TED2012
Chip Kidd: Designing books is no laughing matter. OK, it is.
Čip Kid (Chip Kidd): Ilustrovanje knjiga nije za šalu. Dobro, jeste.
Filmed:
Readability: 3.5
2,475,812 views
Čip Kid ne sudi o knjigama po njihovim koricama. On stvara korice koje otelotvoruju knjigu - i to čini sa otkačenim smislom za humor. U jednom od najsmešnijih govora sa TED2012, on pokazuje umetnost i duboko razmišljanje u njegovom dizajnu korica. (Sa skupa Studija za dizajn na TED2012, čiji su gosti i voditelji bili Či Perlman i Dejvid Rokvel.)
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.
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Zdravo.
00:23
(Laughter)
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(Smeh)
00:25
I did that for two reasons.
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Ovo sam uradio iz dva razloga.
00:28
First of all, I wanted to give you
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Prvo, hteo sam da ostavim
00:31
a good visual first impression.
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dobar vizuelni prvi utisak.
00:34
But the main reason I did it is that
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Ali glavni razlog
što sam ovo uradio je taj
što sam ovo uradio je taj
00:37
that's what happens to me when I'm forced to wear
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što mi se to dešava
kad sam prisiljen da nosim
kad sam prisiljen da nosim
00:40
a Lady Gaga skanky mic.
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nepristojni Lejdi Gaga mikrofon.
00:43
(Laughter)
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(Smeh)
00:46
I'm used to a stationary mic.
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Navikao sam na
fiksiran mikrofon.
fiksiran mikrofon.
00:50
It's the sensible shoe of public address.
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To je "udobna obuća"
javnog obraćanja.
javnog obraćanja.
00:53
(Laughter)
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(Smeh)
00:59
But you clamp this thing on my head, and something happens.
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Ali kad mi prikačite ovo
na glavu, nešto se dogodi
na glavu, nešto se dogodi
01:02
I just become skanky.
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i jednostavno, postanem nepristojan.
01:05
(Laughter) So I'm sorry about that.
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(Smeh)
Žao mi je zbog toga.
Žao mi je zbog toga.
01:09
And I'm already off-message.
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I već sam skrenuo s teme.
01:12
(Laughter)
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(Smeh)
01:15
Ladies and gentlemen,
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Dame i gospodo,
01:18
I have devoted the past 25 years of my life
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posvetio sam proteklih
25 godina svog života
25 godina svog života
01:22
to designing books.
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ilustrovanju knjiga.
01:24
("Yes, BOOKS. You know, the bound volumes with ink on paper.
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("Da, KNJIGE. Znate, ukoričene
sveske sa mastilom na papiru.
sveske sa mastilom na papiru.
01:26
You cannot turn them off with a switch.
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Ne možete ih
ugasiti prekidačem.
ugasiti prekidačem.
01:28
Tell your kids.")
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Recite to svojoj deci.")
01:30
It all sort of started as a benign mistake,
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Sve je to počelo kao
bezazlena greška,
bezazlena greška,
01:34
like penicillin. (Laughter)
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kao penicilin. (Smeh)
01:37
What I really wanted
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Ono što sam zaista hteo je
01:40
was to be a graphic designer
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da budem grafički dizajner
01:42
at one of the big design firms in New York City.
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u jednoj od velikih
dizajnerskih firmi u Njujorku.
dizajnerskih firmi u Njujorku.
01:44
But upon arrival there,
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Ali po dolasku ovde,
01:47
in the fall of 1986, and doing a lot of interviews,
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u jesen 1986., pošto sam išao
na mnogo razgovora za posao,
na mnogo razgovora za posao,
01:51
I found that the only thing I was offered
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uvideo sam da jedini
posao koji mi se nudi
posao koji mi se nudi
01:54
was to be Assistant to the Art Director at Alfred A. Knopf,
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je taj da budem pomoćnik
umetničkog direktora u Alfred A. Knopfu,
umetničkog direktora u Alfred A. Knopfu,
01:57
a book publisher.
