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: 設計和人生中,第一印象的藝術

Filmed:
2,000,740 views

封面設計師奇普·基德實在太清楚我們如何根據第一印象評斷事情了。在這場充滿樂趣、行雲流水的演說中,他介紹了兩種設計師用來做瞬間溝通的技巧 — 清晰度和神祕感 — 以及他們何時出現、為什麼、該怎麼用。他讚頌了一些漂亮的、實用的設計,奚落了一些不那麼好的設計,並分享了他自己一些經典書本封面設計背後的思維。
- 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胡說 blah胡說 blah胡說 blah胡說 blah胡說.
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吧啦吧啦啦。
00:18
Blah胡說 blah胡說 blah胡說 blah胡說,
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吧啦吧啦,
00:20
blah胡說 blah胡說, blah胡說 blah胡說 blah胡說 blah胡說 blah胡說 blah胡說.
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吧啦,吧啦吧啦吧啦吧啦。
00:22
Blah胡說 blah胡說 blah胡說, blah胡說.
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吧啦啦,吧啦。
00:26
So what the hell地獄 was that?
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這是什麼鬼東西?
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,因為你無法理解它。
00:33
It wasn't clear明確.
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它不清楚。
00:36
But hopefully希望, it was said
with enough足夠 conviction定罪
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但希望它說得夠有說服力,
00:39
that it was at least最小
alluringlyalluringly mysterious神秘.
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至少可以是很吸引人的神祕。
00:44
Clarity明晰 or mystery神秘?
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清晰還是神秘?
00:47
I'm balancing平衡 these two things
in my daily日常 work as a graphic圖像 designer設計師,
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身為一個圖像設計師,
我每天都必須在工作中平衡這兩者;
00:52
as well as my daily日常 life as a New Yorker紐約客
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身為一個紐約客,
讓我每天也得在生活中平衡這兩者。
00:57
every一切 day,
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00:58
and there are two elements分子
that absolutely絕對 fascinate吸引 me.
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而這就是非常吸引我的兩個元素。
01:03
Here's這裡的 an example.
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這個有個範例。
01:05
Now, how many許多 people know what this is?
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有多少人知道這是什麼?
01:11
Okay. Now how many許多 people
know what this is?
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好,現在又有多少人知道這是什麼?
01:16
Okay. Thanks謝謝 to two more deft麻利 strokes
by the genius天才 Charles查爾斯 M. Schulz舒爾茨,
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好,感謝天才查爾斯·舒茲
另外兩條靈巧的筆畫,
我們現在擁有七條靈巧的筆劃
01:24
we now have seven deft麻利 strokes
that in and of themselves他們自己
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01:27
create創建 an entire整個 emotional情緒化 life,
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可以組合而成整個情感生活,
01:30
one that has enthralled如醉如痴
hundreds數以百計 of millions百萬 of fans球迷
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在過去的五十多年中
01:33
for over 50 years年份.
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讓好幾億的粉絲深深著迷。
01:35
This is actually其實 a cover of a book
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而這其實是一本書的封面,
01:38
that I designed設計 about the work
of Schulz舒爾茨 and his art藝術,
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是我為舒茲的傑作設計的,
01:41
which哪一個 will be coming未來 out this fall秋季,
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即將在這個秋天上市,
01:44
and that is the entire整個 cover.
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而這就是封面的全部。
01:46
There is no other typographic印刷 information信息
or visual視覺 information信息 on the front面前,
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並沒有其他的文字排版或圖像資訊,
01:51
and the name名稱 of the book
is "Only What's Necessary必要."
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這本書的書名是《毫無贅筆》(暫譯)
01:55
So this is sort分類 of symbolic象徵 about
the decisions決定 I have to make every一切 day
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這有點像是我每天必須做的抉擇,
02:00
about the design設計 that I'm perceiving感知,
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包含怎麼看別人的設計,
02:04
and the design設計 I'm creating創建.
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還有怎麼決定自己的設計。
02:07
So clarity明晰.
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所以 - 清晰度。
清晰才能表達重點。
02:09
Clarity明晰 gets得到 to the point.
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02:11
It's blunt. It's honest誠實. It's sincere真誠.
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它是率真的、誠實的、誠懇的。
02:15
We ask ourselves我們自己 this.
["When should you be clear明確?"]
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我們這樣問自己。
(你什麼時候需要清晰?)
02:19
Now, something like this,
whether是否 we can read it or not,
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現在,例如這個,無論我們能否看懂,
02:24
needs需求 to be really, really clear明確.
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它都必須非常非常清楚。
02:28
Is it?
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它有嗎?
