TED2003
Don Norman: 3 ways good design makes you happy
Don Norman 談設計創意中令人滿意的三個要素
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在這次 2003 年的演講中，設計評論家 Don Norman 藉著檢視令人滿意的設計，其犀利的眼光看上了美感、趣味、快樂、及情感。他提示了優良設計產品成功的三項情感線索。
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.
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現在的我關心的是美
00:14
(Laughter)
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（笑聲）
00:15
Yeah, people used to say, "Norman's OK,
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人們過去會說：諾曼的出發點是好的
00:20
but if you followed what he said, everything would be usable
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但假如你按照他說的去做，你可以做出管用的東西
00:22
but it would be ugly."
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但一定是很醜的
00:24
Well, I didn't have that in mind, so ...
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但我事實上並無那個意思，看
00:29
This is neat.
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這東西挺精緻的
00:31
Thank you for setting up my display.
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感謝主持人把它擺在這兒，供我作道具用
00:33
I mean, it's just wonderful.
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我想說 這東西太美了
00:35
And I haven't the slightest idea of what it does or what it's good for,
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我完全想不出它是拿來幹嘛的，它的實際用途有哪些
00:38
but I want it.
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但是我就是想要它
00:40
And that's my new life.
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這就是我的新人生
00:42
My new life is trying to understand what beauty is about,
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我的新人生就是在探索何為美
00:46
and "pretty," and "emotions."
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何為可愛，以及與此相關的情感
00:48
The new me is all about making things kind of neat and fun.
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我的新生活核心就是製造漂亮、好玩的東西
00:52
And so this is a Philippe Starck juicer, produced by Alessi.
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這個是菲利普·斯塔克果汁機，由 Alessi 製作
00:56
It's just neat; it's fun. It's so much fun I have it in my house --
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它實在是太好玩了，我家裡就有一台
00:58
but I have it in the entryway, I don't use it to make juice.
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但我把它擺在過道上，而不是用來做果汁
01:01
(Laughter)
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（笑聲）
01:03
In fact, I bought the gold-plated special edition
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說實話，我買的是外表鍍金的那一款
01:07
and it comes with a little slip of paper
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一打開包裝，我看到一張紙條
01:09
that says, "Don't use this juicer to make juice."
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上面寫着：不要用這機器來做果汁
01:12
The acid will ruin the gold plating.
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因為酸會腐蝕外表的金子
01:15
(Laughter)
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（笑聲）
01:16
So actually, I took a carton of orange juice
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所以，我把一盒果汁
01:18
and I poured it in the glass to take this picture.
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倒在玻璃杯裡，而後才拍出這張照片
01:20
(Laughter)
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（笑聲）
01:23
Beneath it is a wonderful knife.
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大家留心看，會發現底下那裡有一把刀
01:25
It's a Global cutting knife made in Japan.
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那是一把日本生產的萬能小刀
01:28
First of all, look at the shape -- it's just wonderful to look at.
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先看看它的形狀，那是多麼美
01:30
Second of all, it's really beautifully balanced:
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其次，這把刀設計得相當勻稱
01:33
it holds well, it feels well.
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拿在手上感覺棒極了
01:35
And third of all, it's so sharp, it just cuts.
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再有，它的刀刃非常鋒利，割東西非常方便
01:37
It's a delight to use.
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用起來讓人感覺非常舒心
01:39
And so it's got everything, right?
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這是不是說它是十全十美呢
01:41
It's beautiful and it's functional.
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它的確很美也很實用
01:43
And I can tell you stories about it,
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我還能跟你講幾個故事
01:45
which makes it reflective,
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擴展一下主題
01:47
and so you'll see I have a theory of emotion.
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大家知道，我有一套關於情緒的理論
01:49
And those are the three components.
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這些就是理論的三大塊
01:51
Hiroshi Ishii and his group at the MIT Media Lab
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Hiroshi Ishii 和他的同事在 MIT 媒體實驗室
01:54
took a ping-pong table and placed a projector above it,
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他們弄來一張乒乓球桌，在上面放一台投影機
01:57
and on the ping-pong table they projected an image of water
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投影機在乒乓球桌上投射一個水面
02:00
with fish swimming in it.
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上面有魚兒在游動
02:02
And as you play ping-pong, whenever the ball hits part of the table,
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你在那兒打乒乓球，只要球一觸到桌面
02:05
the ripples spread out and the fish run away.
