TEDSalon NY2015
Chip Kidd: The art of first impressions -- in design and life
Chip Kidd: Umijeće prvog dojma - u dizajnu i životu
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2,000,740 views
Dizajner naslovnica knjiga Chip Kidd predobro zna kako stvari često procjenjujemo na temelju prvih dojmova. U ovom duhovitom govoru ubrzanog tempa C. Kidd objašnjava dvije tehnike (jasnoću i misterij) koje dizajneri koriste kako bi iste sekunde prenijeli željenu poruku te kada, zašto i kako te tehnike funkcioniraju. Kidd hvali prekrasne i korisne dizajne, grdi manje uspješne pokušaje i pokazuje nam ideje koje se kriju iza njegovih najuspješnijih naslovnica knjiga.
Chip Kidd - Graphic designer
Chip Kidd's book jacket designs spawned a revolution in the art of American book packaging. Full bio
Chip Kidd's book jacket designs spawned a revolution in the art of American book packaging. Full bio
Double-click the English transcript below to play the video.
00:15
Blah blah blah blah blah.
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Bla bla bla bla bla.
00:18
Blah blah blah blah,
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Bla bla bla bla.
00:20
blah blah, blah blah blah blah blah blah.
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Bla bla bla bla bla bla bla bla.
00:22
Blah blah blah, blah.
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Bla bla bla bla.
00:26
So what the hell was that?
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Koji je to bio vrag?
00:29
Well, you don't know
because you couldn't understand it.
because you couldn't understand it.
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Ne znate jer niste razumjeli.
00:33
It wasn't clear.
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Nije bilo jasno.
00:36
But hopefully, it was said
with enough conviction
with enough conviction
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Ali nadam se da je
djelovalo dovoljno uvjerljivo
djelovalo dovoljno uvjerljivo
00:39
that it was at least
alluringly mysterious.
alluringly mysterious.
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da je barem bilo misteriozno.
00:44
Clarity or mystery?
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Jasnoća ili misterioznost?
00:47
I'm balancing these two things
in my daily work as a graphic designer,
in my daily work as a graphic designer,
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Balansiram između ovih dviju krajnosti
na poslu grafičkog dizajnera,
na poslu grafičkog dizajnera,
00:52
as well as my daily life as a New Yorker
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ali i u svakodnevnom životu Njujorčanina
00:57
every day,
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svaki dan.
00:58
and there are two elements
that absolutely fascinate me.
that absolutely fascinate me.
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Fasciniraju me dva elementa.
01:03
Here's an example.
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Evo primjer.
01:05
Now, how many people know what this is?
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Koliko vas zna što je ovo?
01:11
Okay. Now how many people
know what this is?
know what this is?
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Dobro. A sada?
01:16
Okay. Thanks to two more deft strokes
by the genius Charles M. Schulz,
by the genius Charles M. Schulz,
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Dobro. Zahvaljujući dvama spretnim
potezima genija Charlesa M. Schulza,
potezima genija Charlesa M. Schulza,
01:24
we now have seven deft strokes
that in and of themselves
that in and of themselves
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sada imamo sedam spretnih
poteza kistom koji u, a i sami po sebi
poteza kistom koji u, a i sami po sebi
01:27
create an entire emotional life,
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stvaraju potpuno nov emocionalni život,
01:30
one that has enthralled
hundreds of millions of fans
hundreds of millions of fans
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život koji očarava stotine milijuna fanova
01:33
for over 50 years.
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preko pedeset godina.
01:35
This is actually a cover of a book
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Ovo je naslovnica knjige
01:38
that I designed about the work
of Schulz and his art,
of Schulz and his art,
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koju sam dizajnirao
o Schulzovu radu i umjetnosti
o Schulzovu radu i umjetnosti
01:41
which will be coming out this fall,
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koja izlazi ove jeseni,
01:44
and that is the entire cover.
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i to je cijela naslovnica.
01:46
There is no other typographic information
or visual information on the front,
or visual information on the front,
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Nema nikakvih drugih pisanih
ili vizualnih informacija na naslovnici,
ili vizualnih informacija na naslovnici,
01:51
and the name of the book
is "Only What's Necessary."
is "Only What's Necessary."
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a naslov knjige jest:
"Samo ono najnužnije".
"Samo ono najnužnije".
01:55
So this is sort of symbolic about
the decisions I have to make every day
the decisions I have to make every day
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Simbolično predstavlja odluke
koje ja donosim svaki dan,
koje ja donosim svaki dan,
02:00
about the design that I'm perceiving,
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a koje se tiču dizajna koji opažam
02:04
and the design I'm creating.
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i dizajna koji stvaram.
02:07
So clarity.
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Jasnoća.
02:09
Clarity gets to the point.
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Jasnoća precizira.
02:11
It's blunt. It's honest. It's sincere.
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Direktna je, poštena, iskrena.
02:15
We ask ourselves this.
["When should you be clear?"]
["When should you be clear?"]
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Pitamo se: ["Kada treba biti jasan?"]
02:19
Now, something like this,
whether we can read it or not,
whether we can read it or not,
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Nešto poput ovoga, bez obzira
na to znamo li to protumačiti ili ne,
na to znamo li to protumačiti ili ne,
02:24
needs to be really, really clear.
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treba biti jako, jako jasno.
02:28
Is it?
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Je li jasno?
