TEDSalon NY2015
Chip Kidd: The art of first impressions -- in design and life
Čip Kid (Chip Kidd): Umetnost prvih utisaka - u dizajnu i u životu
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2,000,740 views
Dizajneru korica za knjige, Čipu Kidu, dobro je poznato koliko često sudimo o stvarima po izgledu. U ovom urnebesnom, dinamičnom govoru objašnjava dve tehnike koje dizajneri koriste kako bi trenutno ostvarili komunikaciju - jasnoća i misterija - kao i kada, zašto i kako one funkcionišu. On slavi prelepe, korisne dizajne, ismeva manje uspešne radove i deli sa nama razmišljanja o nekim od njegovih kultnih korica za knjige.
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.
00:15
Blah blah blah blah blah.
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Bla bla bla bla bla.
00:18
Blah blah blah blah,
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Bla bla bla bla
00:20
blah blah, blah blah blah blah blah blah.
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bla bla, bla bla bla bla bla bla.
00:22
Blah blah blah, blah.
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Bla bla bla, bla.
00:26
So what the hell was that?
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Šta je dovraga bilo ovo?
00:29
Well, you don't know
because you couldn't understand it.
because you couldn't understand it.
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Pa, ne znate
jer niste mogli da razumete.
jer niste mogli da razumete.
00:33
It wasn't clear.
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Nije bilo jasno.
00:36
But hopefully, it was said
with enough conviction
with enough conviction
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Ali srećom, izrečeno je dovoljno ubedljivo
00:39
that it was at least
alluringly mysterious.
alluringly mysterious.
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da je bar zvučalo zavodljivo mistično.
00:44
Clarity or mystery?
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Jasnoća ili misterija?
00:47
I'm balancing these two things
in my daily work as a graphic designer,
in my daily work as a graphic designer,
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Radeći kao grafički dizajner,
balansiram između ovo dvoje svakodnevno,
balansiram između ovo dvoje svakodnevno,
00:52
as well as my daily life as a New Yorker
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kao i u mojoj njujorškoj svakodnevici,
00:57
every day,
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svaki dan
00:58
and there are two elements
that absolutely fascinate me.
that absolutely fascinate me.
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i postoje dva elementa
koja me potpuno oduševljavaju.
koja me potpuno oduševljavaju.
01:03
Here's an example.
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Evo jednog primera.
01:05
Now, how many people know what this is?
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Sad, koliko vas zna šta je ovo?
01:11
Okay. Now how many people
know what this is?
know what this is?
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U redu. Sada koliko vas zna šta je ovo?
01:16
Okay. Thanks to two more deft strokes
by the genius Charles M. Schulz,
by the genius Charles M. Schulz,
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U redu. Uz pomoć još dva vešta poteza
genijalnog Čarlsa M. Šulca,
genijalnog Čarlsa M. Šulca,
01:24
we now have seven deft strokes
that in and of themselves
that in and of themselves
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videli smo sedam veštih poteza
koji u sebi i sobom
koji u sebi i sobom
01:27
create an entire emotional life,
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sadrže celokupan emocionalni život,
01:30
one that has enthralled
hundreds of millions of fans
hundreds of millions of fans
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onoga koji je očaravao
stotine miliona fanova
stotine miliona fanova
01:33
for over 50 years.
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preko 50 godina.
01:35
This is actually a cover of a book
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Ovo je zapravo korica knjige
01:38
that I designed about the work
of Schulz and his art,
of Schulz and his art,
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koju sam dizajnirao
o Šulcovom delu i njegovoj umetnosti,
o Šulcovom delu i njegovoj umetnosti,
01:41
which will be coming out this fall,
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koja će da izađe iz štampe ove jeseni,
01:44
and that is the entire cover.
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a to je sve što će da bude na korici.
01:46
There is no other typographic information
or visual information on the front,
or visual information on the front,
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Nema dodatnih tipografskih informacija
ili vizuelnih informacija spreda,
ili vizuelnih informacija spreda,
01:51
and the name of the book
is "Only What's Necessary."
is "Only What's Necessary."
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a knjiga se zove: "Samo ono što je nužno".
01:55
So this is sort of symbolic about
the decisions I have to make every day
the decisions I have to make every day
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Ovo je na neki način simbolično
za odluke koje donosim svakodnevno
za odluke koje donosim svakodnevno
02:00
about the design that I'm perceiving,
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o tome kako vidim dizajn
02:04
and the design I'm creating.
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i kako stvaram dizajn.
02:07
So clarity.
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Dakle, jasnoća.
02:09
Clarity gets to the point.
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Jasnoća vas vodi do cilja.
02:11
It's blunt. It's honest. It's sincere.
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Otvorena je. Čestita je. Iskrena je.
02:15
We ask ourselves this.
["When should you be clear?"]
["When should you be clear?"]
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Pitamo se sledeće:
["Kada da budete jasni?"]
["Kada da budete jasni?"]
02:19
Now, something like this,
whether we can read it or not,
whether we can read it or not,
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E sad, ovakve stvari, bilo da smo u stanju
da ih tumačimo ili ne,
da ih tumačimo ili ne,
02:24
needs to be really, really clear.
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moraju da budu zaista, zaista jasne.
02:28
Is it?
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Jesu li?
02:32
This is a rather recent example
of urban clarity that I just love,
of urban clarity that I just love,
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Ovo je skorašnji primer
urbane jasnoće koju prosto obožavam,
urbane jasnoće koju prosto obožavam,
02:39
mainly because I'm always late
and I am always in a hurry.
and I am always in a hurry.