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izdavačkoj kući.
01:59
Now I was stupid,
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Bio sam glup,
02:02
but not so stupid that I turned it down.
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ali ne toliko glup
da ovo odbijem.
da ovo odbijem.
02:05
I had absolutely no idea
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Nisam imao nikakvu ideju
02:08
what I was about to become part of,
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čega to postajem deo
02:10
and I was incredibly lucky.
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i imao sam
neverovatnu sreću.
neverovatnu sreću.
02:12
Soon, it had occurred to me what my job was.
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Uskoro sam shvatio
šta je moj posao.
šta je moj posao.
02:16
My job was to ask this question:
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Moj posao je bio
da postavim pitanje:
da postavim pitanje:
02:19
"What do the stories look like?"
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"Kako priče izgledaju?"
02:20
Because that is what Knopf is.
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Jer to je Knopf,
02:23
It is the story factory, one of the very best in the world.
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fabrika priča, jedna od
najboljih na svetu.
najboljih na svetu.
02:26
We bring stories to the public.
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Mi donosimo priče javnosti.
02:29
The stories can be anything,
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Te priče mogu biti
o bilo čemu,
o bilo čemu,
02:32
and some of them are actually true.
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a neke su stvarno istinite.
02:34
But they all have one thing in common:
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Ali svima je zajedničko jedno:
02:39
They all need to look like something.
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treba na nešto da liče.
02:42
They all need a face.
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Svima treba lice.
02:45
Why? To give you a first impression
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Zašto? Da bi vam
dale prvi utisak
dale prvi utisak
02:49
of what you are about to get into.
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o onome u šta se upuštate.
02:52
A book designer gives form to content,
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Ilustrator daje formu sadržaju,
02:56
but also
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ali takođe
02:58
manages a very careful balance between the two.
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održava pažljivu ravnotežu
između ovo dvoje.
između ovo dvoje.
03:01
Now, the first day
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Prvog dana moje obuke
03:03
of my graphic design training at Penn State University,
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za grafičkog dizajnera
na Državnom Univerzitetu Pen,
na Državnom Univerzitetu Pen,
03:06
the teacher, Lanny Sommese, came into the room
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profesor, Leni Somis,
je ušao u prostoriju
je ušao u prostoriju
03:09
and he drew a picture of an apple on the blackboard,
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i nacrtao jabuku na tabli
03:12
and wrote the word "Apple" underneath,
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i ispod napisao "jabuka"
03:14
and he said, "OK. Lesson one. Listen up."
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i rekao:"U redu, lekcija
broj jedan. Slušajte."
broj jedan. Slušajte."
03:17
And he covered up the picture and he said,
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Pokrio je sliku i rekao:
03:20
"You either say this," and then he covered up the word,
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"Ili kažete ovo," i
onda je pokrio reč,
onda je pokrio reč,
03:23
"or you show this.
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"ili pokažete ovo.
03:26
But you don't do this."
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Ali ovo ne činite".
03:29
Because this is treating your audience like a moron.
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Jer se tako odnosite prema
vašoj publici kao da su moroni.
vašoj publici kao da su moroni.
03:34
(Laughter)
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(Smeh)
03:37
And they deserve better.
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A oni zaslužuju bolje.
03:40
And lo and behold, soon enough,
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I gle, ubrzo potom
03:42
I was able to put this theory to the test
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sam uspeo da testiram ovu teoriju
03:45
on two books that I was working on for Knopf.
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sa dve knjige na kojima
sam radio za Knopf.
sam radio za Knopf.
03:49
The first was Katharine Hepburn's memoirs,
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Prvi su bili memoari
Ketrin Hepbern,
Ketrin Hepbern,
03:53
and the second was a biography of Marlene Dietrich.
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a druga je bila
biografija Marlene Ditrih.
biografija Marlene Ditrih.
03:56
Now the Hepburn book
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Knjiga Hepbernove
03:59
was written in a very conversational style,
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je napisana vrlo
razgovornim stilom,
razgovornim stilom,
04:02
it was like she was sitting across a table telling it all to you.
