TED2009
Tom Wujec: 3 ways the brain creates meaning
湯姆.伍耶克說明三種大腦創造意義的方法
Filmed:
Readability: 4.3
1,202,950 views
資訊設計師 湯姆伍耶克 談到透過大腦的三個領域 幫助我們了解文字 影像 感覺和連結。在TEDU的簡短演說中，他問到: 如何能確保我們的大腦幫我們充分了大創意？
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
0
0
4000
去年在TED 我們主要試著去釐清
00:16
the overwhelming complexity
1
4000
2000
在研討會中我們所獲得的
00:18
and richness that we experience at the conference
2
6000
3000
那麼龐雜,豐富的資訊
00:21
in a project called Big Viz.
3
9000
2000
這個計畫就叫做Big Viz
00:23
And the Big Viz is a collection of 650 sketches
4
11000
3000
而Big Viz 收集了650件草圖
00:26
that were made by two visual artists.
5
14000
2000
這些全是由二位藝術家所完成
00:28
David Sibbet from The Grove,
6
16000
2000
The Grove的大衛西貝特
00:30
and Kevin Richards, from Autodesk,
7
18000
2000
以及Autodesk的凱文理查
00:32
made 650 sketches that strive to capture
8
20000
3000
所完成的650件草圖，設法掌握到
00:35
the essence of each presenter's ideas.
9
23000
4000
每位演講者想法的本質
00:39
And the consensus was: it really worked.
10
27000
2000
而大家一致認為，真的成功了
00:41
These sketches brought to life the key ideas,
11
29000
4000
這些草圖生動地呈現出關鍵的想法
00:45
the portraits, the magic moments
12
33000
2000
我們去年所接觸到的人物
00:47
that we all experienced last year.
13
35000
2000
以及我們所渡過的動人的時刻
00:49
This year we were thinking, "Why does it work?"
14
37000
3000
今年我們則在思考: 這為什麼會成功？
00:52
What is it about animation,
15
40000
2000
究竟是動畫
00:54
graphics, illustrations, that create meaning?
16
42000
3000
圖像?還是插畫?創造了意義?
00:57
And this is an important question to ask and answer
17
45000
3000
這會是一個重要的問題要回答的
01:00
because the more we understand how the brain creates meaning,
18
48000
3000
因為我們愈了解大腦是如何創造意義的
01:03
the better we can communicate,
19
51000
2000
我們就愈能有效溝通
01:05
and, I also think, the better we can think and collaborate together.
20
53000
3000
而我也認為, 也就愈能思考與合作得更好
01:08
So this year we're going to visualize how
21
56000
2000
因此今年我們要看看
01:10
the brain visualizes.
22
58000
2000
大腦如何呈現視覺
01:12
Cognitive psychologists now tell us that the brain
23
60000
2000
認知心理學家告訴我們
01:14
doesn't actually see the world as it is,
24
62000
3000
大腦並不是真的看見這個世界的樣子
01:17
but instead, creates a series of mental models
25
65000
3000
而是創造一連串的心智模式
01:20
through a collection of "Ah-ha moments,"
26
68000
2000
透過許多頓悟、發現的瞬間所組成
01:22
or moments of discovery, through various processes.
27
70000
2000
或透過各式各樣的過程
01:24
The processing, of course, begins with the eyes.
28
72000
3000
這些過程，當然是從眼睛開始的
01:27
Light enters, hits the back of the retina, and is circulated,
29
75000
3000
光線進到視網膜後面，然後被傳遞
01:30
most of which is streamed to the very back of the brain,
30
78000
3000
大部分會進到大腦的最後面
01:33
at the primary visual cortex.
31
81000
2000
進到主要視覺皮質區
01:35
And primary visual cortex sees just simple geometry,
32
83000
3000
而主要視覺皮質只會看見簡單的幾何圖形
01:38
just the simplest of shapes.
33
86000
2000
屬於最簡單的形狀
01:40
But it also acts like a kind of relay station
34
88000
3000
但它也像是個轉運站在運作
01:43
that re-radiates and redirects information
35
91000
2000
重新發射和重新定向訊號
01:45
to many other parts of the brain.
36
93000
3000
到大腦的其他部分
01:48
As many as 30 other parts that selectively make more sense,
37
96000
3000
大腦的其他三十幾個部分則選擇性地產生更多知覺
01:51
create more meaning through the kind of "Ah-ha" experiences.
38
99000
3000
透過頓悟的經驗創造出意義
01:54
We're only going to talk about three of them.
39
102000
2000
我們現在只要談其中的三個
01:56
So the first one is called the ventral stream.
40
104000
3000
首先是腹側流
01:59
It's on this side of the brain.