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uglavnom jer uvek kasnim i uvek žurim.
02:44
So when these meters started showing up
a couple of years ago on street corners,
a couple of years ago on street corners,
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Pa kad su se ovi znaci počeli pojavljivati
pre nekoliko godina na uglovima ulica,
pre nekoliko godina na uglovima ulica,
02:51
I was thrilled, because now I finally knew
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bio sam oduševljen jer sam konačno znao
02:54
how many seconds I had
to get across the street
to get across the street
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koliko sekundi je potrebno da pređem ulicu
02:57
before I got run over by a car.
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pre nego što me pregazi auto.
03:00
Six? I can do that. (Laughter)
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Šest? Uspeću. (Smeh)
03:05
So let's look at the yin
to the clarity yang,
to the clarity yang,
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Zato razmotrimo šta je jin,
ako je jasnoća jang,
ako je jasnoća jang,
03:09
and that is mystery.
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a to je misterija.
03:12
Mystery is a lot more complicated
by its very definition.
by its very definition.
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Misterija je po samoj definiciji
daleko komplikovanija.
daleko komplikovanija.
03:18
Mystery demands to be decoded,
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Misterija traži da bude odgonetnuta,
03:21
and when it's done right,
we really, really want to.
we really, really want to.
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a kada se dobro odradi,
zaista, zaista to želimo.
zaista, zaista to želimo.
03:24
["When should you be mysterious?"]
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["Kada da budete misteriozni?"]
03:26
In World War II, the Germans
really, really wanted to decode this,
really, really wanted to decode this,
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U Drugom svetskom ratu, Nemci
su jako, jako želeli da odgonetnu ovo,
su jako, jako želeli da odgonetnu ovo,
03:32
and they couldn't.
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a nisu mogli.
03:34
Here's an example of a design
that I've done recently
that I've done recently
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Ovo je primer dizajna
koji sam nedavno završio
koji sam nedavno završio
03:37
for a novel by Haruki Murakami,
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za roman Harukija Murakamija,
03:40
who I've done design work for
for over 20 years now,
for over 20 years now,
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za koga sam dizajnirao
sad već preko 20 godina,
sad već preko 20 godina,
03:43
and this is a novel about a young man
who has four dear friends
who has four dear friends
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a ovaj roman je o mladiću
koji ima četiri draga prijatelja
koji ima četiri draga prijatelja
03:49
who all of a sudden,
after their freshman year of college,
after their freshman year of college,
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koji ga iznenada,
nakon prve godine fakulteta
nakon prve godine fakulteta
03:52
completely cut him off
with no explanation,
with no explanation,
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u potpunosti otkače,
bez ikakvog objašnjenja
bez ikakvog objašnjenja
03:56
and he is devastated.
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i on je očajan.
03:57
And the friends' names each have
a connotation in Japanese to a color.
a connotation in Japanese to a color.
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Imena svih prijatelja na japanskom
se odnose na neku boju.
se odnose na neku boju.
04:03
So there's Mr. Red, there's Mr. Blue,
there's Ms. White, and Ms. Black.
there's Ms. White, and Ms. Black.
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Pa imamo g. Crvenog, g. Plavog,
g. Belog i g. Crnog.
g. Belog i g. Crnog.
04:08
Tsukuru Tazaki, his name
does not correspond to a color,
does not correspond to a color,
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Ime Cukurija Tazakija se ne odnosi
ni na jednu boju,
ni na jednu boju,
04:12
so his nickname is Colorless, and
as he's looking back on their friendship,
as he's looking back on their friendship,
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pa je njegov nadimak Bezbojni
i dok se priseća njihovog prijateljstva,
i dok se priseća njihovog prijateljstva,
04:16
he recalls that they were like
five fingers on a hand.
five fingers on a hand.
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seća se da su bili
poput pet prstiju na ruci.
poput pet prstiju na ruci.
04:19
So I created this sort of abstract
representation of this,
representation of this,
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Pa sam napravio nekakvu apstraktnu
predstavu ovoga,
predstavu ovoga,
04:24
but there's a lot more going on
underneath the surface of the story,
underneath the surface of the story,
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ali mnogo toga se dodatno dešava
ispod površine priče
ispod površine priče
04:28
and there's more going on underneath
the surface of the jacket.
the surface of the jacket.
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i još mnogo toga se dešava
ispod košuljice.
ispod košuljice.
04:33
The four fingers are now four train lines
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Četiri prsta se pretvaraju
u četiri tračnice
u četiri tračnice
04:37
in the Tokyo subway system,
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u tokijskom podzemnom sistemu,
04:39
which has significance within the story.
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koje imaju značenje unutar priče.
04:42
And then you have
the colorless subway line
the colorless subway line
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A tu je i bezbojna podzemna tračnica
04:45
intersecting with each
of the other colors,
of the other colors,
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koja seče sve druge boje,
04:48
which basically he does
later on in the story.
later on in the story.
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što on zapravo i radi, kasnije u priči.
04:50
He catches up with each of these people
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Susreće svakog od ovih ljudi pojedinačno
04:52
to find out why they treated him
the way they did.
the way they did.
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kako bi otkrio zašto su se tako
poneli prema njemu.
poneli prema njemu.
