TED2003
Don Norman: 3 ways good design makes you happy
Don Norman - 3 cai prin care design-ul te face fericit
Filmed:
Readability: 3.3
1,860,477 views
In acest discurs din 2003, ciriticul de design Don Norman abordeaza tema frumusetii, distractiei, placerii si emotiei, analizand acele design-uri care ii fac pe oameni fericiti. El prezinta cele trei lucruri esentiale pe care un produs cu design bun trebuie sa le aiba pentru a avea succes.
Don Norman - Cognitive scientist and design critic
Don Norman studies how real people interact with design, exploring the gulf between what a designer intends and what a regular person actually wants. His work has resulted in some classic books, including "The Design of Everyday Things." Full bio
Don Norman studies how real people interact with design, exploring the gulf between what a designer intends and what a regular person actually wants. His work has resulted in some classic books, including "The Design of Everyday Things." Full bio
Double-click the English transcript below to play the video.
00:12
The new me is beauty.
0
0
2000
Mai nou, ma identific cu frumusetea.
00:14
(Laughter)
1
2000
1000
(Rasete)
00:15
Yeah, people used to say, "Norman's OK,
2
3000
5000
Da, oamenii obisnuiau sa spuna, stiti, Norman e in regula,
00:20
but if you followed what he said, everything would be usable
3
8000
2000
dar daca il ascultati cu atentie, ceea ce spune o fi folositor
00:22
but it would be ugly."
4
10000
2000
dar urat.
00:24
Well, I didn't have that in mind, so ...
5
12000
2000
Eu nu asta aveam in minte, asa ca...
00:29
This is neat.
6
17000
2000
Acest lucru este dragut.
00:31
Thank you for setting up my display.
7
19000
2000
Va multumesc ca mi-ati setat ecranul.
00:33
I mean, it's just wonderful.
8
21000
2000
Vreau sa zic, este pur si simplu minunat.
00:35
And I haven't the slightest idea of what it does or what it's good for,
9
23000
3000
Si nu am nici cea mai vaga idee depre ce face sau la ce este bun,
00:38
but I want it.
10
26000
2000
dar il doresc.
00:40
And that's my new life.
11
28000
2000
Aceasta este viata mea noua.
00:42
My new life is trying to understand what beauty is about,
12
30000
4000
Si in viata mea noua incerc sa inteleg ce este frumusetea,
00:46
and "pretty," and "emotions."
13
34000
2000
si ce este dragut, precum si ce sunt emotiile.
00:48
The new me is all about making things kind of neat and fun.
14
36000
4000
Eu, in viata mea noua, incerc sa fac lucrurile sa fie dragute si distractive.
00:52
And so this is a Philippe Starck juicer, produced by Alessi.
15
40000
4000
Si uite asa, acesta este storcatorul lui Philippe Starck, produs de Alessi.
00:56
It's just neat; it's fun. It's so much fun I have it in my house --
16
44000
2000
Este atat de disctractiv incat il am in casa mea,
00:58
but I have it in the entryway, I don't use it to make juice.
17
46000
3000
dar il am la intrare, nu il folosesc sa fac suc.
01:01
(Laughter)
18
49000
2000
(Rasete)
01:03
In fact, I bought the gold-plated special edition
19
51000
4000
De fapt, am cumparat editia speciala placata cu aur
01:07
and it comes with a little slip of paper
20
55000
2000
si aceasta editie vine cu un biletel
01:09
that says, "Don't use this juicer to make juice."
21
57000
3000
pe care scrie: "Nu folositi acest storcator pentru a face suc.
01:12
The acid will ruin the gold plating.
22
60000
3000
Acidul va strica stratul de aur".
01:15
(Laughter)
23
63000
1000
(Rasete)
01:16
So actually, I took a carton of orange juice
24
64000
2000
Asa ca am luat o cutie de suc de portocale
01:18
and I poured it in the glass to take this picture.
25
66000
2000
si am turnat sucul in pahar ca sa fac aceasta poza.
01:20
(Laughter)
26
68000
3000
(Rasete)
01:23
Beneath it is a wonderful knife.
27
71000
2000
Dar dedesubt ese un cutit minunat.
01:25
It's a Global cutting knife made in Japan.
28
73000
3000
Este un cutit de la Global fabricat in Japonia.
01:28
First of all, look at the shape -- it's just wonderful to look at.
29
76000
2000
Uitati-va la forma lui, este pur si simplu fantastic sa ta uiti la el.
01:30
Second of all, it's really beautifully balanced:
30
78000
3000
De altfel, este si foarte bine balansat
01:33
it holds well, it feels well.
