TED2004
Stefan Sagmeister: Happiness by design
Stefan Sagmeister govori o sretnom dizajnu
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Grafički dizajner Stefan Sagmeister vodi publiku na razigrano putovanje kroz trenutke iz svog života koji su ga usrećili -- i ukazuje na činjenicu koliko je tih trenutaka povezano s dobrim dizajnom.
Stefan Sagmeister - Graphic designer
Renowned for album covers, posters and his recent book of life lessons, designer Stefan Sagmeister invariably has a slightly different way of looking at things. Full bio
Renowned for album covers, posters and his recent book of life lessons, designer Stefan Sagmeister invariably has a slightly different way of looking at things. Full bio
Double-click the English transcript below to play the video.
00:24
About 15 years ago, I went to visit a friend in Hong Kong.
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Prije 15-ak godina posjetio sam prijatelja u Hong Kongu.
00:31
And at the time I was very superstitious.
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U to vrijeme bio sam veoma praznovjeran.
00:35
So, upon landing -- this was still at the old Hong Kong airport
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Pri slijetanju -- to je još uvijek bilo na Kai Taku,
00:40
that's Kai Tak, when it was smack in the middle of the city --
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staroj zračnoj luci usred Hong Konga --
00:43
I thought, "If I see something good, I'm going to have a great time here in
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pomislio sam: "Ako ugledam nešto dobro,
odlično ću se provesti ovdje
odlično ću se provesti ovdje
00:48
my two weeks. And if I see something negative, I'm going to be miserable, indeed."
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ova dva tjedna. A ako vidim
nešto negativno, bit ću zaista očajan."
nešto negativno, bit ću zaista očajan."
00:56
So the plane landed in between the buildings
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Tako je zrakoplov sletio između zgrada
00:58
and got to a full stop in front of this little billboard.
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i zaustavio se ispred ovog malog plakata.
01:05
(Laughter)
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(Smijeh)
01:06
And I actually went to see some of the design companies
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Zapravo sam se išao naći s nekim dizajnerskim tvrtkama
01:10
in Hong Kong in my stay there.
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u Hong Kongu za vrijeme svog posjeta.
01:12
And it turned out that --
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I ispalo je da --
01:14
I just went to see, you know, what they are doing in Hong Kong.
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išao sam samo pogledati što rade u Hong Kongu.
01:19
But I actually walked away with a great job offer.
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A otišao sam s odličnom poslovnom ponudom.
01:23
And I flew back to Austria, packed my bags,
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Odletio sam natrag u Austriju, spakirao torbe,
01:27
and, another week later, I was again on my way to Hong Kong
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i za tjedan dana opet sam bio
na putu za Hong Kong, još uvijek praznovjeran.
na putu za Hong Kong, još uvijek praznovjeran.
01:33
still superstitions and thinking, "Well, if that 'Winner' billboard is still up,
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Mislio sam: "Ako je plakat "Pobjednik" još uvijek postavljen,
01:40
I'm going to have a good time working here.
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bit će mi lijepo raditi ondje.
01:42
(Laughter)
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(Smijeh)
01:43
But if it's gone, it's going to be really miserable and stressful."
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Ali ako ga nema, bit će zbilja očajno i stresno."
01:49
So it turned out that not only was the billboard still up
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Ne samo da je plakat još uvijek bio ondje,
01:53
but they had put this one right next to it.
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već su postavili ovaj odmah pokraj njega.
01:55
(Laughter)
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(Smijeh)
01:58
On the other hand, it also taught me where superstition gets me
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No, to me naučilo kamo me praznovjerje može dovesti
02:02
because I really had a terrible time in Hong Kong.
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zato što mi je zbilja bilo grozno u Hong Kongu.
02:04
(Laughter)
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(Smijeh)
02:07
However, I did have a number of real moments of happiness in my life --
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No, u životu sam imao niz pravih trenutaka sreće --
02:18
of, you know, I think what the conference brochure refers to
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mislim da ih brošura konferencije naziva
02:23
as "moments that take your breath away."
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"trenucima koji vam oduzimaju dah".
02:26
And since I'm a big list maker, I actually listed them all.
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A kako obožavam raditi popise, sve sam ih nabrojio.
02:33
(Laughter)
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(Smijeh)
02:34
Now, you don't have to go through the trouble of reading them
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Ne morate se mučiti čitajući ih,
02:37
and I won't read them for you.
