TED2003
Don Norman: 3 ways good design makes you happy
Don Norman tentang 3 cara desain membuat Anda bahagia
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Dalam presentasi di tahun 2003 ini, kritikus desain Don Norman mengarahkan matanya yang tajam kepada kecantikan, kesenangan, kenikmatan, dan emosi, ketika dia menjabarkan desain yang membuat orang bahagia. Dia menyebutkan tiga petunjuk emosi yang harus dibidik oleh produk yang didesain dengan baik agar bisa sukses.
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.
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Saya yang baru adalah keindahan.
00:14
(Laughter)
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(Suara tawa)
00:15
Yeah, people used to say, "Norman's OK,
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Ya, dulu orang sering mengatakan, Norman itu lumayan
00:20
but if you followed what he said, everything would be usable
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tapi kalau Anda mengikuti perkataannya, semua akan bisa dipakai
00:22
but it would be ugly."
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tapi akhirnya akan kacau.
00:24
Well, I didn't have that in mind, so ...
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Saya tidak merasa seperti itu, jadi ..
00:29
This is neat.
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Ini anggun.
00:31
Thank you for setting up my display.
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Terima kasih sudah menyiapkan layarnya.
00:33
I mean, it's just wonderful.
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Luar biasa.
00:35
And I haven't the slightest idea of what it does or what it's good for,
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Saya sama sekali belum tahu apa fungsi dan manfaatnya,
00:38
but I want it.
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tapi saya menginginkannya.
00:40
And that's my new life.
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Dan itulah hidup baru saya.
00:42
My new life is trying to understand what beauty is about,
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Hidup baru saya mencoba memahami apa keindahan itu,
00:46
and "pretty," and "emotions."
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apa kecantikan itu, dan apa emosi itu.
00:48
The new me is all about making things kind of neat and fun.
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Saya yang baru membuat semuanya anggun dan menyenangkan.
00:52
And so this is a Philippe Starck juicer, produced by Alessi.
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Inilah pembuat jus Philippe Starck, diproduksi oleh Alessi.
00:56
It's just neat; it's fun. It's so much fun I have it in my house --
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Sangat menyenangkan memiliki benda ini di rumah,
00:58
but I have it in the entryway, I don't use it to make juice.
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tapi saya meletakkannya di lorong masuk, tidak untuk membuat jus.
01:01
(Laughter)
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(Suara tawa)
01:03
In fact, I bought the gold-plated special edition
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Bahkan, saya membeli edisi khusus berpelat emas
01:07
and it comes with a little slip of paper
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dan disertai dengan selembar kertas
01:09
that says, "Don't use this juicer to make juice."
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yang bertuliskan, "Jangan gunakan pembuat jus ini untuk membuat jus.
01:12
The acid will ruin the gold plating.
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Karena asamnya akan merusak pelat emas."
01:15
(Laughter)
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(Suara tawa)
01:16
So actually, I took a carton of orange juice
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Jadi sebenarnya, saya mengambil jus dalam kemasan karton
01:18
and I poured it in the glass to take this picture.
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dan menuangkannya ke gelas untuk mengambil gambar ini.
01:20
(Laughter)
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(Suara tawa)
01:23
Beneath it is a wonderful knife.
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Di bawahnya adalah pisau yang cantik.
01:25
It's a Global cutting knife made in Japan.
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Ini adalah pisau potong Global buatan Jepang.
01:28
First of all, look at the shape -- it's just wonderful to look at.
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Pertama-tama, lihatlah bentuknya, sangat menarik untuk dilihat.
01:30
Second of all, it's really beautifully balanced:
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Kedua, keseimbangan yang indah
01:33
it holds well, it feels well.
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pegangannya - terasa nyaman.
01:35
And third of all, it's so sharp, it just cuts.
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Yang ketiga, sangat tajam, bagus untuk memotong.
01:37
It's a delight to use.
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Nyaman untuk digunakan.
01:39
And so it's got everything, right?
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Jadi, semuanya ada, benar?
01:41
It's beautiful and it's functional.
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Cantik dan fungsional.
01:43
And I can tell you stories about it,
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Saya juga bisa bercerita tentang pisau itu,
01:45
which makes it reflective,
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yang menjadikannya reflektif,
01:47
and so you'll see I have a theory of emotion.
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sehingga saya mempunyai teori emosi.
01:49
And those are the three components.
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Itulah ketiga komponennya.
