TED2003
Don Norman: 3 ways good design makes you happy
Don Norman o 3 načina na koji nas dizajn usrećuje
Filmed:
Readability: 3.3
1,860,477 views
U svom govoru iz 2003 god., kritičar dizajna Don Norman usmjerava pažnju na ljepotu, zabavu, ugodu i emocije, u svom pogledu na dizajn koji usrećuje ljude. Imenuje 3 emotivne točke koje svaki kvalitetno dizajnirani produkt mora pogoditi da bi uspio.
Don Norman - Cognitive scientist and design critic
Don Norman studies how real people interact with design, exploring the gulf between what a designer intends and what a regular person actually wants. His work has resulted in some classic books, including "The Design of Everyday Things." Full bio
Don Norman studies how real people interact with design, exploring the gulf between what a designer intends and what a regular person actually wants. His work has resulted in some classic books, including "The Design of Everyday Things." Full bio
Double-click the English transcript below to play the video.
00:12
The new me is beauty.
0
0
2000
Novi JA je usmjeren na ljepotu.
00:14
(Laughter)
1
2000
1000
(Smijeh)
00:15
Yeah, people used to say, "Norman's OK,
2
3000
5000
Znate, ljudi su znali reći za mene da sam u redu
00:20
but if you followed what he said, everything would be usable
3
8000
2000
no ukoliko biste radili sve kako ja kažem, sve bi bilo upotrebljivo
00:22
but it would be ugly."
4
10000
2000
no ružno.
00:24
Well, I didn't have that in mind, so ...
5
12000
2000
Ja nisam baš na to mislio pa...
00:29
This is neat.
6
17000
2000
Ovo je zgodno.
00:31
Thank you for setting up my display.
7
19000
2000
Hvala što ste mi namjestili izložak.
00:33
I mean, it's just wonderful.
8
21000
2000
Zaista je divan.
00:35
And I haven't the slightest idea of what it does or what it's good for,
9
23000
3000
A ja nemam pojma što radi ili u koju svrhu se služi,
00:38
but I want it.
10
26000
2000
ali ga želim.
00:40
And that's my new life.
11
28000
2000
I to je smisao mog novog života.
00:42
My new life is trying to understand what beauty is about,
12
30000
4000
Smisao mog novog života je razumijevanje ljepote,
00:46
and "pretty," and "emotions."
13
34000
2000
lijepog i emocija.
00:48
The new me is all about making things kind of neat and fun.
14
36000
4000
Smisao novog JA je učiniti stvari zgodnim i zabavnim.
00:52
And so this is a Philippe Starck juicer, produced by Alessi.
15
40000
4000
Ovo je Philippe Starck sokovnik kojeg proizvodi Alessi.
00:56
It's just neat; it's fun. It's so much fun I have it in my house --
16
44000
2000
Toliko je zabavan da ga imam u kući,
00:58
but I have it in the entryway, I don't use it to make juice.
17
46000
3000
no držim ga na ulazu, ne koristim ga za pravljenje soka.
01:01
(Laughter)
18
49000
2000
(Smijeh)
01:03
In fact, I bought the gold-plated special edition
19
51000
4000
Zapravo, čak sam kupio pozlaćenog iz specijalne edicije
01:07
and it comes with a little slip of paper
20
55000
2000
koji dolazi s malim papirićem
01:09
that says, "Don't use this juicer to make juice."
21
57000
3000
na kojem piše: " Nemojte upotrebljavati ovaj sokovnik za pravljenje soka.
01:12
The acid will ruin the gold plating.
22
60000
3000
Kiselina će izgristi pozlatu."
01:15
(Laughter)
23
63000
1000
(Smijeh)
01:16
So actually, I took a carton of orange juice
24
64000
2000
Tako da sam zapravo uzeo sok iz pakiranja
01:18
and I poured it in the glass to take this picture.
25
66000
2000
te ga natočio u čašu da bih mogao snimiti ovu sliku.
01:20
(Laughter)
26
68000
3000
(Smijeh)
01:23
Beneath it is a wonderful knife.
27
71000
2000
No ispod njega je divan nož.
01:25
It's a Global cutting knife made in Japan.
28
73000
3000
To je kuhinjski nož marke Global napravljen u Japanu.
01:28
First of all, look at the shape -- it's just wonderful to look at.
