TED2012
Chip Kidd: Designing books is no laughing matter. OK, it is.
Chip Kidd: Navrhovanie kníh nie je sranda. Dobre, trochu je.
Filmed:
Readability: 3.5
2,475,812 views
Chip Kidd nesúdi knihu podľa obalu, ale navrhuje obaly, ktoré stelesňujú knihu - a robí to so skvelým zmyslom pre humor. V jednej z najvtipnejších prednášok z TED2012 ukazuje umenie a hlboké myšlienky, ktoré stoja za jeho návrhmi obalov. (Zo sekcie Design Studio na TED2012, pod vedením kurátorov Chee Pearlmanom a Davidom Rockwellom)
Chip Kidd - Graphic designer
Chip Kidd's book jacket designs spawned a revolution in the art of American book packaging. Full bio
Chip Kidd's book jacket designs spawned a revolution in the art of American book packaging. Full bio
Double-click the English transcript below to play the video.
00:21
Hi.
0
6000
2000
Ahojte.
00:23
(Laughter)
1
8000
2000
(Smiech)
00:25
I did that for two reasons.
2
10000
3000
Urobil som to z dvoch dôvodov.
00:28
First of all, I wanted to give you
3
13000
3000
Po prvé, chcel som vám dať
00:31
a good visual first impression.
4
16000
3000
dobrý vizuálny prvý dojem.
00:34
But the main reason I did it is that
5
19000
3000
Ale hlavný dôvod, prečo som to urobil, je ten,
00:37
that's what happens to me when I'm forced to wear
6
22000
3000
že toto sa mi stane, keď som nútený mať na sebe
00:40
a Lady Gaga skanky mic.
7
25000
3000
takýto mikrofón ako nejaká Lady Gaga.
00:43
(Laughter)
8
28000
3000
(Smiech)
00:46
I'm used to a stationary mic.
9
31000
4000
Som zvyknutý na mikrofón na stojane.
00:50
It's the sensible shoe of public address.
10
35000
3000
Ten je vhodný na verejné vystúpenia.
00:53
(Laughter)
11
38000
6000
(Smiech)
00:59
But you clamp this thing on my head, and something happens.
12
44000
3000
Ale pripnite mi na hlavu túto vec a niečo sa stane.
01:02
I just become skanky.
13
47000
3000
Začnem byť proste divný.
01:05
(Laughter) So I'm sorry about that.
14
50000
4000
(Smiech) Takže sa za to ospravedlňujem.
01:09
And I'm already off-message.
15
54000
3000
A už som odbočil od témy.
01:12
(Laughter)
16
57000
3000
(Smiech)
01:15
Ladies and gentlemen,
17
60000
3000
Dámy a páni,
01:18
I have devoted the past 25 years of my life
18
63000
4000
uplynulých 25 rokov môjho života som venoval
01:22
to designing books.
19
67000
2000
navrhovaniu kníh.
01:24
("Yes, BOOKS. You know, the bound volumes with ink on paper.
20
69000
2000
"Áno, KNÍH. Viete, tie zväzky s farbou na papieri.
01:26
You cannot turn them off with a switch.
21
71000
2000
Nemôžete ich vypnúť tlačítkom.
01:28
Tell your kids.")
22
73000
2000
Povedzte o tom svojim deťom."
01:30
It all sort of started as a benign mistake,
23
75000
4000
Celé to začalo ako neškodný omyl,
01:34
like penicillin. (Laughter)
24
79000
3000
ako penicilín. (Smiech)
01:37
What I really wanted
25
82000
3000
V skutočnosti som chcel
01:40
was to be a graphic designer
26
85000
2000
byť grafickým dizajnérom
01:42
at one of the big design firms in New York City.
27
87000
2000
v jednej z najväčších dizajnérskych firiem v New Yorku.
01:44
But upon arrival there,
28
89000
3000
Ale keď som tam prišiel
01:47
in the fall of 1986, and doing a lot of interviews,
29
92000
4000
na jeseň 1986 a absolvoval mnoho pohovorov,
01:51
I found that the only thing I was offered
30
96000
3000
jediná vec, ktorá mi bola ponúknutá,
01:54
was to be Assistant to the Art Director at Alfred A. Knopf,
31
99000
3000
bola pozícia asistenta art directora v Alfred A. Knopf,
01:57
a book publisher.
32
102000
2000
knižnom vydavateľstve.
01:59
Now I was stupid,
33
104000
3000
Bol som hlúpy,
02:02
but not so stupid that I turned it down.