01:51
Hiroshi Ishii and his group at the MIT Media Lab
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Hiroshi Ishii dan kelompoknya di MIT Media Lab
01:54
took a ping-pong table and placed a projector above it,
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mengambil meja tenis meja dan meletakkan proyektor di atasnya,
01:57
and on the ping-pong table they projected an image of water
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dan mereka memproyeksikan gambar air di atas meja itu
02:00
with fish swimming in it.
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dengan ikan yang berenang di dalamnya.
02:02
And as you play ping-pong, whenever the ball hits part of the table,
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Saat kita bermain tenis meja, ketika bola menyentuh meja
02:05
the ripples spread out and the fish run away.
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air akan beriak dan ikannya lari.
02:07
But of course, then the ball hits the other side,
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Tapi tentu saja sebenarnya bola memantul ke sisi lawan,
02:09
the ripples hit the -- poor fish, they can't find any peace and quiet.
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air beriak kembali --- ikan yang malang, mereka tidak bisa hidup tenang.
02:12
(Laughter)
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(Suara tawa)
02:13
Is that a good way to play ping-pong?
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Apa itu cara yang baik bermain tenis meja?
02:15
No. But is it fun?
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Tidak. Tapi apakah menyenangkan?
02:17
Yeah! Yeah.
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Iya! Iya.
02:20
Or look at Google.
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Jadi -- atau lihat Google.
02:22
If you type in, oh say, "emotion and design,"
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Cobalah ketik, misalnya, "emotion and design"
02:27
you get 10 pages of results.
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Anda mendapat 10 halaman hasil.
02:29
So Google just took their logo and they spread it out.
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Google menggunakan logo mereka dan memanjangkannya.
02:32
Instead of saying, "You got 73,000 results.
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Ketimbang mengatakan "Ada 73.000 hasil.
02:34
This is one through 20. Next,"
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Inilah hasil nomor 1 sampai 20. Selanjutnya,"
02:36
they just give you as many o's as there are pages.
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mereka cukup memberikan huruf O sebanyak halaman yang ada.
02:39
It's really simple and subtle.
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Sangat sederhana dan cerdik.
02:41
I bet a lot of you have seen it and never noticed it.
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Saya yakin Anda sering melihatnya tapi tidak memperhatikan.
02:44
That's the subconscious mind
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Itulah pikiran bawah sadar
02:46
that sort of notices it -- it probably is kind of pleasant
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yang memperhatikan, mungkin terasa menyenangkan
02:48
and you didn't know why.
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tapi Anda tidak tahu mengapa.
02:50
And it's just clever.
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Itu cerdas.
02:52
And of course, what's especially good is,
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Tentu saja, yang paling penting,
02:54
if you type "design and emotion,"
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kalau Anda ketik "design and emotion,"
02:56
the first response out of those 10 pages is my website.
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hasil pertama yang keluar dari 10 halaman itu adalah situs web saya.
03:00
(Laughter)
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(Suara tawa)
03:02
Now, the weird thing is Google lies,
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Yang aneh, Google berbohong
03:05
because if I type "design and emotion,"
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karena kalau saya mengetik "design and emotion,"
03:07
it says, "You don't need the 'and.' We do it anyway."
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Google berkata, "Anda tidak perlu kata 'and.' Kami sudah memasukkannya."
03:10
So, OK.
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Jadi, baiklah.
03:12
So I type "design emotion"
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Jadi saya ketik "design emotion"
03:14
and my website wasn't first again.
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dan situs web saya bukan yang pertama lagi.
03:16
It was third.
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Tapi yang ketiga.
03:18
Oh well, different story.
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Sudahlah, itu cerita lain.
03:22
There was this wonderful review in The New York Times
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Ada ulasan yang sangat menarik di The New York Times
03:25
about the MINI Cooper automobile.
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tentang mobil MINI Cooper.
03:27
It said, "You know, this is a car that has lots of faults.
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Katanya, "Tahukah Anda, mobil ini punya banyak kekurangan.
03:31
Buy it anyway.
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Tapi beli saja.
03:33
It's so much fun to drive."
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Sangat enak untuk dikendarai."
03:35
And if you look at the inside of the car --
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Kalau Anda lihat bagian dalam mobil ini --
03:38
I mean, I loved it, I wanted to see it, I rented it,
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Karena ingin melihatnya, saya menyewanya,
03:40
this is me taking a picture while my son is driving --
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Di sini saya sedang mengambil gambar sementara anak saya mengemudi --
03:43
and the inside of the car, the whole design is fun.