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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這是城市裡近期一個
我非常喜歡的、關於清晰的例子,
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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主要是因為我總是遲到、
總是在趕時間。
02:44
So when these meters started開始 showing展示 up
a couple一對 of years年份 ago on street corners角落,
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所以當這個讀秒器幾年前
第一次出現在街角時,
02:51
I was thrilled高興, because now I finally最後 knew知道
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我開心極了,因為現在我終於知道
02:54
how many許多 seconds I had
to get across橫過 the street
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我有幾秒時間能平安穿越馬路,
02:57
before I got run over by a car汽車.
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在我被車子輾過去之前。
03:00
Six? I can do that. (Laughter笑聲)
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六秒? 我做得到。(笑聲)
03:05
So let's look at the yin
to the clarity明晰 yang,
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現在讓我們看看清晰的另一個對比,
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複雜
by its very definition定義.
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神秘就其定義而言,複雜得多。
03:18
Mystery神秘 demands需要 to be decoded解碼,
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神秘需要被解譯,
03:21
and when it's doneDONE right,
we really, really want to.
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而如果設計得當,
我們會非常想去解譯。
03:24
["When should you be mysterious神秘?"]
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(你什麼時候需要神秘?)
03:26
In World世界 War戰爭 IIII, the Germans德國
really, really wanted to decode解碼 this,
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第二次世界大戰期間,
德國非常非常想要破解這個,
03:32
and they couldn't不能.
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但他們無法做到。
03:34
Here's這裡的 an example of a design設計
that I've doneDONE recently最近
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這裡有個範例,是我最近完成的設計,
03:37
for a novel小說 by Haruki村上 Murakami村上,
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為了村上春樹的小說設計的。
03:40
who I've doneDONE design設計 work for
for over 20 years年份 now,
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到現在為止,我已經
幫他做了超過20年的設計,
03:43
and this is a novel小說 about a young年輕 man
who has four dear friends朋友
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而這本小說是關於一個年輕人,
擁有四個至交好友,
03:49
who all of a sudden突然,
after their freshman新生 year of college學院,
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但突然之間,他們在大學第一年過後,
就完全把他排擠在外,沒有任何解釋,
03:52
completely全然 cut him off
with no explanation說明,
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讓他非常難過。
03:56
and he is devastated滿目瘡痍.
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而這幾個朋友的名字裡,
每一個都包含一個日文裡的顏色。
03:57
And the friends'朋友' names each have
a connotation意義 in Japanese日本 to a color顏色.
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04:03
So there's Mr先生. Red, there's Mr先生. Blue藍色,
there's Ms女士. White白色, and Ms女士. Black黑色.
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所以有紅色先生、藍色先生、
白色先生和黑色先生。
04:08
TsukuruTsukuru Tazaki田崎, his name名稱
does not correspond對應 to a color顏色,
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而他的名字是多崎作,
沒有任何對應的顏色,
04:12
so his nickname暱稱 is Colorless無色, and
as he's looking back on their friendship友誼,
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所以他的暱稱是「無色」,
而當他回顧他們的友誼時,
回想起他們就像一隻手上的五根手指。
04:16
he recalls召回 that they were like
five fingers手指 on a hand.
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04:19
So I created創建 this sort分類 of abstract抽象
representation表示 of this,
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所以我用這樣有點抽象的表現方式,
04:24
but there's a lot more going on
underneath the surface表面 of the story故事,
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但就像故事表面之下還隱藏許多情節,
04:28
and there's more going on underneath
the surface表面 of the jacket夾克.
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書皮底下也藏著許多其他東西。
04:33
The four fingers手指 are now four train培養 lines
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四根手指現在變成
東京地鐵系統裡的四條路線,
04:37
in the Tokyo東京 subway地鐵 system系統,
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04:39
which哪一個 has significance意義 within the story故事.
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這在故事裡是個重要情節。
04:42
And then you have
the colorless無色 subway地鐵 line
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然後有一條沒有顏色的地鐵路線,
04:45
intersecting相交 with each
of the other colors顏色,
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和其他四個顏色相交,
04:48
which哪一個 basically基本上 he does
later後來 on in the story故事.
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基本上就像他在故事中所做的事。
04:50
He catches漁獲 up with each of these people
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他回頭尋找每一個人,
04:52
to find out why they treated治療 him
the way they did.
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想找出他們如此對待他的原因。
04:56
And so this is the three-dimensional三維
finished product產品
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所以這是一個立體的完成作品,
05:00
sitting坐在 on my desk in my office辦公室,
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就在我辦公室裡的書桌上,
05:02
and what I was hoping希望 for here
is that you'll你會 simply只是 be allured引誘
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而我純粹希望你們能被這本書
05:07
by the mystery神秘 of what this looks容貌 like,
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視覺上的神祕感所吸引,
05:11
and will want to read it
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而想要翻開來看個究竟、
05:14
to decode解碼 and find out and make more clear明確
why it looks容貌 the way it does.