31
81000
2000
se tine si se simte bine.
01:35
And third of all, it's so sharp, it just cuts.
32
83000
2000
Nu numai atat, dar este si atat de bine ascutit, incat chiar taie.
01:37
It's a delight to use.
33
85000
2000
Este o placere sa il folosesti.
01:39
And so it's got everything, right?
34
87000
2000
Asa ca are de toate, nu?
01:41
It's beautiful and it's functional.
35
89000
2000
Este frumos si este functional.
01:43
And I can tell you stories about it,
36
91000
2000
Si pot sa va spun povesti despre el,
01:45
which makes it reflective,
37
93000
2000
care sa-i creeze o imagine
01:47
and so you'll see I have a theory of emotion.
38
95000
2000
si astfel sa vedeti ca am o teorie a emotiei.
01:49
And those are the three components.
39
97000
2000
Iar acestea sunt cele trei componente.
01:51
Hiroshi Ishii and his group at the MIT Media Lab
40
99000
3000
Hiroshi Ishii si grupul sau de la MIT Media Lab
01:54
took a ping-pong table and placed a projector above it,
41
102000
3000
au pus un proiector deasupra unei mese de ping-pong
01:57
and on the ping-pong table they projected an image of water
42
105000
3000
iar pe masa de ping-pong au proiectat o imagine cu apa
02:00
with fish swimming in it.
43
108000
2000
si pesti ce innotau in apa.
02:02
And as you play ping-pong, whenever the ball hits part of the table,
44
110000
3000
Cand jucai ping-pong, oricand bila lovea o parte a mesei
02:05
the ripples spread out and the fish run away.
45
113000
2000
undele se raspandeau iar pestele fugea.
02:07
But of course, then the ball hits the other side,
46
115000
2000
Desigur, cand bila lovea cealalta parte a mesei
02:09
the ripples hit the -- poor fish, they can't find any peace and quiet.
47
117000
3000
undele loveau bietul peste, astfel ca pestii nu putea sa gaseasca un loc linistit.
02:12
(Laughter)
48
120000
1000
(Rasete)
02:13
Is that a good way to play ping-pong?
49
121000
2000
Este aceasta o modalitate buna de a juca ping-pong?
02:15
No. But is it fun?
50
123000
2000
Nu. Insa este distractiva?
02:17
Yeah! Yeah.
51
125000
3000
Da! Da.
02:20
Or look at Google.
52
128000
2000
Deci, uitati-va la Google.
02:22
If you type in, oh say, "emotion and design,"
53
130000
5000
Daca scrieti de exemplu "emotion and design" (emotie si design)
02:27
you get 10 pages of results.
54
135000
2000
vi se vor prezenta 10 pagini cu rezultate.
02:29
So Google just took their logo and they spread it out.
55
137000
3000
Asa ca Google a luat sigla lor si a intins-o.
02:32
Instead of saying, "You got 73,000 results.
56
140000
2000
In loc sa spuna "Ai 73.000 de rezultate.
02:34
This is one through 20. Next,"
57
142000
2000
De la 1 la 20. Urmatoarea",
02:36
they just give you as many o's as there are pages.
58
144000
3000
ei iti pun atatia "O" cate pagini sunt.
02:39
It's really simple and subtle.
59
147000
2000
Este foarte simplu si subtil.
02:41
I bet a lot of you have seen it and never noticed it.
60
149000
3000
Pariez ca multi dintre voi ati vazut acest lucru dar nu l-ati observat.
02:44
That's the subconscious mind
61
152000
2000
Acesta este subconstientul
02:46
that sort of notices it -- it probably is kind of pleasant
62
154000
2000
care l-a cam observat, probabil i-a si placut
02:48
and you didn't know why.
63
156000
2000
dar fara ca persoana sa stie de ce.
02:50
And it's just clever.
64
158000
2000
Este o idee pur si simplu desteapta.
02:52
And of course, what's especially good is,
65
160000
2000
Si bineinteles, ceea ce este cu adevarat bun,
02:54
if you type "design and emotion,"
66
162000
2000
este ca daca scrii "design and emotion" (design si emotie),
02:56
the first response out of those 10 pages is my website.
67
164000
4000
primul rezultat din cele 10 pagini este web site-ul meu.
03:00
(Laughter)
68
168000
2000
(Rasete)
03:02
Now, the weird thing is Google lies,
69
170000
3000
Dar ce e ciudat, este ca Google minte,
03:05
because if I type "design and emotion,"
70
173000
2000
fiindca daca scriu "design and emotion" (design si emotie)
03:07
it says, "You don't need the 'and.' We do it anyway."