29
76000
2000
Kao prvo, sami oblik noža je predivan.
01:30
Second of all, it's really beautifully balanced:
30
78000
3000
Kao drugo, zaista je divno balansiran
01:33
it holds well, it feels well.
31
81000
2000
dobro sjeda u ruci.
01:35
And third of all, it's so sharp, it just cuts.
32
83000
2000
I naposljetku, tako je oštar da samo prolazi.
01:37
It's a delight to use.
33
85000
2000
Divota ga je upotrebljavati.
01:39
And so it's got everything, right?
34
87000
2000
Zaključak je da ima sve, zar ne?
01:41
It's beautiful and it's functional.
35
89000
2000
Lijep je i funkcionalan.
01:43
And I can tell you stories about it,
36
91000
2000
I mogu vam ispričati neke priče vezane uz njega,
01:45
which makes it reflective,
37
93000
2000
što ga čini misaonim,
01:47
and so you'll see I have a theory of emotion.
38
95000
2000
a vidjet ćete da ja imam teoriju o emocijama.
01:49
And those are the three components.
39
97000
2000
I to su te tri komponente.
01:51
Hiroshi Ishii and his group at the MIT Media Lab
40
99000
3000
Hiroshi Ishii i njegova grupa na Medijskom laboratoriju na MIT-u
01:54
took a ping-pong table and placed a projector above it,
41
102000
3000
su uzeli stol za stolni tenis i stavili projektor iznad njega,
01:57
and on the ping-pong table they projected an image of water
42
105000
3000
te su na stolu projektirali površinu vode
02:00
with fish swimming in it.
43
108000
2000
i ribe koje plivaju na njoj.
02:02
And as you play ping-pong, whenever the ball hits part of the table,
44
110000
3000
I kako igrate, tako se kad god loptica udari u stol,
02:05
the ripples spread out and the fish run away.
45
113000
2000
valovi širi i ribe pobjegnu.
02:07
But of course, then the ball hits the other side,
46
115000
2000
Naravno nakon toga loptica udari na drugu stranu,
02:09
the ripples hit the -- poor fish, they can't find any peace and quiet.
47
117000
3000
valovi udare jadne ribice koje nikako ne mogu pronaći mir i tišinu.
02:12
(Laughter)
48
120000
1000
(Smijeh)
02:13
Is that a good way to play ping-pong?
49
121000
2000
Stoga, da li je to dobar način igranja stolnog tenisa?
02:15
No. But is it fun?
50
123000
2000
Ne. Ali da li je zabavan?
02:17
Yeah! Yeah.
51
125000
3000
Da! Da!
02:20
Or look at Google.
52
128000
2000
Ili uzmite npr. Google.
02:22
If you type in, oh say, "emotion and design,"
53
130000
5000
Ukoliko npr. upišete, "emocije i dizajn"
02:27
you get 10 pages of results.
54
135000
2000
izbacit će vam 10 stranica rezultata.
02:29
So Google just took their logo and they spread it out.
55
137000
3000
Tako da je Google uzeo svoj logo i raširio ga.
02:32
Instead of saying, "You got 73,000 results.
56
140000
2000
Umjesto da piše "Imate 73 000 rezultata.
02:34
This is one through 20. Next,"
57
142000
2000
Ovaj rezultat do 20. Sljedeći,"
02:36
they just give you as many o's as there are pages.
58
144000
3000
samo vam daju onoliko slova O koliko ima stranica.
02:39
It's really simple and subtle.
59
147000
2000
Zaista je jednostavno i suptilno.
02:41
I bet a lot of you have seen it and never noticed it.
60
149000
3000
Kladim se da vas je puno to vidjelo prije ali nije zamijetilo.
02:44
That's the subconscious mind
61
152000
2000
Tako funkcionira podsvjesni um
02:46
that sort of notices it -- it probably is kind of pleasant
62
154000
2000
koji na nekim način to primjeti, odaje osjećaj ugodnog
02:48
and you didn't know why.
63
156000
2000
ali vi ne znate zašto.
02:50
And it's just clever.
64
158000
2000
A to je jednostavno pametno.
02:52
And of course, what's especially good is,
65
160000
2000
A naravno, posebno dobra stvar je,
02:54
if you type "design and emotion,"
66
162000
2000
ukoliko upišete "dizajn i emocije"
02:56
the first response out of those 10 pages is my website.