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解譯一下,搞懂它為什麼長這樣。
(「視覺方言」)
05:20
["The Visual視覺 Vernacular白話."]
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這是一種更常見的神祕感表現方式。
05:21
This is a way to use a more
familiar kind of mystery神秘.
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05:26
What does this mean?
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所以這是什麼意思?
05:27
This is what it means手段.
["Make it look like something else其他."]
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這就是他的意思。
(讓它看起來像其他東西)
05:30
The visual視覺 vernacular白話 is the way
we are used to seeing眼看 a certain某些 thing
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視覺方言是一種方法,
讓我們習慣看到一種事物
05:35
applied應用的 to something else其他 so that
we see it in a different不同 way.
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被應用在其他事物上,
進而用不同方式看待它。
05:39
This is an approach途徑 I wanted to take
to a book of essays隨筆 by David大衛 Sedaris希德莉斯
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這也是我想帶入大衛·塞德里
的散文集的設計方式,
05:43
that had this title標題 at the time.
["All the Beauty美女 You Will Ever Need"]
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當時的書名是這個。
(《你所需要的一切美麗》)
05:47
Now, the challenge挑戰 here was that
this title標題 actually其實 means手段 nothing.
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接下來的挑戰是這個書名
並沒有任何意義。
05:51
It's not connected連接的 to any
of the essays隨筆 in the book.
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它和書中任何散文都沒有關聯。
05:54
It came來了 to the author's作者 boyfriend男朋友
in a dream夢想.
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它只是出現在作者男友夢中的一句話。
05:59
Thank you very much, so -- (Laughter笑聲) --
so usually平時, I am creating創建 a design設計
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非常感謝各位,所以 - (笑聲) -
所以通常我設計封面時
06:05
that is in some way based基於 on the text文本,
but this is all the text文本 there is.
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都是根據文字,
但此處的文字就只有這樣。
06:09
So you've got this mysterious神秘 title標題
that really doesn't mean anything,
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我只有一個沒有任何意義的神秘標題,
06:14
so I was trying to think:
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因此我試著去想:
我有可能在哪裡看到一段神祕的文字,
看起來好像有什麼意義,實際上卻沒有?
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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06:22
And sure enough足夠, not long after,
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果然,在不久之後,
06:25
one evening晚間 after a Chinese中文 meal膳食,
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在某個晚上,享用了一餐中國菜後,
06:28
this arrived到達, and I thought,
"Ah, bing, ideagasmideagasm!" (Laughter笑聲)
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這個送上來了,而我心想:
「啊!叮咚,點子來了!」(笑聲)
06:35
I've always loved喜愛 the hilariously歡快
mysterious神秘 tropes比喻 of fortune幸運 cookies餅乾
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我一直很愛幸運餅乾裡
種種神秘隱晦的比喻,
06:40
that seem似乎 to mean something extremely非常 deep
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似乎有些很深遠的涵義,
06:43
but when you think about them -- if you
think about them -- they really don't.
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但當你仔細思考後-如果你思考
過的話-其實沒什麼意義。
06:47
This says, "Hardly幾乎不 anyone任何人 knows知道 how much
is gained獲得 by ignoring無視 the future未來."
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像這個是:「很少人知道忽略未來
會帶來多少好處。」
06:54
Thank you. (Laughter笑聲)
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謝謝各位。(笑聲)
06:57
But we can take this visual視覺 vernacular白話
and apply應用 it to Mr先生. Sedaris希德莉斯,
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但我們可以把這個視覺方言
用在塞德里先生的著作上,
07:03
and we are so familiar
with how fortune幸運 cookie曲奇餅 fortunes命運 look
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而因為我們都很熟悉
幸運餅乾裡的籤語的長相,
07:08
that we don't even need
the bits of the cookie曲奇餅 anymore.
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我們甚至不用讓任何一塊餅乾出現。
07:11
We're just seeing眼看 this strange奇怪 thing
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我們只要看到這個奇怪的東西,
07:14
and we know we love David大衛 Sedaris希德莉斯,
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我們也知道我們都愛大衛·塞德里,
07:16
and so we're hoping希望 that
we're in for a good time.