71
175000
3000
el spune "Nu ai nevoie de cuvantul 'si'. Cautam si fara."
03:10
So, OK.
72
178000
2000
Asa ca bine.
03:12
So I type "design emotion"
73
180000
2000
Scriu "design emotion"
03:14
and my website wasn't first again.
74
182000
2000
si web site-ul meu nu mai este primul.
03:16
It was third.
75
184000
2000
Este al treilea.
03:18
Oh well, different story.
76
186000
2000
Asta insa e alta poveste.
03:22
There was this wonderful review in The New York Times
77
190000
3000
Am citit odata un articol interesant in "The New York Times"
03:25
about the MINI Cooper automobile.
78
193000
2000
despre automobilul MINI Cooper.
03:27
It said, "You know, this is a car that has lots of faults.
79
195000
4000
Spunea: "Stiti, aceasta masina are o gramada de defecte.™
03:31
Buy it anyway.
80
199000
2000
Cumparati-o oricum.
03:33
It's so much fun to drive."
81
201000
2000
E o placere s-o conduci."
03:35
And if you look at the inside of the car --
82
203000
3000
Si daca va uitati in interiorul masinii --
03:38
I mean, I loved it, I wanted to see it, I rented it,
83
206000
2000
fiindca am vrut s-o vad, am inchiriat-o,
03:40
this is me taking a picture while my son is driving --
84
208000
3000
acesta sunt eu facand o poza in timp ce fiul meu o conducea --
03:43
and the inside of the car, the whole design is fun.
85
211000
3000
iar interiorul masinii, de fapt tot design-ul este distractiv.
03:46
It's round, it's neat.
86
214000
2000
Este rotund, dragut.
03:48
The controls work wonderfully.
87
216000
2000
Butoanele functioneaza de minune.
03:50
So that's my new life; it's all about fun.
88
218000
3000
Asa ca aceasta este noua mea viata, totul se reduce la distractie.
03:53
I really have the feeling that pleasant things work better,
89
221000
3000
Chiar am sentimentul ca lucrurile placute merg mai bine,
03:56
and that never made any sense to me
90
224000
3000
iar acest lucru niciodata nu a avut logica pentru mine
03:59
until I finally figured out -- look ...
91
227000
2000
pana cand mi-am dat seama intr-un final ca, uite...
04:03
I'm going to put a plank on the ground.
92
231000
2000
O sa pun o scandura pe podea.
04:05
So, imagine I have a plank about two feet wide and 30 feet long
93
233000
3000
Imaginati-va o scandura de 60 cm latime si 900 cm lungime.
04:08
and I'm going to walk on it, and you see I can walk on it without looking,
94
236000
3000
o sa merg pe ea si, dupa cum vedeti, pot sa merga fara sa ma uit,
04:11
I can go back and forth and I can jump up and down.
95
239000
2000
pot sa ma duc inainte si inapoi si pot sa si sar.
04:13
No problem.
96
241000
2000
Nici o problema.
04:15
Now I'm going to put the plank 300 feet in the air --
97
243000
4000
Dar daca pun scadura la 90 m inaltime in aer
04:19
and I'm not going to go near it, thank you.
98
247000
3000
nici ca am sa ma duc langa ea, multumesc frumos.
04:25
Intense fear paralyzes you.
99
253000
2000
Frica intensa te paralizeaza.
04:27
It actually affects the way the brain works.
100
255000
3000
De fapt chiar afecteaza felul in care creierul functioneaza.
04:30
So, Paul Saffo, before his talk said that he didn't really have it down
101
258000
4000
Paul Saffo, chiar inainte de discursul sau, a zis ca nu l-a avut scris
04:34
until just a few days or hours before the talk,
102
262000
2000
pana inainte cu cateva zile sau ore,
04:36
and that anxiety was really helpful in causing him to focus.
103
264000
4000
si stresul acela a fost de mare ajutor in a-l face sa se concentreze.
04:40
That's what fear and anxiety does;
104
268000
2000
Si asta este ce fac frica si stresul.
04:42
it causes you to be -- what's called depth-first processing --
105
270000
3000
Te fac sa fi ceea ce se numeste procesare in adancime,
04:45
to focus, not be distracted.
106
273000
3000
sa te concetrezi, sa nu te lasi distras
04:48
And I couldn't force myself across that.
107
276000
3000
si nu am putut sa ma impotrivesc.
04:51
Now some people can -- circus workers, steel workers.
108
279000
3000
Acum unii oameni pot - circarii, muncitorii din industria metalifera.
04:54
But it really changes the way you think.
109
282000
2000
Insa iti schimba felul de gandire.
