TED2003
Don Norman: 3 ways good design makes you happy
Don Norman o troch spôsoboch ako vás dizajn robí šťastnými
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V tejto prednáške z r. 2003, kritik dizajnu Don Norman upiera svoj skúmavý pohľad na krásu, zábavu, potešenie a emócie, ako sa tak pozerá na dizajn, ktorý ľudí obšťastňuje. Pomenúva tri emocionálne podnety, ktoré dobrý a úspešný dizajn musí vyvolať.
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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Moje nové Ja je krása.
00:14
(Laughter)
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(Smiech)
00:15
Yeah, people used to say, "Norman's OK,
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Uhm, ľudia vravievali, viete, Norman je OK,
00:20
but if you followed what he said, everything would be usable
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ale ak by bolo všetko podľa neho, všetko by bolo použiteľné,
00:22
but it would be ugly."
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ale bolo by to škaredé.
00:24
Well, I didn't have that in mind, so ...
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To som ale nechcel, takže...
00:29
This is neat.
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Toto je milé.
00:31
Thank you for setting up my display.
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Ďakujem, že ste mi rozhádzali prezentáciu.
00:33
I mean, it's just wonderful.
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Teda, to je nádherné.
00:35
And I haven't the slightest idea of what it does or what it's good for,
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A to vôbec netuším, čo to robí alebo načo je to dobré,
00:38
but I want it.
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ale chcem to.
00:40
And that's my new life.
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A to je moje nové Ja.
00:42
My new life is trying to understand what beauty is about,
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Moje nové Ja sa snaží pochopiť, o čom je krása,
00:46
and "pretty," and "emotions."
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pekné a emócie.
00:48
The new me is all about making things kind of neat and fun.
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Nové Ja je celé o tom, robiť veci milé a zábavné.
00:52
And so this is a Philippe Starck juicer, produced by Alessi.
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A tak toto je odšťavovač Philippa Starcka, vyrobený 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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Je to také zábavné, že to mám doma,
00:58
but I have it in the entryway, I don't use it to make juice.
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ale mám to na chodbe, nepoužívam to na odšťavovanie.
01:01
(Laughter)
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(Smiech)
01:03
In fact, I bought the gold-plated special edition
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Vlastne som si kúpil špeciálnu pozlátenú edíciu,
01:07
and it comes with a little slip of paper
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ktorá má pribalený letáčik,
01:09
that says, "Don't use this juicer to make juice."
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kde stojí: "Nepoužívajte tento odšťavovač na výrobu štiav.
01:12
The acid will ruin the gold plating.
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Kyselina zničí pozlátenie."
01:15
(Laughter)
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(Smiech)
01:16
So actually, I took a carton of orange juice
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Tak som zobral kartón pomarančovej šťavy
01:18
and I poured it in the glass to take this picture.
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a nalial ho do pohára, aby som dostal tento záber.
01:20
(Laughter)
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(Smiech)
01:23
Beneath it is a wonderful knife.
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Ale pod ním je nádherný nožík.
01:25
It's a Global cutting knife made in Japan.
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Je to Global kuchynský nôž z Japonska
01:28
First of all, look at the shape -- it's just wonderful to look at.
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Za prvé, pozrite na ten tvar, je proste úžasné sa naň dívať.
01:30
Second of all, it's really beautifully balanced:
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Za druhé, je výborne vyvážený,
01:33
it holds well, it feels well.
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drží sa dobre -- výborný pocit.
01:35
And third of all, it's so sharp, it just cuts.
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A za tretie, je taký ostrý, že proste reže.
01:37
It's a delight to use.
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Je radosť ho používať.
01:39
And so it's got everything, right?
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Takže, má všetko, že?
01:41
It's beautiful and it's functional.
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Je nádherný a je praktický.
01:43
And I can tell you stories about it,
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Môžem Vám o ňom rozprávať príbehy,
01:45
which makes it reflective,
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čo ho robí reflektujúcim
01:47
and so you'll see I have a theory of emotion.
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a uvidíte, že k tomu mám teóriu emócií.
01:49
And those are the three components.
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A to sú jej tri komponenty.