02:32
This is a rather recent example
of urban clarity that I just love,
of urban clarity that I just love,
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Ovo je prilično svjež primjer
gradske jasnoće koji mi je baš super,
gradske jasnoće koji mi je baš super,
02:39
mainly because I'm always late
and I am always in a hurry.
and I am always in a hurry.
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prvenstveno zbog toga što
uvijek kasnim i uvijek žurim.
uvijek kasnim i uvijek žurim.
02:44
So when these meters started showing up
a couple of years ago on street corners,
a couple of years ago on street corners,
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Kad su se ovakvi brojači prije nekoliko
godina počeli pojavljivati na ulicama,
godina počeli pojavljivati na ulicama,
02:51
I was thrilled, because now I finally knew
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bio sam oduševljen jer sam konačno znao
02:54
how many seconds I had
to get across the street
to get across the street
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koliko imam vremena da pređem ulicu
02:57
before I got run over by a car.
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prije nego što me pokupi auto.
03:00
Six? I can do that. (Laughter)
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Šest? Mogu ja to. (Smijeh)
03:05
So let's look at the yin
to the clarity yang,
to the clarity yang,
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Sad promotrimo suprotnu stranu jasnoće:
03:09
and that is mystery.
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misterioznost.
03:12
Mystery is a lot more complicated
by its very definition.
by its very definition.
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Misterioznost je
kompliciranija sama po sebi.
kompliciranija sama po sebi.
03:18
Mystery demands to be decoded,
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Ona treba biti dešifrirana,
03:21
and when it's done right,
we really, really want to.
we really, really want to.
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a kad je dobro odrađena,
zaista je želimo dešifrirati.
zaista je želimo dešifrirati.
03:24
["When should you be mysterious?"]
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["Kada treba biti misteriozan?"]
03:26
In World War II, the Germans
really, really wanted to decode this,
really, really wanted to decode this,
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Za vrijeme Drugog svjetskog rata
Nijemci su ovo zaista željeli dešifrirati,
Nijemci su ovo zaista željeli dešifrirati,
03:32
and they couldn't.
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ali nisu mogli.
03:34
Here's an example of a design
that I've done recently
that I've done recently
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Ovo je primjer dizajna
koji sam nedavno napravio
koji sam nedavno napravio
03:37
for a novel by Haruki Murakami,
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za roman Harukija Murakamija,
03:40
who I've done design work for
for over 20 years now,
for over 20 years now,
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za kojeg dizajniram već više od 20 godina,
03:43
and this is a novel about a young man
who has four dear friends
who has four dear friends
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a ovo je roman o mladom čovjeku
koji ima četiri dobra prijatelja
koji ima četiri dobra prijatelja
03:49
who all of a sudden,
after their freshman year of college,
after their freshman year of college,
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koji ga iznenada,
nakon prve godine studija,
nakon prve godine studija,
03:52
completely cut him off
with no explanation,
with no explanation,
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potpuno otpile bez objašnjenja,
03:56
and he is devastated.
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što ga potpuno shrva.
03:57
And the friends' names each have
a connotation in Japanese to a color.
a connotation in Japanese to a color.
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Imena prijatelja u japanskom jeziku
imaju određene konotacije s bojama.
imaju određene konotacije s bojama.
04:03
So there's Mr. Red, there's Mr. Blue,
there's Ms. White, and Ms. Black.
there's Ms. White, and Ms. Black.
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Gosp. Crveni i gosp. Plavi
te gđica Bijela i gđica Crna.
te gđica Bijela i gđica Crna.
04:08
Tsukuru Tazaki, his name
does not correspond to a color,
does not correspond to a color,
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Tsukuru Tazaki - njegovo ime
ne odgovara nijednoj boji,
ne odgovara nijednoj boji,
04:12
so his nickname is Colorless, and
as he's looking back on their friendship,
as he's looking back on their friendship,
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pa mu je nadimak Bezbojni
i kako se prisjeća njihovog prijateljstva,
i kako se prisjeća njihovog prijateljstva,
04:16
he recalls that they were like
five fingers on a hand.
five fingers on a hand.
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sjeća se kako su bili
kao pet prstiju jedne ruke.
kao pet prstiju jedne ruke.
04:19
So I created this sort of abstract
representation of this,
representation of this,
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Stoga sam osmislio ovaj
pomalo apstraktan prikaz toga,
pomalo apstraktan prikaz toga,
04:24
but there's a lot more going on
underneath the surface of the story,
underneath the surface of the story,
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ali još se puno toga odvija
ispod površine te priče,
ispod površine te priče,
04:28
and there's more going on underneath
the surface of the jacket.
the surface of the jacket.
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kao i ispod površine korica knjige.
04:33
The four fingers are now four train lines
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Četiri prsta sada predstavljaju
četiri željezničke linije
četiri željezničke linije
04:37
in the Tokyo subway system,
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podzemne željeznice u Tokiju
04:39
which has significance within the story.
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koja je bitna za priču.
04:42
And then you have
the colorless subway line
the colorless subway line
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Tu imate i bezbojnu liniju
04:45
intersecting with each
of the other colors,
of the other colors,
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koja je na križanju
sa svakom drugom bojom,
sa svakom drugom bojom,
04:48
which basically he does
later on in the story.
later on in the story.
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a kasnije u knjizi on radi upravo to;
04:50
He catches up with each of these people
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pronalazi svakoga od njih
04:52
to find out why they treated him
the way they did.
the way they did.
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da sazna zašto su bili
takvi prema njemu.
takvi prema njemu.