04:56
And then, a psychologist, Alice Isen,
110
284000
3000
Un psiholog, Alice Isen,
04:59
did this wonderful experiment.
111
287000
2000
a facut un experiment minunat.
05:01
She brought students in to solve problems.
112
289000
2000
A cerut unor studenti sa rezolve niste probleme.
05:03
So, she'd bring people into the room,
113
291000
2000
I-a adus intr-o camera
05:05
and there'd be a string hanging down here
114
293000
2000
unde era o sfoara ce atarna aici,
05:07
and a string hanging down here.
115
295000
2000
alta sfoara mai incolo
05:09
It was an empty room, except for a table with a bunch of crap on it --
116
297000
3000
si o camera goala cu exeptia unei mese plina cu tot felul de maruntisuri pe ea --
05:12
some papers and scissors and stuff.
117
300000
2000
niste foi de hartie, foarfeci si altele.
05:14
And she'd bring them in,
118
302000
2000
Ea i-a adus in camera
05:16
and she'd say,
119
304000
2000
si le-a spus:
05:18
"This is an IQ test and it determines how well you do in life.
120
306000
3000
"Acesta este un test de inteligenta care determina cat de bine va descurcati in viata.
05:21
Would you tie those two strings together?"
121
309000
3000
V-as ruga sa legati aceste doua sfori impreuna."
05:24
So they'd take one string and they'd pull it over here
122
312000
3000
Asa ca ei luau o sfoara si o trageau incoace
05:27
and they couldn't reach the other string.
123
315000
3000
dar nu puteau ajunge la cealalta.
05:30
Still can't reach it.
124
318000
2000
Tot nu ajungeau la cealalta.
05:32
And, basically, none of them could solve it.
125
320000
3000
Nici unul dintre ei nu a putut rezolva problema.
05:35
You bring in a second group of people,
126
323000
3000
A adus un al doilea grup de oameni,
05:38
and you say, "Oh, before we start,
127
326000
3000
Si le-a zis: "Inainte de a incepe,
05:41
I got this box of candy, and I don't eat candy.
128
329000
3000
am cutia aceasta de bomboane, insa eu nu mananc bomboane.
05:44
Would you like the box of candy?"
129
332000
2000
O vreti voi?"
05:46
And turns out they liked it, and it made them happy --
130
334000
3000
Si se pare ca lor le-a placut ideea si ca bomboanele i-au facut fericiti,
05:49
not very happy, but a little bit of happy.
131
337000
2000
nu chiar atat de fericiti, dar un pic fericiti.
05:51
And guess what -- they solved the problem.
132
339000
2000
Si ghiciti ce s-a intamplat -- au rezolvat problema.
05:53
And it turns out that when you're anxious
133
341000
3000
Astfel ca se pare ca atunci cand esti stresat
05:56
you squirt neural transmitters in the brain, which focuses you
134
344000
3000
creierul da drumul la multi transmitatori neurali, care te ajuta sa te concentrezi,
05:59
makes you depth-first.
135
347000
2000
sa procesezi in adancime,
06:01
And when you're happy -- what we call positive valence --
136
349000
3000
Iar atunci cand esti fericit -- ceea ce numim noi valenta pozitiva --
06:04
you squirt dopamine into the prefrontal lobes,
137
352000
2000
lobii frontali dau drumul la niste transmitatori numiti dopamina,
06:06
which makes you a breadth-first problem solver:
138
354000
2000
care te ajuta sa procesezi lucrurile la suprafata mai intai.
06:08
you're more susceptible to interruption; you do out-of-the-box thinking.
139
356000
3000
Astfel, raspunzi mai bine la intreruperi, gandesti mai bine cand esti luat prin surprindere.
06:11
That's what brainstorming is about, right?
140
359000
3000
Despre asta este vorba cand ai nevoie de inspiratie, nu?
06:14
With brainstorming we make you happy, we play games,
141
362000
3000
Cand ai o idee trasnita esti fericit, asa ca noi jucam jocuri,
06:17
and we say, "No criticism,"
142
365000
2000
si spunem: "Fara critica",
06:19
and you get all these weird, neat ideas.
143
367000
2000
si asa iti vin toate ideile acestea ticnite si dragute.
06:21
But in fact, if that's how you always were you'd never get any work done
144
369000
3000
Insa, daca asa ai fi tot timpul, nu ai mai reusi sa fi productiv,
06:24
because you'd be working along and say, "Oh, I got a new way of doing it."
145
372000
3000
fiindca ai munci dar totodata ai spune: "Oh, am o noua modalitate de a rezolva problema aceasta".
06:27
So to get work done, you've got to set a deadline, right?
