TED2009
Tom Wujec: 3 ways the brain creates meaning
Tom Wujec o 3 načina na koji mozak stvara značenje
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Dizajner podataka Tom Wujec govori o trima područjima mozga koja nam pomažu razumjeti riječi, slike, osjećaje, povezanost. U ovom kratkom TEDU govoru on pita: Koji je najbolji način pomoću kojeg možemo uključiti mozak da nam pomogne u boljem shvaćanju velikih ideja?
Tom Wujec - Designer
Tom Wujec studies how we share and absorb information. He's an innovative practitioner of business visualization -- using design and technology to help groups solve problems and understand ideas. He is a Fellow at Autodesk. Full bio
Tom Wujec studies how we share and absorb information. He's an innovative practitioner of business visualization -- using design and technology to help groups solve problems and understand ideas. He is a Fellow at Autodesk. Full bio
Double-click the English transcript below to play the video.
00:12
Last year at TED we aimed to try to clarify
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Prošle godine na TED-u nam je bio cilj pokušati pojasniti
00:16
the overwhelming complexity
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nadmoćnu kompleksnost
00:18
and richness that we experience at the conference
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i bogatstvo koje iskusimo na konferenciji
00:21
in a project called Big Viz.
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kroz projekt zvan Big Viz.
00:23
And the Big Viz is a collection of 650 sketches
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Big Viz je zbirka od 650 skica
00:26
that were made by two visual artists.
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koje su izradila dva likovna umjetnika.
00:28
David Sibbet from The Grove,
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David Sibbet iz The Grove-a,
00:30
and Kevin Richards, from Autodesk,
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i Kevin Richards iz Autodesk-a
00:32
made 650 sketches that strive to capture
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su izradili 650 skica kojima je cilj uloviti
00:35
the essence of each presenter's ideas.
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srž ideja svakog od govornika.
00:39
And the consensus was: it really worked.
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I konsenzusom je utvrđeno da doista funkcionira.
00:41
These sketches brought to life the key ideas,
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Te skice su oživjele ključne ideje,
00:45
the portraits, the magic moments
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portrete, čarobne trenutke
00:47
that we all experienced last year.
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koje smo svi mi iskusili prošle godine.
00:49
This year we were thinking, "Why does it work?"
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Ove godine smo razmišljali, "Zašto to funkcionira?"
00:52
What is it about animation,
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Što je to u animaciji,
00:54
graphics, illustrations, that create meaning?
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grafici, ilustracijama, što stvara značenje?
00:57
And this is an important question to ask and answer
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A to je važno pitanje koje moramo postaviti i odgovoriti
01:00
because the more we understand how the brain creates meaning,
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jer što više razumijemo kako mozak stvara značenje,
01:03
the better we can communicate,
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to bolje možemo komunicirati,
01:05
and, I also think, the better we can think and collaborate together.
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i, isto tako mislim, možemo bolje razmišljati i surađivati zajedno.
01:08
So this year we're going to visualize how
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Stoga ćemo ove godine vizualizirati onako kako
01:10
the brain visualizes.
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mozak vizualizira.
01:12
Cognitive psychologists now tell us that the brain
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Kognitivni psiholozi nam govore kako mozak
01:14
doesn't actually see the world as it is,
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ne vidi svijet onakvim kakav jest,
01:17
but instead, creates a series of mental models
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već umjesto, stvara niz mentalnih modela
01:20
through a collection of "Ah-ha moments,"
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kroz zbirku "Ah-ha trenutaka,"
01:22
or moments of discovery, through various processes.
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ili spoznajnih trenutaka, kroz različite procese.
01:24
The processing, of course, begins with the eyes.
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Procesuiranje, naravno, počinje od očiju.
01:27
Light enters, hits the back of the retina, and is circulated,
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Svjetlo uđe, udari u stražnji dio mrežnice, i kruži,
01:30
most of which is streamed to the very back of the brain,
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od čega je veći dio usmjeren u stražnji dio mozga,
01:33
at the primary visual cortex.
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u primarni vizualni korteks.
01:35
And primary visual cortex sees just simple geometry,
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A primarni vizualni korteks vidi samo jednostavnu geometriju,
01:38
just the simplest of shapes.
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samo najjednostavnije oblike.
01:40
But it also acts like a kind of relay station
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Ali isto tako djeluje kao relejna stanica
01:43
that re-radiates and redirects information
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koja ponovno ozračuje i preusmjerava informaciju
01:45
to many other parts of the brain.
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u mnoge druge dijelove mozga.
01:48
As many as 30 other parts that selectively make more sense,
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Ukupno do 30 drugih dijelova mozga koji selektivno čine više smisla,
01:51
create more meaning through the kind of "Ah-ha" experiences.
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stvaraju više značenja kroz neku vrstu "Ah-ha" iskustva.
01:54
We're only going to talk about three of them.
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Govorit ćemo o samo njih tri.
01:56
So the first one is called the ventral stream.
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Prvi je trbušni tok.
01:59
It's on this side of the brain.