04:56
And so this is the three-dimensional
finished product
finished product
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Ovo je trodimenzionalni gotov proizvod
05:00
sitting on my desk in my office,
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koji stoji na mom stolu u uredu.
05:02
and what I was hoping for here
is that you'll simply be allured
is that you'll simply be allured
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Nadao sam se da će
promatrač biti toliko očaran
promatrač biti toliko očaran
05:07
by the mystery of what this looks like,
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misterioznim izgledom korica
05:11
and will want to read it
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da će je poželjeti pročitati,
05:14
to decode and find out and make more clear
why it looks the way it does.
why it looks the way it does.
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dešifrirati i razjasniti si
zašto izgleda tako kako izgleda.
zašto izgleda tako kako izgleda.
05:20
["The Visual Vernacular."]
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["Vizualna varijacija."]
05:21
This is a way to use a more
familiar kind of mystery.
familiar kind of mystery.
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Ovako se koristi
poznatiji oblik misterija.
poznatiji oblik misterija.
05:26
What does this mean?
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Što to znači?
05:27
This is what it means.
["Make it look like something else."]
["Make it look like something else."]
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Ovo: ["Neka izgleda kao nešto drugo."]
05:30
The visual vernacular is the way
we are used to seeing a certain thing
we are used to seeing a certain thing
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Vizualnom varijacijom način
na koji promatramo određenu stvar
na koji promatramo određenu stvar
05:35
applied to something else so that
we see it in a different way.
we see it in a different way.
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primjenjujemo na nešto drugo
kako bismo to vidjeli u drukčijem svjetlu.
kako bismo to vidjeli u drukčijem svjetlu.
05:39
This is an approach I wanted to take
to a book of essays by David Sedaris
to a book of essays by David Sedaris
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Taj sam pristup htio primijeniti
na knjigu eseja Davida Sedarisa
na knjigu eseja Davida Sedarisa
05:43
that had this title at the time.
["All the Beauty You Will Ever Need"]
["All the Beauty You Will Ever Need"]
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koja je tada nosila ovo ime.
["Sva ljepota koja će vam ikad zatrebati"]
["Sva ljepota koja će vam ikad zatrebati"]
05:47
Now, the challenge here was that
this title actually means nothing.
this title actually means nothing.
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Stvar je u tome da taj naslov
zapravo ne znači ništa.
zapravo ne znači ništa.
05:51
It's not connected to any
of the essays in the book.
of the essays in the book.
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Nema veze ni s jednim esejom iz knjige.
05:54
It came to the author's boyfriend
in a dream.
in a dream.
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Autorovom je dečku ideja došla u snu.
05:59
Thank you very much, so -- (Laughter) --
so usually, I am creating a design
so usually, I am creating a design
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Hvala vam, dakle...
-- (Smijeh) -- inače kreiram dizajn
-- (Smijeh) -- inače kreiram dizajn
06:05
that is in some way based on the text,
but this is all the text there is.
but this is all the text there is.
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koji se na neki način temelji
na tekstu, ali ovo je sav tekst.
na tekstu, ali ovo je sav tekst.
06:09
So you've got this mysterious title
that really doesn't mean anything,
that really doesn't mean anything,
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Misteriozni naslov koji ne znači ništa.
06:14
so I was trying to think:
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Razmišljao sam:
06:16
Where might I see a bit of mysterious text
that seems to mean something but doesn't?
that seems to mean something but doesn't?
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gdje možemo vidjeti misteriozni tekst koji
izgleda kao da nešto znači, ali ne znači?
izgleda kao da nešto znači, ali ne znači?
06:22
And sure enough, not long after,
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Nedugo zatim,
06:25
one evening after a Chinese meal,
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nakon jedne kineske večere,
06:28
this arrived, and I thought,
"Ah, bing, ideagasm!" (Laughter)
"Ah, bing, ideagasm!" (Laughter)
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stiglo je ovo i pomislih:
"Ah, to je to, idejagazam!" (Smijeh)
"Ah, to je to, idejagazam!" (Smijeh)
06:35
I've always loved the hilariously
mysterious tropes of fortune cookies
mysterious tropes of fortune cookies
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Uvijek sam volio duhovito misteriozne
stilske figure u kolačićima sudbine
stilske figure u kolačićima sudbine
06:40
that seem to mean something extremely deep
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koje izgledaju kao da znače
nešto iznimno duboko,
nešto iznimno duboko,
06:43
but when you think about them -- if you
think about them -- they really don't.
think about them -- they really don't.
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ali kad malo razmislite o njima,
ako razmislite, ne znače ništa.
ako razmislite, ne znače ništa.
06:47
This says, "Hardly anyone knows how much
is gained by ignoring the future."
is gained by ignoring the future."
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Ovaj kaže: "Malo tko zna
koliko dobivamo izbjegavajući budućnost."
koliko dobivamo izbjegavajući budućnost."
06:54
Thank you. (Laughter)
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Hvala. (Smijeh)
06:57
But we can take this visual vernacular
and apply it to Mr. Sedaris,
and apply it to Mr. Sedaris,
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Ali ovu vizualnu varijaciju
možemo primijeniti na gosp. Sedarisa,
možemo primijeniti na gosp. Sedarisa,
07:03
and we are so familiar
with how fortune cookie fortunes look
with how fortune cookie fortunes look
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a budući da znamo
kako kolačići sudbine izgledaju,
kako kolačići sudbine izgledaju,
07:08
that we don't even need
the bits of the cookie anymore.
the bits of the cookie anymore.