01:51
Hiroshi Ishii and his group at the MIT Media Lab
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Hiroši Iši a jeho skupina v MIT Media Lab-e
01:54
took a ping-pong table and placed a projector above it,
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zobrali ping-pongový stôl a projektor nad ním
01:57
and on the ping-pong table they projected an image of water
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a na ten ping-pongový stôl premietli obraz vody
02:00
with fish swimming in it.
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a rýb, ktoré v nej plávali.
02:02
And as you play ping-pong, whenever the ball hits part of the table,
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A ako hráte ping-pong, vždy keď loptička narazí na časť stola,
02:05
the ripples spread out and the fish run away.
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šíria sa od nej kruhy a ryby utekajú.
02:07
But of course, then the ball hits the other side,
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Ale potom, keď loptička narazí na druhú stranu,
02:09
the ripples hit the -- poor fish, they can't find any peace and quiet.
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kruhy narazia -- chudinky rybky, nemôžu nájsť ticho a pokoj.
02:12
(Laughter)
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(Smiech)
02:13
Is that a good way to play ping-pong?
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A je to dobrý spôsob ako hrať ping-pong?
02:15
No. But is it fun?
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Nie. Ale je to zábava?
02:17
Yeah! Yeah.
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Áno! Áno...
02:20
Or look at Google.
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Alebo, pozrite na Google.
02:22
If you type in, oh say, "emotion and design,"
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Ak zadáte vyhľadať, povedzme, "emócie a dizajn"
02:27
you get 10 pages of results.
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dostanete 10 strán výsledkov.
02:29
So Google just took their logo and they spread it out.
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A Google proste zobral svoje logo a natiahol ho.
02:32
Instead of saying, "You got 73,000 results.
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Namiesto "Dostali ste 73 000 výsledkov.
02:34
This is one through 20. Next,"
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Týchto dvadsať, ďalšie,"
02:36
they just give you as many o's as there are pages.
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Vám proste dajú toľko Ó-čiek, koľko je strán.
02:39
It's really simple and subtle.
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Je to veľmi jednoduché a decentné.
02:41
I bet a lot of you have seen it and never noticed it.
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Stavím sa, že veľa z Vás to už videlo, ale nikdy si toho nepovšimlo.
02:44
That's the subconscious mind
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To je to podvedomie,
02:46
that sort of notices it -- it probably is kind of pleasant
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ktoré si to nejako všimne, je to zrejme i príjemné,
02:48
and you didn't know why.
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a Vy ani len neviete, prečo tomu tak bolo.
02:50
And it's just clever.
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Je to proste dômyselné.
02:52
And of course, what's especially good is,
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A samozrejme, čo je veľmi dobré,
02:54
if you type "design and emotion,"
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keď napíšete "dizajn a emócie,"
02:56
the first response out of those 10 pages is my website.
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prvý výsledok z tých 10 stránok je môj web.
03:00
(Laughter)
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(Smiech)
03:02
Now, the weird thing is Google lies,
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A teraz, to divné na tom je, že Google klame,
03:05
because if I type "design and emotion,"
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pretože keď napíšem "dizajn a emócie",
03:07
it says, "You don't need the 'and.' We do it anyway."
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vraví: "Nepotrebujete 'a'. Spravíme to tak či tak."
03:10
So, OK.
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Tak OK.
03:12
So I type "design emotion"
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Napíšem teda "dizajn emócie"
03:14
and my website wasn't first again.
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a môj web už nebol prvý.
03:16
It was third.
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Bol tretí.
03:18
Oh well, different story.
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Hmm, to je ale iný príbeh.
03:22
There was this wonderful review in The New York Times
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V New York Times bola výborná recenzia
03:25
about the MINI Cooper automobile.
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na auto MINI Cooper.
03:27
It said, "You know, this is a car that has lots of faults.
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Písali, "Viete, toto auto má plno chýb.
03:31
Buy it anyway.
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Aj tak si ho kúpte.
03:33
It's so much fun to drive."
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Jazdiť na ňom je také zábavné."
03:35
And if you look at the inside of the car --
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A keď sa pozriete do vnútra auta --
03:38
I mean, I loved it, I wanted to see it, I rented it,
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chcel som to vidieť, požičal som si ho,
03:40
this is me taking a picture while my son is driving --
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toto som fotil ja, zatiaľ čo môj syn šoféroval --
03:43
and the inside of the car, the whole design is fun.