04:56
And so this is the three-dimensional
finished product
finished product
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Dakle, ovo je
trodimenzionalni gotov proizvod
trodimenzionalni gotov proizvod
05:00
sitting on my desk in my office,
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koji stoji na stolu u mojoj kancelariji,
05:02
and what I was hoping for here
is that you'll simply be allured
is that you'll simply be allured
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a očekivao sam da ćete
prosto biti privučeni
prosto biti privučeni
05:07
by the mystery of what this looks like,
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misterijom izgleda knjige
05:11
and will want to read it
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i da ćete poželeti da je pročitate,
05:14
to decode and find out and make more clear
why it looks the way it does.
why it looks the way it does.
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da odgonetnete, otkrijete
i da vam bude jasnije zašto tako izgleda.
i da vam bude jasnije zašto tako izgleda.
05:20
["The Visual Vernacular."]
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["Vizuelni žargon."]
05:21
This is a way to use a more
familiar kind of mystery.
familiar kind of mystery.
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Na ovaj način koristite
nešto poznatiji vid misterije.
nešto poznatiji vid misterije.
05:26
What does this mean?
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Šta to znači?
05:27
This is what it means.
["Make it look like something else."]
["Make it look like something else."]
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Evo šta znači.
["Neka izgleda kao nešto drugo."]
["Neka izgleda kao nešto drugo."]
05:30
The visual vernacular is the way
we are used to seeing a certain thing
we are used to seeing a certain thing
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Vizuelni žargon je način na koji
ustaljeni pogled na određene stvari
ustaljeni pogled na određene stvari
05:35
applied to something else so that
we see it in a different way.
we see it in a different way.
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primenjujemo na nešto drugo,
kako bismo to videli drugačije.
kako bismo to videli drugačije.
05:39
This is an approach I wanted to take
to a book of essays by David Sedaris
to a book of essays by David Sedaris
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To je pristup koji sam hteo da primenim
na knjigu eseja Dejvida Sedarisa,
na knjigu eseja Dejvida Sedarisa,
05:43
that had this title at the time.
["All the Beauty You Will Ever Need"]
["All the Beauty You Will Ever Need"]
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koja je tada imala ovaj naslov:
["Sva lepota koja će vam ikad trebati"]
["Sva lepota koja će vam ikad trebati"]
05:47
Now, the challenge here was that
this title actually means nothing.
this title actually means nothing.
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Sad, izazov je bio u tome
što ovaj naslov zapravo ne znači ništa.
što ovaj naslov zapravo ne znači ništa.
05:51
It's not connected to any
of the essays in the book.
of the essays in the book.
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Nije povezan ni sa jednim esejom u knjizi.
05:54
It came to the author's boyfriend
in a dream.
in a dream.
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Javio se piščevom momku u snu.
05:59
Thank you very much, so -- (Laughter) --
so usually, I am creating a design
so usually, I am creating a design
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Mnogo vam hvala, dakle - (Smeh) -
dakle, obično osmišljavam dizajn
dakle, obično osmišljavam dizajn
06:05
that is in some way based on the text,
but this is all the text there is.
but this is all the text there is.
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koji je na neki način u vezi s tekstom,
ali ovo je bio sav tekst koji sam imao.
ali ovo je bio sav tekst koji sam imao.
06:09
So you've got this mysterious title
that really doesn't mean anything,
that really doesn't mean anything,
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Dakle, imate ovaj misteriozni naslov
koji zaista ne znači ništa,
koji zaista ne znači ništa,
06:14
so I was trying to think:
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pa sam počeo da razmišljam:
06:16
Where might I see a bit of mysterious text
that seems to mean something but doesn't?
that seems to mean something but doesn't?
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gde se može videti misteriozni tekst
koji izgleda smisleno, ali je besmislen?
koji izgleda smisleno, ali je besmislen?
06:22
And sure enough, not long after,
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I naravno, ne zadugo,
06:25
one evening after a Chinese meal,
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jedne večeri nakon kineskog obroka,
06:28
this arrived, and I thought,
"Ah, bing, ideagasm!" (Laughter)
"Ah, bing, ideagasm!" (Laughter)
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ovo je stiglo i ja sam pomislio:
"Ah, cvrc, ideogazm!" (Smeh)
"Ah, cvrc, ideogazm!" (Smeh)
06:35
I've always loved the hilariously
mysterious tropes of fortune cookies
mysterious tropes of fortune cookies
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Uvek su mi se sviđali urnebesno
misteriozni tropi kolačića sreće
misteriozni tropi kolačića sreće
06:40
that seem to mean something extremely deep
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koji izgledaju kao da imaju
izuzetno duboko značenje,
izuzetno duboko značenje,
06:43
but when you think about them -- if you
think about them -- they really don't.
think about them -- they really don't.
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no kada razmislite o tome - ako uopšte
razmišljate o tome - zaista nemaju.
razmišljate o tome - zaista nemaju.
06:47
This says, "Hardly anyone knows how much
is gained by ignoring the future."
is gained by ignoring the future."
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Ovaj kaže: "Skoro da niko ne zna
koliko dobijamo ignorisanjem budućnosti."
koliko dobijamo ignorisanjem budućnosti."
06:54
Thank you. (Laughter)
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Hvala. (Smeh)
06:57
But we can take this visual vernacular
and apply it to Mr. Sedaris,
and apply it to Mr. Sedaris,
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Ali možemo da uzmemo ovaj vizuelni žargon
i da ga primenimo na g. Sedarisa
i da ga primenimo na g. Sedarisa
07:03
and we are so familiar
with how fortune cookie fortunes look
with how fortune cookie fortunes look
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i toliko nam je poznato
kako izgledaju kolačići sudbine
kako izgledaju kolačići sudbine
07:08
that we don't even need
the bits of the cookie anymore.
the bits of the cookie anymore.