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komadići kolačića nam više ni ne trebaju.
07:11
We're just seeing this strange thing
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Vidimo samo nešto neobično
07:14
and we know we love David Sedaris,
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i znamo da volimo Davida Sedarisa
07:16
and so we're hoping that
we're in for a good time.
we're in for a good time.
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i nadamo se da će nam se i ovo svidjeti.
07:19
["'Fraud' Essays by David Rakoff"]
David Rakoff was a wonderful writer
David Rakoff was a wonderful writer
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["'Prevarant', eseji Davida Rakoffa"]
David Rakoff krasan je pisac
David Rakoff krasan je pisac
07:23
and he called his first book "Fraud"
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koji je svojoj prvoj knjizi
nadjenuo ime "Prevarant"
nadjenuo ime "Prevarant"
07:26
because he was getting sent
on assignments by magazines
on assignments by magazines
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jer su ga časopisi slali na zadatke
07:30
to do things that he
was not equipped to do.
was not equipped to do.
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da obavlja poslove
za koje nije bio opremljen.
za koje nije bio opremljen.
07:32
So he was this skinny little urban guy
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Ovog mršavog malenog gradskog čovjeka
07:35
and GQ magazine would send him
down the Colorado River
down the Colorado River
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časopis GQ poslao je na rijeku Colorado
07:38
whitewater rafting to see
if he would survive.
if he would survive.
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na rafting da vide hoće li preživjeti,
07:43
And then he would write about it,
and he felt that he was a fraud
and he felt that he was a fraud
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a zatim je trebao pisati o tome,
no on je to smatrao prevarom
no on je to smatrao prevarom
07:46
and that he was misrepresenting himself.
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i krivim prikazivanjem njega samog.
07:48
And so I wanted the cover of this book
to also misrepresent itself
to also misrepresent itself
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Zato sam htio da korice ove knjige također
same po sebi budu krivo prikazivanje
same po sebi budu krivo prikazivanje
07:53
and then somehow show
a reader reacting to it.
a reader reacting to it.
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koje će pokazati
čitateljevu reakciju na njega.
čitateljevu reakciju na njega.
07:58
This led me to graffiti.
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To me dovelo do grafita
08:02
I'm fascinated by graffiti.
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koji me fasciniraju.
08:04
I think anybody who lives
in an urban environment
in an urban environment
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Svatko tko živi u gradskom okruženju
08:06
encounters graffiti all the time,
and there's all different sorts of it.
and there's all different sorts of it.
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s vremena na vrijeme nailazi na njih,
a postoje i različite vrste grafita.
a postoje i različite vrste grafita.
08:10
This is a picture I took
on the Lower East Side
on the Lower East Side
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U četvrti Lower East Sidea uslikao sam
08:14
of just a transformer box on the sidewalk
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ovaj transformator na pločniku
08:17
and it's been tagged like crazy.
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koji je naveliko išaran.
08:19
Now whether you look at this and think,
"Oh, that's a charming urban affectation,"
"Oh, that's a charming urban affectation,"
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Možete pomisliti da je to
šarmantna urbana afektacija
šarmantna urbana afektacija
08:24
or you look at it and say,
"That's illegal abuse of property,"
"That's illegal abuse of property,"
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ili da je to protuzakonita
zloupotreba vlasništva,
zloupotreba vlasništva,
08:29
the one thing I think we can all agree on
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ali mislim da ćemo se svi složiti s tim
08:31
is that you cannot read it.
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da je nečitljivo.
08:34
Right? There is no clear message here.
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Zar ne? Tu nema jasne poruke.
08:38
There is another kind of graffiti
that I find far more interesting,
that I find far more interesting,
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Postoji još jedna vrsta grafita
koja je meni puno zanimljivija,
koja je meni puno zanimljivija,
08:43
which I call editorial graffiti.
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a nazivam ih editorijalskim grafitima.
08:46
This is a picture I took recently
in the subway,
in the subway,
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Ovu sam sliku nedavno
uslikao u podzemnoj željeznici.
uslikao u podzemnoj željeznici.
08:50
and sometimes you see
lots of prurient, stupid stuff,
lots of prurient, stupid stuff,
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Nekad naiđete na puno
lascivnih, glupih stvari,
lascivnih, glupih stvari,
08:54
but I thought this was interesting,
and this is a poster that is saying
and this is a poster that is saying
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ali ovaj mi je bio zanimljiv.
Na ovom posteru piše
Na ovom posteru piše
08:59
rah-rah Airbnb,
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rah-rah Airbnb
09:01
and someone has taken a Magic Marker
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i netko je uzeo marker
09:04
and has editorialized about
what they think about it.
what they think about it.
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i uredio ga na način da sad
pokazuje što on misli o tome.
pokazuje što on misli o tome.
09:08
And it got my attention.
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To me zainteresiralo,
09:11
So I was thinking, how do we
apply this to this book?
apply this to this book?
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pa sam počeo razmišljati
kako to primijeniti na ovu knjigu.
kako to primijeniti na ovu knjigu.
09:14
So I get the book by this person,
and I start reading it, and I'm thinking,
and I start reading it, and I'm thinking,
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Dobijem knjigu ovog autora,
počnem je čitati i razmišljam
počnem je čitati i razmišljam
09:20
this guy is not who he says
he is; he's a fraud.
he is; he's a fraud.