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a ni ja vam ih neću čitati.
02:40
I know that it's incredibly boring to hear about other people's happinesses.
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Znam da je nevjerojatno dosadno slušati o tuđoj sreći.
02:44
(Laughter)
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(Smijeh)
02:46
What I did do, though is, I actually looked at them from a design standpoint
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No, ja sam ih pogledao s gledišta dizajna
02:55
and just eliminated all the ones that had nothing to do with design.
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i eliminirao one koji nisu imale veze s dizajnom.
03:01
And, very surprisingly, over half of them had, actually, something to do with design.
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Začuđujuće je da je više od
polovice trenutaka imalo veze s dizajnom.
polovice trenutaka imalo veze s dizajnom.
03:08
So there are, of course, two different possibilities.
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Naravno, postoje dvije različite mogućnosti.
03:11
There's one from a consumer's point of view --
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Jedna je vezana uz stajalište potrošača --
03:13
where I was happy while experiencing design.
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gdje sam bio sretan pri doživljavanju dizajna.
03:16
And I'll just give you one example. I had gotten my first Walkman.
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Dat ću vam jedan primjer. Dobio sam svoj prvi walkman.
03:20
This is 1983.
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To je bilo 1983.
03:22
My brother had this great Yamaha motorcycle
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Moj brat je imao odličan motor Yamaha
03:25
that he was willing to borrow to me freely.
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koji mi je uvijek rado posudio.
03:28
And The Police's "Synchronicity"
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Upravo je izišla kaseta
03:31
cassette had just been released
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"Synchronicity" grupe Police
03:33
and there was no helmet law in my hometown of Bregenz.
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i u mojem gradu, Bregenzu, nije se morala nositi kaciga.
03:36
So you could drive up into the mountains
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Tako da ste mogli odvesti u planine
03:38
freely blasting The Police on the new Sony Walkman.
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i navinuti The Police na svom novom Sonyjevom walkmanu.
03:42
(Laughter)
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(Smijeh)
03:43
And I remember it as a true moment of happiness.
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Pamtim to kao istinski trenutak sreće.
03:48
You know, of course, they are related to this combination of
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Naravno, povezan je s kombinacijom
03:53
at least two of them being, you know, design objects.
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najmanje dviju stvari koje su dizajnerski predmeti.
03:57
And, you know, there's a scale of happiness when you talk about in design
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Postoji ljestvica sreće kad se govori o dizajnu,
04:01
but the motorcycle incident would definitely be, you know,
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ali slučaj s motorom definitivno bi bio
04:05
situated somewhere here -- right in there between Delight and Bliss.
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tu negdje - točno između Užitka i Blaženstva.
04:11
Now, there is the other part, from a designer's standpoint --
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Tu je i drugi dio, sa stajališta dizajnera -
04:17
if you're happy while actually doing it.
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sretni ste kad dizajnirate.
04:19
And one way to see how happy designers are when they're designing could be to
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Možemo vidjeti koliko su dizajneri sretni kad dizajniraju
04:26
look at the authors' photos on the back of their monographs?
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gledanjem slika autora na poleđini njihovih monografija.
04:30
(Laughter)
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(Smijeh)
04:31
So, according to this, the Australians and the Japanese
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Prema tome su Australci i Japanci,
04:36
as well as the Mexicans
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kao i Meksikanci
04:37
are very happy.
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jako sretni.
04:39
(Laughter)
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(Smijeh)
04:40
While, somewhat, the Spaniards ...
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Dok Španjolci
04:42
and, I think, particularly, the Swiss
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i, rekao bih, posebno Švicarci
04:46
(Laughter),
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(Smijeh)
04:48
don't seem to be doing all that well.
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ne izgledaju kao da se dobro provode.
04:50
(Laughter)
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(Smijeh)
04:58
Last November, a museum opened in Tokyo called The Mori Museum,
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Prošlog studenog u Tokiju je otvoren muzej umjetnosti Mori,
05:04
in a skyscraper, up on the 56th floor.
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na 56. katu nebodera.
05:08
And their inaugural exhibit was called "Happiness."
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Uvodna izložba muzeja zvala se "Sreća".
05:12
And I went, very eagerly, to see it, because --
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Vrlo sam je oduševljeno otišao pogledati,
05:16
well, also, with an eye on this conference.