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kao da je sedela
za stolom i sve vam pričala.
za stolom i sve vam pričala.
04:05
The Dietrich book was an observation
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Knjiga Ditrihove
je bila posmatranje
je bila posmatranje
04:08
by her daughter; it was a biography.
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njene ćerke; biografija.
04:10
So the Hepburn story is words
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Tako da je priča
Hepbernove u vidu reči,
Hepbernove u vidu reči,
04:13
and the Dietrich story is pictures, and so we did this.
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a priča Ditrihove su slike,
pa smo uradili sledeće.
pa smo uradili sledeće.
04:17
So there you are.
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Eto vidite.
04:20
Pure content and pure form, side by side.
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Čist sadržaj i čista forma,
jedna pored druge.
jedna pored druge.
04:23
No fighting, ladies.
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Bez svađe, dame.
04:26
("What's a Jurassic Park?")
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("Šta je Park iz doba Jure")
04:28
Now, what is the story here?
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O čemu se ovde radi?
04:31
Someone
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Neko
04:34
is re-engineering dinosaurs
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iznova pravi dinosauruse
04:37
by extracting their DNA
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tako što uzima njihov DNK
04:40
from prehistoric amber.
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iz praistorijskog ćilibara.
04:43
Genius!
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Genijalno!
(Smeh)
04:46
(Laughter)
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04:50
Now, luckily for me,
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Srećom po mene
04:53
I live and work in New York City,
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živim i radim u Njujorku,
04:55
where there are plenty of dinosaurs.
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gde ima puno dinosaurusa.
04:57
(Laughter)
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(Smeh)
05:00
So,
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Tako da sam
05:04
I went to the Museum of Natural History,
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otišao u Prirodnjački muzej
05:06
and I checked out the bones, and I went to the gift shop,
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i pogledao kosti,
a onda sam otišao u prodavnicu
a onda sam otišao u prodavnicu
05:10
and I bought a book.
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i kupio knjigu.
05:11
And I was particularly taken with this page of the book,
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I posebno me je oduševila
ova strana knjige,
ova strana knjige,
05:15
and more specifically the lower right-hand corner.
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da budem precizan,
donji desni ugao.
donji desni ugao.
05:19
Now I took this diagram,
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Uzeo sam ovaj crtež
05:22
and I put it in a Photostat machine,
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i stavio ga u fotokopir mašinu
05:26
(Laughter)
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(Smeh)
05:32
and I took a piece of tracing paper,
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i uzeo sam jedan paus papir
05:35
and I taped it over the Photostat
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i zalepio ga preko kopije
05:39
with a piece of Scotch tape -- stop me if I'm going too fast --
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selotejpom - zaustavite me
ako idem suviše brzo -
ako idem suviše brzo -
05:42
(Laughter) --
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(Smeh)
05:49
and then I took a Rapidograph pen --
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onda sam uzeo rapidograf -
05:52
explain it to the youngsters --
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objasnite to mlađima -
05:55
(Laughter)
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(Smeh)
05:58
and I just started to reconstitute the dinosaur.
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i počeo da rekonstruišem
dinosaurusa.
dinosaurusa.
06:02
I had no idea what I was doing,
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Nisam imao pojma šta radim,
06:05
I had no idea where I was going,
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Nisam imao pojma gde to vodi,
06:07
but at some point, I stopped --
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ali sam se u nekom
trenutku zaustavio -
trenutku zaustavio -
06:09
when to keep going would seem like I was going too far.
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kad je izgledalo da bih mogao
da odem predaleko.
da odem predaleko.
06:13
And what I ended up with was a graphic representation
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I ono što sam dobio
je bio grafički prikaz
je bio grafički prikaz
06:17
of us seeing this animal coming into being.
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onoga kako mi vidimo
nastanak ove životinje.
nastanak ove životinje.
06:21
We're in the middle of the process.
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Usred smo procesa.
06:23
And then I just threw some typography on it.
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i onda sam ubacio
neku tipografiju.
neku tipografiju.
