they yet然而?
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沒人會注意到,是吧?
12:11
Did you see what I did?
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大家看得出來我做了什麼嗎?
12:13
I moved移動 three things by a millimeter毫米.
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我把 3 個部分移動了 1 公釐。
12:15
Pretty漂亮? Yes.
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漂亮嗎?漂亮。
12:17
Beautiful美麗? Maybe lesser較小.
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美嗎?可能沒那麼美了。
12:19
But then, of course課程, the consumer消費者 says that doesn't really matter.
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但當然只要消費者覺得沒關係
12:23
So that's okay, isn't it?
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就可以,不是嗎?
12:25
Another另一個 millimeter毫米?
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再移 1 公釐呢?
12:27
No one's那些 going to notice注意 those split分裂 lines and changes變化.
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沒人會注意到不連續的輪廓還有所作的改變。
12:29
It's that easy簡單 to lose失去 beauty美女,
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美,很容易就這樣不見了,
12:31
because beauty's美人 incredibly令人難以置信 difficult to do.
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因為美是個很難成就的效果。
12:35
And only a few少數 people can do it.
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能做到的人極少。
12:37
And a focus焦點 group cannot不能 do it.
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焦點小組無法做到。
12:40
And a team球隊 rarely很少 can do it.
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就連一個團隊也很難做到。
12:42
It takes a central中央 cortex皮質, if you like,
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美需要大腦的中央皮質部位
12:45
to be able能夠 to orchestrate編排 all those elements分子 at the same相同 time.
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同時協調觸發所有元素。
12:48
This is a beautiful美麗 water bottle瓶子 --
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這個水瓶很美 --
12:50
some of you know of it --
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有些人知道這個作品 --
12:52
doneDONE by Ross羅斯 Lovegrove洛夫格羅夫, the designer設計師.
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設計師是 Ross Lovegrove。
12:54
This is pretty漂亮 close to intrinsic固有 beauty美女. This one,
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這幾乎是個本質美感之作。
12:56
as long as you know what water is like
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只要看過水
12:58
then you can experience經驗 this.
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就能體會這種美感。
13:00
It's lovely可愛 because it is an embodiment實施例
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其美感在於作品中蘊藏的
13:02
of something refreshing清爽 and delicious美味的.
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清新甘甜之物。
13:04
I might威力 like it more than you like it,
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也許我比各位更喜歡這個作品,
13:06
because I know how bloody血腥 hard it is to do it.
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因為我知道完成這樣的東西有多困難。
13:09
It's stupefyinglystupefyingly difficult
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想要做出能夠呈現這樣光反射效果的作品
13:11
to make something that refracts折射 light like that,
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那是不可思議的困難,
13:14
that comes out of the tool工具 correctly正確地,
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你必須要有正確的工具,
13:16
that goes down the line without falling落下 over.
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要能做出那些線條又不至於翻倒。
13:18
Underneath this, like the story故事 of the swan天鵝,
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這個作品的製作簡直就像童話故事,
13:21
is a million百萬 things very difficult to do.
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有超多困難需要克服。
13:24
So all hail冰雹 to that.
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最後才能造就出這樣的成品。
13:26
It's a fantastic奇妙 example, a simple簡單 object目的.
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這是很好的例子,呈現出簡單物品之美。
13:29
And the one I showed顯示 you before was, of course課程, a massively大規模 complex複雜 one.
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而先前讓各位看的摩托車,那是極度複雜的例子。
13:32
And they're working加工 in beauty美女
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因為複雜度的不同,
13:34
in slightly different不同 ways方法 because of it.
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他們表現出來的美也有些微的不同。
13:37
You all, I guess猜測, like me,
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我想大家都跟我一樣,
13:39
enjoy請享用 watching觀看 a ballet芭蕾舞 dancer舞蹈家 dance舞蹈.
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喜歡看芭雷舞者跳舞。
13:41
And part部分 of the joy喜悅 of it is, you know the difficulty困難.
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而我們喜歡的部分原因,是因為知道那很難做到。
13:44
You also may可能 be taking服用 into account帳戶 the fact事實 that it's incredibly令人難以置信 painful痛苦.