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On je na ovoj strani mozga.
02:01
And this is the part of the brain that will recognize what something is.
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A to je dio mozga koji će prepoznati što je što.
02:05
It's the "what" detector.
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To je "što" detektor.
02:07
Look at a hand. Look at a remote control. Chair. Book.
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Pogledajte ruku. Pogledajte daljinski upravljač. Stolac. Knjiga.
02:11
So that's the part of the brain that is activated
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Dakle, to je dio mozga koji se aktivira
02:14
when you give a word to something.
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kada nečemu pridajete riječ.
02:16
A second part of the brain is called the dorsal stream.
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Drugi dio mozga je leđni tok.
02:19
And what it does is locates the object
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A ono što on radi jest da locira objekt
02:22
in physical body space.
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u fizičkom prostoru tijela.
02:25
So if you look around the stage here
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Ako gledate ovdje oko pozornice
02:27
you'll create a kind of mental map of the stage.
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stvorit ćete mentalnu mapu pozornice.
02:30
And if you closed your eyes you'd be able to mentally navigate it.
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Ukoliko bi zatvorili svoje oči, mogli biste mentalno upravljati njome.
02:33
You'd be activating the dorsal stream if you did that.
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Kada biste radili to, aktivirali biste leđni tok.
02:36
The third part that I'd like to talk about
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Treći dio o kojem bih želio pričati
02:38
is the limbic system.
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jest limbički sustav.
02:40
And this is deep inside of the brain. It's very old, evolutionarily.
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Nalazi se duboku u mozgu. Veoma je star, evolucijski.
02:43
And it's the part that feels.
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I to je dio koji osjeća.
02:45
It's the kind of gut center, where you see an image
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To je kao sržni centar, gdje ako ugledate neku sliku
02:47
and you go, "Oh! I have a strong
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kažete, "O! Imam snažnu
02:49
or emotional reaction to whatever I'm seeing."
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ili emocionalnu reakciju na štogod gledam."
02:53
So the combination of these processing centers
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Stoga nam kombinacija tih procesnih centara
02:56
help us make meaning in very different ways.
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pomaže stvoriti značenje na veoma različite načine.
03:00
So what can we learn about this? How can we apply this insight?
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Dakle, što možemo naučiti o tome? Kako možemo primjeniti taj uvid?
03:03
Well, again, the schematic view
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Ponovno, shematski pogled
03:05
is that the eye visually interrogates what we look at.
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je da oko vizualno ispituje sve što gledamo.
03:08
The brain processes this in parallel, the figments of information
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Paralelno s tim, mozak procesuira smišljene informacije
03:11
asking a whole bunch of questions
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postavljajući cijeli niz pitanja
03:13
to create a unified mental model.
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i na taj način kreirajući jedinstveni mentalni model.
03:15
So, for example, when you look at this image
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Dakle, na primjer, kada gledate ovu sliku
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a good graphic invites the eye to dart around,
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dobra grafika poziva oko da se vrzma uokolo,
03:21
to selectively create a visual logic.
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kako bi selektivno stvorila vizualnu logiku.
03:23
So the act of engaging, and looking at the image creates the meaning.
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Dakle, čin sudjelovanja i gledanja slike stvara značenje.
03:28
It's the selective logic.
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To je selektivna logika.
03:30
Now we've augmented this and spatialized this information.
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Proširili smo ovo i prostorno razmjestili informaciju.
03:33
Many of you may remember the magic wall that we built
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Mnogi od vas se možda sjećaju čarobnog zida koji smo izgradili
03:36
in conjunction with Perceptive Pixel
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zajedno s Perceptive Pixel-om
03:38
where we quite literally create an infinite wall.
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gdje smo gotovo doslovno stvorili beskonačan zid.
03:41
And so we can compare and contrast the big ideas.
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I tako možemo usporediti i razlikovati velike ideje.
03:43
So the act of engaging and creating interactive imagery
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Dakle, čin uključivanja i stvaranja interaktivne slike
03:46
enriches meaning.
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obogaćuje značenje.
03:48
It activates a different part of the brain.
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Aktivira različiti dio mozga.
03:51
And then the limbic system
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I tada se limbički sustav
03:53
is activated when we see motion, when we see color,
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aktivira kada vidimo pokret, kada vidimo boju.
03:56
and there are primary shapes and pattern detectors
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Postoje primarni oblici i detektori uzoraka
03:59
that we've heard about before.
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o kojima smo čuli prije.
04:01
So the point of this is what?
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Dakle, poanta ovoga je što?
04:03
We make meaning by seeing,
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Stvaramo značenje gledanjem,
04:06
by an act of visual interrogation.
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pomoću čina vizualnog ispitivanja.
04:08
The lessons for us are three-fold.
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Lekcije su za nas trostruke.
04:10
First, use images to clarify what we're trying to communicate.
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Prvo, koristi slike kako bi razjasnio što pokušavamo komunicirati.
04:14
Secondly make those images interactive
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Drugo, napravi interakciju između tih slika
04:17
so that we engage much more fully.