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dan seluruh desain dalam mobil ini menyenangkan.
03:46
It's round, it's neat.
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Bundar, anggun.
03:48
The controls work wonderfully.
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Kendalinya sangat akurat.
03:50
So that's my new life; it's all about fun.
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Jadi itulah kehidupan baru saya, semua tentang kesenangan.
03:53
I really have the feeling that pleasant things work better,
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Saya sekarang yakin hal-hal yang menyenangkan bisa berhasil
03:56
and that never made any sense to me
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dan sebelumnya saya tidak pernah menyadari hal itu
03:59
until I finally figured out -- look ...
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sampai akhirnya saya mengerti, lihat ..
04:03
I'm going to put a plank on the ground.
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saya akan menaruh papan di tanah.
04:05
So, imagine I have a plank about two feet wide and 30 feet long
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Bayangkan saya punya papan dengan lebar 2 kaki dan panjang 30 kaki
04:08
and I'm going to walk on it, and you see I can walk on it without looking,
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dan saya akan berjalan di atasnya, dan Anda lihat saya bisa berjalan tanpa melihat,
04:11
I can go back and forth and I can jump up and down.
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Saya bisa maju mundur dan melompat ke atas dan ke bawah.
04:13
No problem.
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Tidak masalah.
04:15
Now I'm going to put the plank 300 feet in the air --
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Kemudian saya menaruh papan ini 300 kaki di udara,
04:19
and I'm not going to go near it, thank you.
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saya tidak akan mau mendekatinya, tidak, terima kasih.
04:25
Intense fear paralyzes you.
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Rasa takut berlebihan membuat kita lumpuh.
04:27
It actually affects the way the brain works.
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Itu mempengaruhi cara kerja otak kita.
04:30
So, Paul Saffo, before his talk said that he didn't really have it down
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Paul Saffo, sebelum presentasinya, mengatakan dia belum punya bahan
04:34
until just a few days or hours before the talk,
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sampai beberapa hari atau jam sebelum presentasi itu,
04:36
and that anxiety was really helpful in causing him to focus.
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dan kegelisahan itu sangat membantunya untuk fokus
04:40
That's what fear and anxiety does;
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Itulah yang dilakukan oleh rasa takut dan rasa gelisah
04:42
it causes you to be -- what's called depth-first processing --
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Keduanya menyebabkan Anda -- ini disebut pemrosesan dalam-dulu --
04:45
to focus, not be distracted.
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fokus, tidak terganggu,
04:48
And I couldn't force myself across that.
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dan saya tidak bisa memaksa diri saya melampaui hal itu.
04:51
Now some people can -- circus workers, steel workers.
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Ada orang-orang yang bisa -- pekerja sirkus, pegawai pabrik baja.
04:54
But it really changes the way you think.
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Tapi itu benar-benar mengubah cara berpikir kita.
04:56
And then, a psychologist, Alice Isen,
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Seorang psikolog, Alice Isen,
04:59
did this wonderful experiment.
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melakukan eksperimen yang menarik ini.
05:01
She brought students in to solve problems.
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Dia mengumpulkan beberapa pelajar untuk menyelesaikan masalah
05:03
So, she'd bring people into the room,
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Dia membawa mereka ke sebuah ruangan,
05:05
and there'd be a string hanging down here
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ada sebuah tali yang menjuntai di sini
05:07
and a string hanging down here.
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dan sebuah tali yang menjuntai di sana
05:09
It was an empty room, except for a table with a bunch of crap on it --
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dan sebuah ruang kosong, hanya meja dan beberapa benda di atasnya --
05:12
some papers and scissors and stuff.
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beberapa kertas, gunting, dan lainnya.
05:14
And she'd bring them in,
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Dia membawa mereka masuk
05:16
and she'd say,
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dan berkata,
05:18
"This is an IQ test and it determines how well you do in life.
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"Ini tes IQ dan tes ini menentukan keberhasilan hidup Anda.
05:21
Would you tie those two strings together?"
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Bisakah Anda mengikatkan kedua tali ini?"
05:24
So they'd take one string and they'd pull it over here
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Jadi mereka mengambil satu tali dan menariknya
05:27
and they couldn't reach the other string.
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tapi mereka tidak bisa meraih tali yang lain.