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a vnútro toho auta, celý dizajn je o zábave.
03:46
It's round, it's neat.
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Je guľaté, je to milé.
03:48
The controls work wonderfully.
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Ovládanie funguje výborne.
03:50
So that's my new life; it's all about fun.
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Tak to je moje nové Ja, je to všetko o zábave.
03:53
I really have the feeling that pleasant things work better,
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Som presvedčený, že príjemné veci fungujú lepšie
03:56
and that never made any sense to me
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a to mi nikdy nedávalo zmysel,
03:59
until I finally figured out -- look ...
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až som na to konečne prišiel, pozrite...
04:03
I'm going to put a plank on the ground.
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Položím dosku na zem.
04:05
So, imagine I have a plank about two feet wide and 30 feet long
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Takže, predstavte si, že mám dosku, približne pol metra širokú, 10 metrov dlhú
04:08
and I'm going to walk on it, and you see I can walk on it without looking,
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a prejdem sa po nej, a vidíte, že môžem po nej chodiť bez pozerania.
04:11
I can go back and forth and I can jump up and down.
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Môžem ísť tam a späť, môžem poskakovať.
04:13
No problem.
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Žiadny problém.
04:15
Now I'm going to put the plank 300 feet in the air --
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Teraz, umiestnime túto dosku 100 metrov nad zem.
04:19
and I'm not going to go near it, thank you.
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a už sa k nej ani nepriblížim, ďakujem pekne.
04:25
Intense fear paralyzes you.
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Intenzívny strach Vás paralyzuje.
04:27
It actually affects the way the brain works.
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Vlastne mení spôsob akým Váš mozog pracuje.
04:30
So, Paul Saffo, before his talk said that he didn't really have it down
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Paul Saffo, tesne pred svojou prednáškou povedal, že ju nemal hotovú,
04:34
until just a few days or hours before the talk,
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až pár dní, alebo hodín pred prednáškou,
04:36
and that anxiety was really helpful in causing him to focus.
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a tá úzkosť mu celkom pomohla sústrediť sa.
04:40
That's what fear and anxiety does;
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A to je to, čo strach a úzkosť robia.
04:42
it causes you to be -- what's called depth-first processing --
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Spôsobujú -- čo sa volá hĺbkovo zamerané spracovávanie --
04:45
to focus, not be distracted.
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že sme viac sústredení, a nerozptýlení,
04:48
And I couldn't force myself across that.
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ale i napriek tomu, som sa nevedel prinútiť po nej prejsť.
04:51
Now some people can -- circus workers, steel workers.
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Niektorí ľudia to dokážu, cirkusanti, stavbári.
04:54
But it really changes the way you think.
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Ale mení to spôsob, akým rozmýšľate.
04:56
And then, a psychologist, Alice Isen,
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A preto, psychologička Alice Isenová,
04:59
did this wonderful experiment.
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spravila tento nádherný experiment.
05:01
She brought students in to solve problems.
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Zavolala si študentov, aby riešili problémy.
05:03
So, she'd bring people into the room,
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Takže, priviedla ľudí do miestnosti,
05:05
and there'd be a string hanging down here
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kde visela šnúrka tu
05:07
and a string hanging down here.
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a druhá šnúrka visela tu
05:09
It was an empty room, except for a table with a bunch of crap on it --
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v prázdnej miestnosti, okrem stola s hŕbkou blbostí --
05:12
some papers and scissors and stuff.
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papiere, nožnice a tak.
05:14
And she'd bring them in,
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Priviedla ich dnu a
05:16
and she'd say,
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hovorí
05:18
"This is an IQ test and it determines how well you do in life.
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"Toto je IQ test a zisťuje ako sa Vám darí v živote.
05:21
Would you tie those two strings together?"
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Vedeli by ste zviazať tie dve šnúrky dokopy?"
05:24
So they'd take one string and they'd pull it over here
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Tak vzali jednu šnúrku a pritiahli ju sem
05:27
and they couldn't reach the other string.
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a nedočiahli na druhú šnúrku.
05:30
Still can't reach it.
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Stále to nestačí.
05:32
And, basically, none of them could solve it.
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V podstate nikto z nich to nevyriešil.