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da nam više ni ne trebaju komadići kolača.
07:11
We're just seeing this strange thing
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Prosto ugledamo ovu neobičnu pojavu
07:14
and we know we love David Sedaris,
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i jasno nam je da volimo Dejvida Sedarisa
07:16
and so we're hoping that
we're in for a good time.
we're in for a good time.
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i nadamo se da će nam biti zabavno.
07:19
["'Fraud' Essays by David Rakoff"]
David Rakoff was a wonderful writer
David Rakoff was a wonderful writer
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["'Prevarant', eseji Dejvida Rakofa"]
Dejvid Rakof je bio divan pisac
Dejvid Rakof je bio divan pisac
07:23
and he called his first book "Fraud"
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i svoju prvu knjigu
je naslovio "Prevarant"
je naslovio "Prevarant"
07:26
because he was getting sent
on assignments by magazines
on assignments by magazines
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jer su ga časopisi često slali na zadatke
07:30
to do things that he
was not equipped to do.
was not equipped to do.
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da radi stvari za koje nije bio obučen.
07:32
So he was this skinny little urban guy
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Dakle, on je bio maleni mršavi
urbani momak,
urbani momak,
07:35
and GQ magazine would send him
down the Colorado River
down the Colorado River
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a časopis GQ ga je slao niz reku Kolorado
07:38
whitewater rafting to see
if he would survive.
if he would survive.
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na rafting brzacima
kako bi videli da li će preživeti.
kako bi videli da li će preživeti.
07:43
And then he would write about it,
and he felt that he was a fraud
and he felt that he was a fraud
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A on bi potom pisao o tome
i osećao se kao prevarant
i osećao se kao prevarant
07:46
and that he was misrepresenting himself.
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koji se pogrešno predstavlja.
07:48
And so I wanted the cover of this book
to also misrepresent itself
to also misrepresent itself
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Pa sam želeo i da se korica ove knjige
takođe pogrešno predstavlja
takođe pogrešno predstavlja
07:53
and then somehow show
a reader reacting to it.
a reader reacting to it.
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i da potom nekako isprovocira čitaoca.
07:58
This led me to graffiti.
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Ovo me je dovelo do grafita.
08:02
I'm fascinated by graffiti.
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Mene grafiti fasciniraju.
08:04
I think anybody who lives
in an urban environment
in an urban environment
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Mislim da se bilo ko
ko živi u urbanom okruženju
ko živi u urbanom okruženju
08:06
encounters graffiti all the time,
and there's all different sorts of it.
and there's all different sorts of it.
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susreće sa grafitima sve vreme
i postoje razni grafiti.
i postoje razni grafiti.
08:10
This is a picture I took
on the Lower East Side
on the Lower East Side
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Ovo je fotografija koju sam napravio
na Donjem Ist sajdu,
na Donjem Ist sajdu,
08:14
of just a transformer box on the sidewalk
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radi se prosto
o transformatoru na trotoaru
o transformatoru na trotoaru
08:17
and it's been tagged like crazy.
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koji je ispisan kao lud.
08:19
Now whether you look at this and think,
"Oh, that's a charming urban affectation,"
"Oh, that's a charming urban affectation,"
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Sad, bilo da gledate ovo i mislite:
"Oh, ovo je šarmantna urbana impresija",
"Oh, ovo je šarmantna urbana impresija",
08:24
or you look at it and say,
"That's illegal abuse of property,"
"That's illegal abuse of property,"
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ili ovo posmatrate i kažete:
"Ovo je nazakonita zloupotreba poseda",
"Ovo je nazakonita zloupotreba poseda",
08:29
the one thing I think we can all agree on
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možemo se složiti u jednom,
08:31
is that you cannot read it.
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a to je da ga ne možemo pročitati.
08:34
Right? There is no clear message here.
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Je li tako? Ovde nema jasne poruke.
08:38
There is another kind of graffiti
that I find far more interesting,
that I find far more interesting,
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Postoji drugi vid grafita
koji smatram daleko interesantnijim,
koji smatram daleko interesantnijim,
08:43
which I call editorial graffiti.
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a koje zovem uredničkim grafitima.
08:46
This is a picture I took recently
in the subway,
in the subway,
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Ovo je fotografija koju sam nedavno
napravio u podzemnoj
napravio u podzemnoj
08:50
and sometimes you see
lots of prurient, stupid stuff,
lots of prurient, stupid stuff,
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i ponekad vidite gomilu
lascivnih gluposti,
lascivnih gluposti,
08:54
but I thought this was interesting,
and this is a poster that is saying
and this is a poster that is saying
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ali ovaj mi je bio interesantan,
a to je poster koji nam kaže:
a to je poster koji nam kaže:
08:59
rah-rah Airbnb,
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ra-ra arbnb,
09:01
and someone has taken a Magic Marker
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a neko je uzeo flomaster
09:04
and has editorialized about
what they think about it.
what they think about it.
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i izneo je stav šta misli o tome.
09:08
And it got my attention.
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I to mi je privuklo pažnju.
09:11
So I was thinking, how do we
apply this to this book?
apply this to this book?
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Pa sam počeo da mislim
kako da to primenim na knjigu?
kako da to primenim na knjigu?