41
107000
2000
它位在大腦的側邊
02:01
And this is the part of the brain that will recognize what something is.
42
109000
4000
是大腦辨識東西的部位
02:05
It's the "what" detector.
43
113000
2000
它是一個"這是什麼"偵測器
02:07
Look at a hand. Look at a remote control. Chair. Book.
44
115000
4000
看一下手，看一看遙控器、椅子、書
02:11
So that's the part of the brain that is activated
45
119000
3000
所以這是大腦活躍的部分
02:14
when you give a word to something.
46
122000
2000
能說出物體的正確名稱
02:16
A second part of the brain is called the dorsal stream.
47
124000
3000
大腦的第二個部份叫做背側流
02:19
And what it does is locates the object
48
127000
3000
而它主要幫物體定位
02:22
in physical body space.
49
130000
3000
在實體空間中
02:25
So if you look around the stage here
50
133000
2000
所以當你看看舞台四周
02:27
you'll create a kind of mental map of the stage.
51
135000
3000
你就會創造一個舞台的心智地圖
02:30
And if you closed your eyes you'd be able to mentally navigate it.
52
138000
3000
如果閉上眼睛，你也能夠用心智走動
02:33
You'd be activating the dorsal stream if you did that.
53
141000
3000
這是你正在活用你的背側流
02:36
The third part that I'd like to talk about
54
144000
2000
第三個我想要講的部分
02:38
is the limbic system.
55
146000
2000
是邊緣系統
02:40
And this is deep inside of the brain. It's very old, evolutionarily.
56
148000
3000
位於大腦的深層部位，在進化上它是非常古老的
02:43
And it's the part that feels.
57
151000
2000
屬於感覺的部分
02:45
It's the kind of gut center, where you see an image
58
153000
2000
它算是一種直覺中心，你看見了影像
02:47
and you go, "Oh! I have a strong
59
155000
2000
會覺得: 喔! 對於這個東西
02:49
or emotional reaction to whatever I'm seeing."
60
157000
4000
我有種強烈、情緒性的感受
02:53
So the combination of these processing centers
61
161000
3000
所以結合這些程序中心
02:56
help us make meaning in very different ways.
62
164000
4000
幫助我們用不同方式產生意義
03:00
So what can we learn about this? How can we apply this insight?
63
168000
3000
所以我們從這學到什麼? 可以怎麼用這些洞察?
03:03
Well, again, the schematic view
64
171000
2000
再一次的，用草圖表示
03:05
is that the eye visually interrogates what we look at.
65
173000
3000
眼睛會問我們在看什麼
03:08
The brain processes this in parallel, the figments of information
66
176000
3000
大腦則同步處理這些虛構的訊息
03:11
asking a whole bunch of questions
67
179000
2000
藉由提出一連串的問題
03:13
to create a unified mental model.
68
181000
2000
創造出統一的心智模式
03:15
So, for example, when you look at this image
69
183000
3000
舉個例子，當你看著這個影像
03:18
a good graphic invites the eye to dart around,
70
186000
3000
一個好圖會讓你的眼睛停留在四周
03:21
to selectively create a visual logic.
71
189000
2000
而選擇性地創造了視覺邏輯
03:23
So the act of engaging, and looking at the image creates the meaning.
72
191000
5000
所以透過行動及影像觀看創造了意義
03:28
It's the selective logic.
73
196000
2000
這是選擇性邏輯
03:30
Now we've augmented this and spatialized this information.
74
198000
3000
現在我們已經詳細說明這個資訊
03:33
Many of you may remember the magic wall that we built
75
201000
3000
你們很多人應該還記得我們所建造的神奇之牆
03:36
in conjunction with Perceptive Pixel
76
204000
2000
連結了感知像素
03:38
where we quite literally create an infinite wall.
77
206000
3000
這我們確實是創造了一個無限之牆
03:41
And so we can compare and contrast the big ideas.
78
209000
2000
因此我們可以比較並對照這個大想法
03:43
So the act of engaging and creating interactive imagery
79
211000
3000
透過參與行動與建立交互影像
03:46
enriches meaning.
80
214000
2000
能夠豐富意義
03:48
It activates a different part of the brain.
81
216000
3000
它讓大腦的不同部位活躍起來
03:51
And then the limbic system
82
219000
2000
邊緣系統的活躍
03:53
is activated when we see motion, when we see color,
83
221000
3000
在我們看見動作、看見顏色的時候
03:56
and there are primary shapes and pattern detectors
84
224000
3000
那裡有主要形狀及圖樣的偵測器
03:59
that we've heard about before.
85
227000
2000
這我們其實已經知道的
04:01
So the point of this is what?
86
229000
2000
所以到底重點是什麼?
04:03
We make meaning by seeing,
87
231000
3000
我們透過視覺診斷
04:06
by an act of visual interrogation.