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kako taj tip nije ono
za što se izdaje, on je prevarant;
za što se izdaje, on je prevarant;
09:25
And I get out a red Magic Marker,
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uzmem crveni marker
09:28
and out of frustration just
scribble this across the front.
scribble this across the front.
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i iz frustracije to napišem na naslovnicu.
09:33
Design done. (Laughter)
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Gotov dizajn. (Smijeh)
09:37
And they went for it! (Laughter)
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I njima se to svidjelo! (Smijeh)
09:42
Author liked it, publisher liked it,
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Svidjelo se autoru, svidjelo se izdavaču
09:44
and that is how the book
went out into the world,
went out into the world,
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i knjiga je tako i tiskana.
09:46
and it was really fun to see
people reading this on the subway
people reading this on the subway
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Bilo je super gledati ljude kako je
čitaju po podzemnim željeznicama,
čitaju po podzemnim željeznicama,
09:51
and walking around with it
and what have you,
and what have you,
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hodaju uokolo s njom ili što već
09:53
and they all sort of looked
like they were crazy.
like they were crazy.
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i svi su izgledali pomalo ludo.
09:57
(Laughter)
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(Smijeh)
10:00
["'Perfidia' a novel by James Ellroy"]
Okay, James Ellroy, amazing crime writer,
Okay, James Ellroy, amazing crime writer,
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["'Perfidia', roman Jamesa Ellroya"]
James Ellroy, izvrstan autor krimića,
James Ellroy, izvrstan autor krimića,
10:04
a good friend, I've worked
with him for many years.
with him for many years.
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dobar prijatelj s kojim sam
surađivao dugi niz godina
surađivao dugi niz godina
10:07
He is probably best known as the author
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i vjerojatno najpoznatiji kao autor
10:09
of "The Black Dahlia"
and "L.A. Confidential."
and "L.A. Confidential."
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"Crne Dalije" i "L. A. Povjerljivo".
10:12
His most recent novel was called this,
which is a very mysterious name
which is a very mysterious name
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To je naslov najnovijeg romana,
iznimno misteriozno ime
iznimno misteriozno ime
10:17
that I'm sure a lot of people know
what it means, but a lot of people don't.
what it means, but a lot of people don't.
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za koje sam siguran da puno ljudi
zna što znači, ali puno ih ne zna.
zna što znači, ali puno ih ne zna.
10:20
And it's a story about a Japanese-American
detective in Los Angeles in 1941
detective in Los Angeles in 1941
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Roman govori o japansko-američkom
detektivu u Los Angelesu godine 1941.
detektivu u Los Angelesu godine 1941.
10:27
investigating a murder.
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koji istražuje ubojstvo,
10:29
And then Pearl Harbor happens,
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no iskrsne napad na Pearl Harbor,
10:32
and as if his life
wasn't difficult enough,
wasn't difficult enough,
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a kao da mu život već
nije bio dovoljno težak,
nije bio dovoljno težak,
10:35
now the race relations
have really ratcheted up,
have really ratcheted up,
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uzburkaju se strasti
oko međurasnih odnosa,
oko međurasnih odnosa,
10:40
and then the Japanese-American
internment camps are quickly created,
internment camps are quickly created,
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ubrzo se osnivaju
japansko-američki zatočenički logori
japansko-američki zatočenički logori
10:44
and there's lots of tension
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te se stvaraju tenzije
10:46
and horrible stuff as he's still
trying to solve this murder.
trying to solve this murder.
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i ostale grozote dok se on
još uvijek bavi rješavanjem slučaja.
još uvijek bavi rješavanjem slučaja.
10:50
And so I did at first think
very literally about this in terms of
very literally about this in terms of
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U početku sam to doslovno shvaćao;
10:56
all right, we'll take Pearl Harbor
and we'll add it to Los Angeles
and we'll add it to Los Angeles
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uzmemo Pearl Harbor,
dodamo ga Los Angelesu
dodamo ga Los Angelesu
11:00
and we'll make this apocalyptic dawn
on the horizon of the city.
on the horizon of the city.
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i pretvorimo sve ovo
u smak svijeta na obzoru grada.
u smak svijeta na obzoru grada.
11:08
And so that's a picture from Pearl Harbor
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Ovo je slika Pearl Harbora
11:10
just grafted onto Los Angeles.
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samo presađena na Los Angeles.
11:13
My editor in chief said,
"You know, it's interesting
"You know, it's interesting
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Mom glavnom uredniku
ideja je bila zanimljiva,
ideja je bila zanimljiva,
11:16
but I think you can do better
and I think you can make it simpler."
and I think you can make it simpler."
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ali mislio je da mogu ja
i bolje, ako ne i jednostavnije.
i bolje, ako ne i jednostavnije.
11:22
And so I went back
to the drawing board, as I often do.
to the drawing board, as I often do.
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Stoga sam se vratio na početak.
11:26
But also, being alive to my surroundings,
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Također, budući da živim
u susjedstvu u kojem živim,
u susjedstvu u kojem živim,
11:31
I work in a high-rise in Midtown,
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radim u neboderu u središtu grada
11:34
and every night,
before I leave the office,
before I leave the office,
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i svake noći prije nego što odem iz ureda,
11:38
I have to push this button to get out,
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moram pritisnuti ovo dugme da izađem,
11:40
and the big heavy glass doors open
and I can get onto the elevator.
and I can get onto the elevator.
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velika i teška staklena vrata
otvore mi put do dizala.
otvore mi put do dizala.