06:26
Very basic stuff,
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Osnovna stvar,
06:28
slightly suggestive of public park signage.
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koja malo podseća
na oznake u parku.
na oznake u parku.
06:31
(Laughter)
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(Smeh)
06:37
Everybody in house loved it,
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Svima u firmi se dopalo
06:39
and so off it goes to the author.
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i otišlo je kod pisca.
06:41
And even back then,
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Čak i tada,
06:43
Michael was on the cutting edge.
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Majkl je bio ispred svog vremena.
06:45
("Michael Crichton responds by fax:")
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("Majkl Krajton odgovara faksom:")
06:49
("Wow! Fucking Fantastic Jacket")
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("Vau! Jebeno fantastičan omot")
06:51
(Laughter) (Applause)
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(Smeh)
(Aplauz)
(Aplauz)
06:58
That was a relief to see that pour out of the machine.
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Bilo je olakšanje videti ovo
da izlazi iz mašine.
da izlazi iz mašine.
07:02
(Laughter)
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(Smeh)
07:05
I miss Michael.
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Nedostaje mi Majkl.
07:08
And sure enough, somebody from MCA Universal
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I nedugo potom, neko
iz MCA Univerzala
iz MCA Univerzala
07:11
calls our legal department to see if they can
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je nazvao našu pravnu
službu da vidi ako mogu
službu da vidi ako mogu
07:14
maybe look into buying the rights to the image,
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možda da otkupe
prava na sliku,
prava na sliku,
07:16
just in case they might want to use it.
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za slučaj da žele da je koriste.
07:19
Well, they used it.
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Pa, koristili su je.
07:22
(Laughter) (Applause)
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(Smeh) (Aplauz)
07:27
And I was thrilled.
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I bio sam oduševljen.
07:30
We all know it was an amazing movie,
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Svi znamo da je to
bio zadivljujući fim
bio zadivljujući fim
07:32
and it was so interesting to see it
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i bilo je zanimljivo videti
07:34
go out into the culture and become this phenomenon
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kako ta slika postaje
kulturni fenomen
kulturni fenomen
07:38
and to see all the different permutations of it.
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i videti njene razne permutacije.
07:41
But not too long ago,
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Ali, ne tako davno,
07:44
I came upon this on the Web.
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naišao sam na ovo na Internetu.
07:47
No, that is not me.
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Ne, to nisam ja.
07:50
But whoever it is,
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Ali ko god da je,
07:53
I can't help but thinking they woke up one day like,
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ne mogu da ne pomislim da se
probudio jednog dana pomislivši:
probudio jednog dana pomislivši:
07:56
"Oh my God, that wasn't there last night. Ooooohh!
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"O Bože, to nije bilo tu
prošle noći. Au!
prošle noći. Au!
07:59
I was so wasted."
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Al' sam se napio."
08:02
(Laughter)
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(Smeh)
08:05
But if you think about it, from my head
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Ali ako razmislite o tome -
iz moje glave,
iz moje glave,
08:08
to my hands to his leg.
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u moje ruke,
do njegove noge.
do njegove noge.
08:11
(Laughter)
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(Smeh)
08:16
That's a responsibility.
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To je odgovornost.
08:19
And it's a responsibility that I don't take lightly.
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I to je odgovornost
koju ne prihvatam olako.
koju ne prihvatam olako.
08:22
The book designer's responsibility is threefold:
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Odgovornost ilustratora
je trojaka:
je trojaka:
08:25
to the reader, to the publisher and, most of all, to the author.
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prema čitaocu, prema izdavaču
i najviše, prema piscu.
i najviše, prema piscu.
08:29
I want you to look at the author's book
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Hoću da pogledate
piščevu knjigu
piščevu knjigu
08:32
and say, "Wow! I need to read that."
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i kažete, "U! Moram
to da pročitam."
to da pročitam."
08:35
David Sedaris is one of my favorite writers,
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Dejvid Sedaris je jedan
od mojih omiljenih pisaca
od mojih omiljenih pisaca
08:38
and the title essay
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i naslovni esej
08:41
in this collection is about his trip to a nudist colony.