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就會有波紋彈出來，魚兒也隨之游到別的地方
02:07
But of course, then the ball hits the other side,
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而後球又跳到另外一個地方
02:09
the ripples hit the -- poor fish, they can't find any peace and quiet.
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再次激起水波，看看那魚兒啊，也真可憐的
02:12
(Laughter)
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（笑聲）
02:13
Is that a good way to play ping-pong?
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這是不是玩乒乓球的好辦法？
02:15
No. But is it fun?
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不是。但好不好玩？
02:17
Yeah! Yeah.
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肯定好玩！
02:20
Or look at Google.
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再看看 Google
02:22
If you type in, oh say, "emotion and design,"
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假如你搜 “情感 設計”
02:27
you get 10 pages of results.
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你會得到十頁搜索結果
02:29
So Google just took their logo and they spread it out.
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而 Google 則非常巧妙地展開自己的標誌,
02:32
Instead of saying, "You got 73,000 results.
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它不直接告訴你: "有 73,000 個搜索結果
02:34
This is one through 20. Next,"
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這是頭 20 個。下一頁"
02:36
they just give you as many o's as there are pages.
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它只讓你看到有很多個 “O”，而每一個 O 都代表了一頁
02:39
It's really simple and subtle.
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非常簡單又非常細膩的一個設計
02:41
I bet a lot of you have seen it and never noticed it.
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我想你們很多人都看過，但是沒有注意到
02:44
That's the subconscious mind
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這就是潛意識
02:46
that sort of notices it -- it probably is kind of pleasant
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潛意識注意到這東西，也隱約感到快樂
02:48
and you didn't know why.
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但是你不知是為什麼
02:50
And it's just clever.
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真是妙不可言
02:52
And of course, what's especially good is,
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而最有趣的則是
02:54
if you type "design and emotion,"
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你搜 “設計與情感” 的時候
02:56
the first response out of those 10 pages is my website.
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我的網站是排在搜索結果的第一位的
03:00
(Laughter)
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（笑聲）
03:02
Now, the weird thing is Google lies,
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可是 Google 也會騙人
03:05
because if I type "design and emotion,"
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因為假如我搜 “設計與情感”
03:07
it says, "You don't need the 'and.' We do it anyway."
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Google 就會說：你不需打 “與”，我們會加上去的
03:10
So, OK.
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好
03:12
So I type "design emotion"
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那我就打 “設計 情感”
03:14
and my website wasn't first again.
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這時我的網站不再是排在結果的第一位了
03:16
It was third.
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而是落到了第三位
03:18
Oh well, different story.
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好，換另一個故事
03:22
There was this wonderful review in The New York Times
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《紐約時報》有一次刊登了一則評論
03:25
about the MINI Cooper automobile.
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是關於迷你 Cooper 汽車的
03:27
It said, "You know, this is a car that has lots of faults.
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上面寫到：這是一輛充滿缺陷的汽車
03:31
Buy it anyway.
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你可以放心買
03:33
It's so much fun to drive."
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因為開這車感覺棒極了
03:35
And if you look at the inside of the car --
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假如你看看車的內部
03:38
I mean, I loved it, I wanted to see it, I rented it,
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我當時很想看，就租了一輛
03:40
this is me taking a picture while my son is driving --
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這是我兒子駕車時，我拍下的照片
03:43
and the inside of the car, the whole design is fun.
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車子內部的設計，帶給人的就是快感
03:46
It's round, it's neat.
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圓圓的，非常細緻
03:48
The controls work wonderfully.
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非常好控制
03:50
So that's my new life; it's all about fun.
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這就是我的新生活，是關於好玩的新生活
03:53
I really have the feeling that pleasant things work better,
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我真的認為，好玩的東西總是走在一起的
03:56
and that never made any sense to me
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但我一直都不能理解為什麼
03:59
until I finally figured out -- look ...
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直到... 好
04:03
I'm going to put a plank on the ground.
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我要往地板上放一塊木板
04:05
So, imagine I have a plank about two feet wide and 30 feet long
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設想一下，我有一塊 2 呎寬 30 呎長的木板
04:08
and I'm going to walk on it, and you see I can walk on it without looking,
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我可以在木板上踱步而不需驚慌
04:11
I can go back and forth and I can jump up and down.
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我可以往前、往後，可以跳上、跳下
04:13
No problem.