146
375000
4000
Astfel ca pentru a face lucrurile sa functioneze avem nevoie de termeni finali, nu?
06:31
You've got be anxious.
147
379000
2000
Si asta ne streseaza.
06:33
The brain works differently
148
381000
2000
Creierul functioneaza diferit
06:35
if you're happy. Things work better because you're more creative.
149
383000
3000
si daca esti fericit, lucrurile functioneaza fiindca esti mai creativ.
06:38
You get a little problem, you say, "Ah, I'll figure it out."
150
386000
3000
Daca ai o problema, spui: "O s-o dau eu de capat".
06:41
No big deal.
151
389000
2000
Nu e mare lucru.
06:43
There's something I call the visceral level of processing, and there will be visceral-level design.
152
391000
2000
Exista ceva pe care eu il numesc nivelul de procesare visceral.
06:45
Biology -- we have co-adapted through biology to like bright colors.
153
393000
4000
Biologia -- ne-am adaptat prin biologie astfel incat sa ne placa culorile aprinse.
06:49
That's especially good that mammals and primates like fruits
154
397000
4000
Este bine, in special, ca mamiferelor le plac fructele
06:53
and bright plants, because you eat the fruit
155
401000
2000
si plantele aprinse la culoare, pentru ca mananci fructul
06:55
and you thereby spread the seed.
156
403000
2000
si astfel imprasti semintele.
06:57
There's an amazing amount of stuff that's built into the brain.
157
405000
3000
Multe lucruri sunt inmagazinate in creier.
07:00
We dislike bitter tastes, we dislike loud sounds,
158
408000
3000
Nu ne plac gusturile amare, nu ne plac zgomotele,
07:03
we dislike hot temperatures, cold temperatures.
159
411000
2000
nu ne plac temperaturile ridicate si nici cele joase.
07:05
We dislike scolding voices. We dislike frowning faces;
160
413000
4000
Nu ne plac vocile cicalitoare, nu ne plac fetele incruntate,
07:09
we like symmetrical faces, etc., etc.
161
417000
2000
insa ne plac fetele simetrice si asa mai departe.
07:12
So that's the visceral level.
162
420000
2000
Acesta este nivelul visceral despre care vorbeam
07:14
In design, you can express visceral in lots of ways,
163
422000
3000
si prin design putem sa prezentam lucrurile elementare in foarte multe formule.
07:17
like the choice of type fonts and the red for hot, exciting.
164
425000
5000
De exemplu, putem alege fontul caracterelor sau culoarea rosie pentru a atrage atentia.
07:22
Or the 1963 Jaguar:
165
430000
2000
Sau de exemplu masina Jaguar din anul 1963.
07:24
It's actually a crummy car, falls apart all the time,
166
432000
3000
De fapt ea este o masina proasta, care se strica tot timpul,
07:27
but the owners love it.
167
435000
2000
dar proprietarii acestei masini o indragesc.
07:29
And it's beautiful -- it's in the Museum of Modern Art.
168
437000
2000
Si este si frumoasa -- este in Muzeul de Arta Moderna.
07:31
A water bottle:
169
439000
2000
O sticla de apa.
07:33
You buy it because of the bottle, not because of the water.
170
441000
3000
O cumperi pentru sticla, nu pentru apa.
07:36
And when people are finished, they don't throw it away.
171
444000
3000
Si cand oamenii termina de baut apa nu o arunca,
07:39
They keep it for -- you know, it's like the old wine bottles, you keep it for decoration
172
447000
3000
o tin pentru -- stiti si voi, e ca si sticlele vechi de vin -- o pastram pe post de decoratie,
07:42
or maybe fill it with water again, which proves it's not the water.
173
450000
3000
sau pentru a o umple cu apa din nou, ceea ce dovedeste ca nu apa era esentialul.
07:45
It's all about the visceral experience.
174
453000
4000
Totul se reduce la experienta viscerala.
07:50
The middle level of processing is the behavioral level
175
458000
4000
Nivelul mijlociu de procesare este nivelul comportamental.
07:54
and that's actually where most of our stuff gets done.
176
462000
2000
La acest nivel se intampla majoritatea lucrurilor.
07:56
Visceral is subconscious, you're unaware of it.
177
464000
2000
Instinctul se petrece in subconstient.
07:58
Behavioral is subconscious, you're unaware of it.
178
466000
3000
Comportamentul se petrece in subconstient.
08:01
Almost everything we do is subconscious.
179
469000
2000
Aproape tot ceea ce facem este fara sa constientizam.
08:03
I'm walking around the stage -- I'm not attending to the control of my legs.
180
471000
4000
Merg pe scena, picioarele se misca singure.