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各位可能還會想到這樣跳舞其實是很痛苦的。
13:47
Anybody任何人 seen看到 a ballet芭蕾舞 dancer's舞者的 toes腳趾
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有人看過芭雷舞者的腳趾
13:49
when they come out of the points?
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脫下硬鞋後的模樣嗎?
13:51
While she's doing these graceful優美 arabesques花紋 and plies and what have you,
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在舞者優雅地旋轉跳耀時,
13:54
something horrible's可怕的 going on down here.
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她們的腳卻是很痛苦的。
13:57
The comprehension理解 of it
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而對於這點的了解
13:59
leads引線 us to a greater更大 and heightened提高 sense
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讓我們以更強更敏銳的感覺
14:01
of the beauty美女 of what's actually其實 going on.
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感受眼前事物之美。
14:03
Now I'm using運用 microseconds微秒 wrongly here,
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這張微秒的投影片弄錯了,
14:05
so please ignore忽視 me.
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請各位見諒跳過。
14:07
But what I have to do now, feeling感覺 again,
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我現在要做的,就是回到感受,
14:09
what I've got to do is to be able能夠 to supply供應 enough足夠 of these enzymes,
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我需要提供足夠的這種酵素
14:12
of these triggers觸發器 into something early on in the process處理,
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來觸發這美的感受,而且越快越好,
14:15
that you pick it up,
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馬上吸引你的目光,
14:17
not through通過 your thinking思維, but through通過 your feeling感覺.
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你想都不用想,純然因為感受而被吸引。
14:19
So we're going to have a little experiment實驗.
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所以我們現在來做個實驗。
14:21
Right, are you ready準備? I'm going to show顯示 you something for a very, very brief簡要 moment時刻.
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準備好了嗎?我要用極短的時間讓大家看一個東西。
14:24
Are you ready準備? Okay.
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準備好了嗎?
14:27
Did you think that was a bicycle自行車 when I showed顯示 it to you at the first flash?
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當你第一眼看到圖片的時候,大家覺得這是一輛腳踏車嗎?
14:29
It's not.
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其實不是。
14:31
Tell me something, did you think it was quick when you first saw it? Yes you did.
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告訴我,大家覺得它速度快嗎?我想是的。
14:35
Did you think it was modern現代? Yes you did.
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覺得設計前衛嗎?我想是的。
14:37
That blip曇花一現, that information信息, shot射擊 into you before that.
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這些資訊是各位最先聯想到的。
14:40
And because your brain starter起動機 motor發動機 began開始 there,
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而且因為各位的大腦有了這些印象,
14:43
now it's got to deal合同 with it.
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現在就要開始進行處理。
14:45
And the great thing is, this motorcycle摩托車 has been styled病急亂投醫 this way
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有趣的是,這輛機車故意設計成這樣。
14:47
specifically特別 to engender產生 a sense
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目的在於讓觀者覺得
14:49
that it's green綠色 technology技術 and it's good for you
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這是環保科技,對自身有益,
14:52
and it's light and it's all part部分 of the future未來.
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而且重量輕,更兼具未來感。
14:55
So is that wrong錯誤?
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這麼做有錯嗎?
14:57
Well in this case案件 it isn't,
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在這裡是對的,
14:59
because it's a very, very ecologically-sound生態聲 piece of technology技術.
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因為這真的是十分環保的技術。
15:02
But you're a slave奴隸 of that first flash.
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但我們也確實是被第一印象制約了。
15:04
We are slaves奴隸 to the first few少數 fractions餾分 of a second第二 --
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物品閃過的頭幾秒就影響了我們 --
15:08
and that's where much of my work
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這就是我大多數作品的
15:10
has to win贏得 or lose失去,
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成敗之處,
15:12
on a shelf in a shop.
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在商店貨架上。
15:14
It wins or loses失去 at that point.
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這就是輸贏的決戰點。
15:16
You may可能 see 50, 100, 200 things on a shelf
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你可能看見架上擺著 50、100、200 件商品
15:19
as you walk步行 down it,
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在逛商場的時候,
15:21
but I have to work within that domain,
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但我必須精心設計,
15:23
to ensure確保 that it gets得到 you there first.
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以確保我所做的商品能夠率先吸引你的目光。
15:26
And finally最後, the layer that I love, of knowledge知識.
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最後就要說到我喜歡的知識層面。
15:29
Some of you, I'm sure, will be familiar with this.