05:30
Still can't reach it.
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Masih tidak bisa meraihnya.
05:32
And, basically, none of them could solve it.
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Intinya, tidak ada yang bisa memecahkan masalah ini.
05:35
You bring in a second group of people,
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Dia kemudian membawa kelompok yang kedua,
05:38
and you say, "Oh, before we start,
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dan berkata, "Oh, sebelum mulai,
05:41
I got this box of candy, and I don't eat candy.
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saya punya sekotak permen ini, tapi saya tidak suka permen.
05:44
Would you like the box of candy?"
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kalian mau?"
05:46
And turns out they liked it, and it made them happy --
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Ternyata mereka mau, dan itu membuat mereka bahagia,
05:49
not very happy, but a little bit of happy.
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tidak sangat bahagia, hanya cukup bahagia.
05:51
And guess what -- they solved the problem.
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Dan coba tebak -- mereka berhasil menyelesaikan masalahnya.
05:53
And it turns out that when you're anxious
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Ternyata, ketika Anda gelisah
05:56
you squirt neural transmitters in the brain, which focuses you
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Anda mengeluarkan transmiter syaraf di otak, yang membuat Anda fokus
05:59
makes you depth-first.
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membuat Anda dalam-dulu,
06:01
And when you're happy -- what we call positive valence --
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Saat Anda bahagia -- apa yang kita sebut valensi positif --
06:04
you squirt dopamine into the prefrontal lobes,
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Anda mengeluarkan dopamin ke otak bagian depan atas,
06:06
which makes you a breadth-first problem solver:
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yang menjadikan Anda pemecah masalah lebar-dulu
06:08
you're more susceptible to interruption; you do out-of-the-box thinking.
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kita lebih rentan dengan gangguan, kita berpikir secara berbeda.
06:11
That's what brainstorming is about, right?
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Itulah yang dinamakan tukar pikiran, bukan?
06:14
With brainstorming we make you happy, we play games,
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Dengan bertukar pikiran kita menjadi bahagia, kita bermain,
06:17
and we say, "No criticism,"
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dan berkata, "Jangan ada kritik,"
06:19
and you get all these weird, neat ideas.
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dan kita akan dapat semua ide-ide aneh yang bagus ini.
06:21
But in fact, if that's how you always were you'd never get any work done
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Tapi sebenarnya, kita tidak akan pernah menyelesaikan pekerjaan dengan cara seperti itu
06:24
because you'd be working along and say, "Oh, I got a new way of doing it."
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karena setiap kita mulai bekerja, kita mengatakan, "Oh, saya punya cara baru untuk ini."
06:27
So to get work done, you've got to set a deadline, right?
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Jadi untuk menyelesaikan pekerjaan, kita harus punya tenggat, benar?
06:31
You've got be anxious.
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Kita harus gelisah.
06:33
The brain works differently
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Jadi otak bekerja dengan cara yang berbeda
06:35
if you're happy. Things work better because you're more creative.
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dan kalau Anda bahagia, pekerjaan akan selesai lebih baik karena Anda lebih kreatif
06:38
You get a little problem, you say, "Ah, I'll figure it out."
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Anda punya masalah kecil dan berkata "Ah, nanti saya selesaikan."
06:41
No big deal.
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Tidak masalah.
06:43
There's something I call the visceral level of processing, and there will be visceral-level design.
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Ada sesuatu yang saya sebut pemrosesan tingkat visceral.
06:45
Biology -- we have co-adapted through biology to like bright colors.
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Biologi -- kita telah beradaptasi melalui biologi untuk menyukai warna cerah.
06:49
That's especially good that mammals and primates like fruits
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Ini bagus karena mamalia dan primata suka buah
06:53
and bright plants, because you eat the fruit
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dan juga bagi tanaman, karena saat kita memakannya
06:55
and you thereby spread the seed.
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kita juga menyebarkan benihnya.
06:57
There's an amazing amount of stuff that's built into the brain.
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Ada banyak hal luar biasa yang tertanam di otak kita.
07:00
We dislike bitter tastes, we dislike loud sounds,
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Kita tidak suka rasa pahit, kita tidak suka suara keras,
07:03
we dislike hot temperatures, cold temperatures.
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kita tidak suka suhu panas, suhu dingin.
07:05
We dislike scolding voices. We dislike frowning faces;
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Kita tidak suka suara bentakan, wajah murung,
07:09
we like symmetrical faces, etc., etc.