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自然就會期待可以享受閱讀這本書。
07:19
["'Fraud''舞弊' Essays隨筆 by David大衛 Rakoff拉科夫"]
David大衛 Rakoff拉科夫 was a wonderful精彩 writer作家
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(大衛·拉科夫 - 散文集《騙局》)
大衛·拉科夫是個很棒的作家,
07:23
and he called his first book "Fraud舞弊"
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他將自己的第一本書命名為「騙局」,
07:26
because he was getting得到 sent發送
on assignments任務 by magazines雜誌
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因為他一開始被雜誌指派到
07:30
to do things that he
was not equipped裝備 to do.
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一件他不認為自己能夠完成的任務。
07:32
So he was this skinny枯瘦 little urban城市的 guy
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所以,他這樣一個瘦小的都市人,
07:35
and GQGQ magazine雜誌 would send發送 him
down the Colorado科羅拉多州 River
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被《GQ》雜誌送到科羅拉多河上,
07:38
whitewater白水 rafting漂流 to see
if he would survive生存.
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在急流中漂泊,看看他能不能存活。
07:43
And then he would write about it,
and he felt that he was a fraud舞弊
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然後他必須描寫這段經歷,
這讓他覺得自己是個騙子、
07:46
and that he was misrepresenting歪曲 himself他自己.
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並感到自我扭曲。
07:48
And so I wanted the cover of this book
to also misrepresent歪曲 itself本身
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所以我也希望這本書的封面
也有自我扭曲的感覺,
07:53
and then somehow不知何故 show顯示
a reader讀者 reacting反應 to it.
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然後讓讀者不知不覺地有所反應。
07:58
This led me to graffiti塗鴉.
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這讓我想到路旁的塗鴉。
08:02
I'm fascinated入迷 by graffiti塗鴉.
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我對塗鴉一向著迷。
我相信任何住在都市環境裡的人
08:04
I think anybody任何人 who lives生活
in an urban城市的 environment環境
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08:06
encounters遭遇 graffiti塗鴉 all the time,
and there's all different不同 sorts排序 of it.
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一定隨時都看得到塗鴉,
而且還有許多不同類型。
08:10
This is a picture圖片 I took
on the Lower降低 East Side
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這是我在下東城一帶拍到的
08:14
of just a transformer變壓器 box on the sidewalk人行道
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路旁一個變電箱的照片,
08:17
and it's been tagged標記 like crazy.
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它已經被畫得亂七八糟。
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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無論你看到這個,心裡想的是:
「喔,這真是個迷人的城市裝飾」
08:24
or you look at it and say,
"That's illegal非法 abuse濫用 of property屬性,"
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還是「這是非法濫用公家財產」,
08:29
the one thing I think we can all agree同意 on
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我們都得同意的事實是,
08:31
is that you cannot不能 read it.
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你無法讀懂它。
08:34
Right? There is no clear明確 message信息 here.
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對吧? 沒有任何清楚的訊息在裡面。
08:38
There is another另一個 kind of graffiti塗鴉
that I find far more interesting有趣,
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但有我發現有另一種塗鴉更加有趣,
08:43
which哪一個 I call editorial社論 graffiti塗鴉.
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我稱為社論性塗鴉。
08:46
This is a picture圖片 I took recently最近
in the subway地鐵,
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這是一張我最近在地鐵站拍到的照片,
08:50
and sometimes有時 you see
lots of prurient好色, stupid stuff東東,
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有時候你會看到許多
淫穢、愚蠢的東西,
但我想這個很有趣,這張海報上寫著
08:54
but I thought this was interesting有趣,
and this is a poster海報 that is saying
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08:59
rah-rahRAH-RAH Airbnb製作的Airbnb,
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Airbnb怎樣怎樣,
09:01
and someone有人 has taken採取 a Magic魔法 Marker標記
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然後有人拿了支麥克筆,
09:04
and has editorialized社論 about
what they think about it.
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把它改成他們心裡想說的話。
09:08
And it got my attention注意.
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這吸引了我的注意。
09:11
So I was thinking思維, how do we
apply應用 this to this book?
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我想著,這是否能應用在這本書上?
09:14
So I get the book by this person,
and I start開始 reading it, and I'm thinking思維,
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所以我拿著這個人寫的書、
開始閱讀,然後我想著,
09:20
this guy is not who he says
he is; he's a fraud舞弊.
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這傢伙不像他自己說的那樣;
他是個騙子。
09:25
And I get out a red Magic魔法 Marker標記,
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所以我拿了支紅色麥克筆,
09:28
and out of frustration挫折 just
scribble this across橫過 the front面前.