34
107000
3000
ale nie až tak hlúpy, aby som to odmietol.
02:05
I had absolutely no idea
35
110000
3000
Nemal som poňatie o tom,
02:08
what I was about to become part of,
36
113000
2000
čoho súčasťou sa stanem
02:10
and I was incredibly lucky.
37
115000
2000
a mal som neuveriteľné šťastie.
02:12
Soon, it had occurred to me what my job was.
38
117000
4000
Čoskoro som prišiel na to, čo je podstatou mojej práce.
02:16
My job was to ask this question:
39
121000
3000
Mojou prácou bolo pýtať sa túto otázku:
02:19
"What do the stories look like?"
40
124000
1000
"Ako tieto príbehy vyzerajú?"
02:20
Because that is what Knopf is.
41
125000
3000
Pretože o tomto Knopf je.
02:23
It is the story factory, one of the very best in the world.
42
128000
3000
Je to továreň na príbehy, jedna z najlepších na svete.
02:26
We bring stories to the public.
43
131000
3000
Prinášame príbehy pre verejnosť.
02:29
The stories can be anything,
44
134000
3000
Príbehy môžu byť akékoľvek
02:32
and some of them are actually true.
45
137000
2000
a niektoré s nich sú aj skutočné.
02:34
But they all have one thing in common:
46
139000
5000
Ale všetky majú spoločnú jednu vec:
02:39
They all need to look like something.
47
144000
3000
Všetky musia vyzerať ako niečo.
02:42
They all need a face.
48
147000
3000
Všetky potrebujú tvár.
02:45
Why? To give you a first impression
49
150000
4000
Prečo? Aby vám dali prvý dojem
02:49
of what you are about to get into.
50
154000
3000
toho, do čoho vstúpite.
02:52
A book designer gives form to content,
51
157000
4000
Návrhár kníh dáva formu obsahu,
02:56
but also
52
161000
2000
ale taktiež
02:58
manages a very careful balance between the two.
53
163000
3000
veľmi opatrne riadi rovnováhu medzi týmito dvoma.
03:01
Now, the first day
54
166000
2000
Prvý deň
03:03
of my graphic design training at Penn State University,
55
168000
3000
môjho štúdia grafiky na Univerzite Penn State
03:06
the teacher, Lanny Sommese, came into the room
56
171000
3000
učiteľ, Lanny Sommese, vstúpil do triedy
03:09
and he drew a picture of an apple on the blackboard,
57
174000
3000
a na tabuľu nakreslil obrázok jablka
03:12
and wrote the word "Apple" underneath,
58
177000
2000
a pod neho napísal slovo "Jablko"
03:14
and he said, "OK. Lesson one. Listen up."
59
179000
3000
a povedal, "Dobre. Prvá lekcia. Počúvajte."
03:17
And he covered up the picture and he said,
60
182000
3000
Zakryl obrázok a povedal,
03:20
"You either say this," and then he covered up the word,
61
185000
3000
"Buď poviete toto," a potom zakryl slovo,
03:23
"or you show this.
62
188000
3000
"alebo ukážete toto.
03:26
But you don't do this."
63
191000
3000
Ale neurobíte toto."
03:29
Because this is treating your audience like a moron.
64
194000
5000
Pretože tak s vaším publikom zaobchádzate ako s debilom.
03:34
(Laughter)
65
199000
3000
(Smiech)
03:37
And they deserve better.
66
202000
3000
A ono si zaslúži viac.
03:40
And lo and behold, soon enough,
67
205000
2000
Krátko na to
03:42
I was able to put this theory to the test
68
207000
3000
som mal možnosť spojiť teóriu s praxou
03:45
on two books that I was working on for Knopf.
69
210000
4000
pri dvoch knihách, na ktorých som pre Knopf pracoval.
03:49
The first was Katharine Hepburn's memoirs,
70
214000
4000
Prvou z nich boli memoáre Katharine Hepburn
03:53
and the second was a biography of Marlene Dietrich.
71
218000
3000
a druhou bola biografia Marlene Dietrich.
03:56
Now the Hepburn book
72
221000
3000
Hepburnovej kniha
03:59
was written in a very conversational style,
73
224000
3000
bola napísaná veľmi hovorovým štýlom,
04:02
it was like she was sitting across a table telling it all to you.
74
227000
3000
bolo to akoby sedela oproti vám a všetko vám to vykladala.
04:05
The Dietrich book was an observation
75
230000
3000
Dietrichovej kniha bola pozorovaním
04:08
by her daughter; it was a biography.