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kako bi se potpunije mogli uključiti.
04:19
And the third is to augment memory
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I treće je proširivanje pamćenja
04:21
by creating a visual persistence.
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stvarajući vizualnu upornost.
04:23
These are techniques that can be used to be --
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To su tehnike koje se mogu upotrijebiti --
04:26
that can be applied in a wide range of problem solving.
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koje se mogu primjeniti na široki spektar rješavanja problema.
04:30
So the low-tech version looks like this.
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Tehnološki nezahtjevna verzija izgleda ovako.
04:32
And, by the way, this is the way in which
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I, usput rečeno, na taj način
04:34
we develop and formulate
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razvijamo i formuliramo
04:36
strategy within Autodesk,
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strategiju unutar Autodesk-a,
04:38
in some of our organizations and some of our divisions.
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u nekim od naših organizacija i nekim od naših divizija.
04:41
What we literally do is have the teams
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Ono što doslovno radimo jest da imamo timove koji
04:43
draw out the entire strategic plan
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nacrtaju cijeli strateški plan
04:46
on one giant wall.
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na jedan ogroman zid.
04:48
And it's very powerful because everyone gets to see everything else.
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I to je jako moćno jer svatko može vidjeti sve.
04:52
There's always a room, always a place
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Uvijek ima prostora, uvijek ima mjesta
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to be able to make sense of all of the components
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da se izvuče smisao iz svih komponenti
04:57
in the strategic plan.
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u strateškom planu.
04:59
This is a time-lapse view of it.
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Ovo je pogled s protokom vremena.
05:02
You can ask the question, "Who's the boss?"
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Možete postaviti pitanje, "Tko je šef?"
05:04
You'll be able to figure that out. (Laughter)
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Moći ćete sami to dokučiti.
05:12
So the act of collectively and collaboratively
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Dakle, čin zajedničkog i suradničkog
05:15
building the image
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izgrađivanja slike
05:17
transforms the collaboration.
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preobražava suradnju.
05:20
No Powerpoint is used in two days.
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U ta dva dana Powerpoint nije korišten.
05:22
But instead the entire team
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Već umjesto toga, cijeli tim
05:24
creates a shared mental model
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stvara zajednički mentalni model
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that they can all agree on and move forward on.
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s kojim se svi mogu složiti i krenuti naprijed.
05:29
And this can be enhanced and augmented with
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A to se može poboljšati i proširiti sa
05:31
some emerging digital technology.
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nekom digitalnom tehnologijom u nastajanju.
05:34
And this is our great unveiling for today.
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To je naše veliko otkriće za danas.
05:37
And this is an emerging set of technologies
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A ovo je niz tehnologija u nastajanju
05:39
that use large-screen displays
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koje koriste prikaze na velikim zaslonima
05:42
with intelligent calculation in the background
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s inteligentnim kalkulacijama u pozadini
05:45
to make the invisible visible.
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kako bi nevidljivo postalo vidljivo.
05:47
Here what we can do is look at sustainability, quite literally.
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Ovdje možemo, prilično doslovno, promatrati održivost.
05:50
So a team can actually look at
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Tim zapravo može promatrati
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all the key components that heat the structure
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sve ključne komponente koje užaruju strukturu
05:56
and make choices and then see the end result
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i naprave izbore i vide krajnji rezultat
05:58
that is visualized on this screen.
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koji je vizualiziran na ekranu.
06:01
So making images meaningful has three components.
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Dakle, izrada slika koje imaju značenje se sastoji od tri komponente.
06:04
The first again, is making ideas clear by visualizing them.
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Prva je ponovno, stvoriti jasne ideje na način da ih vizualiziramo.
06:07
Secondly, making them interactive.
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Drugo, učiniti ih interaktivnima.
06:09
And then thirdly, making them persistent.
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I zatim treće, učiniti ih dosljednima.
06:11
And I believe that these three principles
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I vjerujem da se ova tri principa
06:13
can be applied to solving some of the very tough problems
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mogu primjeniti za rješavanje nekih vrlo teških problema
06:17
that we face in the world today. Thanks so much.
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s kojima se danas suočavamo u svijetu. Puno vam hvala.
06:19
(Applause)
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(Pljesak)
ABOUT THE SPEAKER
Tom Wujec - DesignerTom Wujec studies how we share and absorb information. He's an innovative practitioner of business visualization -- using design and technology to help groups solve problems and understand ideas. He is a Fellow at Autodesk.
Why you should listen
Tom Wujec is a Fellow at Autodesk, the makers of design software for engineers, filmmakers, designers. At Autodesk, he has worked on software including SketchBook Pro, PortfolioWall and Maya (which won an Academy Award for its contribution to the film industry). As a Fellow, he helps companies work in the emerging field of business visualization, the art of using images, sketches and infographics to help teams solve complex problems as a group.
He's the author of several books, including Five-Star Mind: Games and Puzzles to Stimulate Your Creativity and Imagination.
Tom Wujec | Speaker | TED.com