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u ovoj kolekciji je o njegovom
putu u nudističku koloniju.
putu u nudističku koloniju.
08:44
And the reason he went is because
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Razlog što je išao tamo je
08:46
he had a fear of his body image,
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zato što se bojao svog izgleda
08:48
and he wanted to explore what was underlying that.
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i hteo je da istraži
šta je koren tog straha.
šta je koren tog straha.
08:51
For me, it was simply an excuse to design a book
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Za mene je to samo bio
izgovor da dizajniram knjigu
izgovor da dizajniram knjigu
08:54
that you could literally take the pants off of.
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sa koje ste mogli bukvalno
da skinete gaće.
da skinete gaće.
08:57
But when you do,
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A kad to učinite,
09:00
you don't get what you expect.
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ne dobijete ono
što ste očekivali.
što ste očekivali.
09:02
You get something that goes much deeper than that.
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Imate nešto što ide dublje.
09:04
And David especially loved this design
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Dejvidu se posebno svideo dizajn
09:08
because at book signings, which he does a lot of,
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jer na potpisivanju knjiga,
kojih on ima dosta,
kojih on ima dosta,
09:11
he could take a magic marker and do this.
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može da uzme magični marker
i uradi ovo.
i uradi ovo.
09:14
(Laughter)
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(Smeh)
09:20
Hello!
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Zdravo!
09:23
(Laughter)
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(Smeh)
09:26
Augusten Burroughs wrote a memoir
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Ogastin Barouz je
napisao memoare
napisao memoare
09:29
called ["Dry"], and it's about his time in rehab.
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nazvane "Suv", o tome
kako mu je bilo na odvikavanju.
kako mu je bilo na odvikavanju.
09:32
In his 20s, he was a hotshot ad executive,
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U svojim dvadesetim, bio je
uspešni direktor reklamne agencije
uspešni direktor reklamne agencije
09:37
and as Mad Men has told us, a raging alcoholic.
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i, kao što je rečeno u Ljudima
sa Menhetna, težak alkoholičar.
sa Menhetna, težak alkoholičar.
09:40
He did not think so, however,
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On to nije mislio, ali,
09:43
but his coworkers did an intervention and they said,
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njegove kolege su se
umešale i rekle mu,
umešale i rekle mu,
09:46
"You are going to rehab, or you will be fired and you will die."
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"Ima da odeš na odvikavanje
ili ćemo te otpustiti i umrećeš".
ili ćemo te otpustiti i umrećeš".
09:50
Now to me, this was always going to be a typographic solution,
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Po meni, ovo je
trebalo rešiti tipografski,
trebalo rešiti tipografski,
09:54
what I would call the opposite of Type 101.
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onim što bih nazvao
"suprotno tipu 101".
"suprotno tipu 101".
09:56
What does that mean?
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Šta to znači?
09:58
Usually on the first day of Introduction to Typography,
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Obično, na prvom danu
Uvoda u tipografiju
Uvoda u tipografiju
10:00
you get the assignment of, select a word
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dobijete zadatak
da odaberete reč
da odaberete reč
10:03
and make it look like what it says it is. So that's Type 101, right?
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i napišete je da izgleda kao ono
što znači. Dakle, ovo je tip 101.
što znači. Dakle, ovo je tip 101.
10:06
Very simple stuff.
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Vrlo jednostavno.
10:08
This is going to be the opposite of that.
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A ovo će biti suprotno od toga.
10:11
I want this book to look like it's lying to you,
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Želim da ova knjiga
izgleda kao da vas laže,
izgleda kao da vas laže,
10:14
desperately and hopelessly, the way an alcoholic would.
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očajnički i beznadežno,
onako kako bi to radio alkoholičar.
onako kako bi to radio alkoholičar.
10:18
The answer was the most low-tech thing you can imagine.
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Odgovor na ovo je bio najniža
tehnologija koju možete da zamislite.
tehnologija koju možete da zamislite.