67
164000
4000
od tih 10 stranica prva je moja web stranica.
03:00
(Laughter)
68
168000
2000
(Smijeh)
03:02
Now, the weird thing is Google lies,
69
170000
3000
A sad, čudna stvar je da Google laže,
03:05
because if I type "design and emotion,"
70
173000
2000
jer ukoliko upišem "dizajn i emocije"
03:07
it says, "You don't need the 'and.' We do it anyway."
71
175000
3000
on kaže da " Ne trebate "i". Svejedno ćemo to odraditi."
03:10
So, OK.
72
178000
2000
Stoga, Ok.
03:12
So I type "design emotion"
73
180000
2000
Onda upišem " dizajn emocije"
03:14
and my website wasn't first again.
74
182000
2000
i onda moja stranica više nije na prvom mjestu.
03:16
It was third.
75
184000
2000
Na trećem je.
03:18
Oh well, different story.
76
186000
2000
Ali to je već druga priča.
03:22
There was this wonderful review in The New York Times
77
190000
3000
New Yor Times je izdao krasan osvrt
03:25
about the MINI Cooper automobile.
78
193000
2000
o MINI Cooper autu.
03:27
It said, "You know, this is a car that has lots of faults.
79
195000
4000
Napisali su, " Vidite, ovo je auto koji ima mnogo mana.
03:31
Buy it anyway.
80
199000
2000
Kupite ga svejedno.
03:33
It's so much fun to drive."
81
201000
2000
Tako ga je zabavno voziti."
03:35
And if you look at the inside of the car --
82
203000
3000
Ukoliko pogledate unutrašnjost auta-
03:38
I mean, I loved it, I wanted to see it, I rented it,
83
206000
2000
Mislim, želio sam vidjeti, iznajmio sam ga,
03:40
this is me taking a picture while my son is driving --
84
208000
3000
ovo ja slikam sina dok ga vozi-
03:43
and the inside of the car, the whole design is fun.
85
211000
3000
unutrašnjost auta, cjelokupni dizajn je zabavan.
03:46
It's round, it's neat.
86
214000
2000
Okrugao je i zgodan.
03:48
The controls work wonderfully.
87
216000
2000
Kontrole rade divno.
03:50
So that's my new life; it's all about fun.
88
218000
3000
Tako da je to moj novi život, vrti se oko zabave.
03:53
I really have the feeling that pleasant things work better,
89
221000
3000
zaista imam osjećaj da ugodne stvari rade bolje,
03:56
and that never made any sense to me
90
224000
3000
i to mi nikada nije imalo smisla
03:59
until I finally figured out -- look ...
91
227000
2000
dok nisam naposljetku dokučio zašto...
04:03
I'm going to put a plank on the ground.
92
231000
2000
Stavit ću dasku na pod.
04:05
So, imagine I have a plank about two feet wide and 30 feet long
93
233000
3000
Zamislite da imam dasku pola metra široku i 10 metara dugu
04:08
and I'm going to walk on it, and you see I can walk on it without looking,
94
236000
3000
spremam se hodati po njoj i vidite da hodam bez gledanja,
04:11
I can go back and forth and I can jump up and down.
95
239000
2000
i mogu ići naprijed i nazad i skakati gore i dolje.
04:13
No problem.
96
241000
2000
Bez problema.
04:15
Now I'm going to put the plank 300 feet in the air --
97
243000
4000
Sada ću staviti dasku 100 metara u zrak
04:19
and I'm not going to go near it, thank you.
98
247000
3000
i nakon toga joj neću ni prići, ne hvala.
04:25
Intense fear paralyzes you.
99
253000
2000
Intenzivan strah vas paralizira.
04:27
It actually affects the way the brain works.
100
255000
3000
Utječe na način na koji mozak funkcionira.
04:30
So, Paul Saffo, before his talk said that he didn't really have it down
101
258000
4000
Npr., Paul Saffo je prije svog govora rekao kako nije imao ništa zapisano
04:34
until just a few days or hours before the talk,
102
262000
2000
do tek par dana ili par sati prije govora,
04:36
and that anxiety was really helpful in causing him to focus.