08:07
I'm doing a lot; most of my talk is subconscious;
181
475000
3000
Fac multe lucruri, o mare parte din ceea ce spun vine din subconstient.
08:10
it has been rehearsed and thought about a lot.
182
478000
2000
Am pregatit prezentarea si m-am gandit mult la ea.
08:12
Most of what we do is subconscious.
183
480000
2000
O mare parte din ceea ce facem este rezultatul subconstientului.
08:14
Automatic behavior -- skilled behavior -- is subconscious,
184
482000
3000
Comportamentul automat -- comportamentul dibacic vine din subconstient
08:17
controlled by the behavioral side.
185
485000
2000
si este controlat de partea comportamentala.
08:19
And behavioral design is all about feeling in control,
186
487000
4000
Astfel, design-ul comportamental se refera la cum sa fi in control.
08:23
which includes usability, understanding --
187
491000
3000
Asta include elemente precum: nivelul de folosire sau de intelegere al produsului,
08:26
but also the feel and heft.
188
494000
2000
precum si calitatea si bogatia lui.
08:28
That's why the Global knives are so neat.
189
496000
2000
De aceea cutitele de marca Global sunt atat de dragute.
08:30
They're so nicely balanced, so sharp,
190
498000
2000
Sunt foarte bine balansate, foarte ascutite,
08:32
that you really feel you're in control of the cutting.
191
500000
2000
simti ca esti in control atunci cand vrei sa tai cu ele.
08:34
Or, just driving a high-performance sports car
192
502000
4000
Sau condusul unei masini sport de inalta performanta
08:38
over a demanding curb --
193
506000
2000
in jurul unei curbe periculoase.
08:40
again, feeling that you are in complete control of the environment.
194
508000
3000
Di nou, acel sentiment ca suntem in control deplin.
08:43
Or the sensual feeling.
195
511000
2000
Sau sentimentul senzual.
08:45
This is a Kohler shower, a waterfall shower,
196
513000
2000
Acesta este un dus de marca Kohler, un dus precum o cascada.
08:47
and actually, all those knobs beneath are also showerheads.
197
515000
3000
Si de fapt, apa iese si din aceste butoane de jos.
08:50
It will squirt you all around
198
518000
2000
Tasneste apa de peste tot.
08:52
and you can stay in that shower for hours --
199
520000
2000
Si poti sta in dusul acesta ore intregi.
08:54
and not waste water, by the way,
200
522000
2000
Fara sa consumi apa degeaba, apropos,
08:56
because it recirculates the same dirty water.
201
524000
2000
dusul recircula apa aceasta murdara.
08:58
(Laughter)
202
526000
3000
(Rasete)
09:01
Or this -- this is a really neat teapot I found
203
529000
2000
Sau acest obiect -- este un ceainic foarte dragut pe care l-am gasit
09:03
at high tea at The Four Seasons Hotel in Chicago.
204
531000
4000
in hotelul The Four Seasons (cele patru anotimpuri) din Chicago.
09:07
It's a Ronnefeldt tilting teapot.
205
535000
2000
Este un ceainic de marca Ronnefeldt care se inclina.
09:09
That's kind of what the teapot looks like
206
537000
2000
Cam asa arata ceainicul.
09:11
but the way you use it is you lay it on its back,
207
539000
3000
Dar cand il folosesti incepi prin a-l lasa pe spate,
09:14
and you put tea in,
208
542000
2000
apoi pui ceai in el,
09:16
and then you fill it with water.
209
544000
2000
apoi il umpli cu apa,
09:18
The water then seeps over the tea.
210
546000
3000
pentru ca apa trece apoi prin ceai.
09:21
And the tea is sitting in this stuff to the right --
211
549000
3000
Si ceaiul sta in chestia asta din dreapta --
09:24
the tea is to the right of this line.
212
552000
2000
ceaiul este in partea dreapta a liniei acestea.
09:26
There's a little ledge inside, so the tea is sitting there
213
554000
2000
E un mic pervaz inauntru, asa ca ceaiul sta acolo
09:28
and the water is filling it up like that.
214
556000
2000
si apa il umple asa.
09:30
And when the tea is ready, or almost ready, you tilt it.
215
558000
3000
Si cand ceaiul s-a facut, sau aproape s-a facut, il inclini.
09:33
And that means the tea is partially covered
216
561000
3000
Si asta face ca ceaiul sa fie partial acoperit
09:36
while it completes the brewing.
217
564000
2000
in timp ce se prepara.
09:38
And when it's finished, you put it vertically,
218
566000
2000
Si cand s-a terminat, il pui in pozitie verticala.