76
233000
2000
jej dcéry; bola to biografia.
04:10
So the Hepburn story is words
77
235000
3000
Takže Hepburnovej príbeh sú slová
04:13
and the Dietrich story is pictures, and so we did this.
78
238000
4000
a Dietrichovej príbeh sú obrázky, a tak sme urobili toto.
04:17
So there you are.
79
242000
3000
Takže tu to máte.
04:20
Pure content and pure form, side by side.
80
245000
3000
Čistý obsah a čistá forma, bok po boku.
04:23
No fighting, ladies.
81
248000
3000
Žiadne hádky, dámy.
04:26
("What's a Jurassic Park?")
82
251000
2000
"Čo je to Jurský park?"
04:28
Now, what is the story here?
83
253000
3000
O čom je tento príbeh?
04:31
Someone
84
256000
3000
Niekto
04:34
is re-engineering dinosaurs
85
259000
3000
vytvára dinosaurov
04:37
by extracting their DNA
86
262000
3000
tak, že získa ich DNA
04:40
from prehistoric amber.
87
265000
3000
z prehistorického jantáru.
04:43
Genius!
88
268000
3000
Geniálne!
04:46
(Laughter)
89
271000
4000
(Smiech)
04:50
Now, luckily for me,
90
275000
3000
Našťastie pre mňa,
04:53
I live and work in New York City,
91
278000
2000
žijem a pracujem v New Yorku,
04:55
where there are plenty of dinosaurs.
92
280000
2000
kde je kopa dinosaurov.
04:57
(Laughter)
93
282000
3000
(Smiech)
05:00
So,
94
285000
4000
Takže,
05:04
I went to the Museum of Natural History,
95
289000
2000
vybral som sa do Múzea prírodnej histórie,
05:06
and I checked out the bones, and I went to the gift shop,
96
291000
4000
preštudoval som si kosti a v obchode s darčekmi
05:10
and I bought a book.
97
295000
1000
som si kúpil knihu.
05:11
And I was particularly taken with this page of the book,
98
296000
4000
Zaujala ma obzvlášť táto stránka knihy,
05:15
and more specifically the lower right-hand corner.
99
300000
4000
a to konkrétne dolný pravý roh.
05:19
Now I took this diagram,
100
304000
3000
Vzal som tento nákres
05:22
and I put it in a Photostat machine,
101
307000
4000
a vložil ho do fotokopírky,
05:26
(Laughter)
102
311000
6000
(Smiech)
05:32
and I took a piece of tracing paper,
103
317000
3000
potom som vzal kúsok priesvitného papiera,
05:35
and I taped it over the Photostat
104
320000
4000
a prilepil ho na fotokopírku
05:39
with a piece of Scotch tape -- stop me if I'm going too fast --
105
324000
3000
lepiacou páskou - zastavte ma, ak rozprávam príliš rýchlo -
05:42
(Laughter) --
106
327000
7000
(Smiech)
05:49
and then I took a Rapidograph pen --
107
334000
3000
a potom som vzal technické pero rapidograf -
05:52
explain it to the youngsters --
108
337000
3000
vysvetlite to tým mladším -
05:55
(Laughter)
109
340000
3000
(Smiech)
05:58
and I just started to reconstitute the dinosaur.
110
343000
4000
a začal som jednoducho rekonštruovať dinosaura.
06:02
I had no idea what I was doing,
111
347000
3000
Nemal som poňatia, čo robím.
06:05
I had no idea where I was going,
112
350000
2000
Netušil som, kam smerujem,
06:07
but at some point, I stopped --
113
352000
2000
ale v určitom bode som sa zastavil -
06:09
when to keep going would seem like I was going too far.
114
354000
4000
kedy by sa pokračovať zdalo zbytočné.
06:13
And what I ended up with was a graphic representation
115
358000
4000
A získal som tak grafickú reprezentáciu
06:17
of us seeing this animal coming into being.
116
362000
4000
toho, ako toto zviera ožije.
06:21
We're in the middle of the process.
117
366000
2000
Sme uprostred procesu.
06:23
And then I just threw some typography on it.
118
368000
3000
Potom som na to hodil trochu typografie.
06:26
Very basic stuff,
119
371000
2000
Veľmi základné veci,
06:28
slightly suggestive of public park signage.
120
373000
3000
jemne sugestívne značenie verejných parkov.