103
264000
4000
a njemu je ta anksioznost pomogla da se skoncentrira
04:40
That's what fear and anxiety does;
104
268000
2000
I to je ono što strah i anksioznost rade
04:42
it causes you to be -- what's called depth-first processing --
105
270000
3000
Omogućuje vam da se- to se zove dubinsko-procesuiranje-
04:45
to focus, not be distracted.
106
273000
3000
fokusirate, da budete sabrani,
04:48
And I couldn't force myself across that.
107
276000
3000
a ja se nisam mogao natjerati na to.
04:51
Now some people can -- circus workers, steel workers.
108
279000
3000
Neki ljudi to mogu - radnici u cirkusu, fizički radnici.
04:54
But it really changes the way you think.
109
282000
2000
No to vam zaista mijenja način na koji razmišljate.
04:56
And then, a psychologist, Alice Isen,
110
284000
3000
Psihologinja po imenu Alice Isen
04:59
did this wonderful experiment.
111
287000
2000
je napravila divan eksperiment.
05:01
She brought students in to solve problems.
112
289000
2000
Dovela je studente da riješe probleme
05:03
So, she'd bring people into the room,
113
291000
2000
Funkcioniralo bi tako da bi uvela ljude u sobu,
05:05
and there'd be a string hanging down here
114
293000
2000
ovdje bi visila uzica
05:07
and a string hanging down here.
115
295000
2000
i ovdje bi visila uzica
05:09
It was an empty room, except for a table with a bunch of crap on it --
116
297000
3000
i prazna soba osim jednog stola na kojem je bila hrpa beskorisnih stvari-
05:12
some papers and scissors and stuff.
117
300000
2000
neki papiri, škare i ostale stvari.
05:14
And she'd bring them in,
118
302000
2000
Ona bi ih uvela
05:16
and she'd say,
119
304000
2000
i rekla:
05:18
"This is an IQ test and it determines how well you do in life.
120
306000
3000
" Ovo je test inteligencije i pokazuje koliko ste uspješni u životu.
05:21
Would you tie those two strings together?"
121
309000
3000
možete li spojiti te dvije uzice?"
05:24
So they'd take one string and they'd pull it over here
122
312000
3000
Oni bi onda uzeli jednu uzicu i vukli je tu
05:27
and they couldn't reach the other string.
123
315000
3000
ali nisu mogli dosegnuti drugu uzicu.
05:30
Still can't reach it.
124
318000
2000
još uvijek ne mogu dosegnuti.
05:32
And, basically, none of them could solve it.
125
320000
3000
U principu nitko od njih nije mogao riješiti problem.
05:35
You bring in a second group of people,
126
323000
3000
zatim je uvela drugu grupu ljudi
05:38
and you say, "Oh, before we start,
127
326000
3000
i rekla: " Prije nego počnemo,
05:41
I got this box of candy, and I don't eat candy.
128
329000
3000
imam tu jednu bombonijeru a ja ne jedem bombone.
05:44
Would you like the box of candy?"
129
332000
2000
Da li biste vi htjeli tu bombonijeru?
05:46
And turns out they liked it, and it made them happy --
130
334000
3000
Ispada da im se svidjela, učinila ih sretnim,
05:49
not very happy, but a little bit of happy.
131
337000
2000
ne jako sretnima, ali pomalo sretnima.
05:51
And guess what -- they solved the problem.
132
339000
2000
I pogodite što? Riješili su problem.
05:53
And it turns out that when you're anxious
133
341000
3000
Ispada da kad je čovjek anksiozan
05:56
you squirt neural transmitters in the brain, which focuses you
134
344000
3000
ubrizgavaju se neurotransmiteri u mozak, što fokusira čovjeka
05:59
makes you depth-first.
135
347000
2000
dovodi do dubinskog procesiranja,
06:01
And when you're happy -- what we call positive valence --
136
349000
3000
A kada je čovjek sretan- ono što zovemo pozitivna valentnost-
06:04
you squirt dopamine into the prefrontal lobes,
137
352000
2000
ubrizgava se dopamin u prefrontalni režanj,
06:06
which makes you a breadth-first problem solver:
138
354000
2000
što mu omogućuje da probleme rješava na način površnog procesiranja
06:08
you're more susceptible to interruption; you do out-of-the-box thinking.
139
356000
3000
više podložnog prekidima i maštovitim rješenjima.
06:11
That's what brainstorming is about, right?
140
359000
3000
To je bit protoka ideja zar ne?
