TED2009
Tom Wujec: 3 ways the brain creates meaning
Tom Vujek o tri načina na koja mozak stvara značenje
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Informatički dizajner Tom Vujek govori o tri područja mozga koja nam pomažu da razumemo reči, slike, osećanja, veze. U ovom kratkom govoru na TEDu, on pita: Koji je najbolji način da angažujemo naše mozgove kako bismo bolje razumeli velike ideje?
Tom Wujec - Designer
Tom Wujec studies how we share and absorb information. He's an innovative practitioner of business visualization -- using design and technology to help groups solve problems and understand ideas. He is a Fellow at Autodesk. Full bio
Tom Wujec studies how we share and absorb information. He's an innovative practitioner of business visualization -- using design and technology to help groups solve problems and understand ideas. He is a Fellow at Autodesk. Full bio
Double-click the English transcript below to play the video.
00:12
Last year at TED we aimed to try to clarify
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Prošle godine na TEDu imali smo cilj da rasvetlimo
00:16
the overwhelming complexity
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veliku kompleksnost
00:18
and richness that we experience at the conference
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i bogatstvo koje smo doživeli na konferenciji
00:21
in a project called Big Viz.
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u projektu nazvanom Big Viz.
00:23
And the Big Viz is a collection of 650 sketches
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Big Viz je kolekcija od 650 crteža
00:26
that were made by two visual artists.
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koja su napravila dva vizuelna umetnika.
00:28
David Sibbet from The Grove,
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Dejvid Sibet iz Gruva,
00:30
and Kevin Richards, from Autodesk,
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i Kevin Ričards iz Autodeska
00:32
made 650 sketches that strive to capture
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su napravili 650 crteža kojima su nastojali da uhvate
00:35
the essence of each presenter's ideas.
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suštinu ideje svakog predavača.
00:39
And the consensus was: it really worked.
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I složili smo se da to zaista radi.
00:41
These sketches brought to life the key ideas,
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Ti crteži su dali život ključnim idejama,
00:45
the portraits, the magic moments
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porteti, magični momenti
00:47
that we all experienced last year.
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koje smo svi doživeli prošle godine.
00:49
This year we were thinking, "Why does it work?"
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Ove godine smo mislili, "Zašto to radi?"
00:52
What is it about animation,
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Šta je to u animacijama,
00:54
graphics, illustrations, that create meaning?
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grafikama, ilustracijama, što kreira značenje?
00:57
And this is an important question to ask and answer
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Ovo je važno pitanje koje zahteva odgovor
01:00
because the more we understand how the brain creates meaning,
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jer što bolje razumemo način na koji mozak kreira značenje,
01:03
the better we can communicate,
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bolje ćemo komunicirati,
01:05
and, I also think, the better we can think and collaborate together.
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i takođe mislim, bolje ćemo razmišljati i sarađivati.
01:08
So this year we're going to visualize how
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Tako ćemo ove godine da vizuelizujemo kako
01:10
the brain visualizes.
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mozak vizuelizuje.
01:12
Cognitive psychologists now tell us that the brain
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Kognitivni psiholozi nam sada govore da mozak
01:14
doesn't actually see the world as it is,
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ne vidi svet kakav je on zapravo,
01:17
but instead, creates a series of mental models
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već umesto toga, on kreira seriju mentalnih modela
01:20
through a collection of "Ah-ha moments,"
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kroz kolekciju "A-ha momenata",
01:22
or moments of discovery, through various processes.
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ili momenata otkrića, kroz različite procese.
01:24
The processing, of course, begins with the eyes.
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Proces, naravno, počinje očima.
01:27
Light enters, hits the back of the retina, and is circulated,
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Lagani ulazi, udaraju pozadinu retine, i teku,
01:30
most of which is streamed to the very back of the brain,
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većina njih odlazi u zadnji deo mozga,
01:33
at the primary visual cortex.
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u primarni vizuelni korteks.
01:35
And primary visual cortex sees just simple geometry,
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A primarni vizuelni korteks vidi samo jednostavnu geometriju,
01:38
just the simplest of shapes.
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samo jednostavne oblike.
01:40
But it also acts like a kind of relay station
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Ali se takođe ponaša i kao vrsta relejne stanice
01:43
that re-radiates and redirects information
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koja preoblikuje i preusmerava informacije
01:45
to many other parts of the brain.
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ka mnogim drugim delovima mozga.
01:48
As many as 30 other parts that selectively make more sense,
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Čak 30 drugih delova koji selektivno prave više značenja,
01:51
create more meaning through the kind of "Ah-ha" experiences.
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stvaraju više značenja kroz "A-ha " doživljaje.
01:54
We're only going to talk about three of them.
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Pričaćemo samo o tri takva dela.
01:56
So the first one is called the ventral stream.
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Prvi se zove ventralni sistem.
01:59
It's on this side of the brain.
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On je na ovoj strani mozga.