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出於煩躁地在封面上亂畫。
09:33
Design設計 doneDONE. (Laughter笑聲)
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設計完成。(笑聲)
09:37
And they went for it! (Laughter笑聲)
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而且他們接受了!(笑聲)
09:42
Author作者 liked喜歡 it, publisher出版者 liked喜歡 it,
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作者喜歡、出版社也喜歡,
09:44
and that is how the book
went out into the world世界,
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這本書就是這樣出現在世界上的,
09:46
and it was really fun開玩笑 to see
people reading this on the subway地鐵
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而在地鐵上看到大家讀著這本書、
09:51
and walking步行 around with it
and what have you,
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拿著它走來走去真的很逗趣,
09:53
and they all sort分類 of looked看著
like they were crazy.
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它們全都看起來有點像瘋子。
09:57
(Laughter笑聲)
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(笑聲)
10:00
["'Perfidia'“Perfidia” a novel小說 by James詹姆士 Ellroy埃爾羅伊"]
Okay, James詹姆士 Ellroy埃爾羅伊, amazing驚人 crime犯罪 writer作家,
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(詹姆士 ·艾洛伊的小說《背叛》)
好的,詹姆士 ·艾洛伊,很棒的犯罪小說作家,
10:04
a good friend朋友, I've worked工作
with him for many許多 years年份.
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同時也是我的好友,
我們合作好多年了。
10:07
He is probably大概 best最好 known已知 as the author作者
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他最出名的著作可能是
《黑色大理花》和《鐵面特警隊》。
10:09
of "The Black黑色 Dahlia大麗花"
and "L.A. Confidential機密."
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他最新的著作就叫這個,
是個非常神秘的書名;
10:12
His most recent最近 novel小說 was called this,
which哪一個 is a very mysterious神秘 name名稱
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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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我相信許多人瞭解它的意思,
但也有許多人不瞭解。
10:20
And it's a story故事 about a Japanese-American日美
detective偵探 in Los洛杉磯 Angeles洛杉磯 in 1941
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這是一個日裔美籍的偵探的故事,
他在1941年的洛杉磯
10:27
investigating調查 a murder謀殺.
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調查一樁謀殺案。
10:29
And then Pearl珍珠 Harbor港口 happens發生,
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而不久後,珍珠港事件爆發,
10:32
and as if his life
wasn't difficult enough足夠,
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彷彿他的生活還不夠艱難似的,
10:35
now the race種族 relations關係
have really ratcheted棘輪 up,
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種族衝突又變得愈發激烈,
10:40
and then the Japanese-American日美
internment拘留 camps營地 are quickly很快 created創建,
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日裔美籍拘留營很快地成立,
10:44
and there's lots of tension張力
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局勢非常緊張;
10:46
and horrible可怕 stuff東東 as he's still
trying to solve解決 this murder謀殺.
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而最糟糕的事情是
他還沒放棄破解這樁謀殺案。
10:50
And so I did at first think
very literally按照字面 about this in terms條款 of
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所以我第一個想法非常直接,
10:56
all right, we'll take Pearl珍珠 Harbor港口
and we'll add it to Los洛杉磯 Angeles洛杉磯
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就是,好吧,我們就把珍珠港
和洛杉磯市景放在一起,
11:00
and we'll make this apocalyptic世界末日 dawn黎明
on the horizon地平線 of the city.
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把這個末日景象放在城市的地平線上。
11:08
And so that's a picture圖片 from Pearl珍珠 Harbor港口
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所以這張珍珠港事件的照片
11:10
just grafted嫁接 onto Los洛杉磯 Angeles洛杉磯.
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直接被移植在洛杉磯之上。
11:13
My editor編輯 in chief首席 said,
"You know, it's interesting有趣
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我們總編說:「呃,這很有趣,
11:16
but I think you can do better
and I think you can make it simpler簡單."
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但我想應該還能更好,
你應該能讓它更簡單。」
11:22
And so I went back
to the drawing畫畫 board, as I often經常 do.
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所以我回到畫板前,一如往常。
11:26
But also, being存在 alive to my surroundings環境,
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與此同時,注意我周遭的環境,
11:31
I work in a high-rise高樓 in Midtown中城,
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我在中城區的一棟高樓裡工作,
11:34
and every一切 night,
before I leave離開 the office辦公室,
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每天晚上,在我離開辦公室前,
必須先按下這個按鈕才能出去,
11:38
I have to push this button按鍵 to get out,
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11:40
and the big heavy glass玻璃 doors open打開
and I can get onto the elevator電梯.
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厚重的玻璃門才會打開,
而我才能進到電梯裡。
11:44
And one night, all of a sudden突然,
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某天晚上,忽然之間
11:47
I looked看著 at this and I saw it in a way
that I hadn't有沒有 really noticed注意到 it before.