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Kita suka wajah yang simetris, dan sebagainya.
07:12
So that's the visceral level.
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Jadi itulah tingkat visceral
07:14
In design, you can express visceral in lots of ways,
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dan dalam desain Anda bisa mengekspresikan visceral dengan banyak cara,
07:17
like the choice of type fonts and the red for hot, exciting.
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seperti pilihan jenis font dan warna merah untuk panas, sungguh menarik.
07:22
Or the 1963 Jaguar:
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Atau Jaguar 1963.
07:24
It's actually a crummy car, falls apart all the time,
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Itu sebenarnya mobil yang jelek, sering sekali rusak,
07:27
but the owners love it.
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tapi pemilik mobil ini menyukainya.
07:29
And it's beautiful -- it's in the Museum of Modern Art.
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Dan cantik -- Inilah Museum Seni Modern.
07:31
A water bottle:
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Sebuah botor air.
07:33
You buy it because of the bottle, not because of the water.
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Anda membeli karena botolnya, bukan karena airnya.
07:36
And when people are finished, they don't throw it away.
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Setelah habis, kita tidak membuang botolnya
07:39
They keep it for -- you know, it's like the old wine bottles, you keep it for decoration
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kita menyimpannya -- seperti botol anggur, disimpan untuk dekorasi
07:42
or maybe fill it with water again, which proves it's not the water.
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atau mungkin diisi air lagi, jadi bukan karena airnya.
07:45
It's all about the visceral experience.
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Itu semua tentang pengalaman visceral.
07:50
The middle level of processing is the behavioral level
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Pemrosesan tingkat menengah adalah tingkat perilaku
07:54
and that's actually where most of our stuff gets done.
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dan di situlah sebagian besar pemrosesan dilakukan.
07:56
Visceral is subconscious, you're unaware of it.
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Visceral ada di bawah sadar, kita tidak memikirkannya
07:58
Behavioral is subconscious, you're unaware of it.
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Perilaku itu di bawah sadar, kita tidak memikirkannya.
08:01
Almost everything we do is subconscious.
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Hampir semua yang kita lakukan tidak kita sadari.
08:03
I'm walking around the stage -- I'm not attending to the control of my legs.
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Saya berjalan mengelilingi panggung, saya tidak mengendalikan kaki saya.
08:07
I'm doing a lot; most of my talk is subconscious;
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Saya melakukan banyak hal, bahkan presentasi saya biasanya tidak saya sadari,
08:10
it has been rehearsed and thought about a lot.
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saya sudah berlatih dan memikirkannya.
08:12
Most of what we do is subconscious.
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Sebagian besar yang kita lakukan tidak kita sadari.
08:14
Automatic behavior -- skilled behavior -- is subconscious,
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Perilaku otomatis -- perilaku terampil itu ada di bawah sadar,
08:17
controlled by the behavioral side.
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dikendalikan oleh sisi perilaku.
08:19
And behavioral design is all about feeling in control,
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Desain perilaku adalah tentang kendali perasaan,
08:23
which includes usability, understanding --
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yang termasuk kegunaan, pemahaman,
08:26
but also the feel and heft.
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tapi juga rasa dan pengaruh.
08:28
That's why the Global knives are so neat.
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Itulah kenapa pisau Global sangat anggun.
08:30
They're so nicely balanced, so sharp,
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Sangat seimbang, sangat tajam,
08:32
that you really feel you're in control of the cutting.
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Anda bisa benar-benar bisa merasakan kendalinya saat memotong.
08:34
Or, just driving a high-performance sports car
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Atau mengendarai mobil balap berkinerja tinggi
08:38
over a demanding curb --
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melintasi tikungan tajam,
08:40
again, feeling that you are in complete control of the environment.
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sama, perasaan bahwa kita benar-benar mengendalikan lingkungan.
08:43
Or the sensual feeling.
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Atau perasaan sensual.
08:45
This is a Kohler shower, a waterfall shower,
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Inilah pancuran Kohler, pancuran air terjun,
08:47
and actually, all those knobs beneath are also showerheads.
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dan sebenarnya, semua lubang di bawah juga ujung pancuran ini.
08:50
It will squirt you all around
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Anda akan disemprot dari segala arah
08:52
and you can stay in that shower for hours --
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Anda bisa mandi berjam-jam.