10:21
I set up the type, I printed it out on an Epson printer
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Odredio sam tip slova, odštampao
to na Epsonovom štampaču
to na Epsonovom štampaču
10:25
with water-soluble ink, taped it to the wall
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mastilom koje je rastvorljivo
u vodi, zalepio na zid
u vodi, zalepio na zid
10:28
and threw a bucket of water at it. Presto!
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i na to bacio kofu vode.
Presto!
Presto!
10:31
Then when we went to press,
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Kada je otišlo u štampu,
10:33
the printer put a spot gloss on the ink
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štampač je postavio
glazuru na mastilo
glazuru na mastilo
10:35
and it really looked like it was running.
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i stvarno je izgledalo
kao da teče.
kao da teče.
10:37
Not long after it came out, Augusten was waylaid in an airport
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Nedugo potom, Ogastin je
napravio zasedu na aerodromu
napravio zasedu na aerodromu
10:40
and he was hiding out in the bookstore
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Sakrio se u knjižari
10:42
spying on who was buying his books.
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i špijunirao ko kupuje
njegove knjige.
njegove knjige.
10:44
And this woman came up to it,
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Jedna žena je prišla do knjige
10:47
and she squinted, and she took it to the register,
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i namrgodila se
i odnela knjigu do kase
i odnela knjigu do kase
10:49
and she said to the man behind the counter, "This one's ruined."
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i rekla prodavcu:
"Ova je uništena".
"Ova je uništena".
10:52
(Laughter)
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(Smeh)
10:56
And the guy behind the counter said, "I know, lady. They all came in that way."
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Tip iza pulta je odgovorio:
"Znam gospođo, sve su donesene takve".
"Znam gospođo, sve su donesene takve".
11:01
(Laughter)
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(Smeh)
11:06
Now, that's a good printing job.
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E, to je dobro odrađeno
štampanje.
štampanje.
11:09
A book cover
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Omot knjige
11:12
is a distillation.
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je destilacija.
11:15
It is a haiku,
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To je haiku,
11:18
if you will, of the story.
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ako hoćete, priče.
11:21
This particular story
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Ova priča
11:24
by Osama Tezuka
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Osame Tezuke je
11:27
is his epic life of the Buddha,
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o epskom životu Bude,
11:30
and it's eight volumes in all. But the best thing is
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u osam tomova ukupno.
Ali, najbolje je to što
Ali, najbolje je to što
11:33
when it's on your shelf, you get a shelf life
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kada su sve na polici,
imate Budin život
imate Budin život
11:37
of the Buddha, moving from one age to the next.
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na polici, koji ide od
jednog doba ka drugom.
jednog doba ka drugom.
11:44
All of these solutions
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Sva ova rešenja za omot
11:47
derive their origins from the text of the book,
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vode poreklo iz teksta knjige,
11:51
but once the book designer has read the text,
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ali kada ilustrator pročita tekst,
11:54
then he has to be an interpreter
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onda je on tumač
11:57
and a translator.
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i prevodilac.
12:00
This story was a real puzzle.
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Ova priča je bila prava zagonetka.
12:03
This is what it's about.
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Evo o čemu je.
12:06
("Intrigue and murder among 16th century Ottoman court painters.")
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("Intriga i ubistvo među dvorskim slikarima
otomanskog carstva u 16. veku")
otomanskog carstva u 16. veku")
12:09
(Laughter)
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(Smeh)
12:12
All right, so I got a collection of the paintings together
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Imao sam kolekciju slika
12:16
and I looked at them and I deconstructed them
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i posmatrao sam ih
i dekonstrusiao
i dekonstrusiao
12:18
and I put them back together.
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i ponovo ih sastavio.
12:20
And so, here's the design, right?
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I evo dizajna.
12:22
And so here's the front and the spine, and it's flat.
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I evo prednje korice i
hrbata, kad su ispravljene.
hrbata, kad su ispravljene.
12:25
But the real story starts when you wrap it around a book and put it on the shelf.