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沒有任何問題
04:15
Now I'm going to put the plank 300 feet in the air --
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而假如我要把這木板放在 300 呎高的地方
04:19
and I'm not going to go near it, thank you.
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我就不會走近它了
04:25
Intense fear paralyzes you.
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強烈的畏懼使人麻木
04:27
It actually affects the way the brain works.
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它會改變大腦工作的模式
04:30
So, Paul Saffo, before his talk said that he didn't really have it down
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Paul Saffo 剛才結束演講時說：他在演講開始前一直很緊張
04:34
until just a few days or hours before the talk,
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直到最後幾天，甚至最後幾個小時才冷靜下來
04:36
and that anxiety was really helpful in causing him to focus.
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但那種緊張而生的焦慮，卻可以幫他集中精神
04:40
That's what fear and anxiety does;
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畏懼與焦慮的作用也是如此
04:42
it causes you to be -- what's called depth-first processing --
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也就是通常說的深度為先的處理原則
04:45
to focus, not be distracted.
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它們能夠使人集中精神，而不分散注意力
04:48
And I couldn't force myself across that.
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但我發現自己做不到
04:51
Now some people can -- circus workers, steel workers.
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有些人可以做到，如馬戲團演員、鋼鐵工人
04:54
But it really changes the way you think.
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這兩種情緒確實可以改變你想問題的方式
04:56
And then, a psychologist, Alice Isen,
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一位叫 Alice Isen 的心理學家
04:59
did this wonderful experiment.
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做了一個很有趣的實驗
05:01
She brought students in to solve problems.
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她找到幾個學生
05:03
So, she'd bring people into the room,
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把他們帶到房間
05:05
and there'd be a string hanging down here
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房間的這裡有根繩子
05:07
and a string hanging down here.
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那裡也有根繩子
05:09
It was an empty room, except for a table with a bunch of crap on it --
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那是一個空房間，只有一張桌子，桌上有些雜物
05:12
some papers and scissors and stuff.
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一些紙、剪刀、和其他東西
05:14
And she'd bring them in,
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她把學生帶到房間裡
05:16
and she'd say,
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她說
05:18
"This is an IQ test and it determines how well you do in life.
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這是一個 IQ 測試，測試你在實際生活中的應變能力
05:21
Would you tie those two strings together?"
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你們能把這兩根繩子綁起來嗎
05:24
So they'd take one string and they'd pull it over here
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學生一手拿這頭的繩子，然後伸另一只手去勾另一根繩子
05:27
and they couldn't reach the other string.
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他們勾不着
05:30
Still can't reach it.
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實在是勾不着
05:32
And, basically, none of them could solve it.
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結果沒有人能完成任務
05:35
You bring in a second group of people,
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那位心理學家又叫來另一群學生
05:38
and you say, "Oh, before we start,
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跟他們說：我們開始之前
05:41
I got this box of candy, and I don't eat candy.
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我想告訴大家，這裡有一盒糖，可是我不吃糖
05:44
Would you like the box of candy?"
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你們吃不吃？
05:46
And turns out they liked it, and it made them happy --
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學生很喜歡吃，吃得很開心
05:49
not very happy, but a little bit of happy.
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也許不算很開心，但讓他們感覺心情好一點
05:51
And guess what -- they solved the problem.
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而後他們就解決問題了
05:53
And it turns out that when you're anxious
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當你處於焦慮狀態的時候
05:56
you squirt neural transmitters in the brain, which focuses you
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大腦裡的神經交換會加速，這樣你更容易集中精力
05:59
makes you depth-first.
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讓你沉浸在那個思考的氛圍裡
06:01
And when you're happy -- what we call positive valence --
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當你感到快樂的時候
06:04
you squirt dopamine into the prefrontal lobes,
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就會把更多的多巴胺輸送到大腦前額
06:06
which makes you a breadth-first problem solver:
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這時你就轉入寬度為先的思考
06:08
you're more susceptible to interruption; you do out-of-the-box thinking.
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你更容易被外界干擾，並且你在進行框外思考
06:11
That's what brainstorming is about, right?
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這不就是腦力激盪的本質嗎？
06:14
With brainstorming we make you happy, we play games,
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每次腦力激盪，你都感覺快樂，你會玩遊戲
06:17
and we say, "No criticism,"
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沒有人指責你的想法
06:19
and you get all these weird, neat ideas.