88
234000
2000
來製造意義
04:08
The lessons for us are three-fold.
89
236000
2000
這堂課對我們有三個面向
04:10
First, use images to clarify what we're trying to communicate.
90
238000
4000
首先，用影像來釐清我們設法要傳達的東西
04:14
Secondly make those images interactive
91
242000
3000
第二，讓這些影像有互動
04:17
so that we engage much more fully.
92
245000
2000
因此我們能夠更投入
04:19
And the third is to augment memory
93
247000
2000
第三，藉由讓視覺持續
04:21
by creating a visual persistence.
94
249000
2000
來強化記憶
04:23
These are techniques that can be used to be --
95
251000
3000
這些技術可以用來
04:26
that can be applied in a wide range of problem solving.
96
254000
4000
應用在廣泛的問題解決
04:30
So the low-tech version looks like this.
97
258000
2000
而低階的版本看起來就像這樣
04:32
And, by the way, this is the way in which
98
260000
2000
另外，這就是我們Autodesk
04:34
we develop and formulate
99
262000
2000
用來發展與規劃
04:36
strategy within Autodesk,
100
264000
2000
的策略
04:38
in some of our organizations and some of our divisions.
101
266000
3000
在我們的一些組織和部門
04:41
What we literally do is have the teams
102
269000
2000
我們真正做的只是讓團隊
04:43
draw out the entire strategic plan
103
271000
3000
在一個巨大的牆上
04:46
on one giant wall.
104
274000
2000
畫出整個策略計畫
04:48
And it's very powerful because everyone gets to see everything else.
105
276000
4000
這相當的強而有力，因為每個人都能看到別人的
04:52
There's always a room, always a place
106
280000
2000
那兒總是會有空間、總有位子
04:54
to be able to make sense of all of the components
107
282000
3000
能夠讓所有的組件在這個策略計畫中
04:57
in the strategic plan.
108
285000
2000
都產生意義
04:59
This is a time-lapse view of it.
109
287000
3000
這是一個時間快轉的景像
05:02
You can ask the question, "Who's the boss?"
110
290000
2000
你可以提出這樣的問題: 到底誰是老闆？
05:04
You'll be able to figure that out. (Laughter)
111
292000
8000
而你將可以看得出來
05:12
So the act of collectively and collaboratively
112
300000
3000
所以共同合作的行動
05:15
building the image
113
303000
2000
建立起影像
05:17
transforms the collaboration.
114
305000
3000
進而形成協同運作
05:20
No Powerpoint is used in two days.
115
308000
2000
這二天，沒有使用簡報軟體
05:22
But instead the entire team
116
310000
2000
取而代之的是，整個團隊
05:24
creates a shared mental model
117
312000
2000
創造了共享的心智模式
05:26
that they can all agree on and move forward on.
118
314000
3000
他們所有人都能認同及前進
05:29
And this can be enhanced and augmented with
119
317000
2000
這能夠強化、擴大
05:31
some emerging digital technology.
120
319000
3000
一些發展中的數位科技
05:34
And this is our great unveiling for today.
121
322000
3000
這就是今天的揭示
05:37
And this is an emerging set of technologies
122
325000
2000
這是一個新興的科技組合
05:39
that use large-screen displays
123
327000
3000
使用大型螢幕展示
05:42
with intelligent calculation in the background
124
330000
3000
並有智慧型電腦在背後
05:45
to make the invisible visible.
125
333000
2000
讓看不見的東西視覺化
05:47
Here what we can do is look at sustainability, quite literally.
126
335000
3000
這裡我們能做的是持續看著
05:50
So a team can actually look at
127
338000
3000
一個團隊能夠真正看到
05:53
all the key components that heat the structure
128
341000
3000
所有的組成結構的關鍵
05:56
and make choices and then see the end result
129
344000
2000
並做出決定，在這個螢幕上
05:58
that is visualized on this screen.
130
346000
3000
看見最後成果
06:01
So making images meaningful has three components.
131
349000
3000
讓影像產生意義有三個部分
06:04
The first again, is making ideas clear by visualizing them.
132
352000
3000
第一，藉由視覺化讓想法清楚呈現
06:07
Secondly, making them interactive.
133
355000
2000
第二，讓它們互動
06:09
And then thirdly, making them persistent.
134
357000
2000
第三，讓他們持續
06:11
And I believe that these three principles
135
359000
2000
我相信這三個原則
06:13
can be applied to solving some of the very tough problems
136
361000
4000
能夠應用在解決我們所面對的
06:17
that we face in the world today. Thanks so much.
137
365000
2000
艱難問題上。謝謝大家
06:19
(Applause)
138
367000
2000
(掌聲)
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