02:01
And this is the part of the brain that will recognize what something is.
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I to je deo mozga koji će prepoznati šta je nešto.
02:05
It's the "what" detector.
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To je "šta" detektor.
02:07
Look at a hand. Look at a remote control. Chair. Book.
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Pogledajte ruku. Pogledajte daljinski. Stolicu. Knjigu.
02:11
So that's the part of the brain that is activated
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Dakle to je deo mozga koji se aktivira
02:14
when you give a word to something.
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kada date reč nečemu.
02:16
A second part of the brain is called the dorsal stream.
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Drugi deo mozga se naziva dorzalni sistem.
02:19
And what it does is locates the object
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Ono što on radi jeste lokacija objekta
02:22
in physical body space.
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u fizičkom svetu.
02:25
So if you look around the stage here
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Tako ukoliko pogledate binu ovde
02:27
you'll create a kind of mental map of the stage.
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stvorićete neku vrstu mentalne mape bine.
02:30
And if you closed your eyes you'd be able to mentally navigate it.
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I ako zatvorite oči bićete u mogućnosti da se mentalno krećete njom.
02:33
You'd be activating the dorsal stream if you did that.
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Aktivirali biste dorzalni sistem da biste to uradili.
02:36
The third part that I'd like to talk about
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Treći deo o kom bih želeo da govorim
02:38
is the limbic system.
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je limbički sistem.
02:40
And this is deep inside of the brain. It's very old, evolutionarily.
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On se nalazi duboko u mozgu. Veoma je star, evoluciono.
02:43
And it's the part that feels.
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I to je deo koji oseća.
02:45
It's the kind of gut center, where you see an image
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To je na neki način centar suštine, gde vidite sliku
02:47
and you go, "Oh! I have a strong
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i bude: "Oh! Imam jaku
02:49
or emotional reaction to whatever I'm seeing."
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ili emocionalnu reakciju na ovo u šta gledam".
02:53
So the combination of these processing centers
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Tako nam kombinacija ovih centara
02:56
help us make meaning in very different ways.
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pomaže da stvaramo značenja na veoma različite načine.
03:00
So what can we learn about this? How can we apply this insight?
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Pa šta mi možemo naučiti iz ovoga? Kako možemo iskoristiti ovaj uvid?
03:03
Well, again, the schematic view
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I ponovo, šematski prikaz
03:05
is that the eye visually interrogates what we look at.
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je da oko vizuelno ispituje ono u šta gledamo.
03:08
The brain processes this in parallel, the figments of information
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Mozak radi paralelno,
03:11
asking a whole bunch of questions
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postavljajući gomilu pitanja
03:13
to create a unified mental model.
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da bi stvorio jedinstven mentalni model.
03:15
So, for example, when you look at this image
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Tako, na primer, kada gledate u ovu sliku
03:18
a good graphic invites the eye to dart around,
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dobra grafika poziva oko da ispituje naokolo,
03:21
to selectively create a visual logic.
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kako bi selektivno kreiralo vizuelnu logiku.
03:23
So the act of engaging, and looking at the image creates the meaning.
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Tako akt povezivanja i gledanja u sliku stvaraju značenje.
03:28
It's the selective logic.
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To je selektivna logika.
03:30
Now we've augmented this and spatialized this information.
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Proširili smo i smestili ovu informaciju.
03:33
Many of you may remember the magic wall that we built
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Mnogi od vas se možda sećaju magičnog zida koji smo sagradili
03:36
in conjunction with Perceptive Pixel
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u sprezi sa Perceptive Pixel
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where we quite literally create an infinite wall.
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gde smo skoro bukvalno stvorili beskonačni zid.
03:41
And so we can compare and contrast the big ideas.
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Tako možemo uporediti i suprotstaviti velike ideje.
03:43
So the act of engaging and creating interactive imagery
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I tako akt sjedinjavanja i stvaranja interaktivnog lika
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enriches meaning.
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dostižu značenje.
03:48
It activates a different part of the brain.
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To aktivira različite delove mozga.
03:51
And then the limbic system
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A potom se limbički sistem
03:53
is activated when we see motion, when we see color,
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aktivira kada vidimo pokret, kada vidimo boju.
03:56
and there are primary shapes and pattern detectors
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Postoje detektori za primarne oblike i modele
03:59
that we've heard about before.
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za koje smo čuli ranije.
04:01
So the point of this is what?
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I šta je poenta toga?
04:03
We make meaning by seeing,
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Mi stvaramo značenja tako što gledamo,
04:06
by an act of visual interrogation.
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kroz proces vizuelnog ispitivanja.
04:08
The lessons for us are three-fold.
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Lekcija za nas je trostruka.
04:10
First, use images to clarify what we're trying to communicate.
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Prvo, upotreba slika kako bi rasvetlili sa čim pokušavamo da komuniciramo.