05:35
You bring in a second group of people,
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Privediete druhú skupinu ľudí,
05:38
and you say, "Oh, before we start,
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a poviete, "Á, ešte než začneme,
05:41
I got this box of candy, and I don't eat candy.
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tu mám nejaké cukríky, ja cukríky nejem.
05:44
Would you like the box of candy?"
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Dáte si cukríky?"
05:46
And turns out they liked it, and it made them happy --
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Ukázalo sa, že sa im to páčilo, a potešilo ich to,
05:49
not very happy, but a little bit of happy.
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nie veľmi, ale predsa len trochu potešilo.
05:51
And guess what -- they solved the problem.
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A hádajte čo -- vyriešili problém.
05:53
And it turns out that when you're anxious
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A ukazuje sa, že keď ste plní úzkosti,
05:56
you squirt neural transmitters in the brain, which focuses you
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vypúšťate neurotransmitery do mozgu, ktoré Vás sústreďujú,
05:59
makes you depth-first.
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zameriavajú do hĺbky.
06:01
And when you're happy -- what we call positive valence --
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A keď ste šťastní -- čo voláme pozitívna valencia --
06:04
you squirt dopamine into the prefrontal lobes,
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vypúšťate dopamín do prefrontálnych lalokov,
06:06
which makes you a breadth-first problem solver:
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čo z vás robí do šírky zameraných riešiteľov,
06:08
you're more susceptible to interruption; you do out-of-the-box thinking.
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ste viac náchylní na prerušenie, dostávate netradičné nápady.
06:11
That's what brainstorming is about, right?
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To je to, o čom je brainstorming, že?
06:14
With brainstorming we make you happy, we play games,
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Pri brainstormingu vás robíme šťastnými, hrávame hry,
06:17
and we say, "No criticism,"
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a vravíme "žiadna kritika",
06:19
and you get all these weird, neat ideas.
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a Vy potom dostávate všetky tie divné, milé nápady.
06:21
But in fact, if that's how you always were you'd never get any work done
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V skutočnosti, ak by ste takí boli stále, nikdy by ste nič nedokončili,
06:24
because you'd be working along and say, "Oh, I got a new way of doing it."
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lebo ako by ste pracovali, napadalo by vás, "Ó, prišiel som na nový spôsob ako to spraviť."
06:27
So to get work done, you've got to set a deadline, right?
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Takže pre dokončenie práce, je treba mať termíny, že?
06:31
You've got be anxious.
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Musíte byť úzkostní.
06:33
The brain works differently
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Mozog pracuje inak,
06:35
if you're happy. Things work better because you're more creative.
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a keď ste šťastní, veci fungujú lepšie, pretože ste kreatívnejší.
06:38
You get a little problem, you say, "Ah, I'll figure it out."
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Narazíte na drobný problém a poviete si "to vyriešim",
06:41
No big deal.
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Nič sa nedeje.
06:43
There's something I call the visceral level of processing, and there will be visceral-level design.
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Existuje niečo, čo ja volám viscerálna úroveň spracovávania.
06:45
Biology -- we have co-adapted through biology to like bright colors.
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Biológia -- koadaptovali sme sa cez biológiu, aby sa nám páčili pestré farby.
06:49
That's especially good that mammals and primates like fruits
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Je veľmi dobré, že cicavce a primáty majú radi plody
06:53
and bright plants, because you eat the fruit
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a pestré kvety, lebo ako jete plody,
06:55
and you thereby spread the seed.
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šírite tým semiačka.
06:57
There's an amazing amount of stuff that's built into the brain.
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Je kopec úžasných vecí, ktoré sú zabudované do mozgu.
07:00
We dislike bitter tastes, we dislike loud sounds,
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Nemáme radi trpkú chuť, odpudzujú nás hlasné zvuky,
07:03
we dislike hot temperatures, cold temperatures.
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neznášame vysoké teploty, nízke teploty.
07:05
We dislike scolding voices. We dislike frowning faces;
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Nepáčia sa nám kárajúce hlasy, nepáčia sa nám mraštiace sa tváre.
07:09
we like symmetrical faces, etc., etc.
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Páčia sa nám symetrické tváre a tak ďalej a tak ďalej.
07:12
So that's the visceral level.