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već imajući na umu ovu konferenciju.
05:20
And they interestingly sectioned the exhibit off into four different areas.
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Zanimljivo je kako su izložbu
podijelili na četiri različita područja.
podijelili na četiri različita područja.
05:30
Under "Arcadia," they showed things like this, from the Edo period --
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U "Arkadiji" su izložili stvari poput ove, iz razdoblja Edo --
05:34
a hundred ways to write "happiness" in different forms.
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stotinu načina za napisati "sreća" u različitim oblicima.
05:39
Or they had this apple by Yoko Ono -- that, of course, later on
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Izložili su i ovu jabuku Yoko Ono -- to je kasnije, naravno,
05:43
was, you know, made into the label for The Beatles.
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postao zaštitni znak diskografske kuće Beatlesa.
05:48
Under "Nirvana" they showed this Constable painting.
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U "Nirvani" su izložili ovu sliku Johna Constablea.
05:52
And there was a little -- an interesting theory about abstraction.
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Postoji zanimljiva teorija o apstrakciji.
05:56
This is a blue field -- it's actually an Yves Klein painting.
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Ovo plavo polje zapravo je slika Yvesa Kleina.
06:00
And the theory was that if you abstract an image, you really, you know
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Prema toj teoriji, ako naslikate apstraktnu sliku,
06:05
open as much room for the un-representable --
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zapravo dajete puno prostora onom neprikazivom --
06:09
and, therefore, you know, are able to involve the viewer more.
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i stoga možete još više uključiti gledatelje.
06:15
Then, under "Desire," they showed these Shunsho paintings --
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Zatim, u "Žudnji" su izložili ove Shunshove slike,
06:19
also from the Edo period -- ink on silk.
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također iz razdoblja Edo -- tinta na svili.
06:25
And, lastly, under "Harmony," they had this 13th-century mandala from Tibet.
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Naposljetku, u "Harmoniji" je bila
izložena mandala iz Tibeta iz 13. stoljeća.
izložena mandala iz Tibeta iz 13. stoljeća.
06:32
Now, what I took away from the exhibit was that
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Ono što sam naučio na izložbi,
06:36
maybe with the exception of the mandala
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možda uz iznimku mandale,
06:39
most of the pieces in there were actually about the visualization of happiness
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jest da je većina izložaka zapravo bila o vizualizaciji sreće,
06:45
and not about happiness.
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a ne o sreći.
06:47
And I felt a little bit cheated, because the visualization --
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Osjećao sam se pomalo prevarenim,
06:51
that's a really easy thing to do.
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zato što je vizualizacija stvarno laka.
06:54
And, you know, my studio -- we've done it all the time.
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U mojem ateljeu stalno smo to činili.
06:57
This is, you know, a book.
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Ovo je, vidite, knjiga.
06:59
A happy dog -- and you take it out, it's an aggressive dog.
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Sretan pas -- a kad skinete omot, agresivan pas.
07:03
It's a happy David Byrne and an angry David Byrne.
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Sretan David Byrne i ljutit David Byrne.
07:09
Or a jazz poster with a happy face and a more aggressive face.
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Ili jazz poster sa sretnim licem i agresivnijim licem.
07:13
You know, that's not a big deal to accomplish.
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Nije to neko veliko postignuće.
07:17
It has gotten to the point where, you know, within advertising
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Došlo je do toga da je "sreća" u oglašavanju
07:22
or within the movie industry, "happy" has gotten such a bad reputation that
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ili u filmskoj industriji došla na loš glas
07:28
if you actually want to do something with the subject
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pa ako želite nešto učiniti sa subjektom
07:31
and still appear authentic, you almost would have to, you know,
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i još uvijek izgledati autentično,
07:36
do it from a cynical point of view.
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gotovo da to morate učiniti cinički.
07:39
This is, you know, the movie poster.
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Ovo je filmski plakat.
07:42
Or we, a couple of weeks ago, designed a box set for The Talking Heads
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Prije nekoliko tjedana dizajnirali smo kompilacijski box set
07:47
where the happiness visualized on the cover definitely has, very much, a dark side to it.
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za The Talking Heads, gdje sreća
prikazana na omotu ima mračnu stranu.
prikazana na omotu ima mračnu stranu.