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於是各種古怪的想法都出來了
06:21
But in fact, if that's how you always were you'd never get any work done
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但假如你一直都是這樣子，你什麼事情也做不了
06:24
because you'd be working along and say, "Oh, I got a new way of doing it."
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因為你會工作到一半時說: “啊，我可以用新辦法來做呢!”
06:27
So to get work done, you've got to set a deadline, right?
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因此，要想做好工作，就需要有時限，對不對？
06:31
You've got be anxious.
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你必須得有焦慮感
06:33
The brain works differently
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不同時候，人的大腦的工作方式不一樣
06:35
if you're happy. Things work better because you're more creative.
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當你高興的時候，你會變得更有創意
06:38
You get a little problem, you say, "Ah, I'll figure it out."
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遇到問題，你就會想：我會找辦法解決它
06:41
No big deal.
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沒什麼大不了的
06:43
There's something I call the visceral level of processing, and there will be visceral-level design.
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一種是知覺層面的信息處理
06:45
Biology -- we have co-adapted through biology to like bright colors.
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看看生物，漫長演化的結果，我們喜歡鮮艷的顏色
06:49
That's especially good that mammals and primates like fruits
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哺乳動物和靈長類動物喜歡水果
06:53
and bright plants, because you eat the fruit
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喜歡鮮艷的植物，你吃掉水果
06:55
and you thereby spread the seed.
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你也幫忙傳播了種子
06:57
There's an amazing amount of stuff that's built into the brain.
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人的大腦是被進化塑造的
07:00
We dislike bitter tastes, we dislike loud sounds,
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我們不喜歡苦味，不喜歡噪音
07:03
we dislike hot temperatures, cold temperatures.
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不喜歡高熱或寒冷
07:05
We dislike scolding voices. We dislike frowning faces;
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不喜歡責備的聲音，不喜歡皺眉的臉
07:09
we like symmetrical faces, etc., etc.
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我們喜歡對稱的臉...
07:12
So that's the visceral level.
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這些都是本能層面的情感
07:14
In design, you can express visceral in lots of ways,
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在設計上，你可以通過不同方式表達這樣的情感
07:17
like the choice of type fonts and the red for hot, exciting.
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比如字體的選擇、顏色的選擇
07:22
Or the 1963 Jaguar:
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看看這款 1963 年的獵豹汽車
07:24
It's actually a crummy car, falls apart all the time,
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那是很老的一款車，經常壞
07:27
but the owners love it.
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但是車主喜歡
07:29
And it's beautiful -- it's in the Museum of Modern Art.
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它很美，它就被收藏在紐約現代藝術博物館
07:31
A water bottle:
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這是一個水瓶
07:33
You buy it because of the bottle, not because of the water.
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你買它是因為瓶子很別緻，而不是裡面的水
07:36
And when people are finished, they don't throw it away.
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人們喝完裡面的水，不會把瓶子扔掉
07:39
They keep it for -- you know, it's like the old wine bottles, you keep it for decoration
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他們把瓶子留下來，當裝飾用途
07:42
or maybe fill it with water again, which proves it's not the water.
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或者再次裝上水，這表明不是水的魅力
07:45
It's all about the visceral experience.
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這都是本能上的體驗
07:50
The middle level of processing is the behavioral level
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第二層是行為層面
07:54
and that's actually where most of our stuff gets done.
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我們生活中絕大多數的東西都是這樣產生的
07:56
Visceral is subconscious, you're unaware of it.
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知覺認識是潛意識的，你根本不知道它發生了
07:58
Behavioral is subconscious, you're unaware of it.
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行為是潛意識的，你感覺不到它
08:01
Almost everything we do is subconscious.
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我們所做的幾乎所有事都是潛意識的
08:03
I'm walking around the stage -- I'm not attending to the control of my legs.
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在舞台上走，我並沒有費心去指揮我的腳
08:07
I'm doing a lot; most of my talk is subconscious;
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我說話大多數時候也是潛意識的
08:10
it has been rehearsed and thought about a lot.
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我之前做過很多準備，想了很多
08:12
Most of what we do is subconscious.
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我們做的大多數東西是潛意識的
08:14
Automatic behavior -- skilled behavior -- is subconscious,
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自動化的行為、因為熟練而做的事情
08:17
controlled by the behavioral side.