06:14
With brainstorming we make you happy, we play games,
141
362000
3000
Pri protoku ideja ljudi su sretni, igraju igre
06:17
and we say, "No criticism,"
142
365000
2000
i pravilo je da nema kritike,
06:19
and you get all these weird, neat ideas.
143
367000
2000
a rezultat su čudne, zgodne ideje.
06:21
But in fact, if that's how you always were you'd never get any work done
144
369000
3000
No u stvarnosti, da je tako stalno, nitko ne bi nikad ništa uspio odradit
06:24
because you'd be working along and say, "Oh, I got a new way of doing it."
145
372000
3000
zato što bi tijekom rada netko uvijek izmislio novi način rada.
06:27
So to get work done, you've got to set a deadline, right?
146
375000
4000
Stoga, da bi se rad dovršio, mora biti određen rok, zar ne?
06:31
You've got be anxious.
147
379000
2000
Čovjek mora biti anksiozan.
06:33
The brain works differently
148
381000
2000
Mozak funkcionira drukčije
06:35
if you're happy. Things work better because you're more creative.
149
383000
3000
a ukoliko ste sretni, stvari se bolje odvijaju jer ste kreativniji
06:38
You get a little problem, you say, "Ah, I'll figure it out."
150
386000
3000
kad naiđete na problem, samo pomislite da ćete već nešto smislit.
06:41
No big deal.
151
389000
2000
Nije problem.
06:43
There's something I call the visceral level of processing, and there will be visceral-level design.
152
391000
2000
Postoji nešto što ja zovem visceralni nivo procesiranja.
06:45
Biology -- we have co-adapted through biology to like bright colors.
153
393000
4000
Biologija- čovjek se prilagodio putem biologije da bi volio svijetle boje.
06:49
That's especially good that mammals and primates like fruits
154
397000
4000
Stoga je posebno dobro da sisavci i primati vole voće
06:53
and bright plants, because you eat the fruit
155
401000
2000
i šarene biljke, jer jedu voće
06:55
and you thereby spread the seed.
156
403000
2000
i na taj način šire sjeme.
06:57
There's an amazing amount of stuff that's built into the brain.
157
405000
3000
Postoji fascinantna količina stvari koje su ugrađene u mozak.
07:00
We dislike bitter tastes, we dislike loud sounds,
158
408000
3000
Ne volimo gorke okuse, glasne zvukove,
07:03
we dislike hot temperatures, cold temperatures.
159
411000
2000
vrućinu, hladnoću,
07:05
We dislike scolding voices. We dislike frowning faces;
160
413000
4000
Ne volimo svadljive glasove, namrštena lica,
07:09
we like symmetrical faces, etc., etc.
161
417000
2000
Volimo simetrična lica, itd., itd.
07:12
So that's the visceral level.
162
420000
2000
Znači to je visceralni nivo
07:14
In design, you can express visceral in lots of ways,
163
422000
3000
a u dizajnu se visceralno može izraziti na mnogo načina
07:17
like the choice of type fonts and the red for hot, exciting.
164
425000
5000
kao npr. izborom fontova ili crvene boje za vruće, uzbudljivo.
07:22
Or the 1963 Jaguar:
165
430000
2000
Ili Jaguar iz 1963.
07:24
It's actually a crummy car, falls apart all the time,
166
432000
3000
Zapravo je to pišljiv auto, raspada se cijelo vrijeme
07:27
but the owners love it.
167
435000
2000
no vlasnici ga vole.
07:29
And it's beautiful -- it's in the Museum of Modern Art.
168
437000
2000
I lijep je - izložen je u Muzeju Moderne Umjetnosti.
07:31
A water bottle:
169
439000
2000
Boca vode.
07:33
You buy it because of the bottle, not because of the water.
170
441000
3000
Kupujete je zbog boce, ne zbog vode.
07:36
And when people are finished, they don't throw it away.
171
444000
3000
Kada su ljudi gotovi s njom, ne bacaju bocu
07:39
They keep it for -- you know, it's like the old wine bottles, you keep it for decoration
172
447000
3000
zadrže ju, ma znate, kao što je slučaj sa starim bocama vina koje drže za dekoraciju
07:42
or maybe fill it with water again, which proves it's not the water.
173
450000
3000
ili možda ju ponovno napune vodom, što je dokaz da se ne radi o vodi.