06:31
(Laughter)
121
376000
6000
(Smiech)
06:37
Everybody in house loved it,
122
382000
2000
Všetci vo firme to milovali
06:39
and so off it goes to the author.
123
384000
2000
a tak to šlo k autorovi.
06:41
And even back then,
124
386000
2000
Dokonca už aj vtedy
06:43
Michael was on the cutting edge.
125
388000
2000
bol Michael v čele pokroku.
06:45
("Michael Crichton responds by fax:")
126
390000
4000
"Michael Crichton odpovedal faxom:"
06:49
("Wow! Fucking Fantastic Jacket")
127
394000
2000
"Wow! Kurva, to je fantastický obal"
06:51
(Laughter) (Applause)
128
396000
7000
(Smiech) (Potlesk)
06:58
That was a relief to see that pour out of the machine.
129
403000
4000
Bola úľava sledovať, ako to lezie z toho stroja.
07:02
(Laughter)
130
407000
3000
(Smiech)
07:05
I miss Michael.
131
410000
3000
Michael mi chýba.
07:08
And sure enough, somebody from MCA Universal
132
413000
3000
Navyše zavolal niekto z MCA Universal
07:11
calls our legal department to see if they can
133
416000
3000
nášmu právnemu oddeleniu, aby zistil, či by mohli
07:14
maybe look into buying the rights to the image,
134
419000
2000
preskúmať odkúpenie práv na tento obrázok,
07:16
just in case they might want to use it.
135
421000
3000
len pre prípad, že by ho chceli použiť.
07:19
Well, they used it.
136
424000
3000
Nuž, použili ho.
07:22
(Laughter) (Applause)
137
427000
5000
(Smiech) (Potlesk)
07:27
And I was thrilled.
138
432000
3000
Bol som nadšený.
07:30
We all know it was an amazing movie,
139
435000
2000
Všetci vieme, že to bol úžasný film
07:32
and it was so interesting to see it
140
437000
2000
a bolo veľmi zaujímavé sledovať,
07:34
go out into the culture and become this phenomenon
141
439000
4000
ako sa to stalo kultúrou a týmto fenoménom
07:38
and to see all the different permutations of it.
142
443000
3000
a vidieť všetky tie rôzne obmeny.
07:41
But not too long ago,
143
446000
3000
No nie tak dávno
07:44
I came upon this on the Web.
144
449000
3000
som na internete narazil na toto.
07:47
No, that is not me.
145
452000
3000
Nie, to nie som ja.
07:50
But whoever it is,
146
455000
3000
Ale nech je to ktokoľvek,
07:53
I can't help but thinking they woke up one day like,
147
458000
3000
neviem sa ubrániť predstave, že jedného dňa sa zobudil so slovami,
07:56
"Oh my God, that wasn't there last night. Ooooohh!
148
461000
3000
"Oh, môj bože, to tam minulú noc nebolo. Oh!
07:59
I was so wasted."
149
464000
3000
Bol som na mol."
08:02
(Laughter)
150
467000
3000
(Smiech)
08:05
But if you think about it, from my head
151
470000
3000
Ale keď nad tým premýšľate, išlo to z mojej hlavy
08:08
to my hands to his leg.
152
473000
3000
cez moje ruky na jeho nohu.
08:11
(Laughter)
153
476000
5000
(Smiech)
08:16
That's a responsibility.
154
481000
3000
To je zodpovednosť.
08:19
And it's a responsibility that I don't take lightly.
155
484000
3000
Je to zodpovednosť, ktorú neberiem na ľahkú váhu.
08:22
The book designer's responsibility is threefold:
156
487000
3000
Návrhár kníh má trojitú zodpovednosť:
08:25
to the reader, to the publisher and, most of all, to the author.
157
490000
4000
voči čitateľovi, voči vydavateľovi a hlavne voči autorovi.
08:29
I want you to look at the author's book
158
494000
3000
Chcem, aby ste sa pozreli na autorovu knihu
08:32
and say, "Wow! I need to read that."
159
497000
3000
a povedali, "Wow! To si musím prečítať."
08:35
David Sedaris is one of my favorite writers,
160
500000
3000
David Sedaris je jeden z mojich obľúbených spisovateľov,
08:38
and the title essay
161
503000
3000
a titulná esej
08:41
in this collection is about his trip to a nudist colony.
162
506000
3000
v tejto zbierke je o jeho ceste do kolónie nudistov.
08:44
And the reason he went is because
163
509000
2000
Dôvod, prečo tam šiel, je ten,
08:46
he had a fear of his body image,
164
511000
2000
že mal strach z predstavy o vlastnom tele,
08:48
and he wanted to explore what was underlying that.