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這些都是由行為控制的
08:19
And behavioral design is all about feeling in control,
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行為設計就是讓使用者感到一切在掌控之中
08:23
which includes usability, understanding --
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包括可用性、理解
08:26
but also the feel and heft.
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還有質感與重量
08:28
That's why the Global knives are so neat.
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萬能小刀設計得那麼精緻
08:30
They're so nicely balanced, so sharp,
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非常勻稱、鋒利
08:32
that you really feel you're in control of the cutting.
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你感覺一切控制在自己的掌中
08:34
Or, just driving a high-performance sports car
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或者是開着一輛性能非常好的汽車
08:38
over a demanding curb --
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越過一個大檻
08:40
again, feeling that you are in complete control of the environment.
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你會感覺一切盡在自己的掌控之中
08:43
Or the sensual feeling.
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或者是一種感官上的情緒
08:45
This is a Kohler shower, a waterfall shower,
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這是一個科勒淋浴頭，一個瀑布效果的淋浴頭
08:47
and actually, all those knobs beneath are also showerheads.
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下面這些小孔也是一個個小小的噴頭
08:50
It will squirt you all around
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它還能往任意方向射水
08:52
and you can stay in that shower for hours --
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你就可以一連幾個小時站在那裡淋浴
08:54
and not waste water, by the way,
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並且不會浪費水
08:56
because it recirculates the same dirty water.
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它會讓污水循環利用
08:58
(Laughter)
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（笑聲）
09:01
Or this -- this is a really neat teapot I found
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還有這個，這是非常精緻的一個茶壺
09:03
at high tea at The Four Seasons Hotel in Chicago.
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我在芝加哥四季酒店買到的
09:07
It's a Ronnefeldt tilting teapot.
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它是一款羅納福特斜體茶壺
09:09
That's kind of what the teapot looks like
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表面看跟普通茶壺沒有區別
09:11
but the way you use it is you lay it on its back,
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但是，要用的時候，你要將它躺放在桌面
09:14
and you put tea in,
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然後把茶葉放進去
09:16
and then you fill it with water.
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罐上水
09:18
The water then seeps over the tea.
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水會把茶浸透
09:21
And the tea is sitting in this stuff to the right --
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茶葉放在茶壺的右手邊
09:24
the tea is to the right of this line.
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就是在這條線的右手邊
09:26
There's a little ledge inside, so the tea is sitting there
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裡面有一條橫擋，茶就在這個地方
09:28
and the water is filling it up like that.
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水慢慢的浸透茶身
09:30
And when the tea is ready, or almost ready, you tilt it.
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當茶已弄好或將要好時，你就把茶壺斜著放
09:33
And that means the tea is partially covered
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這樣子茶就不會全部被覆蓋
09:36
while it completes the brewing.
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而同時可以繼續溫
09:38
And when it's finished, you put it vertically,
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一旦茶好了，你就把茶壺放正
09:40
and now the tea is -- you remember -- above this line
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大家應該記得，茶是在這個位置的
09:42
and the water only comes to here --
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而水只會跑到這個地方
09:45
and so it keeps the tea out.
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並且把茶隔離出來
09:47
On top of that, it communicates,
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除此而外，茶壺本身也在進行一種交流
09:49
which is what emotion does.
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這也是情感的本義
09:51
Emotion is all about acting; emotion is really about acting.
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情感表現在行為上
09:54
It's being safe in the world.
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就是那種安全的感覺
09:56
Cognition is about understanding the world, emotion is about interpreting it --
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認知的意義在於理解世界，而情感則試圖解釋這個世界
10:00
saying good, bad, safe, dangerous,
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善良與邪惡，安全與危險
10:02
and getting us ready to act, which is why the muscles tense or relax.
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使我們有了判斷才去行動，肌肉的活動也與此相關
10:05
And that's why we can tell the emotion of somebody else --
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我們可以分辨出其他人的情感
10:09
because their muscles are acting, subconsciously,
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因為我們看得到他們肌肉不經意的活動
10:11
except that we've evolved to make the facial muscles really rich with emotion.
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而我們的面部表情特別擅長於傳情達意
10:17
Well, this has emotions if you like,
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這個茶壺也是有情感的
10:19
because it signals the waiter that, "Hey, I'm finished. See -- upright."
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它會向服務員發出信號: “看，茶弄好了。你看我站起來了“
10:23
And the waiter can come by and say, "Would you like more water?"