09:14
So I get the book by this person,
and I start reading it, and I'm thinking,
and I start reading it, and I'm thinking,
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Pa sam dobio knjigu te osobe
i počeo da je čitam i razmišljam:
i počeo da je čitam i razmišljam:
09:20
this guy is not who he says
he is; he's a fraud.
he is; he's a fraud.
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ovaj lik nije ono što kaže da je;
on je prevarant.
on je prevarant.
09:25
And I get out a red Magic Marker,
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Izvadio sam crveni flomaster
09:28
and out of frustration just
scribble this across the front.
scribble this across the front.
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i isfrustrirano sam naškrabao
ovo na pročelju.
ovo na pročelju.
09:33
Design done. (Laughter)
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Dizajn je gotov. (Smeh)
09:37
And they went for it! (Laughter)
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I oni su ga prihvatili! (Smeh)
09:42
Author liked it, publisher liked it,
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Piscu se svideo, izdavaču se svideo
09:44
and that is how the book
went out into the world,
went out into the world,
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i tako je knjiga izašla u svet
09:46
and it was really fun to see
people reading this on the subway
people reading this on the subway
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i bilo je zabavno gledati
ljude kako je čitaju u podzemnoj
ljude kako je čitaju u podzemnoj
09:51
and walking around with it
and what have you,
and what have you,
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i kako šetaju s njom i šta sve ne
09:53
and they all sort of looked
like they were crazy.
like they were crazy.
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i svi su nekako izgledali kao ludaci.
09:57
(Laughter)
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(Smeh)
10:00
["'Perfidia' a novel by James Ellroy"]
Okay, James Ellroy, amazing crime writer,
Okay, James Ellroy, amazing crime writer,
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["'Perfidia', roman Džejmsa Elroja"]
Džejms Elroj je sjajan krimi pisac,
Džejms Elroj je sjajan krimi pisac,
10:04
a good friend, I've worked
with him for many years.
with him for many years.
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dobar prijatelj,
sarađivao sam s njim dugo.
sarađivao sam s njim dugo.
10:07
He is probably best known as the author
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Verovatno je najpoznatiji kao pisac
10:09
of "The Black Dahlia"
and "L.A. Confidential."
and "L.A. Confidential."
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"Crne dalije" i "Poverljivo iz L. A."
10:12
His most recent novel was called this,
which is a very mysterious name
which is a very mysterious name
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Njegov poslednji roman je ovako nazvan,
to je veoma misteriozan naslov,
to je veoma misteriozan naslov,
10:17
that I'm sure a lot of people know
what it means, but a lot of people don't.
what it means, but a lot of people don't.
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siguran sam da mnogi znaju šta znači,
ali mnogi i ne znaju.
ali mnogi i ne znaju.
10:20
And it's a story about a Japanese-American
detective in Los Angeles in 1941
detective in Los Angeles in 1941
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A to je priča o japansko-američkom
detektivu iz Los Anđelesa, iz 1941.
detektivu iz Los Anđelesa, iz 1941.
10:27
investigating a murder.
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koji istražuje ubistvo.
10:29
And then Pearl Harbor happens,
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A potom se Perl Harbor desi
10:32
and as if his life
wasn't difficult enough,
wasn't difficult enough,
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i kao da mu život
nije dovoljno komplikovan,
nije dovoljno komplikovan,
10:35
now the race relations
have really ratcheted up,
have really ratcheted up,
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sada rasni odnosi zaista donose preokret,
10:40
and then the Japanese-American
internment camps are quickly created,
internment camps are quickly created,
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i japansko-američki kazneni kampovi
se brzo prave
se brzo prave
10:44
and there's lots of tension
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2020
i mnogo je napetosti
10:46
and horrible stuff as he's still
trying to solve this murder.
trying to solve this murder.
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i groznih stvari dok on i dalje
pokušava da reši ubistvo.
pokušava da reši ubistvo.
10:50
And so I did at first think
very literally about this in terms of
very literally about this in terms of
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Pa sam prvo o ovome razmišljao bukvalno,
10:56
all right, we'll take Pearl Harbor
and we'll add it to Los Angeles
and we'll add it to Los Angeles
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u redu, uzećemo Perl Harbor
i dodaćemo ga Los Anđelesu
i dodaćemo ga Los Anđelesu
11:00
and we'll make this apocalyptic dawn
on the horizon of the city.
on the horizon of the city.
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i napravićemo ovo apokaliptično
praskozorje na horizontu grada.
praskozorje na horizontu grada.
11:08
And so that's a picture from Pearl Harbor
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Dakle, ovo je slika Perl Harbora
11:10
just grafted onto Los Angeles.
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prosto nakalemljena na Los Anđeles.
11:13
My editor in chief said,
"You know, it's interesting
"You know, it's interesting
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Moj izvršni urednik je rekao:
"Znaš, interesantno je,
"Znaš, interesantno je,
11:16
but I think you can do better
and I think you can make it simpler."
and I think you can make it simpler."
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ali mislim da ti možeš bolje
i da možeš to da uprostiš."
i da možeš to da uprostiš."
11:22
And so I went back
to the drawing board, as I often do.
to the drawing board, as I often do.
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Pa sam se vratio tabli za crtanje,
kao što obično i radim.
kao što obično i radim.