08:54
and not waste water, by the way,
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Tidak membuang-buang air,
08:56
because it recirculates the same dirty water.
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karena air kotor akan dipancurkan kembali.
08:58
(Laughter)
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(Suara tawa)
09:01
Or this -- this is a really neat teapot I found
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Atau ini -- inilah teko teh yang sangat anggun
09:03
at high tea at The Four Seasons Hotel in Chicago.
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pada acara minum teh di Hotel Four Seasons di Chicago.
09:07
It's a Ronnefeldt tilting teapot.
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teko miring Ronnefeldt.
09:09
That's kind of what the teapot looks like
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Seperti itulah kurang lebih bentuk teko tehnya
09:11
but the way you use it is you lay it on its back,
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tapi untuk menggunakannya kita harus merebahkannya,
09:14
and you put tea in,
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dan memasukkan teh,
09:16
and then you fill it with water.
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dan kemudian menuangkan airnya
09:18
The water then seeps over the tea.
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kemudian air menyesap ke seluruh teh.
09:21
And the tea is sitting in this stuff to the right --
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Dan tehnya berada di sebelah kanan ini --
09:24
the tea is to the right of this line.
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tehnya ada di sebelah kanan garis ini.
09:26
There's a little ledge inside, so the tea is sitting there
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Ada pijakan kecil di dalamnya, jadi teh akan jatuh di sana
09:28
and the water is filling it up like that.
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dan air naik seperti itu.
09:30
And when the tea is ready, or almost ready, you tilt it.
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Saat teh siap, atau hampir siap, Anda miringkan tekonya.
09:33
And that means the tea is partially covered
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Itu artinya teh akan tenggelam sebagian
09:36
while it completes the brewing.
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sambil terus diseduh.
09:38
And when it's finished, you put it vertically,
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Saat selesai, Anda menaruhnya secara vertikal,
09:40
and now the tea is -- you remember -- above this line
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dan sekarang tehnya -- Anda ingat -- di atas garis
09:42
and the water only comes to here --
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dan air hanya ada dari sini
09:45
and so it keeps the tea out.
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jadi teh tetap berada di luar
09:47
On top of that, it communicates,
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Selain itu, yang penting, ada komunikasi,
09:49
which is what emotion does.
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apa yang dilakukan oleh emosi.
09:51
Emotion is all about acting; emotion is really about acting.
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Emosi itu sebenarnya tentang bertindak.
09:54
It's being safe in the world.
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Ini tentang merasa aman di dunia ini.
09:56
Cognition is about understanding the world, emotion is about interpreting it --
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Kognisi itu tentang memahami dunia ini, emosi tentang menginterpretasikannya
10:00
saying good, bad, safe, dangerous,
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mengatakan sesuatu baik, buruk, aman, berbahaya,
10:02
and getting us ready to act, which is why the muscles tense or relax.
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dan bersiap untuk bertindak, itulah mengapa otot menegang dan mengendur.
10:05
And that's why we can tell the emotion of somebody else --
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Itulah mengapa kita bisa mengetahui emosi orang lain,
10:09
because their muscles are acting, subconsciously,
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karena otot mereka bertindak, secara tidak sadar,
10:11
except that we've evolved to make the facial muscles really rich with emotion.
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selain itu, kita juga telah berkembang dengan otot wajah yang sangat kaya dengan emosi.
10:17
Well, this has emotions if you like,
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Misalnya inilah emosi,
10:19
because it signals the waiter that, "Hey, I'm finished. See -- upright."
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karena ini memberi sinyal pelayan bahwa, "Hai, saya sudah selesai. Lihat -- terbalik."
10:23
And the waiter can come by and say, "Would you like more water?"
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Pelayan datang dan berkata, "Ingin tambah air lagi?"
10:26
It's kind of neat. What a wonderful design.
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Ini cukup anggun. Desain yang menarik.
10:28
And the third level is reflective,
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Tingkat ketiga adalah reflektif,
10:32
which is, if you like the superego,
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yaitu, kalau Anda sangat menyukai keegoisan,
10:36
it's a little part of the brain that has no control over what you do,
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inilah bagian kecil otak yang tidak bisa mengendalikan apa yang Anda lakukan,
10:39
no control over the -- doesn't see the senses,
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tanpa kendali -- tanpa melihat rasa,
10:43
doesn't control the muscles.
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tidak mengendalikan otot.
10:45
It looks over what's going on.