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Ali prava priča počinje kada
umotate knjigu i stavite je na policu.
umotate knjigu i stavite je na policu.
12:28
Ahh! We come upon them,
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Ahh! Nabasali smo na njih -
12:32
the clandestine lovers. Let's draw them out.
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tajne ljubavnike.
Hajde da ih izvučemo.
Hajde da ih izvučemo.
12:35
Huhh! They've been discovered by the sultan.
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Ahh! Sultan ih je otkrio.
12:40
He will not be pleased.
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To mu se neće dopasti.
12:43
Huhh! And now the sultan is in danger.
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Oho! Sada je sultan u opasnosti.
12:46
And now, we have to open it up
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I sada, moramo da je otvorimo
12:49
to find out what's going to happen next.
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da vidimo šta će
se sledeće dogoditi.
se sledeće dogoditi.
12:52
Try experiencing that on a Kindle.
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Probajte to da doživite sa Kindlom.
12:55
(Laughter)
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(Smeh)
13:02
Don't get me started.
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Bolje da ne počinjem.
13:05
Seriously.
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13:08
Much is to be gained by eBooks:
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Ozbiljno.
Mnogo toga se dobija sa
elektronskim čitačima knjiga:
elektronskim čitačima knjiga:
13:12
ease, convenience, portability.
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lakoća, udobnost, prenosivost.
13:15
But something is definitely lost: tradition,
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Ali nešto se sigurno gubi:
tradicija,
tradicija,
13:18
a sensual experience, the comfort of thingy-ness --
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senzualno iskustvo, uživanje u opipljivom -
13:23
a little bit of humanity.
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i malo ljudskosti.
13:26
Do you know what John Updike used to do
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Znate šta je radio Džon Apdajk
13:29
the first thing when he would get a copy
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kad dobije prvi primerak
13:31
of one of his new books from Alfred A. Knopf?
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neke od njegovih novih knjiga
iz Alfreda A. Knopfa?
iz Alfreda A. Knopfa?
13:33
He'd smell it.
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On bi ih omirisao.
13:36
Then he'd run his hand over the rag paper,
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Onda bi prešao rukom
preko grubog papira
preko grubog papira
13:40
and the pungent ink and the deckled edges of the pages.
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i oporog mastila
i grubih ivica.
i grubih ivica.
13:43
All those years, all those books, he never got tired of it.
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Sve te godine, sve te knjige
i nikad se nije od toga umorio.
i nikad se nije od toga umorio.
13:48
Now, I am all for the iPad,
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Sada, ja jesam za Ajped,
13:52
but trust me -- smelling it will get you nowhere.
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ali verujte, nemate ništa od
toga ako ga pomirišete.
toga ako ga pomirišete.
13:56
(Laughter)
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(Smeh)
13:59
Now the Apple guys are texting,
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Sad ljudi iz "Epla" šalju poruke:
14:02
"Develop odor emission plug-in."
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"Napravite aplikaciju
za ispuštanje mirisa."
za ispuštanje mirisa."
14:05
(Laughter)
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(Smeh)
14:10
And the last story I'm going to talk about is quite a story.
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I poslednja priča koju ću ispričati
je baš dobra.
je baš dobra.
14:13
A woman
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Žena po imenu
14:16
named Aomame in 1984 Japan finds herself
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Aomame u Japanu 1984.
14:19
negotiating down a spiral staircase
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spuštala se niz vijugavo stepenište
14:22
off an elevated highway. When she gets to the bottom,
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uzdignutog autoputa.
Kad je stigla do dna,
Kad je stigla do dna,
14:25
she can't help but feel that, all of a sudden,
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nije mogla da se odupre osećanju
da je odjednom
da je odjednom
14:27
she's entered a new reality
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kročila u novu stvarnost
14:29
that's just slightly different from the one that she left,
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koja je malo drugačija od
one koju je upravo napustila.
one koju je upravo napustila.
14:32
but very similar, but different.
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Vrlo slična, ali drugačija.