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我想有些人可能對這個有印象。
15:31
What's incredible難以置信 about this,
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奇妙的是,
15:33
and the way I love to come back to it,
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它會吸引我一看再看的原因是,
15:35
is this is taking服用 something that you hate討厭 or bores you,
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這是一件令你討厭或無趣的事情,
15:38
folding摺頁 clothes衣服,
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摺衣服,
15:40
and if you can actually其實 do this --
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一旦你學會的話 --
15:42
who can actually其實 do this? Anybody任何人 try to do this?
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有誰會這麼做?有人試過嗎?
15:44
Yeah?
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有嗎?
15:46
It's fantastic奇妙, isn't it?
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很神奇,對吧?
15:48
Look at that. Do you want to see it again?
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看看那個動作。大家要再看一次嗎?
15:50
No time. It says I have two minutes分鐘 left, so we can't do this.
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沒時間了,計時器說我只剩兩分鐘,所以不能重播。
15:53
But just go to the Web捲筒紙, YouTubeYouTube的,
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但大家可以上 YouTube 這個網站,
15:55
pull it down, "folding摺頁 T-shirtT恤衫."
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搜尋「摺衣服」。
15:57
That's how underpaid少繳 younger-aged年輕中年 people have to fold your T-shirtT恤衫.
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那些薪水微薄的年輕人就是這樣折你衣服的。
16:00
You didn't maybe know it.
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你可能從不知道。
16:02
But how do you feel about it?
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但大家現在覺得如何?
16:04
It feels感覺 fantastic奇妙 when you do it, you look forward前鋒 to doing it,
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當你自己動手就會覺得很神奇,而且會想去做,
16:06
and when you tell somebody else其他 about it -- like you probably大概 have --
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而當你教別人這麼做時 -- 我想各位大概已經這麼做了 --
16:09
you look really smart聰明.
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大家會覺得你真聰明。
16:11
The knowledge知識 bubble泡沫 that sits坐鎮 around the outside,
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外面的世界到處都藏著智慧,
16:13
the stuff東東 that costs成本 nothing,
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這是不花一毛錢的東西,
16:15
because that knowledge知識 is free自由 --
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因為知識是免費的 --
16:17
bundle that together一起 and where do we come out?
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匯整之後我們又能得到什麼呢?
16:19
Form形成 follows如下 function功能?
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依據功能決定外型?
16:22
Only sometimes有時. Only sometimes有時.
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有時也許是這樣。
16:25
Form形成 is function功能. Form形成 is function功能.
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外型就代表著功能。
16:28
It informs運籌學, it tells告訴 us,
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外型透露出訊息,
16:30
it supplies耗材 us answers答案 before we've我們已經 even thought about it.
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它在我們思考之前就先給了我們答案。
16:33
And so I've stopped停止 using運用 words like "form形成,"
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因此我不再使用「外型」這類字眼,
16:35
and I've stopped停止 using運用 words like "function功能" as a designer設計師.
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身為設計師的我也不再使用「功能」這類詞彙。
16:37
What I try to pursue追求 now
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現在我追求的是
16:39
is the emotional情緒化 functionality功能 of things.
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事物的情感功能。
16:41
Because if I can get that right,
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因為要是在這件事情上做對了,
16:44
I can make them wonderful精彩, and I can make them repeatedly反复 wonderful精彩.
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就能做出美妙,而且能夠延續這種感受的作品。
16:47
And you know what those products製品 and services服務 are,
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而各位對這種產品和服務並不陌生,
16:49
because you own擁有 some of them.
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因為大家都有一些此類產品。
16:51
They're the things that you'd snatch搶奪 if the house was on fire.
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這些東西是各位就算房子失火了也要帶出來的東西。
16:54
Forming成型 the emotional情緒化 bond
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有情感上的連結
16:56
between之間 this thing and you
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存在於物和人之間
16:58
is an electrochemical電化學 party派對 trick
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還有在各位還沒來得及思考之前
17:00
that happens發生 before you even think about it.
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就萌生迸發電化學的效果。
17:03
Thank you very much.
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謝謝各位。
17:05
(Applause掌聲)
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(掌聲)
Translated by Ai-Ying (Erin) Chiang
Reviewed by kane tan

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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