11:26
But also, being alive to my surroundings,
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Ali kako takođe osluškujem
svoje okruženje,
svoje okruženje,
11:31
I work in a high-rise in Midtown,
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3633
radim u neboderu u Midtaunu
11:34
and every night,
before I leave the office,
before I leave the office,
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i svako veče, pre nego
što napustim kancelariju,
što napustim kancelariju,
11:38
I have to push this button to get out,
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2245
moram da pritisnem ovo dugme da bih izašao
11:40
and the big heavy glass doors open
and I can get onto the elevator.
and I can get onto the elevator.
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i onda se velika, teška, staklena vrata
otvaraju i mogu da uđem u lift.
otvaraju i mogu da uđem u lift.
11:44
And one night, all of a sudden,
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Jedne noći sam, iznenada,
11:47
I looked at this and I saw it in a way
that I hadn't really noticed it before.
that I hadn't really noticed it before.
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pogledao to i video na način
na koji to ranije nisam zapažao.
na koji to ranije nisam zapažao.
11:53
Big red circle, danger.
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Veliki crveni krug, opasnost.
11:56
And I thought this was so obvious
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I pomislio sam da je to tako očigledno
11:59
that it had to have been
done a zillion times,
done a zillion times,
188
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2717
da mora da je iskorišćeno zilion puta,
12:01
and so I did a Google image search,
and I couldn't find another book cover
and I couldn't find another book cover
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pa sam pretražio slike na Guglu
i nisam pronašao nijednu koricu
i nisam pronašao nijednu koricu
12:06
that looked quite like this,
190
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2159
koja je imalo ličila na ovo,
12:08
and so this is really
what solved the problem,
what solved the problem,
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2624
dakle, ovo je zaista rešilo problem
12:11
and graphically it's more interesting
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2531
i grafički je interesantnije
12:13
and creates a bigger tension
between the idea
between the idea
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i stvara snažniju tenziju kod ideje
12:17
of a certain kind of sunrise
coming up over L.A. and America.
coming up over L.A. and America.
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o naročitom vidu praskozorja
koji se javlja iznad L.A. i Amerike.
koji se javlja iznad L.A. i Amerike.
["'Gutljaj' - Obilazak ljudskih
organa za varenje od Meri Roač."]
organa za varenje od Meri Roač."]
12:23
["'Gulp' A tour of the human
digestive system by Mary Roach."]
digestive system by Mary Roach."]
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12:26
Mary Roach is an amazing writer
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2038
Meri Roač je sjajna spisateljka
12:28
who takes potentially mundane
scientific subjects
scientific subjects
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koja uzima naoko
svakodnevne naučne subjekte
svakodnevne naučne subjekte
12:32
and makes them not mundane at all;
she makes them really fun.
she makes them really fun.
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i od njih pravi nešto nesvakidašnje;
pretvara ih u nešto zabavno.
pretvara ih u nešto zabavno.
12:35
So in this particular case,
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U ovom slučaju,
12:37
it's about the human digestive system.
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radi se o ljudskom sistemu za varenje.
12:40
So I'm trying to figure out what
is the cover of this book going to be.
is the cover of this book going to be.
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4922
Pa sam ja pokušavao da dokučim
kako bi korica mogla da izgleda.
kako bi korica mogla da izgleda.
12:46
This is a self-portrait. (Laughter)
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Ovo je autoportret. (Smeh)
12:49
Every morning I look at myself
in the medicine cabinet mirror
in the medicine cabinet mirror
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Svako jutro se pogledam u ogledalu
na ormariću za lekove
na ormariću za lekove
12:55
to see if my tongue is black.
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2717
kako bih proverio da li mi je jezik crn.
12:58
And if it's not, I'm good to go.
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A ako nije, dobro sam.
13:02
(Laughter)
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(Smeh)
13:07
I recommend you all do this.
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Preporučujem da svi ovo radite.
13:10
But I also started thinking,
here's our introduction.
here's our introduction.
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3947
Ali sam takođe počeo da razmišljam
da je ovo naš uvod.
da je ovo naš uvod.
13:14
Right? Into the human digestive system.
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Je li tako? Uvod u ljudski
sistem za varenje.
sistem za varenje.
13:17
But I think what we can all agree on
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Ali mislim da ćemo se svi složiti
13:20
is that actual photographs
of human mouths, at least based on this,
of human mouths, at least based on this,
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da su stvarne fotografije ljudskih usta,
barem sudeći po ovome,
barem sudeći po ovome,
13:24
are off-putting. (Laughter)
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neprijatne. (Smeh)
13:28
So for the cover, then,
I had this illustration done
I had this illustration done
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Pa sam onda za korice
napravio ovu ilustraciju
napravio ovu ilustraciju
13:32
which is literally more palatable
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koja bukvalno ima više ukusa
13:34
and reminds us that it's best
to approach the digestive system
to approach the digestive system
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i podseća nas da je najbolje
prilaziti sistemu za varenje
prilaziti sistemu za varenje
13:38
from this end.
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s ovog kraja.
13:41
(Laughter)
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(Smeh)
13:43
I don't even have to complete
the sentence. All right.
the sentence. All right.
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2946
Čak ne moram
ni da završim rečenicu. U redu.
ni da završim rečenicu. U redu.
13:47
["Unuseful mystery"]
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["Beskorisna misterija"]
13:49
What happens when clarity
and mystery get mixed up?
and mystery get mixed up?
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Šta se desi kada se jasnoća
i misterija pomešaju?
i misterija pomešaju?
13:53
And we see this all the time.
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1973
A ovo gledamo svakodnevno.