07:45
It's all about the visceral experience.
174
453000
4000
Radi se o visceralnom doživljaju.
07:50
The middle level of processing is the behavioral level
175
458000
4000
Srednji dio procesuiranja je bihevioralni nivo
07:54
and that's actually where most of our stuff gets done.
176
462000
2000
i tamo se zapravo većina stvari odvija.
07:56
Visceral is subconscious, you're unaware of it.
177
464000
2000
Visceralno je podsvjesno, nismo svjesni toga
07:58
Behavioral is subconscious, you're unaware of it.
178
466000
3000
Bihevioralno je podsvjesno, nismo svjesni toga.
08:01
Almost everything we do is subconscious.
179
469000
2000
Skoro sve što radimo je podsvjesno.
08:03
I'm walking around the stage -- I'm not attending to the control of my legs.
180
471000
4000
Kada hodam na podiju ne razmišljam o radu svojih nogu.
08:07
I'm doing a lot; most of my talk is subconscious;
181
475000
3000
Puno toga radim, većina mog govora je podsvjesno,
08:10
it has been rehearsed and thought about a lot.
182
478000
2000
vježbao sam i razmišljao o njemu dosta.
08:12
Most of what we do is subconscious.
183
480000
2000
Većina stvari koje radimo je podsvjesna.
08:14
Automatic behavior -- skilled behavior -- is subconscious,
184
482000
3000
Automatsko ponašanje - uvježbano ponašanje je podsvjesno,
08:17
controlled by the behavioral side.
185
485000
2000
kontrolirano od bihevioralne strane.
08:19
And behavioral design is all about feeling in control,
186
487000
4000
A svrha bihevioralnog dizajna je osjećaj kontrole,
08:23
which includes usability, understanding --
187
491000
3000
koji uključuje upotrebljivost, razumijevanje,
08:26
but also the feel and heft.
188
494000
2000
no isto tako osjećaj i težinu.
08:28
That's why the Global knives are so neat.
189
496000
2000
Zato su Globalovi noževi tako zgodni
08:30
They're so nicely balanced, so sharp,
190
498000
2000
Tako su lijepo balansirani, tako oštri,
08:32
that you really feel you're in control of the cutting.
191
500000
2000
da zaista osjetiš kao da kontroliraš rezanje.
08:34
Or, just driving a high-performance sports car
192
502000
4000
Ili vožnja sportskog auta s visokim performansama
08:38
over a demanding curb --
193
506000
2000
u zahtjevnoj krivini,
08:40
again, feeling that you are in complete control of the environment.
194
508000
3000
osjećaj potpune kontrole nad okolišem.
08:43
Or the sensual feeling.
195
511000
2000
Ili senzualni osjećaj.
08:45
This is a Kohler shower, a waterfall shower,
196
513000
2000
Ovo je tuš marke Kohler, vodopadni tuš,
08:47
and actually, all those knobs beneath are also showerheads.
197
515000
3000
sve izbočine ispod su isto glave tuša.
08:50
It will squirt you all around
198
518000
2000
Skroz vas pošpricaju
08:52
and you can stay in that shower for hours --
199
520000
2000
A možete ostati ispod njega satima.
08:54
and not waste water, by the way,
200
522000
2000
I usput rečeno ne trošite vodu,
08:56
because it recirculates the same dirty water.
201
524000
2000
jer recirkulira istu prljavu vodu.
08:58
(Laughter)
202
526000
3000
(Smijeh)
09:01
Or this -- this is a really neat teapot I found
203
529000
2000
Ili ovo - to je zaista zgodan čajnik koji sam našao
09:03
at high tea at The Four Seasons Hotel in Chicago.
204
531000
4000
dok sam bio na popodnevnom čaju u Four Seasons hotelu u Chicagu
09:07
It's a Ronnefeldt tilting teapot.
205
535000
2000
To je nagibni čajnik marke Ronnefeldt
09:09
That's kind of what the teapot looks like
206
537000
2000
Tako nekako čajnik izgleda
09:11
but the way you use it is you lay it on its back,
207
539000
3000
no upotrebljava se tako da se položi,
09:14
and you put tea in,
208
542000
2000
stavi se čaj unutra,
09:16
and then you fill it with water.
209
544000
2000
i onda se napuni vodom
09:18
The water then seeps over the tea.