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我看著這個按鈕,並開始用
過去不曾注意過的方式看它。
大大的紅色圓圈、危險的象徵。
11:53
Big red circle, danger危險.
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11:56
And I thought this was so obvious明顯
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然後我想,既然它這麼明顯,
11:59
that it had to have been
doneDONE a zillion無數 times,
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肯定已經被使用過無數多次了,
12:01
and so I did a Google谷歌 image圖片 search搜索,
and I couldn't不能 find another另一個 book cover
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於是我用Google做圖片搜尋,
卻發現沒有任何一本書的封面
12:06
that looked看著 quite相當 like this,
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看起來像這樣,
12:08
and so this is really
what solved解決了 the problem問題,
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所以問題就這麼解決了。
12:11
and graphically圖形 it's more interesting有趣
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在圖像上這樣更吸引人,
12:13
and creates創建 a bigger tension張力
between之間 the idea理念
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也製造了更大的張力,
12:17
of a certain某些 kind of sunrise日出
coming未來 up over L.A. and America美國.
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彷彿某種黎明就要壟罩
洛杉磯和美國的上空。
12:23
["'Gulp'“咕嘟咕嘟” A tour遊覽 of the human人的
digestive消化 system系統 by Mary瑪麗 Roach蟑螂."]
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(瑪莉‧羅曲的《大吞一口,然後呢?》
- 一場人體消化系統之旅)
瑪莉‧羅曲是個很棒的作家,
12:26
Mary瑪麗 Roach蟑螂 is an amazing驚人 writer作家
196
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她擅長把可以很單調的科學主題
12:28
who takes potentially可能 mundane平凡
scientific科學 subjects主題
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12:32
and makes品牌 them not mundane平凡 at all;
she makes品牌 them really fun開玩笑.
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變得一點都不單調、變得非常有趣。
所以這個案子
12:35
So in this particular特定 case案件,
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12:37
it's about the human人的 digestive消化 system系統.
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是和人體消化系統有關。
12:40
So I'm trying to figure數字 out what
is the cover of this book going to be.
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我努力想著這本書的封面應該長怎樣。
12:46
This is a self-portrait自畫像. (Laughter笑聲)
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這是一張自拍照。(笑聲)
12:49
Every一切 morning早上 I look at myself
in the medicine醫學 cabinet內閣 mirror鏡子
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每天早上我都會照照藥箱上的鏡子,
12:55
to see if my tongue is black黑色.
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看看我的舌頭有沒有變黑。
12:58
And if it's not, I'm good to go.
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如果沒有,就可以安心出門。
13:02
(Laughter笑聲)
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(笑聲)
13:07
I recommend推薦 you all do this.
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我建議你們都試試。
13:10
But I also started開始 thinking思維,
here's這裡的 our introduction介紹.
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我也開始思考,這是我們的入口,
13:14
Right? Into the human人的 digestive消化 system系統.
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對吧? 通往消化系統的入口。
但我想我們都同意
13:17
But I think what we can all agree同意 on
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13:20
is that actual實際 photographs照片
of human人的 mouths嘴巴, at least最小 based基於 on this,
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人類嘴巴的實際照片,至少像這種的,
13:24
are off-putting倒胃口. (Laughter笑聲)
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實在令人不太愉快。(笑聲)
13:28
So for the cover, then,
I had this illustration插圖 doneDONE
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所以為了這個封面,我畫了一張插畫,
13:32
which哪一個 is literally按照字面 more palatable可口
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看起來實在比較可口,
13:34
and reminds提醒 us that it's best最好
to approach途徑 the digestive消化 system系統
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同時也提醒我們,要探討消化系統,
13:38
from this end結束.
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最好還是從這端。
13:41
(Laughter笑聲)
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(笑聲)
13:43
I don't even have to complete完成
the sentence句子. All right.
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我甚至不必說出下半句。
13:47
["Unuseful無用 mystery神秘"]
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(「無用的神祕感」)
13:49
What happens發生 when clarity明晰
and mystery神秘 get mixed up?
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當清晰和神祕混淆在一起時,
會發生什麼事?
13:53
And we see this all the time.
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我們無時無刻看到這種案例。
13:55
This is what I call unuseful無用 mystery神秘.
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我稱之為無用的神祕感。
13:57
I go down into the subway地鐵 --
I take the subway地鐵 a lot --
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當我走進地鐵 - 我經常搭地鐵 -
14:00
and this piece of paper
is taped錄音 to a girder.
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看到這張紙被貼在柱子上。
14:06
Right? And now I'm thinking思維, uh-oh嗯,哦,
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對吧? 然後我開始想,喔不,
14:10
and the train's列車 about to come and I'm
trying to figure數字 out what this means手段,
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電車快來了,我還在
試著搞清楚它到底在說什麼,
14:14
and thanks謝謝 a lot.
