TED2009
Jacek Utko: Can design save newspapers?
Jacek Utko pita, Može li dizajn spasiti novine?
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Jacek Utko je izuzetan poljski dizajner novina čiji su redizajni za novine u Istočnoj Europi ne samo osvojili nagrade, nego i povećali tiražu za 100%. Može li dobar dizajn spasiti novine? Možda i može.
Jacek Utko - Newspaper designer
Could good design save the newspaper -- at least for now? Jacek Utko thinks so -- and his lively, engaging designs for European papers prove that it works. Full bio
Could good design save the newspaper -- at least for now? Jacek Utko thinks so -- and his lively, engaging designs for European papers prove that it works. Full bio
Double-click the English transcript below to play the video.
00:12
Newspapers are dying for a few reasons.
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Novine umiru iz nekoliko razloga.
00:15
Readers don't want to pay for yesterday's news, and advertisers follow them.
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Čitatelji ne žele plaćati za jučerašnje vijesti, a oglašivači ih slijede.
00:19
Your iPhone, your laptop,
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Vaš iPhone, vaš prijenosnik,
00:21
is much more handy than New York Times on Sunday.
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puno je praktičniji od New York Times-a nedjeljom.
00:24
And we should save trees in the end.
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I na kraju krajeva, moramo spasiti drveće.
00:27
So it's enough to bury any industry.
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To je dovoljno da pokopa bilo koju industriju.
00:30
So, should we rather ask, "Can anything save newspapers?"
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Dakle, trebamo li bolje pitati, "Može li išta spasiti novine?"
00:34
There are several scenarios for the future newspaper.
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Postoji nekoliko scenarija za budućnost novina.
00:36
Some people say it should be free;
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Neki kažu da bi trebale biti besplatne;
00:39
it should be tabloid, or even smaller: A4;
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trebale bi biti tabloid, ili čak manje: A4;
00:42
it should be local, run by communities,
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trebale bi biti lokalne, vođene od strane zajednica,
00:45
or niche, for some smaller groups like business --
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ili specijalizirane, za neke manje grupe poput biznisa --
00:47
but then it's not free; it's very expensive.
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ali tada nisu besplatne; nego vrlo skupe.
00:50
It should be opinion-driven;
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Trebale bi se oslanjati na mišljenje;
00:52
less news, more views.
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s manje vijesti, a više gledišta.
00:55
And we'd rather read it during breakfast,
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I radije bi ih čitali za doručkom,
00:57
because later we listen to radio in a car,
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zato što kasnije slušamo radio u autu,
01:00
check your mail at work and in the evening you watch TV.
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provjeravamo e-poštu na poslu i navečer gledamo televiziju.
01:03
Sounds nice, but this can only buy time.
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Zvuči dobro, no time se može samo dobiti na vremenu.
01:06
Because in the long run,
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Zato što u konačnici,
01:08
I think there is no reason, no practical reason
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mislim da nema razloga, praktičnog razloga
01:10
for newspapers to survive.
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da novine opstanu.
01:13
So what can we do?
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Dakle, što možemo učiniti?
01:15
(Laughter)
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(Smijeh)
01:16
Let me tell you my story.
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Ispričat ću vam svoju priču.
01:18
20 years ago, Bonnier, Swedish publisher,
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Prije 20 godina, Bonnier, švedski izdavač,
01:21
started to set newspapers in the former Soviet Bloc.
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počeo je izdavati novine u bivšem Sovjetskom bloku.
01:25
After a few years, they had several newspapers in central and eastern Europe.
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Nakon nekoliko godina imali su nekoliko novina u centralnoj i istočnoj Europi.
01:28
They were run by an inexperienced staff,
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Vodio ih je neiskusni kadar,
01:31
with no visual culture, no budgets for visuals --
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bez vizualne kulture, bez proračuna za vizualne umjetnosti.
01:36
in many places there were not even art directors.
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Na puno mjesta nije bilo čak ni umjetničkih direktora.
01:38
I decided to be -- to work for them as an art director.
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Odlučio sam postati -- raditi za njih kao umjetnički direktor.
01:42
Before, I was an architect, and my grandmother asked me once,
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Prije sam bio arhitekt, i moja me baka jednom pitala,
01:45
"What are you doing for a living?"
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"Kako zarađuješ za život?"
01:47
I said, "I'm designing newspapers."
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Rekao sam, "Ja dizajniram novine."
01:49
"What? There's nothing to design there. It's just boring letters"
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"Što? Nema se tu što dizajnirati. To su samo dosadna slova"
01:52
(Laughter)
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(Smijeh)
01:53
And she was right. I was very frustrated, until one day.
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I bila je u pravu. Bio sam vrlo frustriran, sve do jednog dana.
01:57
I came to London, and I've seen performance by Cirque du Soleil.