07:58
Much, much more difficult is this, where the designs actually can evoke happiness --
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Mnogo je teže kad dizajn stvarno može izazvati sreću --
08:07
and I'm going to just show you three that actually did this for me.
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pokazat ću vam tri koja su mene usrećila.
08:14
This is a campaign done by a young artist in New York, who calls himself "True."
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Ovo je kampanja mladog umjetnika
iz New Yorka, koji sebe naziva "True".
iz New Yorka, koji sebe naziva "True".
08:20
Everybody who has ridden the New York subway system will be
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Svima koji su se vozili njujorškom podzemnom željeznicom
08:23
familiar with these signs?
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bit će poznati ovi znakovi.
08:26
True printed his own version of these signs.
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True je tiskao vlastite verzije ovih znakova.
08:30
Met every Wednesday at a subway stop with 20 of his friends.
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Svake srijede sastajao se s 20 prijatelja.
08:35
They divided up the different subway lines and added their own version.
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Podijelili su se na različite linije
podzemne željeznice i dodali vlastite verzije.
podzemne željeznice i dodali vlastite verzije.
08:41
(Laughter)
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(Smijeh)
08:42
So this is one.
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Ovo je jedna od njih.
08:44
(Laughter)
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(Smijeh)
08:50
Now, the way this works in the system is that nobody ever looks at these signs.
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Ovo funkcionira zato što inače nitko ne gleda te znakove.
08:55
So you're
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Dakle, zbilja...
08:57
(Laughter)
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(Smijeh)
08:58
you're really bored in the subway, and you kind of stare at something.
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Zbilja vam je dosadno tijekom vožnje i buljite u nešto.
09:03
And it takes you a while until it actually --
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I treba vam nešto vremena prije nego shvatite
09:05
you realize that this says something different than what it normally says.
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da poručuju nešto drugačije nego inače.
09:09
(Laughter)
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(Smijeh)
09:11
I mean, that's, at least, how it made me happy.
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Tako su barem mene usrećili.
09:14
(Laughter)
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(Smijeh)
09:25
Now, True is a real humanitarian.
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True je pravi humanitarac.
09:29
He didn't want any of his friends to be arrested,
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Nije želio da njegove prijatelje uhite
09:31
so he supplied everybody with this fake volunteer card.
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pa je svima dao lažnu volontersku iskaznicu.
09:36
(Laughter)
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(Smijeh)
09:39
And also gave this fake letter from the MTA to everybody --
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Također im je dao ovo lažno pismo MTA-a --
09:43
sort of like pretending that it's an art project
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pretvarali su se da su dio umjetničkog projekta
09:46
financed by The Metropolitan Transit Authority.
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koji financira njojorški javni prijevoznik.
09:48
(Laughter)
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(Smijeh)
09:50
Another New York project.
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Još jedan projekt iz New Yorka.
09:53
This is at P.S. 1 -- a sculpture that's basically a square room
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Ovo je u P.S. 1 (MoMA) -- skulptura
Jamesa Turrella koja je u osnovi kvadratna soba
Jamesa Turrella koja je u osnovi kvadratna soba
09:56
by James Turrell, that has a retractable ceiling.
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koja ima krov na uvlačenje.
10:00
Opens up at dusk and dawn every day.
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Otvori se u suton i zoru svakog dana.
10:03
You don't see the horizon.
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Ne vidite obzor.
10:04
You're just in there, watching the incredible, subtle changes of color in the sky.
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Unutra ste, gledate nevjerojatne,
suptilne promjene boje neba.
suptilne promjene boje neba.
10:11
And the room is truly something to be seen.
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A ta je soba nešto što se zbilja mora vidjeti.
10:16
People's demeanor changes when they go in there.
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Ponašanje ljudi mijenja se kad uđu unutra.
10:21
And, for sure, I haven't looked at the sky in the same way
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Ne gledam nebo na isti način
10:26
after spending an hour in there.
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otkad sam ondje proveo sat vremena.
10:29
There are, of course, more than those three projects that I'm showing here.
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Naravno, ima još mnogo toga
uz ova tri projekta koja sam pokazao.
uz ova tri projekta koja sam pokazao.