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真是謝謝它了。
14:16
Part部分 of the problem問題 here is that
they've他們已經 compartmentalized條塊 the information信息
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部份的問題來自於,
他們將資訊做了劃分,
14:20
in a way they think is helpful有幫助,
and frankly坦率地說, I don't think it is at all.
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以為這種方式很有幫助,
但老實說,我完全無法同意。
14:24
So this is mystery神秘 we do not need.
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所以這是一種我們不需要的神秘。
14:27
What we need is useful有用 clarity明晰,
so just for fun開玩笑, I redesigned重新設計 this.
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我們需要的是有用而清楚的資訊,
所以純屬好玩,我改造了它。
裡面用了所有相同的元素。
14:35
This is using運用 all the same相同 elements分子.
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14:38
(Applause掌聲)
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(掌聲)
14:41
Thank you. I am still waiting等候
for a call from the MTAMTA. (Laughter笑聲)
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謝謝。我還在等大都會運輸署的電話。
(笑聲)
14:46
You know, I'm actually其實 not even
using運用 more colors顏色 than they use.
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實際上,我用的顏色還沒他們多呢。
14:49
They just didn't even bother
to make the 4 and the 5 green綠色,
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他們甚至懶得把4和5變成綠色,
14:52
those idiots白痴. (Laughter笑聲)
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這些蠢蛋。(笑聲)
所以我們首先看到的是服務變更,
14:56
So the first thing we see
is that there is a service服務 change更改,
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然後兩個完整的句子,
包含開頭、中間、結尾,
14:59
and then, in two complete完成 sentences句子
with a beginning開始, a middle中間 and an end結束,
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告訴我們什麼服務變更了,
會有什麼影響。
15:03
it tells告訴 us what the change更改 is
and what's going to be happening事件.
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15:08
Call me crazy! (Laughter笑聲)
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就說我是瘋子吧!(笑聲)
15:13
["Useful有用 mystery神秘"]
All right.
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(「有用的神祕感」)
15:16
Now, here is a piece
of mystery神秘 that I love:
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接著呢,這是我很愛的一種神祕感:
包裝。
15:21
packaging打包.
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15:23
This redesign重新設計 of the Diet飲食 Coke可樂 can
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這個健怡可樂罐的新設計
15:26
by Turner車工 Duckworth達克沃斯
is to me truly a piece of art藝術.
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是由特納·達克沃斯操刀的,
對我來說是真正的藝術。
15:32
It's a work of art藝術. It's beautiful美麗.
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這是一件藝術品、相當漂亮。
但身為一個設計師,
我認為它如此令人醉心
15:35
But part部分 of what makes品牌 it
so heartening令人振奮 to me as a designer設計師
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15:38
is that he's taken採取 the visual視覺
vernacular白話 of Diet飲食 Coke可樂 --
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部分是因為他利用了
健怡可樂的視覺方言 -
15:43
the typefaces字體, the colors顏色,
the silver background背景 --
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字體形狀、顏色、銀色背景 -
15:46
and he's reduced減少 them
to their most essential必要 parts部分,
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將其簡化為最精華的部分,
15:51
so it's like going back
to the Charlie查理 Brown棕色 face面對.
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就像開頭查理布朗的臉一樣。
15:54
It's like, how can you give them just
enough足夠 information信息 so they know what it is
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這就好像,如何提供恰如其分的資訊,
讓大家都知道那是什麼,
15:58
but giving them the credit信用
for the knowledge知識 that they already已經 have
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卻把利用已知線索認出這個東西
的功勞歸給他們?
16:02
about this thing?
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它看來很棒,當你走進一間熟食店,
16:04
It looks容貌 great, and you would go
into a delicatessen熟食
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16:08
and all of a sudden突然 see that on the shelf,
and it's wonderful精彩.
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突然看到這個在架上時,感覺好極了。
16:12
Which哪一個 makes品牌 the next下一個 thing --
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也就讓接下來的這件事 -
16:16
["Unuseful無用 clarity明晰"] --
all the more disheartening令人沮喪,
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(「無用的清晰度」) -
更加令人沮喪,
16:18
at least最小 to me.
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至少對我而言。
16:20
So okay, again, going back
down into the subway地鐵,
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好,現在讓我們回到地鐵站,
16:24
after this came來了 out,
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這個東西出現之後,
16:26
these are pictures圖片 that I took.