11:44
And one night, all of a sudden,
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Jedne noći, iznenada,
11:47
I looked at this and I saw it in a way
that I hadn't really noticed it before.
that I hadn't really noticed it before.
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gledao sam i vidio sve to
u sasvim novom svjetlu.
u sasvim novom svjetlu.
11:53
Big red circle, danger.
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Veliki crveni gumb, opasnost.
11:56
And I thought this was so obvious
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Pomislio sam je to toliko očito
11:59
that it had to have been
done a zillion times,
done a zillion times,
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da mora da je
iskorišteno već milijun puta,
iskorišteno već milijun puta,
12:01
and so I did a Google image search,
and I couldn't find another book cover
and I couldn't find another book cover
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pa sam pretražio slike na Googleu,
ali nisam pronašao nijednu naslovnicu
ali nisam pronašao nijednu naslovnicu
12:06
that looked quite like this,
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koja je tako izgledala.
12:08
and so this is really
what solved the problem,
what solved the problem,
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To je riješilo problem,
12:11
and graphically it's more interesting
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a grafički je zanimljvije
12:13
and creates a bigger tension
between the idea
between the idea
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i stvara veće tenzije između pomisli
12:17
of a certain kind of sunrise
coming up over L.A. and America.
coming up over L.A. and America.
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na određenu vrstu sutona
koji se spušta nad L.A. i Ameriku.
koji se spušta nad L.A. i Ameriku.
12:23
["'Gulp' A tour of the human
digestive system by Mary Roach."]
digestive system by Mary Roach."]
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["'Gutljaj', Putovanje probavnim
sustavom, autorice M. Roach"]
sustavom, autorice M. Roach"]
12:26
Mary Roach is an amazing writer
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2038
Mary Roach sjajna je spisateljica
12:28
who takes potentially mundane
scientific subjects
scientific subjects
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koja uzima naoko dosadne znanstvene teme
12:32
and makes them not mundane at all;
she makes them really fun.
she makes them really fun.
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i pretvara ih u zabavnu tematiku.
12:35
So in this particular case,
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U ovom konkretnom slučaju
12:37
it's about the human digestive system.
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radi se o ljudskom probavnom sustavu.
12:40
So I'm trying to figure out what
is the cover of this book going to be.
is the cover of this book going to be.
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Pokušavam smisliti naslovnicu knjige.
12:46
This is a self-portrait. (Laughter)
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Ovo je autoportret. (Smijeh)
12:49
Every morning I look at myself
in the medicine cabinet mirror
in the medicine cabinet mirror
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Svakog jutra pogledam se u ogledalo
12:55
to see if my tongue is black.
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da provjerim je li mi jezik crn.
12:58
And if it's not, I'm good to go.
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Ukoliko nije, sve je u redu.
13:02
(Laughter)
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3109
(Smijeh)
13:07
I recommend you all do this.
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Predlažem da svi to počnete raditi.
13:10
But I also started thinking,
here's our introduction.
here's our introduction.
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3947
No, počeo sam razmišljati
kako nam je to uvod.
kako nam je to uvod.
13:14
Right? Into the human digestive system.
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2879
Zar ne? Uvod u probavni sustav.
13:17
But I think what we can all agree on
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Vjerujem da se svi slažemo
13:20
is that actual photographs
of human mouths, at least based on this,
of human mouths, at least based on this,
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da su slike ljudskih usta,
ako je vjerovati ovome,
ako je vjerovati ovome,
13:24
are off-putting. (Laughter)
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odvratne. (Smijeh)
13:28
So for the cover, then,
I had this illustration done
I had this illustration done
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Stoga sam se za naslovnicu
odlučio za ilustraciju
odlučio za ilustraciju
13:32
which is literally more palatable
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koja je malo manje odvratna
13:34
and reminds us that it's best
to approach the digestive system
to approach the digestive system
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i koja nas podsjeća da je
probavnom sustavu bolje pristupiti
probavnom sustavu bolje pristupiti
13:38
from this end.
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s ovog kraja...
13:41
(Laughter)
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(Smijeh)
13:43
I don't even have to complete
the sentence. All right.
the sentence. All right.
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Ne moram čak ni završiti
ovu rečenicu. Dobro.
ovu rečenicu. Dobro.
13:47
["Unuseful mystery"]
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1546
["Beskorisni misterij"]
13:49
What happens when clarity
and mystery get mixed up?
and mystery get mixed up?
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Što se dogodi kad se
jasnoća i misterij pomiješaju?
jasnoća i misterij pomiješaju?
13:53
And we see this all the time.
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1973
To se jako često događa,
13:55
This is what I call unuseful mystery.
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2508
a to ja nazivam beskorisnim misterijem.
13:57
I go down into the subway --
I take the subway a lot --
I take the subway a lot --
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2949
Odem u podzemnu željeznicu,
često idem podzemnom željeznicom,
često idem podzemnom željeznicom,
14:00
and this piece of paper
is taped to a girder.
is taped to a girder.
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i naletim na ovaj letak
nalijepljen na gredu.
nalijepljen na gredu.
14:06
Right? And now I'm thinking, uh-oh,
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3653
I mislim si: oh, ne!
14:10
and the train's about to come and I'm
trying to figure out what this means,
trying to figure out what this means,
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3877
Dolazi vlak i pokušavam
shvatiti što sve to znači
shvatiti što sve to znači
14:14
and thanks a lot.
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i baš ti hvala.