13:55
This is what I call unuseful mystery.
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Ovo zovem beskorisnom misterijom.
13:57
I go down into the subway --
I take the subway a lot --
I take the subway a lot --
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Siđem u podzemnu železnicu -
koristim podzemnu često -
koristim podzemnu često -
14:00
and this piece of paper
is taped to a girder.
is taped to a girder.
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i ovaj komad papira je zalepljen na stub.
14:06
Right? And now I'm thinking, uh-oh,
225
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3653
Je l' da? I ja sad mislim, uh-oh
14:10
and the train's about to come and I'm
trying to figure out what this means,
trying to figure out what this means,
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i voz samo što ne stigne,
a ja pokušavam da dokučim šta ovo znači
a ja pokušavam da dokučim šta ovo znači
14:14
and thanks a lot.
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2794
i baš vam hvala.
14:16
Part of the problem here is that
they've compartmentalized the information
they've compartmentalized the information
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4000
Ovde je deo problema to što su
rasparčali informaciju
rasparčali informaciju
14:20
in a way they think is helpful,
and frankly, I don't think it is at all.
and frankly, I don't think it is at all.
229
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tako da izgleda kao da je od pomoći,
ali, iskreno, mislim da uopšte nije.
ali, iskreno, mislim da uopšte nije.
14:24
So this is mystery we do not need.
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Dakle, ovakva nam misterija ne treba.
14:27
What we need is useful clarity,
so just for fun, I redesigned this.
so just for fun, I redesigned this.
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Potrebna nam je korisna jasnoća,
pa sam prosto iz zabave, redizajnirao ovo.
pa sam prosto iz zabave, redizajnirao ovo.
14:35
This is using all the same elements.
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Koristeći iste elemente, dobio sam ovo.
14:38
(Applause)
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(Aplauz)
14:41
Thank you. I am still waiting
for a call from the MTA. (Laughter)
for a call from the MTA. (Laughter)
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Hvala vam. Još uvek čekam poziv
iz ministarstva za saobraćaj. (Smeh)
iz ministarstva za saobraćaj. (Smeh)
14:46
You know, I'm actually not even
using more colors than they use.
using more colors than they use.
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Znate, nisam čak ni koristio
više boja nego što su oni.
više boja nego što su oni.
14:49
They just didn't even bother
to make the 4 and the 5 green,
to make the 4 and the 5 green,
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Samo se nisu čak ni potrudili
da oboje četvorku i peticu u zeleno,
da oboje četvorku i peticu u zeleno,
14:52
those idiots. (Laughter)
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te budale. (Smeh)
Dakle, prvo što vidimo ovde je
da je došlo do promene u redu vožnje
da je došlo do promene u redu vožnje
14:56
So the first thing we see
is that there is a service change,
is that there is a service change,
238
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3069
14:59
and then, in two complete sentences
with a beginning, a middle and an end,
with a beginning, a middle and an end,
239
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3693
i zatim, u dve zaokružene rečenice,
s početkom, sredinom i krajem,
s početkom, sredinom i krajem,
15:03
it tells us what the change is
and what's going to be happening.
and what's going to be happening.
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obaveštavaju nas o promeni
i šta će da se desi.
i šta će da se desi.
15:08
Call me crazy! (Laughter)
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4057
Zovite me ludakom! (Smeh)
15:13
["Useful mystery"]
All right.
All right.
242
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["Korisna misterija"] U redu.
15:16
Now, here is a piece
of mystery that I love:
of mystery that I love:
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Sad, ovakva misterija mi se sviđa:
15:21
packaging.
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1657
ambalaža.
15:23
This redesign of the Diet Coke can
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Ovaj novi dizajn limenke
dijetalne Koka-kole
dijetalne Koka-kole
15:26
by Turner Duckworth
is to me truly a piece of art.
is to me truly a piece of art.
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5428
koji je uradio Tarner Dakvort,
smatram istinskim umetničkim delom.
smatram istinskim umetničkim delom.
15:32
It's a work of art. It's beautiful.
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To je umetničko delo, prelepo je.
15:35
But part of what makes it
so heartening to me as a designer
so heartening to me as a designer
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Ali ono što ga čini tako odvažnim,
za mene kao dizajnera,
za mene kao dizajnera,
15:38
is that he's taken the visual
vernacular of Diet Coke --
vernacular of Diet Coke --
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je to što je uzeo prepoznatljiv izgled
dijetalne Kole -
dijetalne Kole -
15:43
the typefaces, the colors,
the silver background --
the silver background --
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slova, boje, srebrnu poleđinu -
15:46
and he's reduced them
to their most essential parts,
to their most essential parts,
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i sveo je sve to na najosnovnije delove,
15:51
so it's like going back
to the Charlie Brown face.
to the Charlie Brown face.
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kao da idemo unazad
do lika Čarlija Brauna.
do lika Čarlija Brauna.
15:54
It's like, how can you give them just
enough information so they know what it is
enough information so they know what it is
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U smislu, kako da ponudite taman toliko
informacija da svi znaju o čemu se radi,
informacija da svi znaju o čemu se radi,
15:58
but giving them the credit
for the knowledge that they already have
for the knowledge that they already have
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ali poštujući znanje koje već imaju
16:02
about this thing?
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o ovome?
16:04
It looks great, and you would go
into a delicatessen
into a delicatessen
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Izgleda odlično
i otišli biste u prodavnicu
i otišli biste u prodavnicu
16:08
and all of a sudden see that on the shelf,
and it's wonderful.
and it's wonderful.