10:34
I would definitely say that observing Vik Muniz' "Cloud"
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Sa sigurnošću mogu reći
da me promatranje "Oblaka" Vika Muniza
da me promatranje "Oblaka" Vika Muniza
10:38
a couple of years ago in Manhattan for sure made me happy, as well.
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na Manhattanu prije nekoliko godina također usrećilo.
10:42
But my last project is, again, from a young designer in New York.
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I zadnji projekt koji ću pokazati
djelo je mladog umjetnika iz New Yorka.
djelo je mladog umjetnika iz New Yorka.
10:47
He's from Korea originally.
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Rodom je iz Koreje.
10:48
And he took it upon himself to print 55,000 speech bubbles --
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Odlučio je tiskati 55.000 oblačića --
10:56
empty speech bubbles stickers, large ones and small ones.
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praznih naljepnica oblačića, i velikih i malih.
10:59
And he goes around New York and just puts them, empty as they are, on posters.
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Stavlja ih takve prazne na plakate po cijelom New Yorku.
11:04
(Laughter)
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(Smijeh)
11:06
And other people go and fill them in.
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A drugi ljudi ih popunjavaju.
11:09
(Laughter)
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(Smijeh)
11:12
This one says, "Please let me die in peace."
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U ovom piše: "Molim vas, pustite me da umrem u miru."
11:15
(Laughter)
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(Smijeh)
11:22
I think that was --
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Najviše me iznenadilo
11:24
the most surprising to myself was that the writing was actually so good.
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što je tekst bio tako dobar.
11:29
This is on a musician poster, that says:
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Ovo je s glazbenog plakata:
11:32
"I am concerned that my CD will not sell more than 200,000 units
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"Bojim se da neću uspjeti prodati
200.000 primjeraka svog CD-a
200.000 primjeraka svog CD-a
11:36
and that, as a result, my recoupable advance
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te da će mi zbog toga oduzeti
11:40
from my label will be taken from me,
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povratni predujam diskografske kuće,
11:42
after which, my contract will be cancelled,
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nakon čega će mi otkazati ugovor,
11:44
and I'll be back doing Journey covers on Bleecker Street."
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a ja ću opet na ulici svirati obrade Journeya."
11:47
(Laughter)
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(Smijeh)
12:06
I think the reason this works so well is because everybody involved wins.
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Mislim da to tako dobro funkcionira
zato što su svi sudionici na dobitku.
zato što su svi sudionici na dobitku.
12:11
Jee gets to have his project;
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Jee ima svoj projekt;
12:13
the public gets a sweeter environment;
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javnost dobiva ugodniju okolinu;
12:17
and different public gets a place to express itself;
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drugi dio javnosti dobiva prostor za izražavanje;
12:21
and the advertisers finally get somebody to look at their ads.
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a oglašivači napokon imaju
nekoga tko će gledati njihove reklame.
nekoga tko će gledati njihove reklame.
12:25
(Laughter)
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(Smijeh)
12:32
Well, there was a question, of course, that was on my mind for a while:
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Naravno, neko vrijeme sam se pitao:
12:38
You know, can I do more of the things that I like doing in design
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Mogu li pri dizajniranju raditi više stvari koje volim,
12:43
and less of the ones that I don't like to be doing?
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a manje onih koje ne volim raditi?
12:47
Which brought me back to my list making --
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To me vratilo na pisanje popisa,
12:51
you know, just to see what I actually like about my job.
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kako bih vidio što zapravo volim kod svog posla.
12:54
You know, one is: just working without pressure.
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Jedna stvar koju volim jest rad bez pritiska.
12:58
Then: working concentrated, without being frazzled.
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Zatim, koncentracija pri radu, bez umaranja.
13:02
Or, as Nancy said before, like really immerse oneself into it.
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Ili, kao što je Nancy rekla, potpuno se udubiti u posao.
13:08
Try not to get stuck doing the same thing --
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Pokušajte ne raditi stalno isto --
13:11
or try not get stuck behind the computer all day.
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ili ne zapeti za kompjuterom cijeli dan.
13:15
This is, you know, related to it: getting out of the studio.
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Ovo je povezano s prethodnim: izlazak iz ateljea.
13:19
Then, of course, trying to, you know, work on things
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Zatim, naravno, pokušati raditi na onome
13:22
where the content is actually important for me.
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gdje je sadržaj meni bitan.
13:25
And being able to enjoy the end results.
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I moći uživati u krajnjim rezultatima.