09:40
and now the tea is -- you remember -- above this line
219
568000
2000
Si in momentul acesta ceaiul este -- va aduceti aminte -- desupra liniei acestea
09:42
and the water only comes to here --
220
570000
3000
si apa se ridica doar pana la acest nivel
09:45
and so it keeps the tea out.
221
573000
2000
si astfel tine ceaiul la suprafata
09:47
On top of that, it communicates,
222
575000
2000
Si mai mult de atat, acest lucru ne comunica ceva.
09:49
which is what emotion does.
223
577000
2000
In asta constau emotiile.
09:51
Emotion is all about acting; emotion is really about acting.
224
579000
3000
Emotiile se refera la felul in care ne comportam.
09:54
It's being safe in the world.
225
582000
2000
Este vorba despre a fi in siguranta in lumea aceasta.
09:56
Cognition is about understanding the world, emotion is about interpreting it --
226
584000
4000
Cunoasterea se refera la intelegerea lumii, emotiile se refera la interpretarea ei.
10:00
saying good, bad, safe, dangerous,
227
588000
2000
Se refera la a sti ce e bun, ce e rau, ce e sanatos, ce e periculos,
10:02
and getting us ready to act, which is why the muscles tense or relax.
228
590000
3000
precum si la a ne forma comportamentul. De aceea ni se contracta si relaxeaza muschii.
10:05
And that's why we can tell the emotion of somebody else --
229
593000
4000
Si de aceea putem sa spunem care-i sunt emotiile unei persoane,
10:09
because their muscles are acting, subconsciously,
230
597000
2000
pentru ca muschii actioneaza fara sa-si dea seama,
10:11
except that we've evolved to make the facial muscles really rich with emotion.
231
599000
6000
ba mai mult, am evoluat astfel incat muschii fetei sunt acum plini de emotii.
10:17
Well, this has emotions if you like,
232
605000
2000
Ei bine, acesta are emotii
10:19
because it signals the waiter that, "Hey, I'm finished. See -- upright."
233
607000
4000
pentru ca spune chelnerului: "Hei, am terminat. Vezi? E ridicat".
10:23
And the waiter can come by and say, "Would you like more water?"
234
611000
3000
Si chelnerul vine si spune: "Mai doriti apa?"
10:26
It's kind of neat. What a wonderful design.
235
614000
2000
Este dragut. Ce design superb.
10:28
And the third level is reflective,
236
616000
4000
Al treilea nivel este cel al reflectiei,
10:32
which is, if you like the superego,
237
620000
4000
care se refera la constiinta,
10:36
it's a little part of the brain that has no control over what you do,
238
624000
3000
este o mica parte din creier care nu are control asupra a ce facem,
10:39
no control over the -- doesn't see the senses,
239
627000
4000
nu are control asupra -- nu vede semnificatiile,
10:43
doesn't control the muscles.
240
631000
2000
nu controleaza muschii.
10:45
It looks over what's going on.
241
633000
2000
Observa ceea ce se petrece.
10:47
It's that little voice in your head
242
635000
2000
Este acea mica voce in capul nostru
10:49
that's watching and saying, "That's good. That's bad."
243
637000
2000
care se uita si spune: "Asta e bine. Asta e rau."
10:51
Or, "Why are you doing that? I don't understand."
244
639000
2000
sau "De ce faci lucrul acesta? Nu inteleg."
10:53
It's that little voice in your head that's the seat of consciousness.
245
641000
2000
Este acea mica voce din capul nostru care vegheaza asupra constiintei.
10:55
Here's a great reflective product.
246
643000
3000
Sa va arat un produs minunat al reflectiei.
10:58
Owners of the Hummer have said, "You know I've owned many cars in my life --
247
646000
4000
Proprietarii masinii Hummer au spus: "Stiti, am avut multe masini in viata mea,
11:02
all sorts of exotic cars,
248
650000
2000
tot felul de masini exotice,
11:04
but never have I had a car that attracted so much attention."
249
652000
3000
dar niciodata nu am avut o masina care sa atraga asa mare atentie."
11:07
It's about attention. It's about their image,
250
655000
2000
Totul se reduce la imagine.
11:09
not about the car.
251
657000
2000
Nu e vorba despre cat de buna e masina.
11:11
If you want a more positive model --
252
659000
2000
Dar daca preferati un model mai pozitiv,
11:13
this is the GM car.
253
661000
2000
uitati aici o masina din marca GM (General Motors).
11:15
And the reason you might buy it now is because you care about the environment.
254
663000
2000
Motivul pentru care ai cumpara aceasta masina acum este pentru ca iti pasa de mediu.