165
513000
3000
a chcel preskúmať, čo sa za tým skrýva.
08:51
For me, it was simply an excuse to design a book
166
516000
3000
Pre mňa to bola jednoducho výhovorka navrhnúť obal,
08:54
that you could literally take the pants off of.
167
519000
3000
ktorý by ste mohli doslova vyzliecť.
08:57
But when you do,
168
522000
3000
Ale keď ho vyzlečiete,
09:00
you don't get what you expect.
169
525000
2000
nedostanete to, čo očakávate.
09:02
You get something that goes much deeper than that.
170
527000
2000
Dostanete niečo, čo ide o dosť hlbšie.
09:04
And David especially loved this design
171
529000
4000
David tento obal obzvlášť zbožňoval,
09:08
because at book signings, which he does a lot of,
172
533000
3000
pretože na autogramiádach, ktorých má veľa,
09:11
he could take a magic marker and do this.
173
536000
3000
mohol vziať fixu a urobiť toto.
09:14
(Laughter)
174
539000
6000
(Smiech)
09:20
Hello!
175
545000
3000
Ahoj!
09:23
(Laughter)
176
548000
3000
(Smiech)
09:26
Augusten Burroughs wrote a memoir
177
551000
3000
Augusten Burroughs napísal memoáre
09:29
called ["Dry"], and it's about his time in rehab.
178
554000
3000
s názvom ["Suchý"], ktoré sú o jeho pobyte na odvykačke.
09:32
In his 20s, he was a hotshot ad executive,
179
557000
5000
Ako dvadsiatnik bol vo výkonnej pozícii a eso v oblasti reklamy,
09:37
and as Mad Men has told us, a raging alcoholic.
180
562000
3000
a ako nám ukázali v seriáli Mad Man, strašný alkoholik.
09:40
He did not think so, however,
181
565000
3000
Aj keď on toho názoru nebol,
09:43
but his coworkers did an intervention and they said,
182
568000
3000
no jeho kolegovia zasiahli a povedali,
09:46
"You are going to rehab, or you will be fired and you will die."
183
571000
4000
"Pôjdeš na odvykačku, alebo dostaneš padáka a zomrieš."
09:50
Now to me, this was always going to be a typographic solution,
184
575000
4000
Od začiatku som mal na mysli typografické riešenie,
09:54
what I would call the opposite of Type 101.
185
579000
2000
ktoré by som nazval opakom typografie pre začiatočníkov.
09:56
What does that mean?
186
581000
2000
Čo to znamená?
09:58
Usually on the first day of Introduction to Typography,
187
583000
2000
Na prvej hodine Úvodu do typografie zvyčajne
10:00
you get the assignment of, select a word
188
585000
3000
dostanete úlohu vybrať si slovo
10:03
and make it look like what it says it is. So that's Type 101, right?
189
588000
3000
a nakresliť ho tak, aby vyzeralo ako to, čo znamená. Takže to je typografia pre začiatočníkov.
10:06
Very simple stuff.
190
591000
2000
Veľmi jednoduché.
10:08
This is going to be the opposite of that.
191
593000
3000
Toto bude toho opakom.
10:11
I want this book to look like it's lying to you,
192
596000
3000
Chcem, aby táto kniha vyzerala akoby vám klamala,
10:14
desperately and hopelessly, the way an alcoholic would.
193
599000
4000
zúfalo a beznádejne, tak ako alkoholik.
10:18
The answer was the most low-tech thing you can imagine.
194
603000
3000
Odpoveďou bolo veľmi jednoduché technické riešenie.
10:21
I set up the type, I printed it out on an Epson printer
195
606000
4000
Vybral som si písmo, vytlačil ho na tlačiarni Epson
10:25
with water-soluble ink, taped it to the wall
196
610000
3000
s vo vode rozpustnou farbou, prilepil to na stenu
10:28
and threw a bucket of water at it. Presto!
197
613000
3000
a hodil na to vedro vody. Presto!
10:31
Then when we went to press,
198
616000
2000
Neskôr tlačiarenský stroj
10:33
the printer put a spot gloss on the ink
199
618000
2000
pridal na farbu lesklé fliačiky
10:35
and it really looked like it was running.
200
620000
2000
a skutočne to vyzeralo akoby sa to roztekalo.