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Takže, toto je viscerálna úroveň,
07:14
In design, you can express visceral in lots of ways,
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a v dizajne sa viete vyjadriť "viscerálne" veľa spôsobmi,
07:17
like the choice of type fonts and the red for hot, exciting.
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či už voľbou typu písma, a voľbou červenej pre horúce, vzrušujúce.
07:22
Or the 1963 Jaguar:
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Alebo Jaguár ročník 1963.
07:24
It's actually a crummy car, falls apart all the time,
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Je to mizerné auto, stále sa rozpadáva,
07:27
but the owners love it.
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ale vlastníci ho milujú.
07:29
And it's beautiful -- it's in the Museum of Modern Art.
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Je prekrásne -- je v Múzeu moderného umenia.
07:31
A water bottle:
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Fľaša na vodu.
07:33
You buy it because of the bottle, not because of the water.
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Kupujete ju kvôli tej fľaši, nie kvôli tej vode.
07:36
And when people are finished, they don't throw it away.
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Keď s ňou ľudia skončia, nevyhodia ju,
07:39
They keep it for -- you know, it's like the old wine bottles, you keep it for decoration
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nechajú si ju na -- ako s tými starými fľašami od vína, nechávate si ich ako dekoráciu,
07:42
or maybe fill it with water again, which proves it's not the water.
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alebo ju znova naplníte vodou, čo dokazuje, že to nie je o vode.
07:45
It's all about the visceral experience.
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Je to o tom viscerálnom zážitku.
07:50
The middle level of processing is the behavioral level
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Stredná úroveň spracovania je behaviorálna úroveň
07:54
and that's actually where most of our stuff gets done.
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a to je vlastne to, kde sa udeje väčšina vecí.
07:56
Visceral is subconscious, you're unaware of it.
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Viscerálne je podvedomé, neuvedomujete si to.
07:58
Behavioral is subconscious, you're unaware of it.
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Behaviorálne je podvedomé, neuvedomujete si to.
08:01
Almost everything we do is subconscious.
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Takmer všetko čo robíme, je podvedomé.
08:03
I'm walking around the stage -- I'm not attending to the control of my legs.
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Chodím po pódiu, nevšímam si kontrolu mojich nôh.
08:07
I'm doing a lot; most of my talk is subconscious;
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Robím toho veľa, väčšina mojej prednášky je podvedomá,
08:10
it has been rehearsed and thought about a lot.
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je naskúšaná a popremýšľaná.
08:12
Most of what we do is subconscious.
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Väčšina toho, čo robíme, je podvedomé.
08:14
Automatic behavior -- skilled behavior -- is subconscious,
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Automatické správanie -- naučené správanie je podvedomé,
08:17
controlled by the behavioral side.
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kontrolované behaviorálnou stránkou.
08:19
And behavioral design is all about feeling in control,
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Behaviorálny dizajn je hlavne o pocite kontroly,
08:23
which includes usability, understanding --
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čo zahŕňa používateľnost, pochopenie,
08:26
but also the feel and heft.
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ale aj pocit a váhu.
08:28
That's why the Global knives are so neat.
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To je prečo sú nože Global také príjemné.
08:30
They're so nicely balanced, so sharp,
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Sú tak výborne vyvážené, také ostré,
08:32
that you really feel you're in control of the cutting.
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že sa cítite, že ovládate to rezanie.
08:34
Or, just driving a high-performance sports car
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Alebo riadiť výkonné športové auto
08:38
over a demanding curb --
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ponad náročný obrubník
08:40
again, feeling that you are in complete control of the environment.
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a pociťovať tú úplnú kontrolu nad prostredím.
08:43
Or the sensual feeling.
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Alebo zmyslové vnemy.
08:45
This is a Kohler shower, a waterfall shower,
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Toto je sprcha Kohler, vodopádová sprcha
08:47
and actually, all those knobs beneath are also showerheads.
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a vlastne všetky tie gombíky tam dole sú sprchové hlavice.
08:50
It will squirt you all around
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Ostrieka vás dookola.
08:52
and you can stay in that shower for hours --
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Môžete zostať v tej sprche celé hodiny
08:54
and not waste water, by the way,
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a mimochodom, nemrháte tým žiadnu vodu,
08:56
because it recirculates the same dirty water.
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recirkuluje to znova tu samú použitú vodu.