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這時服務員會過來問: “是不是需要多一點水”
10:26
It's kind of neat. What a wonderful design.
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這一點真的很巧妙，實在是一個不錯的設計
10:28
And the third level is reflective,
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第三個層面的就是反思性的
10:32
which is, if you like the superego,
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就是指佛洛伊德所言的超我
10:36
it's a little part of the brain that has no control over what you do,
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那是大腦的一部分，它無法控制你的行為
10:39
no control over the -- doesn't see the senses,
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無法控制你的感官
10:43
doesn't control the muscles.
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也無法控制你的肌肉
10:45
It looks over what's going on.
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它只會充當一個旁觀者
10:47
It's that little voice in your head
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它就是你大腦裡的那個小小的聲音
10:49
that's watching and saying, "That's good. That's bad."
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它看到什麼都說：“這東西不錯”，“這東西不好”
10:51
Or, "Why are you doing that? I don't understand."
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或者是 “為什麼你這麼做？我看不懂”
10:53
It's that little voice in your head that's the seat of consciousness.
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那就是意識之所在
10:55
Here's a great reflective product.
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這是一個反思性的產品
10:58
Owners of the Hummer have said, "You know I've owned many cars in my life --
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悍馬車的主人曾經說，“我一生擁有許多汽車”
11:02
all sorts of exotic cars,
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包括各種異國的轎車
11:04
but never have I had a car that attracted so much attention."
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但是，從來沒有一輛車使我如此傾注心思
11:07
It's about attention. It's about their image,
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這關乎他們的形象
11:09
not about the car.
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而不是汽車本身
11:11
If you want a more positive model --
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即使你要一個更積極的例子
11:13
this is the GM car.
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這是一輛通用汽車公司的汽車
11:15
And the reason you might buy it now is because you care about the environment.
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假如你現在決定買這輛車，唯一的解釋是你關心環保
11:17
And you'll buy it to protect the environment,
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選擇買，也是環保的一個努力
11:19
even though the first few cars are going to be really expensive
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哪怕最初幾輛會是天價
11:22
and not perfected.
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並且沒有完整的保修
11:24
But that's reflective design as well.
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但這就是反思性設計的體現
11:26
Or an expensive watch, so you can impress people --
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或者是一款昂貴的手表，你可以向朋友炫耀
11:28
"Oh gee, I didn't know you had that watch."
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他們會說，“哎唷，怎麼我不知道你有個手表呢”
11:31
As opposed to this one,
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相反地
11:33
which is a pure behavioral watch,
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這是一款純功能的電子表
11:35
which probably keeps better time than the $13,000 watch I just showed you.
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它記錄時間也許比剛才那個還要準
11:38
But it's ugly.
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但是它很醜
11:40
This is a clear Don Norman watch.
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這就是一款 Don Norman 手表
11:42
And what's neat is sometimes you pit one emotion against the other,
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當你用一種情感去制衡另一種情感的時候 就顯得更加有趣
11:45
the visceral fear of falling
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比如害怕摔倒
11:48
against the reflective state saying, "It's OK. It's OK. It's safe. It's safe."
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你會得到暗示說: “這是安全的，你儘管放心”
11:53
If that amusement park were rusty and falling apart, you'd never go on the ride.
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假如遊樂園的設備都是生鏽的、殘破的，相信你不會去那裡玩
11:57
So, it's pitting one against the other.
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所以說，是兩相權衡的結果
12:00
The other neat thing ...
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還有更妙的東西
12:03
(Laughter)
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（笑聲）
12:07
So Jake Cress is this furniture maker,
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Jack Cress 是一位家具工匠
12:10
and he makes this unbelievable set of furniture.
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他製作出了這套讓人驚嘆不已的家具
12:13
And this is his chair with claw,
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這是帶爪子的椅子
12:15
and the poor little chair has lost its ball
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它失去了一個球
12:18
and it's trying to get it back before anybody notices.
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正想趁別人不注意把球檢回來
12:22
And what's so neat about it is how you accept that story.
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而最奇妙的一點就是，你居然相信這個解釋了
12:26
And that's what's nice about emotion.
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這就是情感帶給人的快樂
12:29
So that's the new me.
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這就是一個新的我
12:31
I'm only saying positive things from now on.
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從現在開始，我只會說事物的好話
12:33
(Laughter)
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（笑聲）
12:34
(Applause)
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（掌聲）
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