10:37
Not long after it came out, Augusten was waylaid in an airport
201
622000
3000
Krátko po vydaní bol Augusten na letisku,
10:40
and he was hiding out in the bookstore
202
625000
2000
kde sa skrýval v kníhkupectve
10:42
spying on who was buying his books.
203
627000
2000
a špehoval, kto si kupuje jeho knihy.
10:44
And this woman came up to it,
204
629000
3000
Jedna žena k ním prišla,
10:47
and she squinted, and she took it to the register,
205
632000
2000
prižmúrila oči, vzala jednu knihu k pokladni,
10:49
and she said to the man behind the counter, "This one's ruined."
206
634000
3000
a pokladníkovi povedala, "Táto je zničená."
10:52
(Laughter)
207
637000
4000
(Smiech)
10:56
And the guy behind the counter said, "I know, lady. They all came in that way."
208
641000
5000
Pokladník na to, "Ja viem, pani. Všetky tak prišli."
11:01
(Laughter)
209
646000
5000
(Smiech)
11:06
Now, that's a good printing job.
210
651000
3000
Tomu sa hovorí kvalitná tlač.
11:09
A book cover
211
654000
3000
Obal knihy
11:12
is a distillation.
212
657000
3000
je destilácia.
11:15
It is a haiku,
213
660000
3000
Je to haiku
11:18
if you will, of the story.
214
663000
3000
príbehu, ak chcete.
11:21
This particular story
215
666000
3000
Tento konkrétny príbeh
11:24
by Osama Tezuka
216
669000
3000
od Osamu Tezuka
11:27
is his epic life of the Buddha,
217
672000
3000
je jeho popis veľkolepého života Budhu
11:30
and it's eight volumes in all. But the best thing is
218
675000
3000
a celkovo má 8 dielov. Ale najlepšie na tom je to,
11:33
when it's on your shelf, you get a shelf life
219
678000
4000
že keď sú na poličke, máte na nej celý život
11:37
of the Buddha, moving from one age to the next.
220
682000
4000
Budhu, ako prechádza z jedného životného obdobia do druhého.
11:44
All of these solutions
221
689000
3000
Pôvod všetkých týchto riešení
11:47
derive their origins from the text of the book,
222
692000
4000
je odvodený z textu knihy,
11:51
but once the book designer has read the text,
223
696000
3000
no keď raz návrhár kníh prečíta text,
11:54
then he has to be an interpreter
224
699000
3000
potom musí byť tlmočník
11:57
and a translator.
225
702000
3000
a prekladateľ.
12:00
This story was a real puzzle.
226
705000
3000
Tento príbeh bol hotový rébus.
12:03
This is what it's about.
227
708000
3000
Je o tomto.
12:06
("Intrigue and murder among 16th century Ottoman court painters.")
228
711000
3000
"Intrigy a vražda v prostredí dvorných maliarov Osmanskej ríše 16. storočia."
12:09
(Laughter)
229
714000
3000
(Smiech)
12:12
All right, so I got a collection of the paintings together
230
717000
4000
Dobre, takže som vzal zbierku malieb,
12:16
and I looked at them and I deconstructed them
231
721000
2000
pozrel sa na nich, rozložil ich
12:18
and I put them back together.
232
723000
2000
a znova ich dal dokopy.
12:20
And so, here's the design, right?
233
725000
2000
Tu je ten návrh, hej?
12:22
And so here's the front and the spine, and it's flat.
234
727000
3000
Tu je predok a chrbát, v jednej rovine.
12:25
But the real story starts when you wrap it around a book and put it on the shelf.
235
730000
3000
No skutočný príbeh začína, keď tým obalíte knihu a dáte ju na poličku.
12:28
Ahh! We come upon them,
236
733000
4000
Ahh! Našli sme ich,
12:32
the clandestine lovers. Let's draw them out.
237
737000
3000
tajní milenci. Vytiahneme ich.
12:35
Huhh! They've been discovered by the sultan.
238
740000
5000
Huuh! Boli odhalení sultánom.
12:40
He will not be pleased.
239
745000
3000
Nebude mať z toho radosť.
12:43
Huhh! And now the sultan is in danger.
240
748000
3000
Huhh! Teraz je v nebezpečí sultán.
12:46
And now, we have to open it up
241
751000
3000
Teraz to musíme otvoriť,
12:49
to find out what's going to happen next.
242
754000
3000
aby sme zistili, čo sa stane ďalej.
12:52
Try experiencing that on a Kindle.
243
757000
3000
Skúste toto zažiť s Kindlom.
12:55
(Laughter)
244
760000
7000
(Smiech)
13:02
Don't get me started.