08:58
(Laughter)
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(Smiech)
09:01
Or this -- this is a really neat teapot I found
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Alebo toto -- toto je naozaj milý čajník, čo som našiel
09:03
at high tea at The Four Seasons Hotel in Chicago.
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pri olovrante vo Four Seasons hoteli v Chicagu.
09:07
It's a Ronnefeldt tilting teapot.
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Je to nakláňajúci čajník Ronnefeldt.
09:09
That's kind of what the teapot looks like
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Takto nejako ten čajník vyzerá,
09:11
but the way you use it is you lay it on its back,
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ale používate ho tak, že ho položíte nabok,
09:14
and you put tea in,
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vložíte čaj,
09:16
and then you fill it with water.
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a zalejete vodou,
09:18
The water then seeps over the tea.
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lebo voda sa potom precedí cez čaj.
09:21
And the tea is sitting in this stuff to the right --
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A čaj leží tu v tomto, napravo --
09:24
the tea is to the right of this line.
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čaj je napravo od tejto čiary.
09:26
There's a little ledge inside, so the tea is sitting there
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Je tam malý výčnelok, kde leží čaj
09:28
and the water is filling it up like that.
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a voda stúpa potiaľto.
09:30
And when the tea is ready, or almost ready, you tilt it.
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A keď je čaj hotový, alebo takmer, pootočíte to.
09:33
And that means the tea is partially covered
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To znamená, že čaj je čiastočne ponorený,
09:36
while it completes the brewing.
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kým dokončí lúhovanie.
09:38
And when it's finished, you put it vertically,
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A keď je to hotové, položíte to vertikálne
09:40
and now the tea is -- you remember -- above this line
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a čaj je -- pamätajte -- nad touto líniou
09:42
and the water only comes to here --
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a voda siaha len potiaľto,
09:45
and so it keeps the tea out.
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takže čaj sa dostane von.
09:47
On top of that, it communicates,
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A navyše, to i komunikuje,
09:49
which is what emotion does.
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čo je to, čo robia emócie.
09:51
Emotion is all about acting; emotion is really about acting.
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Emócie sú hlavne o konaní, emócie sú naozaj o konaní.
09:54
It's being safe in the world.
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Je to o vašom bezpečí vo svete.
09:56
Cognition is about understanding the world, emotion is about interpreting it --
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Kognícia je o porozumení svetu, emócie sú o jeho interpretovaní,
10:00
saying good, bad, safe, dangerous,
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o vravení, toto je dobré, zlé, nebezpečné,
10:02
and getting us ready to act, which is why the muscles tense or relax.
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a pripravení nás na reakciu, čo je dôvod, prečo sa svaly napínajú, alebo uvoľňujú.
10:05
And that's why we can tell the emotion of somebody else --
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A to je dôvod, prečo vieme čítať i emócie niekoho iného,
10:09
because their muscles are acting, subconsciously,
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pretože ich svaly sa pohybujú, podvedome,
10:11
except that we've evolved to make the facial muscles really rich with emotion.
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mimo to, vyvynuli sme sa tak, aby tvárové svaly boli naozaj bohaté na emócie.
10:17
Well, this has emotions if you like,
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Nuž, toto má emócie, ak chcete,
10:19
because it signals the waiter that, "Hey, I'm finished. See -- upright."
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pretože to signalizuje čašníkovi "Hej, som hotový. Vidíš -- rovno."
10:23
And the waiter can come by and say, "Would you like more water?"
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A čašník môže prísť a spýtať sa, "Želáte si viac vody?"
10:26
It's kind of neat. What a wonderful design.
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Je to elegantné. Aký prekrásny dizajn.
10:28
And the third level is reflective,
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Tretia úroveň je reflektívna,
10:32
which is, if you like the superego,
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čo je, ak chcete, superego.
10:36
it's a little part of the brain that has no control over what you do,
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To je malá časť mozgu, ktorá neriadi nič čo robíte,
10:39
no control over the -- doesn't see the senses,
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žiadna kontrola -- nevníma zmysly,
10:43
doesn't control the muscles.
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nekontroluje svaly.
10:45
It looks over what's going on.
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Dohliada na to čo sa deje.
10:47
It's that little voice in your head
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Je to ten tichý hlas vo vašej hlave,
10:49
that's watching and saying, "That's good. That's bad."