14:16
Part of the problem here is that
they've compartmentalized the information
they've compartmentalized the information
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4000
Ovdje je djelomično problem u tome
što su kategorizirali informacije
što su kategorizirali informacije
14:20
in a way they think is helpful,
and frankly, I don't think it is at all.
and frankly, I don't think it is at all.
229
848914
3506
na način na koji oni misle da je
koristan, a iskreno, uopće nije.
koristan, a iskreno, uopće nije.
14:24
So this is mystery we do not need.
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To je misterij koji nam ne treba.
14:27
What we need is useful clarity,
so just for fun, I redesigned this.
so just for fun, I redesigned this.
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8086
Treba nam korisna jasnoća,
pa sam, zabave radi, ovo redizajnirao
pa sam, zabave radi, ovo redizajnirao
14:35
This is using all the same elements.
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korištenjem istih elemenata.
14:38
(Applause)
233
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2923
(Pljesak)
14:41
Thank you. I am still waiting
for a call from the MTA. (Laughter)
for a call from the MTA. (Laughter)
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4305
Hvala, još uvijek čekam
da mi se jave iz MTA-a. (Smijeh)
da mi se jave iz MTA-a. (Smijeh)
14:46
You know, I'm actually not even
using more colors than they use.
using more colors than they use.
235
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3059
Čak nisam ni koristio
ništa više boja nego oni,
ništa više boja nego oni,
14:49
They just didn't even bother
to make the 4 and the 5 green,
to make the 4 and the 5 green,
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3297
oni se samo nisu sjetili
4 i 5 obojiti u zeleno,
4 i 5 obojiti u zeleno,
14:52
those idiots. (Laughter)
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3158
budale. (Smijeh)
14:56
So the first thing we see
is that there is a service change,
is that there is a service change,
238
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3069
Prvo opazimo izmjenu usluge,
14:59
and then, in two complete sentences
with a beginning, a middle and an end,
with a beginning, a middle and an end,
239
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3693
a zatim nam dvije pune
rečenice s glavom i repom
rečenice s glavom i repom
15:03
it tells us what the change is
and what's going to be happening.
and what's going to be happening.
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govore o tome o kakvoj se
izmjeni radi i što će se dogoditi.
izmjeni radi i što će se dogoditi.
15:08
Call me crazy! (Laughter)
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4057
Nisam normalan! (Smijeh)
15:13
["Useful mystery"]
All right.
All right.
242
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2531
["Koristan misterij"]
Dobro.
Dobro.
15:16
Now, here is a piece
of mystery that I love:
of mystery that I love:
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5680
Evo misterij kakav volim:
15:21
packaging.
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909841
1657
ambalaža.
15:23
This redesign of the Diet Coke can
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3274
Ovaj redizajn limenke dijetalne Cole
15:26
by Turner Duckworth
is to me truly a piece of art.
is to me truly a piece of art.
246
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5428
Turnera Duckwortha uistinu je umjetnost.
15:32
It's a work of art. It's beautiful.
247
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3516
Remek-djelo. Predivna je.
15:35
But part of what makes it
so heartening to me as a designer
so heartening to me as a designer
248
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3177
Dijelom mi se toliko sviđa kao dizajneru
15:38
is that he's taken the visual
vernacular of Diet Coke --
vernacular of Diet Coke --
249
926893
4458
upravo zato što je to
vizualna varijacija dijetalne Cole.
vizualna varijacija dijetalne Cole.
15:43
the typefaces, the colors,
the silver background --
the silver background --
250
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3538
Font, boje, siva pozadina,
15:46
and he's reduced them
to their most essential parts,
to their most essential parts,
251
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5085
a sve je svedeno na osnovne dijelove,
15:51
so it's like going back
to the Charlie Brown face.
to the Charlie Brown face.
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2740
kao da se vraćamo na lice Charlija Browna.
15:54
It's like, how can you give them just
enough information so they know what it is
enough information so they know what it is
253
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3947
Kako im dati tek toliko
informacija da znaju o čemu se radi,
informacija da znaju o čemu se radi,
15:58
but giving them the credit
for the knowledge that they already have
for the knowledge that they already have
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ali cijeneći znanje koje već posjeduju
16:02
about this thing?
255
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1857
o toj stvari?
16:04
It looks great, and you would go
into a delicatessen
into a delicatessen
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3785
Sjajno izgleda, ušli bi u slastičarnicu,
16:08
and all of a sudden see that on the shelf,
and it's wonderful.
and it's wonderful.
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iznenada to ugledali
na polici i krasno je.
na polici i krasno je.
16:12
Which makes the next thing --
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Tu dolazimo do sljedeće stvari
16:16
["Unuseful clarity"] --
all the more disheartening,
all the more disheartening,
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["Beskorisna jasnoća"]
koja tim više rastužuje,
koja tim više rastužuje,
16:18
at least to me.
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barem mene.
16:20
So okay, again, going back
down into the subway,
down into the subway,
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Vratimo se opet na podzemnu željeznicu.
16:24
after this came out,
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Nakon što je ovo izišlo,
16:26
these are pictures that I took.
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uslikao sam ove slike.
16:28
Times Square subway station:
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Podzemna željeznica na Times Squareu:
16:30
Coca-Cola has bought out
the entire thing for advertising. Okay?
the entire thing for advertising. Okay?
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Coca-Cola otkupila je
cijelu željeznicu za reklamiranje.
cijelu željeznicu za reklamiranje.