11:17
And you'll buy it to protect the environment,
255
665000
2000
Si o cumperi ca sa protejezi mediul,
11:19
even though the first few cars are going to be really expensive
256
667000
3000
chiar daca primele masini de acest tip vor fi foarte scumpe
11:22
and not perfected.
257
670000
2000
si nu vor fi perfecte.
11:24
But that's reflective design as well.
258
672000
2000
Dar acesta este design-ul "reflectiv" facut bine.
11:26
Or an expensive watch, so you can impress people --
259
674000
2000
Sau un ceas scump ca sa impresionezi oamenii,
11:28
"Oh gee, I didn't know you had that watch."
260
676000
3000
care ar spune: "Oh, nu stiam ca ai ceasul asta."
11:31
As opposed to this one,
261
679000
2000
Spre deosebire de ceasul acesta,
11:33
which is a pure behavioral watch,
262
681000
2000
care e pur si simplu un ceas "comportamental",
11:35
which probably keeps better time than the $13,000 watch I just showed you.
263
683000
3000
care probabil functioneaza mult mai bine decat cel de 13.000 de dolari pe care vi l-am aratat inainte.
11:38
But it's ugly.
264
686000
2000
Dar este urat.
11:40
This is a clear Don Norman watch.
265
688000
2000
Acesta este clar un ceas pe care Don Norman l-ar purta.
11:42
And what's neat is sometimes you pit one emotion against the other,
266
690000
3000
Si ceea ce este fascinant este ca intarati emotiile intre ele,
11:45
the visceral fear of falling
267
693000
3000
creezi o frica "viscerala"
11:48
against the reflective state saying, "It's OK. It's OK. It's safe. It's safe."
268
696000
5000
impotriva starii "reflective" care spune "E in regula. E in regula. Esti in siguranta. Esti in siguranta."
11:53
If that amusement park were rusty and falling apart, you'd never go on the ride.
269
701000
4000
Daca parcul acesta de distractii ar fi ruginit si ar fi aproape de a se prabusi, nu te-ai duce.
11:57
So, it's pitting one against the other.
270
705000
3000
Asa ca alegi emotia cea buna.
12:00
The other neat thing ...
271
708000
3000
Alt lucru interesant
12:03
(Laughter)
272
711000
4000
(Rasete)
12:07
So Jake Cress is this furniture maker,
273
715000
3000
Deci, Jake Cress este un tamplar
12:10
and he makes this unbelievable set of furniture.
274
718000
3000
si el creeaza mobila incredibil de interesanta.
12:13
And this is his chair with claw,
275
721000
2000
Acesta este scaunul lui cu ghiara
12:15
and the poor little chair has lost its ball
276
723000
3000
si saracutul de scaun si-a pierdut mingiuca
12:18
and it's trying to get it back before anybody notices.
277
726000
3000
si incearca sa o recupereze inainte ca cineva sa-si dea seama.
12:22
And what's so neat about it is how you accept that story.
278
730000
4000
Si interesant aici este felul in care acceptam aceasta poveste.
12:26
And that's what's nice about emotion.
279
734000
3000
Si astfel emotiile sunt minunate.
12:29
So that's the new me.
280
737000
2000
Aceasta ese noua mea persoana.
12:31
I'm only saying positive things from now on.
281
739000
2000
Spun doar lucruri pozitive de acum inainte.
12:33
(Laughter)
282
741000
1000
(Rasete)
12:34
(Applause)
283
742000
3000
(Aplauze)
ABOUT THE SPEAKER
Don Norman - Cognitive scientist and design criticDon Norman studies how real people interact with design, exploring the gulf between what a designer intends and what a regular person actually wants. His work has resulted in some classic books, including "The Design of Everyday Things."
Why you should listen
Don Norman is an anthropologist of modern life, studying the way we humans interact with our designed world. Though he has a slight reputation as a grumpy critic, his work is generous and insightful -- he wants nothing less than to close the gap between products and their users. If you've ever fought with an automatic faucet in an airport bathroom, or wondered which button to press in the anonymous row on top of your printer, it's good to know that Norman is in your corner. He's the author of a raft of books on design and the way we humans interact with it, including the classic "Design of Everyday Things." His next book, says his website, will be about sociable design.
Norman began his career as an academic, working in psychology and then cognitive science at UCSD. In the mid-'90s, he joined Apple and ended up in their Advanced Technology Group, and later worked for HP, before returning to university life. He's now the co-director of an innovative combined MBA and MEM program (called MMM) at Northwestern University. He's also a cofounder of the usability consultancy Nielsen Norman Group.
Don Norman | Speaker | TED.com