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Došao sam u London, i vidio performans Cirque du Soleil-a.
02:01
And I had a revelation. I thought,
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I sinulo mi je. Mislio sam,
02:03
"These guys took some creepy,
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"Ovi ljudi su preuzeli grozan,
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run-down entertainment,
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istrošen oblik zabave,
02:07
and put it to the highest possible level of performance art."
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i podigli ga na najvišu moguću razinu izvedbene umjetnosti."
02:11
I thought "Oh my God, maybe I can do the same with these boring newspapers."
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Mislio sam "O,moj Bože, možda mogu učiniti isto s ovim dosadnim novinama."
02:14
And I did. We started to redesign them, one by one.
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I učinio sam. Počeli smo ih redizajnirati, jedne po jedne.
02:18
The front page became our signature.
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Naslovnica je postala naš potpis.
02:21
It was my personal intimate channel to talk to the readers.
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To je bio moj osobni intimni kanal kojim sam govorio čitateljima.
02:25
I'm not going to tell you stories about teamwork or cooperation.
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Neću vam pričati priče o timskom radu i suradnji.
02:29
My approach was very egotistic.
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Moj pristup je bio vrlo egoističan.
02:31
I wanted my artistic statement,
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Želio sam svoj umjetnički iskaz,
02:34
my interpretation of reality.
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svoju interpretaciju stvarnosti.
02:36
I wanted to make posters, not newspapers.
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Želio sam stvarati postere, a ne novine.
02:38
Not even magazines: posters.
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Čak ni časopise: postere.
02:40
We were experimenting with type,
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Eksperimentirali smo sa slovima,
02:43
with illustration, with photos. And we had fun.
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s ilustracijom, s fotografijama. I zabavljali smo se.
02:46
Soon it started to bring results.
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Uskoro je to počelo davati rezultate.
02:49
In Poland, our pages were named
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U Poljskoj su naše stranice nazvali
02:53
"Covers of the Year" three times in a row.
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"Naslovnice godine" tri puta za redom.
02:57
Other examples you can see here are from
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Druge primjere koje možete ovdje vidjeti su iz
02:59
Latvia, Lithuania, Estonia --
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Latvije, Litve, Estonije --
03:01
the central European countries.
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zemalja Centralne Europe.
03:05
But it's not only about the front page.
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No ne radi se samo o prednjoj strani.
03:08
The secret is that we were treating
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Tajna je u tome da smo tretirali
03:10
the whole newspaper as one piece,
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cijele novine kao jedno djelo,
03:12
as one composition -- like music.
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kao jednu kompoziciju -- kao glazbu.
03:16
And music has a rhythm, has ups and downs.
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I glazba ima ritam, ima uspone i padove.
03:20
And design is responsible for this experience.
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I dizajn je odgovoran za taj doživljaj.
03:24
Flipping through pages is readers experience,
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Okretanje stranica je čitalački doživljaj,
03:26
and I'm responsible for this experience.
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i ja sam odgovoran za taj doživljaj.
03:29
We treated two pages, both spreads, as a one page,
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Tretirali smo dvije stranice kao jednu,
03:32
because that's how readers perceive it.
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zato što ih tako vide čitatelji.
03:35
You can see some Russian pages here which got many awards
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Ovdje možete vidjeti neke ruske stranice koje su dobile mnoge nagrade
03:37
on biggest infographic competition in Spain.
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na najvećem natjecanju u infografici u Španjolskoj.
03:41
But the real award came from Society for Newspaper Design.
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No prava je nagrada došla od Društva za novinski dizajn.
03:46
Just a year after redesigning this newspaper in Poland,
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Samo godinu nakon redizajna ovih novina u Poljskoj,
03:49
they name it the World's Best-Designed Newspaper.
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nazvali su ih Najbolje dizajnirane novine na svijetu.
03:51
And two years later,
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I dvije godine kasnije,
03:53
the same award came to Estonia.
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ista je nagrada došla u Estoniju.
03:56
Isn't amazing?
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Nije li to nevjerojatno?
03:59
What really makes it amazing: that the circulation of these newspapers
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Ono što to stvarno čini nevjerojatnim: tiraža tih novina
04:01
were growing too.
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također je narasla.
04:03
Just some examples:
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Samo nekoliko primjera:
04:05
in Russia, plus 11 after one year,
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u Rusiji, plus 11 nakon jedne godine,
04:07
plus 29 after three years of the redesign.
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plus 29 nakon tri godine redizajna.
04:10
Same in Poland: plus 13, up to 35 percent
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Isto u Poljskoj: plus 13, sve do 35 posto
04:13
raise of circulation after three years.
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povećanje tiraže nakon tri godine.