245
767000
3000
Nechcite, aby som o tom začal.
13:05
Seriously.
246
770000
3000
Vážne.
13:08
Much is to be gained by eBooks:
247
773000
4000
Elektronické knihy majú veľa výhod:
13:12
ease, convenience, portability.
248
777000
3000
ľahkosť, pohodlie, prenositeľnosť.
13:15
But something is definitely lost: tradition,
249
780000
3000
No niečo určite aj stratili: tradíciu,
13:18
a sensual experience, the comfort of thingy-ness --
250
783000
5000
zmyslový zážitok, pocit, že niečo držíte -
13:23
a little bit of humanity.
251
788000
3000
trošku ľudskosti.
13:26
Do you know what John Updike used to do
252
791000
3000
Viete, čo zvykol John Updike urobiť
13:29
the first thing when he would get a copy
253
794000
2000
ako prvé, keď dostal výtlačok
13:31
of one of his new books from Alfred A. Knopf?
254
796000
2000
jednej z jeho nových kníh z Alfred A. Knopf?
13:33
He'd smell it.
255
798000
3000
Ovoňal ju.
13:36
Then he'd run his hand over the rag paper,
256
801000
4000
Potom prešiel rukou po papieri,
13:40
and the pungent ink and the deckled edges of the pages.
257
805000
3000
voňavej farbe a neorezaných okrajoch stránok.
13:43
All those years, all those books, he never got tired of it.
258
808000
5000
Po všetkých tých rokoch, všetkých tých knihách, nikdy ho to neprestalo baviť.
13:48
Now, I am all for the iPad,
259
813000
4000
Ja rozhodne som za iPad,
13:52
but trust me -- smelling it will get you nowhere.
260
817000
4000
ale verte mi - keď ho ovoniate, nič to s vami neurobí.
13:56
(Laughter)
261
821000
3000
(Smiech)
13:59
Now the Apple guys are texting,
262
824000
3000
Teraz si chlapíci z Applu píšu,
14:02
"Develop odor emission plug-in."
263
827000
3000
"Vyvinúť plug-in s vypúšťaním vône."
14:05
(Laughter)
264
830000
5000
(Smiech)
14:10
And the last story I'm going to talk about is quite a story.
265
835000
3000
Posledný príbeh, o ktorom vám poviem, je veľmi silný príbeh.
14:13
A woman
266
838000
3000
Žena menom Aomame
14:16
named Aomame in 1984 Japan finds herself
267
841000
3000
v roku 1984 v Japonsku
14:19
negotiating down a spiral staircase
268
844000
3000
schádza dolu špirálovitým schodiskom
14:22
off an elevated highway. When she gets to the bottom,
269
847000
3000
vedúcim z diaľnice nad zemou. Keď zíde dolu,
14:25
she can't help but feel that, all of a sudden,
270
850000
2000
nevie sa zrazu ubrániť pocitu,
14:27
she's entered a new reality
271
852000
2000
že vstúpila do novej reality
14:29
that's just slightly different from the one that she left,
272
854000
3000
ktorá je trošku odlišná od tej, ktorú opustila,
14:32
but very similar, but different.
273
857000
2000
je jej veľmi podobná, no odlišná.
14:34
And so, we're talking about parallel planes of existence,
274
859000
3000
Takže hovoríme o paralelných rovinách existencie,
14:37
sort of like a book jacket and the book that it covers.
275
862000
4000
tak trochu ako pri obale knihy a knihe ktorú obaľuje.
14:41
So how do we show this?
276
866000
3000
Čiže ako to ukážeme?
14:44
We go back to Hepburn and Dietrich, but now we merge them.
277
869000
4000
Vrátime sa k Hepburnovej a Dietrichovej, ale tentokrát ich spojíme.
14:48
So we're talking about different planes, different pieces of paper.
278
873000
4000
Hovoríme o rôznych rovinách, rôznych stránkach papiera.
14:52
So this is on a semi-transparent piece of velum.
279
877000
3000
Toto je na čiastočne priehľadnom kuse papiera.
14:55
It's one part of the form and content.
280
880000
3000
Je to jedna časť formy aj obsahu.
14:58
When it's on top of the paper board,
281
883000
3000
Keď je to naopak, na vrchu,
15:01
which is the opposite, it forms this.
282
886000
3000
vytvára to toto.