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Hanya mengamati apa yang terjadi.
10:47
It's that little voice in your head
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Ini suara kecil di kepala Anda.
10:49
that's watching and saying, "That's good. That's bad."
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yang mengamati dan berkata, "Itu baik. Itu buruk."
10:51
Or, "Why are you doing that? I don't understand."
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atau "Mengapa kamu melakukannya? Saya tidak mengerti."
10:53
It's that little voice in your head that's the seat of consciousness.
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Ini suara kecil di kepala Anda yang merupakan pusat kesadaran.
10:55
Here's a great reflective product.
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Ini produk reflektif yang luar biasa.
10:58
Owners of the Hummer have said, "You know I've owned many cars in my life --
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Pemilik Hummer berkata, "Saya sudah punya banyak mobil dalam hidup saya
11:02
all sorts of exotic cars,
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semua jenis mobil eksotis,
11:04
but never have I had a car that attracted so much attention."
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tapi hanya mobil ini yang bisa menarik banyak perhatian."
11:07
It's about attention. It's about their image,
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Ini tentang citra,
11:09
not about the car.
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bukan tentang mobilnya.
11:11
If you want a more positive model --
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Kalau Anda ingin model yang lebih positif,
11:13
this is the GM car.
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inilah mobil GM.
11:15
And the reason you might buy it now is because you care about the environment.
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Alasan mengapa Anda membelinya sekarang adalah Anda peduli dengan lingkungan
11:17
And you'll buy it to protect the environment,
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Anda membelinya untuk melindungi lingkungan,
11:19
even though the first few cars are going to be really expensive
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meskipun beberapa mobil yang pertama akan sangat mahal
11:22
and not perfected.
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dan tidak sempurna.
11:24
But that's reflective design as well.
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Tapi itu juga desain reflektif.
11:26
Or an expensive watch, so you can impress people --
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atau jam tangan mahal agar Anda bisa membuat orang terkesan,
11:28
"Oh gee, I didn't know you had that watch."
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"Oh, Anda punya jam itu?"
11:31
As opposed to this one,
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Berlawanan dengan yang ini,
11:33
which is a pure behavioral watch,
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yang menunjukkan waktu sebenarnya,
11:35
which probably keeps better time than the $13,000 watch I just showed you.
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yang mungkin lebih tepat waktu dari pada jam 13.000 dolar yang baru saja saya tunjukkan.
11:38
But it's ugly.
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Tapi ini jelek.
11:40
This is a clear Don Norman watch.
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Inilah jam Don Norman.
11:42
And what's neat is sometimes you pit one emotion against the other,
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Yang menarik, kita kadang mengalami beberapa emosi yang berlawanan,
11:45
the visceral fear of falling
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rasa takut jatuh visceral
11:48
against the reflective state saying, "It's OK. It's OK. It's safe. It's safe."
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melawan keadaan reflektif yang berkata "Tidak apa-apa. Aman. Aman."
11:53
If that amusement park were rusty and falling apart, you'd never go on the ride.
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Kalau wahana di taman hiburan berkarat dan rusak, Anda pasti tidak mau menaikinya.
11:57
So, it's pitting one against the other.
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Jadi, saling berlawanan satu sama lain.
12:00
The other neat thing ...
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Benda bagus selanjutnya
12:03
(Laughter)
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(Suara tawa)
12:07
So Jake Cress is this furniture maker,
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Jake Cress seorang pembuat mebel,
12:10
and he makes this unbelievable set of furniture.
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dan dia membuat perangkat mebel yang luar biasa.
12:13
And this is his chair with claw,
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Ini kursi karyanya, dengan cakar,
12:15
and the poor little chair has lost its ball
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dan kursi yang malang ini rupanya kehilangan rodanya
12:18
and it's trying to get it back before anybody notices.
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dia mencoba mendapatkannya kembali sebelum ada yang tahu.
12:22
And what's so neat about it is how you accept that story.
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Yang sangat bagus dalam hal ini adalah bagaimana kita menerima ceritanya.
12:26
And that's what's nice about emotion.
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Itulah yang hebat tentang emosi.
12:29
So that's the new me.
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Jadi inilah diri saya yang baru.
12:31
I'm only saying positive things from now on.
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Saya hanya akan mengatakan hal-hal yang positif mulai sekarang.
12:33
(Laughter)
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(Suara tawa)
12:34
(Applause)
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(Tepuk tangan)
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