04:14
Secondly make those images interactive
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Drugo, čini te slike interaktivnim
04:17
so that we engage much more fully.
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kako bismo se potpunije vezali.
04:19
And the third is to augment memory
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I treće je da se poveća memorija
04:21
by creating a visual persistence.
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stvaranjem vizuelne perzistencije.
04:23
These are techniques that can be used to be --
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Ovo su tehnike koje se mogu koristiti da bi --
04:26
that can be applied in a wide range of problem solving.
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koje mogu biti primenjene u širokom dijapazonu rešavanja problema.
04:30
So the low-tech version looks like this.
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Manje napredne verzije izgledaju ovako.
04:32
And, by the way, this is the way in which
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I uzgred, ovo je način na koji
04:34
we develop and formulate
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mi razvijamo i fornulišemo
04:36
strategy within Autodesk,
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strategiju unutar Autodeska,
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in some of our organizations and some of our divisions.
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u nekim od naših organizacija.
04:41
What we literally do is have the teams
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Ono što mi bukvalno radimo jeste da imamo timove koji
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draw out the entire strategic plan
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prave čitave strategije
04:46
on one giant wall.
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na jednom ogromnom zidu.
04:48
And it's very powerful because everyone gets to see everything else.
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I to je veoma moćno jer svako može da vidi sve ostalo.
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There's always a room, always a place
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Uvek postoji soba, uvek mesto
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to be able to make sense of all of the components
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koje je u stanju da da smisao svim komponentama
04:57
in the strategic plan.
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u strateškom planu.
04:59
This is a time-lapse view of it.
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Ovo je pogled na vremenski okvir toga.
05:02
You can ask the question, "Who's the boss?"
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Možete pitati, "Ko je šef?"
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You'll be able to figure that out. (Laughter)
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Bićete u stanju da to otkrijete.
05:12
So the act of collectively and collaboratively
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Tako akt zajedničke saradnje
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building the image
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u izgradnji slike
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transforms the collaboration.
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transformiše samu saradnju.
05:20
No Powerpoint is used in two days.
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Powepoint se nije koristio ta dva dana.
05:22
But instead the entire team
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Već je umesto toga ceo tim
05:24
creates a shared mental model
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stvarao zajednički mentalni model
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that they can all agree on and move forward on.
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oko kog su se svi složili i potom nastavili dalje.
05:29
And this can be enhanced and augmented with
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A ovo može biti poboljšano i uvećano sa
05:31
some emerging digital technology.
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nekom poboljšanom digitalnom tehnologijom.
05:34
And this is our great unveiling for today.
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I ovo je naše veliko otkrovenje za danas.
05:37
And this is an emerging set of technologies
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Ovo je poboljšani set tehnologija
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that use large-screen displays
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koji koriste monitori velikih ekrana
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with intelligent calculation in the background
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sa naprednim kalkulatorima u pozadini
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to make the invisible visible.
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kako bi nevidljivo učinili vidljivim.
05:47
Here what we can do is look at sustainability, quite literally.
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Ono što možemo uraditi jeste da pogledamo održivost, doslovno.
05:50
So a team can actually look at
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Tim može posmatrati
05:53
all the key components that heat the structure
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sve ključne elemente koji čine strukturu
05:56
and make choices and then see the end result
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i praviti izbore i potom videti krajnji rezultat
05:58
that is visualized on this screen.
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koji je vizuelizovan na ekranu.
06:01
So making images meaningful has three components.
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Tako akt davanja smisla slikama ima tri komponente.
06:04
The first again, is making ideas clear by visualizing them.
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Prva, opet, je rasvetljavanje ideja putem vizuelizacije.
06:07
Secondly, making them interactive.
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Druga, načiniti ih interaktivnim.
06:09
And then thirdly, making them persistent.
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I potom treća, činiti ih trajnim.
06:11
And I believe that these three principles
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A ja verujem da ova tri principa
06:13
can be applied to solving some of the very tough problems
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mogu biti primenjena na rešavanje veoma teških problema
06:17
that we face in the world today. Thanks so much.
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sa kojima se srećemo danas u svetu. Mnogo vam hvala.
06:19
(Applause)
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(Aplauz)
ABOUT THE SPEAKER
Tom Wujec - DesignerTom Wujec studies how we share and absorb information. He's an innovative practitioner of business visualization -- using design and technology to help groups solve problems and understand ideas. He is a Fellow at Autodesk.
Why you should listen
Tom Wujec is a Fellow at Autodesk, the makers of design software for engineers, filmmakers, designers. At Autodesk, he has worked on software including SketchBook Pro, PortfolioWall and Maya (which won an Academy Award for its contribution to the film industry). As a Fellow, he helps companies work in the emerging field of business visualization, the art of using images, sketches and infographics to help teams solve complex problems as a group.
He's the author of several books, including Five-Star Mind: Games and Puzzles to Stimulate Your Creativity and Imagination.
Tom Wujec | Speaker | TED.com