14:34
And so, we're talking about parallel planes of existence,
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Tako da, imamo paralelne
ravni postojanja,
ravni postojanja,
14:37
sort of like a book jacket and the book that it covers.
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nešto kao omot i
knjiga koju obavija.
knjiga koju obavija.
14:41
So how do we show this?
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I kako ovo radimo?
14:44
We go back to Hepburn and Dietrich, but now we merge them.
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Vraćamo se nazad na Hepbernovu
i Ditrihovu, ali sada ih spajamo.
i Ditrihovu, ali sada ih spajamo.
14:48
So we're talking about different planes, different pieces of paper.
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Imamo različite ravni, različite papire.
14:52
So this is on a semi-transparent piece of velum.
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Ovde imamo poluprovidni gornji sloj.
14:55
It's one part of the form and content.
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To je jedan deo oblika i sadržaja.
14:58
When it's on top of the paper board,
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A kad je preko donjeg sloja,
15:01
which is the opposite, it forms this.
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što je suprotno, dobija se ovo.
15:04
So even if you don't know anything about this book,
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I da ne znate ništa o ovoj knjizi,
15:08
you are forced to consider a single person
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prisiljeni ste
da vidite jednu osobu
da vidite jednu osobu
15:11
straddling two planes of existence.
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u dve ravni postojanja.
15:14
And the object itself invited exploration
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I sam predmet
poziva na istraživanje
poziva na istraživanje
15:19
interaction, consideration
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uzajamno dejstvo, razmatranje
15:24
and touch.
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i dodir.
15:27
This debuted at number two
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Ova knjiga je debitovala
na drugom mestu
na drugom mestu
15:29
on the New York Times Best Seller list.
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liste bestselera Njujork Tajmsa.
15:31
This is unheard of,
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To je presedan
15:33
both for us the publisher, and the author.
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i za nas izdavače i za pisca.
15:35
We're talking a 900-page book
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Radi se o knjizi od 900 strana
15:37
that is as weird as it is compelling,
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koja je jednako čudna i neodoljiva,
15:39
and featuring a climactic scene
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sa klimaksom
15:41
in which a horde of tiny people
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u kome horda malih ljudi
15:43
emerge from the mouth of a sleeping girl
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izlazi iz usta devojke koja spava
15:45
and cause a German Shepherd to explode.
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i uzrokuje da nemački ovčar eksplodira.
15:47
(Laughter)
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(Smeh)
15:55
Not exactly Jackie Collins.
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Nije baš Džeki Kolins.
15:58
Fourteen weeks on the Best Seller list,
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Bila je 14 nedelje
na listi bestselera,
na listi bestselera,
16:01
eight printings, and still going strong.
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imala je osam izdanja,
i dalje se dobro prodaje.
i dalje se dobro prodaje.
16:04
So even though we love publishing as an art,
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Iako volimo izdavaštvo
kao umetnost,
kao umetnost,
16:07
we very much know it's a business too,
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takođe vrlo dobro znamo
da je to posao
da je to posao
16:10
and that if we do our jobs right and get a little lucky,
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i da, ako dobro radimo
svoj posao i ako imamo sreće,
svoj posao i ako imamo sreće,
16:13
that great art can be great business.
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ta sjajna umetnost
može da bude dobar biznis.
može da bude dobar biznis.
16:16
So that's my story. To be continued.
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Eto to je moja priča.
Nastaviće se.
Nastaviće se.
16:19
What does it look like?
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Kako vam ovo izgleda?
16:22
Yes. It can, it does and it will,
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Da. Može, jeste i biće,
16:27
but for this book designer,
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ali za ovog ilustratora knjiga,
16:30
page-turner,
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okretača stranica,
16:33
dog-eared place-holder,
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što pravi "uši"
da bi obeležio strane,
da bi obeležio strane,
16:36
notes in the margins-taker,
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onog koji piše beleške
na marginama,
na marginama,
16:39
ink-sniffer,
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njuši mastilo,
16:42
the story looks like this.
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priča izgleda ovako.
16:46
Thank you.
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Hvala.
16:49
(Applause)
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(Aplauz)
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