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i iznenada biste to videli
na rafu i božanstveno je.
na rafu i božanstveno je.
16:12
Which makes the next thing --
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Zbog čega je sledeće -
16:16
["Unuseful clarity"] --
all the more disheartening,
all the more disheartening,
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["Beskorisna jasnoća"] -
još katastrofalnije,
još katastrofalnije,
16:18
at least to me.
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bar meni.
16:20
So okay, again, going back
down into the subway,
down into the subway,
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U redu, ponovo se vraćamo u podzemnu,
16:24
after this came out,
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kada se ovo pojavilo,
16:26
these are pictures that I took.
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ovo su fotografije koje sam ja napravio.
16:28
Times Square subway station:
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Podzemna železnica Tajms Skver:
16:30
Coca-Cola has bought out
the entire thing for advertising. Okay?
the entire thing for advertising. Okay?
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Koka-kola je celu zakupila
u marketinške svrhe. U redu?
u marketinške svrhe. U redu?
16:35
And maybe some of you
know where this is going.
know where this is going.
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Možda neki od vas znaju kuda ovo vodi.
16:40
Ahem.
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Hm.
16:42
"You moved to New York
with the clothes on your back,
with the clothes on your back,
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"Doselili ste se u Njujork
s torbom preko ramena,
s torbom preko ramena,
16:45
the cash in your pocket,
and your eyes on the prize.
and your eyes on the prize.
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novcem u džepu i namerom da uspete.
16:47
You're on Coke." (Laughter)
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Na Koki ste." (Smeh)
16:57
"You moved to New York
with an MBA, one clean suit,
with an MBA, one clean suit,
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"Došli ste u Njujork s diplomom,
jednim čistim odelom
jednim čistim odelom
17:00
and an extremely firm handshake.
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i izuzetno snažnim stiskom.
17:02
You're on Coke." (Laughter)
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Na Koki ste." (Smeh)
17:05
These are real! (Laughter)
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Ovo je stvarno! (Smeh)
17:10
Not even the support beams were spared,
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Čak ni potporne grede nisu pošteđene,
17:13
except they switched into Yoda mode.
(Laughter)
(Laughter)
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samo što su prešli na Jodin jezik.
(Smeh)
(Smeh)
17:19
"Coke you're on." (Laughter)
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"Na Koki si ti." (Smeh)
17:23
["Excuse me, I'm on WHAT??"]
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["Izvinite, na ČEMU sam??"]
17:26
This campaign was a huge misstep.
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Ova kampanja je bila ogromna greška.
17:29
It was pulled almost instantly
due to consumer backlash
due to consumer backlash
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Povučena je skoro momentalno
zbog zazora potrošača
zbog zazora potrošača
17:34
and all sorts of unflattering
parodies on the web --
parodies on the web --
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i raznih neprijatnih
parodija na internetu -
parodija na internetu -
17:38
(Laughter) --
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(Smeh) -
17:40
and also that dot next to "You're on,"
that's not a period, that's a trademark.
that's not a period, that's a trademark.
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i takođe, ta tačka pored "si ti",
to nije tačka, to je zaštitni znak.
to nije tačka, to je zaštitni znak.
17:47
So thanks a lot.
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E baš vam hvala.
17:48
So to me, this was just so bizarre
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Meni je ovo bilo prosto bizarno,
17:52
about how they could get the packaging
so mysteriously beautiful and perfect
so mysteriously beautiful and perfect
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kako su uspeli da uzmu tako
misteriozno lepu i savršenu ambalažu
misteriozno lepu i savršenu ambalažu
17:58
and the message so unbearably,
clearly wrong.
clearly wrong.
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uz tako nepodnošljivu,
očito pogrešnu poruku.
očito pogrešnu poruku.
18:02
It was just incredible to me.
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To mi je bilo prosto neverovatno.
18:06
So I just hope that I've been able
to share with you some of my insights
to share with you some of my insights
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Dakle, nadam se da sam uspeo
da podelim sa vama neka svoja zapažanja
da podelim sa vama neka svoja zapažanja
18:11
on the uses of clarity
and mystery in my work,
and mystery in my work,
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o upotrebi jasnoće i misterije u mom radu
18:15
and maybe how you might decide
to be more clear in your life,
to be more clear in your life,
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i kako možda vi možete da donesete odluku
da budete jasniji u svom životu,
da budete jasniji u svom životu,
18:21
or maybe to be a bit more mysterious
and not so over-sharing.
and not so over-sharing.
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ili da budete možda misteriozniji
i ne toliko otvorena knjiga.
i ne toliko otvorena knjiga.
18:27
(Laughter)
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(Smeh)
18:31
And if there's just one thing
that I leave you with from this talk,
that I leave you with from this talk,
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I, ako nešto želim
da vam prenesem ovim govorm,
da vam prenesem ovim govorm,
18:35
I hope it's this:
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nadam se da je to:
18:37
Blih blih blih blah. Blah blah blih blih.
["'Judge This,' Chip Kidd"]
["'Judge This,' Chip Kidd"]
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Bli bli bli bla. Bla bla bli bli.
["'Judge This' Čip Kid"]
["'Judge This' Čip Kid"]
18:41
Blih blih blah blah blah.
Blah blah blah.
Blah blah blah.
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Bli bli bla bla bla. Bla bla bla.
18:44
Blah blah.
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Bla bla.
18:45
(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