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ktorý sleduje a vraví "To je dobré. To je zlé."
10:51
Or, "Why are you doing that? I don't understand."
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alebo "Prečo to robíš? Nerozumiem."
10:53
It's that little voice in your head that's the seat of consciousness.
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Je to ten tichý hlas vo vašej hlavy, kde sídli Vaše vedomie.
10:55
Here's a great reflective product.
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Tu je výborný reflektívny produkt.
10:58
Owners of the Hummer have said, "You know I've owned many cars in my life --
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Majitelia Hummerov vravia: "Viete, mal som v živote veľa áut,
11:02
all sorts of exotic cars,
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všetky možné exotické autá,
11:04
but never have I had a car that attracted so much attention."
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ale nikdy som nemal auto, ktoré by tak priťahovalo pozornosť."
11:07
It's about attention. It's about their image,
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Je to o ich imidži,
11:09
not about the car.
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nie je to o aute.
11:11
If you want a more positive model --
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Ale aj keď chcete pozitívnejší model,
11:13
this is the GM car.
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toto je auto od General Motors.
11:15
And the reason you might buy it now is because you care about the environment.
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Dôvod, prečo by ste si ho dnes chceli kúpiť je, že vám záleží na prostredí.
11:17
And you'll buy it to protect the environment,
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A kúpili by ste si ho, aby ste chránili prostredie,
11:19
even though the first few cars are going to be really expensive
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aj keď tých prvých pár bude poriadne drahých
11:22
and not perfected.
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a nedokonalých.
11:24
But that's reflective design as well.
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Ale aj to je reflektívny dizajn.
11:26
Or an expensive watch, so you can impress people --
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Alebo drahé hodinky, aby ste mohli ohurovať ľudí,
11:28
"Oh gee, I didn't know you had that watch."
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ktorí povedia "Ó bože, nevedel som že máš tie hodinky."
11:31
As opposed to this one,
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V protiklade s týmto,
11:33
which is a pure behavioral watch,
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čo sú čisto behaviorálne hodinky,
11:35
which probably keeps better time than the $13,000 watch I just showed you.
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ktoré pravdepodobne idú lepšie ako tie za 13 000 dolárov, ktoré som práve ukázal.
11:38
But it's ugly.
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Ale sú škaredé.
11:40
This is a clear Don Norman watch.
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To sú jasné hodinky podľa Dona Normana.
11:42
And what's neat is sometimes you pit one emotion against the other,
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Niekedy je zaujímavé postaviť jednu emóciu proti druhej,
11:45
the visceral fear of falling
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viscerálny strach z pádu
11:48
against the reflective state saying, "It's OK. It's OK. It's safe. It's safe."
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proti reflektívnemu stavu vraviacemu "Je to OK, je to OK. Je to bezpečné."
11:53
If that amusement park were rusty and falling apart, you'd never go on the ride.
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Keby v zábavných parkoch všetko hrdzavelo a rozpadalo sa, nikdy by ste na tie atrakcie nešli.
11:57
So, it's pitting one against the other.
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Takže, je to vždy o konfrontovaní jednej emócie s tou druhou.
12:00
The other neat thing ...
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Ďalšia šikovná vec
12:03
(Laughter)
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(Smiech)
12:07
So Jake Cress is this furniture maker,
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Jake Cress, výrobca nábytku,
12:10
and he makes this unbelievable set of furniture.
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vyrába takéto neuveriteľné sety nábytku.
12:13
And this is his chair with claw,
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Toto je jeho stolička s pazúrmi
12:15
and the poor little chair has lost its ball
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a chudinka stolička, stratila svoju guličku
12:18
and it's trying to get it back before anybody notices.
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a snaží sa ju dostať späť, kým si to niekto všimne.
12:22
And what's so neat about it is how you accept that story.
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A čo je na tom také milé, je to, ako akceptujete ten príbeh.
12:26
And that's what's nice about emotion.
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A to je to, čo je na emóciách pekné.
12:29
So that's the new me.
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Takže to je moje nové Ja.
12:31
I'm only saying positive things from now on.
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Odteraz vravím len pozitívne veci.
12:33
(Laughter)
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(Smiech)
12:34
(Applause)
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(Potlesk)
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