15:04
So even if you don't know anything about this book,
283
889000
4000
Takže aj keď o tejto knihe nič neviete,
15:08
you are forced to consider a single person
284
893000
3000
ste nútení považovať to za jednu osobu
15:11
straddling two planes of existence.
285
896000
3000
na pomedzí dvoch rovín existencie.
15:14
And the object itself invited exploration
286
899000
5000
Predmet samotný vyzýva k preskúmaniu,
15:19
interaction, consideration
287
904000
5000
interakcii, premýšľaniu
15:24
and touch.
288
909000
3000
a dotyku.
15:27
This debuted at number two
289
912000
2000
Debutovalo to na druhom mieste
15:29
on the New York Times Best Seller list.
290
914000
2000
v zozname bestsellerov New York Times.
15:31
This is unheard of,
291
916000
2000
Toto je neobvyklé,
15:33
both for us the publisher, and the author.
292
918000
2000
pre vydavateľa aj autora.
15:35
We're talking a 900-page book
293
920000
2000
Hovoríme o 900-stranovej knihe,
15:37
that is as weird as it is compelling,
294
922000
2000
ktorá je rovnako divná ako pôsobivá
15:39
and featuring a climactic scene
295
924000
2000
a obsahuje klimatické scény,
15:41
in which a horde of tiny people
296
926000
2000
v ktorých sa horda drobných ľudí
15:43
emerge from the mouth of a sleeping girl
297
928000
2000
vynorí z úst spiaceho dievčaťa
15:45
and cause a German Shepherd to explode.
298
930000
2000
a zapríčiní explodovanie nemeckého ovčiaka.
15:47
(Laughter)
299
932000
8000
(Smiech)
15:55
Not exactly Jackie Collins.
300
940000
3000
Nie je to práve Jackie Collins.
15:58
Fourteen weeks on the Best Seller list,
301
943000
3000
14 týždňov v zozname bestsellerov,
16:01
eight printings, and still going strong.
302
946000
3000
8 vydaní a stále sa jej veľmi darí.
16:04
So even though we love publishing as an art,
303
949000
3000
Takže napriek tomu, že milujeme vydavateľskú prácu ako umenie,
16:07
we very much know it's a business too,
304
952000
3000
veľmi dobre vieme, že je to taktiež biznis,
16:10
and that if we do our jobs right and get a little lucky,
305
955000
3000
a že ak urobíme svoju prácu dobre a máme aj trochu šťastia,
16:13
that great art can be great business.
306
958000
3000
veľké umenie môže byť aj veľký biznis.
16:16
So that's my story. To be continued.
307
961000
3000
Takže to je môj príbeh. Pokračovanie nabudúce.
16:19
What does it look like?
308
964000
3000
Ako to vyzerá?
16:22
Yes. It can, it does and it will,
309
967000
5000
Áno. Môže vyzerať, vyzerá a bude vyzerať,
16:27
but for this book designer,
310
972000
3000
ale pre tohto návrhára kníh,
16:30
page-turner,
311
975000
3000
ktorý je vášnivý čitateľ,
16:33
dog-eared place-holder,
312
978000
3000
ohýba rohy stránok miesto záložiek,
16:36
notes in the margins-taker,
313
981000
3000
robí si poznámky na krajoch,
16:39
ink-sniffer,
314
984000
3000
ovoniava farbu,
16:42
the story looks like this.
315
987000
4000
príbeh vyzerá takto.
16:46
Thank you.
316
991000
3000
Ďakujem.
16:49
(Applause)
317
994000
3000
(Potlesk)
ABOUT THE SPEAKER
Chip Kidd - Graphic designerChip Kidd's book jacket designs spawned a revolution in the art of American book packaging.
Why you should listen
You know a Chip Kidd book when you see it -- precisely because it's unexpected, non-formulaic, and perfectly right for the text within. As a graphic designer for Alfred A. Knopf since 1986, Kidd has designed shelves full of books, including classics you can picture in a snap: Jurassic Park, Naked by David Sedaris, All the Pretty Horses … His monograph, Chip Kidd: Book One, contains work spanning two decades. As editor and art director for Pantheon Graphic novels, Kidd has commissioned work from cartoonists including Chris Ware, Art Spiegelman, Dan Clowes and Art Spiegelman. He's a novelist as well, author of The Cheese Monkeys and The Learners.
Chip received the Cooper-Hewitt’s National Design Award for Communication in 2007, the International Center of Photography’s Infinity Award for Design in 1997 and the AIGA Medal in 2014.
Kidd is the author of the TED Book, Judge This.
Chip Kidd | Speaker | TED.com