16:35
And maybe some of you
know where this is going.
know where this is going.
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Neki od vas možda znaju na što ciljam.
16:40
Ahem.
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Aha.
16:42
"You moved to New York
with the clothes on your back,
with the clothes on your back,
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"Došao si u NY s odjećom u ruksaku,
16:45
the cash in your pocket,
and your eyes on the prize.
and your eyes on the prize.
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novcem u džepu
i usredotočen na krajnji cilj.
i usredotočen na krajnji cilj.
16:47
You're on Coke." (Laughter)
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Na 'koki' si."(Smijeh)
16:57
"You moved to New York
with an MBA, one clean suit,
with an MBA, one clean suit,
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"Došao si u NY s diplomom s MBA-a,
jednim čistim odijelom
jednim čistim odijelom
17:00
and an extremely firm handshake.
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i čvrstim stiskom ruke.
17:02
You're on Coke." (Laughter)
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Na 'koki' si." (Smijeh)
17:05
These are real! (Laughter)
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To su prave reklame! (Smijeh)
17:10
Not even the support beams were spared,
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Nisu poštedjeli ni nosive grede,
17:13
except they switched into Yoda mode.
(Laughter)
(Laughter)
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samo što su se poigrali
s redom riječi. (Smijeh)
s redom riječi. (Smijeh)
17:19
"Coke you're on." (Laughter)
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"'Koka' na kojoj si." (Smijeh)
17:23
["Excuse me, I'm on WHAT??"]
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["Oprostite, na ČEMU sam?"]
17:26
This campaign was a huge misstep.
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Cijela je kampanja bila veliki promašaj
17:29
It was pulled almost instantly
due to consumer backlash
due to consumer backlash
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od koje se odustalo gotovo odmah
zbog negodovanja potrošača
zbog negodovanja potrošača
17:34
and all sorts of unflattering
parodies on the web --
parodies on the web --
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i različitih parodija po internetu -
17:38
(Laughter) --
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(Smijeh) -
17:40
and also that dot next to "You're on,"
that's not a period, that's a trademark.
that's not a period, that's a trademark.
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a i ova točka pored "si"
nije točka već zaštitni znak.
nije točka već zaštitni znak.
17:47
So thanks a lot.
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Baš vam hvala.
17:48
So to me, this was just so bizarre
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Meni je bilo jednostavno zaprepašćujuće
17:52
about how they could get the packaging
so mysteriously beautiful and perfect
so mysteriously beautiful and perfect
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to kako su uspjeli ambalažu napraviti
tako misteriozno lijepom i savršenom,
tako misteriozno lijepom i savršenom,
17:58
and the message so unbearably,
clearly wrong.
clearly wrong.
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a poruku tako nepodnošljivo, jasno krivom.
18:02
It was just incredible to me.
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To mi je bilo nevjerojatno.
18:06
So I just hope that I've been able
to share with you some of my insights
to share with you some of my insights
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Nadam se da sam uspio podijeliti
s vama neke od svojih spoznaja
s vama neke od svojih spoznaja
18:11
on the uses of clarity
and mystery in my work,
and mystery in my work,
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o upotrebi jasnoće i misterija u mom poslu
18:15
and maybe how you might decide
to be more clear in your life,
to be more clear in your life,
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i možda vam i pomogao odlučiti
kada da u životu budete jasniji,
kada da u životu budete jasniji,
18:21
or maybe to be a bit more mysterious
and not so over-sharing.
and not so over-sharing.
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a kada malo misteriozniji i nepovjerljivi.
18:27
(Laughter)
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(Smijeh)
18:31
And if there's just one thing
that I leave you with from this talk,
that I leave you with from this talk,
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Ako ćete već nešto
zapamtiti iz mog govora,
zapamtiti iz mog govora,
18:35
I hope it's this:
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neka to bude ovo:
18:37
Blih blih blih blah. Blah blah blih blih.
["'Judge This,' Chip Kidd"]
["'Judge This,' Chip Kidd"]
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Blih blih blih blah. Bla bla blih.
["'Procijeni ovo', Chip Kidd"]
["'Procijeni ovo', Chip Kidd"]
18:41
Blih blih blah blah blah.
Blah blah blah.
Blah blah blah.
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Blih blih bla bla bla.
Bla bla bla.
Bla bla bla.
18:44
Blah blah.
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Bla bla.
18:45
(Applause)
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(Pljesak)
ABOUT THE SPEAKER
Chip Kidd - Graphic designerChip Kidd's book jacket designs spawned a revolution in the art of American book packaging.
Why you should listen
You know a Chip Kidd book when you see it -- precisely because it's unexpected, non-formulaic, and perfectly right for the text within. As a graphic designer for Alfred A. Knopf since 1986, Kidd has designed shelves full of books, including classics you can picture in a snap: Jurassic Park, Naked by David Sedaris, All the Pretty Horses … His monograph, Chip Kidd: Book One, contains work spanning two decades. As editor and art director for Pantheon Graphic novels, Kidd has commissioned work from cartoonists including Chris Ware, Art Spiegelman, Dan Clowes and Art Spiegelman. He's a novelist as well, author of The Cheese Monkeys and The Learners.
Chip received the Cooper-Hewitt’s National Design Award for Communication in 2007, the International Center of Photography’s Infinity Award for Design in 1997 and the AIGA Medal in 2014.
Kidd is the author of the TED Book, Judge This.
Chip Kidd | Speaker | TED.com