210
546000
3000
jer voda onda prelije čaj.
09:21
And the tea is sitting in this stuff to the right --
211
549000
3000
A čaj stoji tu nadesno
09:24
the tea is to the right of this line.
212
552000
2000
stoji desno od ove linije.
09:26
There's a little ledge inside, so the tea is sitting there
213
554000
2000
Unutra je mala letvica da može čaj stat u nju
09:28
and the water is filling it up like that.
214
556000
2000
i voda ga onda tako napuni.
09:30
And when the tea is ready, or almost ready, you tilt it.
215
558000
3000
Kada je čaj spreman ili skoro spreman, čajnik se nagne.
09:33
And that means the tea is partially covered
216
561000
3000
To znači da je čaj djelomični pokriven
09:36
while it completes the brewing.
217
564000
2000
dok se završava vrenje.
09:38
And when it's finished, you put it vertically,
218
566000
2000
Kada je završeno, čajnik se položi vertikalno
09:40
and now the tea is -- you remember -- above this line
219
568000
2000
i sada je čaj - sjećate se- iznad ove linije
09:42
and the water only comes to here --
220
570000
3000
a voda dođe samo do tu
09:45
and so it keeps the tea out.
221
573000
2000
i čaj je zadržan izvan
09:47
On top of that, it communicates,
222
575000
2000
Povrh toga, čajnik komunicira,
09:49
which is what emotion does.
223
577000
2000
što je i funkcija emocija.
09:51
Emotion is all about acting; emotion is really about acting.
224
579000
3000
Glavno obilježje emocija je gluma,
09:54
It's being safe in the world.
225
582000
2000
Radi se o sigurnosti na svijetu.
09:56
Cognition is about understanding the world, emotion is about interpreting it --
226
584000
4000
Dok je smisao kognicije razumijevanje svijeta, smisao emocija je njegova interperetacija
10:00
saying good, bad, safe, dangerous,
227
588000
2000
određivanje dobrog, lošeg, sigurnog, opasnog,
10:02
and getting us ready to act, which is why the muscles tense or relax.
228
590000
3000
i priprema nas na akciju, zbog čega se mišići napinju ili opuštaju.
10:05
And that's why we can tell the emotion of somebody else --
229
593000
4000
Zato možemo odrediti nečiju emociju,
10:09
because their muscles are acting, subconsciously,
230
597000
2000
jer njihovi mišići podsvjesno rade,
10:11
except that we've evolved to make the facial muscles really rich with emotion.
231
599000
6000
osim što smo mi evoluirali tako da su nam mišići lica bogati emocijama.
10:17
Well, this has emotions if you like,
232
605000
2000
Stoga, ovo ima svojevrsne emocije,
10:19
because it signals the waiter that, "Hey, I'm finished. See -- upright."
233
607000
4000
jer signalizira konobaru: "Hej, gotov sam. Vidiš, stojim uspravno."
10:23
And the waiter can come by and say, "Would you like more water?"
234
611000
3000
Onda konobar može doći i pitati "Želite li još vode?"
10:26
It's kind of neat. What a wonderful design.
235
614000
2000
Zgodno je. Kakav krasan dizajn.
10:28
And the third level is reflective,
236
616000
4000
I na kraju, treći nivo je misaoni,
10:32
which is, if you like the superego,
237
620000
4000
ukoliko volite superego,
10:36
it's a little part of the brain that has no control over what you do,
238
624000
3000
to je mali dio mozga koji nema kontrole nad vašim postupcima,
10:39
no control over the -- doesn't see the senses,
239
627000
4000
ne vidi osjete,
10:43
doesn't control the muscles.
240
631000
2000
ne kontrolira mišiće
10:45
It looks over what's going on.
241
633000
2000
On nadgleda što se događa.
10:47
It's that little voice in your head
242
635000
2000
On je onaj mali glasić u vašoj glavi
10:49
that's watching and saying, "That's good. That's bad."
243
637000
2000
koji gleda i govori što je dobro a što loše.
10:51
Or, "Why are you doing that? I don't understand."
244
639000
2000
ili " Zašto to radiš? Ne razumijem."
10:53
It's that little voice in your head that's the seat of consciousness.
245
641000
2000
To je onaj mali glasić u glavi koji je centar svijesti.
10:55
Here's a great reflective product.