04:16
You can see on a graph,
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Možete vidjeti na grafikonu,
04:18
after years of stagnation, the paper started to grow,
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nakon godina stagnacije, novine su počele rasti,
04:21
just after redesign.
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odmah nakon redizajna.
04:24
But the real hit was in Bulgaria.
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No pravi uspjeh dogodio se u Bugarskoj.
04:26
And that is really amazing.
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I to je stvarno nevjerojatno.
04:30
Did design do this?
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Da li je to učinio dizajn?
04:32
Design was just a part of the process.
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Dizajn je bio samo dio procesa.
04:34
And the process we made was not about changing the look,
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I proces koji smo napravili nije o promjeni izgleda,
04:36
it was about improving the product completely.
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nego o poboljšanju proizvoda u potpunosti.
04:40
I took an architectural rule about function and form
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Preuzeo sam zakon arhitekture o funkciji i formi
04:43
and translated it into newspaper content and design.
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i prenio ga u sadržaj i dizajn novina.
04:46
And I put strategy at the top of it.
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I postavio sam strategiju na vrh svega.
04:48
So first you ask a big question: why we do it? What is the goal?
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Dakle, prvo postavljate veliko pitanje: zašto to činimo? Koja je svrha?
04:51
Then we adjust the content accordingly.
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Zatim shodno tome prilagođavamo sadržaj.
04:53
And then, usually after two months, we start designing.
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I onda, obično nakon dva mjeseca, počinjemo dizajnirati.
04:56
My bosses, in the beginning, were very surprised.
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Moji su šefovi na početku bili vrlo iznenađeni.
04:58
Why am I asking all of these business questions,
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Zašto postavljam sva ta poslovna pitanja,
05:00
instead of just showing them pages?
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umjesto da im samo pokažem stranice?
05:02
But soon they realized that this is the new role of designer:
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No ubrzo su shvatili da je to nova uloga dizajnera:
05:04
to be in this process from the very beginning to the very end.
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da bude u tom procesu od samog početka do samog kraja.
05:07
So what is the lesson behind it?
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Dakle, koja se lekcija može naučiti iz svega?
05:09
The first lesson is about that design can change not just your product.
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U prvoj se lekciji radi o tome da dizajn može promijeniti ne samo vaš proizvod.
05:13
It can change your workflow -- actually, it can change everything in your company;
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Može promijeniti vaš proces rada -- zapravo može promijeniti sve u vašoj kompaniji;
05:17
it can turn your company upside down.
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može okrenuti vašu kompaniju naglavačke.
05:19
It can even change you.
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Može čak promijeniti vas.
05:21
And who's responsible? Designers.
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I tko je odgovoran? Dizajneri.
05:24
Give power to designers.
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Dajte vlast dizajnerima.
05:26
(Applause)
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(Pljesak)
05:30
But the second is even more important.
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No druga je lekcija čak važnija.
05:33
You can live in a small poor country, like me.
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Možete živjeti u maloj siromašnoj zemlji, kao ja.
05:36
You can work for a small company,
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Možete raditi za malu kompaniju,
05:39
in a boring branch.
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u dosadnoj grani.
05:41
You can have no budgets, no people --
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Bez proračuna, ljudi --
05:43
but still can put your work to the highest possible level.
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no ipak možete podići svoj rad na najveću moguću razinu.
05:47
And everybody can do it.
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I svi to mogu učiniti.
05:49
You just need inspiration, vision and determination.
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Samo trebate inspiraciju, viziju i odlučnost.
05:53
And you need to remember that to be good
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I morate zapamtiti da biti dobar
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is not enough.
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nije dovoljno.
05:57
Thank you.
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Hvala vam.
ABOUT THE SPEAKER
Jacek Utko - Newspaper designerCould good design save the newspaper -- at least for now? Jacek Utko thinks so -- and his lively, engaging designs for European papers prove that it works.
Why you should listen
Newspaper designer Jacek Utko suggests that it's time for a fresh, top-to-bottom rethink of the newspaper. (At this point, why not try it?) In his work, he's proved that good design can help readers reconnect with newspapers. A former architect, Utko took on the job of redesigning several newspapers in former Soviet Bloc nations, starting from basic principles. He worked closely with newspaper executives to figure out the business goals of their papers, and then radically reformatted the product to fit those goals. (And he wasn't afraid to break a few grids in the process.)
As the art director at Warsaw's Puls Biznesu in 2004, he redesigned this small business-focused newspaper and immediately won the SND award for world's best-designed newspaper. Readers responded, and circulation went up. He's now art director for the Bonnier Business Press, overseeing papers in Eastern Europe and the Baltic states, and the work he oversees consistently wins major prizes (including another SND world's-best in 2007 for Estonia's Äripäev), despite their small teams and limited resources.
Jacek Utko | Speaker | TED.com