13:31
And then I found another list in one of my diaries that actually contained
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Onda sam u jednom od svojih dnevnika
pronašao još jedan popis
pronašao još jedan popis
13:39
all the things that I thought I learned in my life so far.
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u kojem su bile sve stvari koje sam dotad naučio u životu.
13:43
And, just about at that time, an Austrian magazine called and asked
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Tada je jedan austrijski časopis nazvao i pitao
13:48
if we would want to do six spreads -- design six spreads
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bismo li dizajnirali šest dvostrukih stranica
13:52
that work like dividing pages between the different chapters in the magazine?
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koje služe za razdvajanje
različitih poglavlja časopisa.
različitih poglavlja časopisa.
13:57
And the whole thing just fell together.
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I tada se sve posložilo.
13:59
So I just picked one of the things that I thought I learned --
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Odabrao sam jednu od stvari
za koje sam mislio da sam naučio --
za koje sam mislio da sam naučio --
14:05
in this case, "Everything I do always comes back to me" --
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u ovom slučaju, "Sve što učinim. uvijek mi se vrati" --
14:08
and we made these spreads right out of this.
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i od toga smo napravili naše stranice.
14:11
So it was: "Everything
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Dakle: "Sve
14:13
I do
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što
14:15
always
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napravim,
14:17
comes
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uvijek
14:18
back
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mi se
14:20
to me."
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vrati."
14:22
A couple of weeks ago, a
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Prije nekoliko tjedana,
14:24
(Laughter)
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(Smijeh)
14:26
French company asked us to design five billboards for them.
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jedna francuska tvrtka naručila je dizajniranje pet plakata.
14:31
Again, we could supply the content for it.
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Opet smo sami mogli odabrati sadržaj.
14:34
So I just picked another one.
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Pa sam odabrao još nešto s popisa.
14:36
And this was two weeks ago.
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To je bilo prije dva tjedna.
14:38
We flew to Arizona -- the designer who works with me, and myself --
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Odletjeli smo u Arizonu -- dizajner s kojim radim i ja --
14:44
and photographed this one.
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i fotografirali smo ovo.
14:46
So it's: "Trying
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Dakle: "Nastojanje
14:49
to look
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da dobro
14:50
good
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izgledam
14:52
limits
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ograničava
14:54
my life."
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moj život."
14:56
And then we did one more of these.
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Zatim smo napravili još jedan takav,
14:59
This is, again, for a magazine, dividing pages.
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Opet međustranice za časopis.
15:04
This is: "Having" --
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Ovaj glasi: "Imati" --
15:05
this is the same thing;
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ovo je ista riječ,
15:06
it's just, you know, photographed from the side.
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samo je slikana bočno.
15:09
This is from the front.
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Ovo je sprijeda.
15:10
Then it's: "guts."
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Zatim: "hrabrosti".
15:12
Again, it's the same thing -- "guts" is just the same room, reworked.
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Opet, ista riječ -- ista soba, ali drugačije razmještena.
15:17
Then it's: "always
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Zatim: "uvijek
15:19
works out."
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mi".
15:24
Then it's "for," with the light on.
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Zatim "se", s upaljenim svjetlom.
15:27
(Laughter)
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(Smijeh)
15:29
And it's "me."
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I naposljetku, "isplati".
15:31
Thank you so much.
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Puno Vam hvala.
15:33
(Applause)
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(Pljesak)
ABOUT THE SPEAKER
Stefan Sagmeister - Graphic designerRenowned for album covers, posters and his recent book of life lessons, designer Stefan Sagmeister invariably has a slightly different way of looking at things.
Why you should listen
Stefan Sagmeister is no mere commercial gun for hire. Sure, he's created eye-catching graphics for clients including the Rolling Stones and Lou Reed, but he pours his heart and soul into every piece of work. His design work is at once timeless and of the moment, and his painstaking attention to the smallest details creates work that offers something new every time you look at it.
While a sense of humor invariably surfaces in his designs, Sagmeister is nonetheless very serious about his work; his intimate approach and sincere thoughtfulness elevate his design. A genuine maverick, Sagmeister achieved notoriety in the 1990s as the designer who self-harmed in the name of craft: He created a poster advertising a speaking engagement by carving the salient details onto his torso.
Stefan Sagmeister | Speaker | TED.com