246
643000
3000
Evo jednog odličnog misaonog proizvoda.
10:58
Owners of the Hummer have said, "You know I've owned many cars in my life --
247
646000
4000
Vlasnici Hummera su rekli " Ja sam posjedovao mnogo auta u životu
11:02
all sorts of exotic cars,
248
650000
2000
svakakvih egzotičnih vrsta,
11:04
but never have I had a car that attracted so much attention."
249
652000
3000
ali nikad nisam imao auto koji privlači toliko pažnje."
11:07
It's about attention. It's about their image,
250
655000
2000
Radi se o njegovom odrazu,
11:09
not about the car.
251
657000
2000
a ne o autu.
11:11
If you want a more positive model --
252
659000
2000
No ako uzmemo i pozitivniji model,
11:13
this is the GM car.
253
661000
2000
ovo je GM auto.
11:15
And the reason you might buy it now is because you care about the environment.
254
663000
2000
Razlog zbog kojeg biste ga mogli sada kupiti je vaša briga za okolinu
11:17
And you'll buy it to protect the environment,
255
665000
2000
I kupili biste ga jer se brinete za okolinu
11:19
even though the first few cars are going to be really expensive
256
667000
3000
iako će prvih nekoliko auta biti zaista skupo
11:22
and not perfected.
257
670000
2000
i neusavršeno.
11:24
But that's reflective design as well.
258
672000
2000
To je isto primjer misaonog dizajna.
11:26
Or an expensive watch, so you can impress people --
259
674000
2000
Ili skupi sat s kojim možete impresionirati ljude,
11:28
"Oh gee, I didn't know you had that watch."
260
676000
3000
koji će reći "Oho, pa nisam znao da imaš taj sat."
11:31
As opposed to this one,
261
679000
2000
Za razliku od ovog,
11:33
which is a pure behavioral watch,
262
681000
2000
koji je pravi primjer bihevioralnog sata,
11:35
which probably keeps better time than the $13,000 watch I just showed you.
263
683000
3000
koji vjerojatno točnije pokazuje vrijeme od 13 000 dolara vrijednog sata koji sam vam prije pokazao.
11:38
But it's ugly.
264
686000
2000
No ružan je.
11:40
This is a clear Don Norman watch.
265
688000
2000
Ovo je sat svojstven meni.
11:42
And what's neat is sometimes you pit one emotion against the other,
266
690000
3000
A zgodna stvar je da se nekad emocije sukobljavaju,
11:45
the visceral fear of falling
267
693000
3000
visceralni strah od neuspjeha
11:48
against the reflective state saying, "It's OK. It's OK. It's safe. It's safe."
268
696000
5000
nasuprot misaonog stanja gdje si kažeš "U redu je. U redu je. Sigurno je. Sigurno je."
11:53
If that amusement park were rusty and falling apart, you'd never go on the ride.
269
701000
4000
Da je ovaj zabavni park hrđav i da se raspada, nikad se ne bi išli vozit u njemu.
11:57
So, it's pitting one against the other.
270
705000
3000
To je to sukobljavanje.
12:00
The other neat thing ...
271
708000
3000
Druga zgodna stvar
12:03
(Laughter)
272
711000
4000
(Smijeh)
12:07
So Jake Cress is this furniture maker,
273
715000
3000
Jake Cress radi namještaj
12:10
and he makes this unbelievable set of furniture.
274
718000
3000
i radi nevjerojatne stvari.
12:13
And this is his chair with claw,
275
721000
2000
Ovo je njegova stolica s kandžom,
12:15
and the poor little chair has lost its ball
276
723000
3000
a jadna mala stolica je izgubila svoju lopticu
12:18
and it's trying to get it back before anybody notices.
277
726000
3000
i muči se da bi ju vratila prije nego itko primjeti.
12:22
And what's so neat about it is how you accept that story.
278
730000
4000
I super stvar je način na koji svi prihvate tu priču.
12:26
And that's what's nice about emotion.
279
734000
3000
I to je super stvar s emocijama.
12:29
So that's the new me.
280
737000
2000
Tako da sam to novi JA.
12:31
I'm only saying positive things from now on.
281
739000
2000
Samo ću govoriti pozitivne stvari odsad.
12:33
(Laughter)
282
741000
1000
(Smijeh)
12:34
(Applause)
283
742000
3000
(Pljesak)
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