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2020
我拍了一些照片。
16:28
Times Square廣場 subway地鐵 station:
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時代廣場地鐵站:
16:30
Coca-Cola可口可樂 has bought out
the entire整個 thing for advertising廣告. Okay?
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可口可樂把整個地方買下來做廣告。
16:35
And maybe some of you
know where this is going.
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你們有些人或許知道
接下來會看到什麼。
咳。
16:40
Ahem咳咳.
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16:42
"You moved移動 to New York紐約
with the clothes衣服 on your back,
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「你來到紐約,背上背著衣服、
16:45
the cash現金 in your pocket口袋,
and your eyes眼睛 on the prize.
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口袋裝著現金、眼裡盯著大獎。
16:47
You're on Coke可樂." (Laughter笑聲)
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你吸了古柯鹼。(笑聲)
(註:原想表達You're on-該你上場,
卻和下方圖示連成You're on Coke-你吸了古柯鹼)
16:57
"You moved移動 to New York紐約
with an MBAMBA, one clean清潔 suit適合,
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「你來到紐約,背著MBA學歷、
一套乾淨西裝,
17:00
and an extremely非常 firm公司 handshake握手.
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和一個強而有力的握手。
17:02
You're on Coke可樂." (Laughter笑聲)
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你吸了古柯鹼。」(笑聲)
17:05
These are real真實! (Laughter笑聲)
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這些都是真的!(笑聲)
17:10
Not even the support支持 beams were spared倖免,
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就連支撐柱都沒有倖免,
17:13
except they switched交換的 into Yoda尤達 mode模式.
(Laughter笑聲)
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只是換成尤達大師惡搞圖的風格。
(笑聲)
17:19
"Coke可樂 you're on." (Laughter笑聲)
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「古柯鹼你吸了。」(笑聲)
17:23
["Excuse藉口 me, I'm on WHAT??"]
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(「抱歉,我到底吸了什麼??」)
17:26
This campaign運動 was a huge巨大 misstep過失.
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這個廣告活動是個大大的失策,
17:29
It was pulled almost幾乎 instantly即刻
due應有 to consumer消費者 backlash反彈
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遭受消費者強烈的反彈,
讓它幾乎馬上被下架 ,
17:34
and all sorts排序 of unflattering直言不諱
parodies蠢事 on the web捲筒紙 --
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當然還有網路上許多
冷嘲熱諷的惡搞 -
17:38
(Laughter笑聲) --
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(笑聲) -
17:40
and also that dot next下一個 to "You're on,"
that's not a period, that's a trademark商標.
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另外,在"You're on"旁邊那個小點
不是句號,而是商標符號。
17:47
So thanks謝謝 a lot.
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真是感謝它喔。
17:48
So to me, this was just so bizarre奇異的
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對我而言,這實在太離奇了,
17:52
about how they could get the packaging打包
so mysteriously神秘 beautiful美麗 and perfect完善
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他們竟能將包裝設計得
如此神秘美麗、幾近完美,
17:58
and the message信息 so unbearably無法忍受,
clearly明確地 wrong錯誤.
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卻用來傳遞如此令人無法忍受、
明確的錯誤訊息。
18:02
It was just incredible難以置信 to me.
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太令我難以置信了。
18:06
So I just hope希望 that I've been able能夠
to share分享 with you some of my insights見解
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所以,希望我有帶給大家
一些啟發性的見解,
18:11
on the uses使用 of clarity明晰
and mystery神秘 in my work,
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透過我如何在工作中
運用清晰度和神祕感。
18:15
and maybe how you might威力 decide決定
to be more clear明確 in your life,
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5306
或許你會決定
要對生活的一切更加明確,
18:21
or maybe to be a bit more mysterious神秘
and not so over-sharing分享過.
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或是可能加入一點神祕感,
不要傳遞太多訊息。
18:27
(Laughter笑聲)
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(笑聲)
18:31
And if there's just one thing
that I leave離開 you with from this talk,
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如果各位只能從這場演講中
帶走一個想法,
18:35
I hope希望 it's this:
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1951
我希望會是這個:
18:37
BlihBlih blihblih blihblih blah胡說. Blah胡說 blah胡說 blihblih blihblih.
["'Judge'法官 This,' Chip芯片 Kidd基德"]
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逼逼逼吧啦,吧啦逼逼。
(《評斷它吧》- 奇普·基德)
18:41
BlihBlih blihblih blah胡說 blah胡說 blah胡說.
Blah胡說 blah胡說 blah胡說.
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吧啦吧啦啦,吧啦吧啦。
18:44
Blah胡說 blah胡說.
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吧啦吧啦。
(掌聲)
18:45
(Applause掌聲)
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Translated by Allen Kuo
Reviewed by lin quan

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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