TED2004
Stefan Sagmeister: Happiness by design
Štefan Zagmajster (Stefan Sagmeister) govori o srećnom dizajnu
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Grafički dizajner Štefan Zagmajster vodi publiku na putovanje kroz trenutke svog života koji su ga učinili srećnim i beleži koliko tih trenutaka ima veze sa dobrim dizajnom.
Stefan Sagmeister - Graphic designer
Renowned for album covers, posters and his recent book of life lessons, designer Stefan Sagmeister invariably has a slightly different way of looking at things. Full bio
Renowned for album covers, posters and his recent book of life lessons, designer Stefan Sagmeister invariably has a slightly different way of looking at things. Full bio
Double-click the English transcript below to play the video.
00:24
About 15 years ago, I went to visit a friend in Hong Kong.
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Pre oko 15 godina otišao sam u Hong Kong da posetim prijatelja
00:31
And at the time I was very superstitious.
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i u tom periodu bio sam vrlo sujeveran.
00:35
So, upon landing -- this was still at the old Hong Kong airport
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Prilikom sletanja, tada na stari aerodrom Hong Konga,
00:40
that's Kai Tak, when it was smack in the middle of the city --
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Kai Tak, koji je bio baš u sred grada,
00:43
I thought, "If I see something good, I'm going to have a great time here in
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pomislio sam: "Ako vidim nešto dobro, sjajno ću se provesti tokom
00:48
my two weeks. And if I see something negative, I'm going to be miserable, indeed."
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svoje dve sedmice. A ako vidim nešto negativno, biću stvarno očajan."
00:56
So the plane landed in between the buildings
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Avion je sleteo između zgrada
00:58
and got to a full stop in front of this little billboard.
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i zaustavio se baš ispred ovog malog bilborda.
01:05
(Laughter)
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(Smeh) (Winner-Pobednik)
01:06
And I actually went to see some of the design companies
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Zapravo sam otišao da vidim neke od dizajnerskih kompanija
01:10
in Hong Kong in my stay there.
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tokom svog boravka u Hong Kongu.
01:12
And it turned out that --
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Na kraju
01:14
I just went to see, you know, what they are doing in Hong Kong.
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iako sam otišao u Hong Kong samo da vidim šta tamo rade,
01:19
But I actually walked away with a great job offer.
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zapravo sam otišao odande dobivši sjajnu poslovnu ponudu.
01:23
And I flew back to Austria, packed my bags,
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I odleteo sam nazad u Austriju, spakovao kofere
01:27
and, another week later, I was again on my way to Hong Kong
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i nakon sedmice dana bio sam ponovo na putu za Hong Kong
01:33
still superstitions and thinking, "Well, if that 'Winner' billboard is still up,
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i dalje sujeveran i misleći: "Dobro, ako je "Pobednik" bilbord i dalje tamo
01:40
I'm going to have a good time working here.
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biće mi dobro dok budem radio ovde.
01:42
(Laughter)
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(Smeh)
01:43
But if it's gone, it's going to be really miserable and stressful."
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Ali ako ga više nema biće stvarno očajno i stresno.
01:49
So it turned out that not only was the billboard still up
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Na kraju, ne samo da je bilbord i dalje bio tamo
01:53
but they had put this one right next to it.
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već su stavili i ovaj odmah pored njega.
01:55
(Laughter)
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(Smeh) (Double happiness - Dupla sreća)
01:58
On the other hand, it also taught me where superstition gets me
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S druge strane to me je naučilo gde me moje sujeverje može dovesti
02:02
because I really had a terrible time in Hong Kong.
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jer sam se zaista loše proveo u Hong Kongu.
02:04
(Laughter)
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(Smeh)
02:07
However, I did have a number of real moments of happiness in my life --
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Bilo kako bilo, ipak sam imao srećne trenutke u svom životu
02:18
of, you know, I think what the conference brochure refers to
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poput onih o kojim, mislim, govori brošura ove konferencije
02:23
as "moments that take your breath away."
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kao o " trenucima koji te ostavljaju bez daha".
02:26
And since I'm a big list maker, I actually listed them all.
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A pošto ja obožavam da pravim liste, sve sam ih nabrojao.
02:33
(Laughter)
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(Smeh)
02:34
Now, you don't have to go through the trouble of reading them
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Ne morate da se mučite da ih sve čitate
02:37
and I won't read them for you.
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i ja vam ih neću čitati.
02:40
I know that it's incredibly boring to hear about other people's happinesses.
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Znam koliko je neverovatno dosadno slušati o sreći drugih ljudi.
02:44
(Laughter)
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(Smeh)
02:46
What I did do, though is, I actually looked at them from a design standpoint
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Ono što ipak jesam uradio jeste da sam ih gledao iz ugla dizajna
02:55
and just eliminated all the ones that had nothing to do with design.
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i samo eliminisao sve one koji nemaju nikakve veze sa dizajnom.
03:01
And, very surprisingly, over half of them had, actually, something to do with design.
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I što je vrlo iznenađujuće, više od pola njih imalo je, zapravo, neke veze sa dizajnom.
03:08
So there are, of course, two different possibilities.
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Tu su, naravno, dve različite mogućnosti.
03:11
There's one from a consumer's point of view --
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Jedna, sa tačke gledišta potrošača
03:13
where I was happy while experiencing design.
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gde sam bio srećan iskusivši dizajn.
03:16
And I'll just give you one example. I had gotten my first Walkman.
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Daću vam samo jedan primer. Dobio sam svoj prvi vokmen.
03:20
This is 1983.
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Ovo je 1983.
03:22
My brother had this great Yamaha motorcycle
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Moj brat je imao ovaj sjajni Yamaha motor
03:25
that he was willing to borrow to me freely.
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i bio je voljan slobodno da mi ga pozajmi.
03:28
And The Police's "Synchronicity"
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I kaseta "Synchronicity" od "Police-a"
03:31
cassette had just been released
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je tek bila izašla
03:33
and there was no helmet law in my hometown of Bregenz.
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i nije bilo zakonski obavezno nositi kacigu u mom rodnom gradu Bregencu.
03:36
So you could drive up into the mountains
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Tako da si mogao da voziš planinama
03:38
freely blasting The Police on the new Sony Walkman.
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slušajući Police na novom Soni vokmenu.
03:42
(Laughter)
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(Smeh)
03:43
And I remember it as a true moment of happiness.
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I sećam se toga kao trenutka istinske sreće.
03:48
You know, of course, they are related to this combination of
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Naravno vezani su za ovu kombinaciju od
03:53
at least two of them being, you know, design objects.
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najmanje dva dizajnerska objekta.
03:57
And, you know, there's a scale of happiness when you talk about in design
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I vidite, postoji skala sreće kada govorimo o dizajnu
04:01
but the motorcycle incident would definitely be, you know,
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ali ovaj slučaj sa motorom bio bi definitivno
04:05
situated somewhere here -- right in there between Delight and Bliss.
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smešten ovde negde - baš između Ushićenja i Blaženstva.
04:11
Now, there is the other part, from a designer's standpoint --
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Postoji i druga strana, sa tačke gledišta dizajnera -
04:17
if you're happy while actually doing it.
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ako si srećan dok to radiš.
04:19
And one way to see how happy designers are when they're designing could be to
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Jedan od načina da vidimo koliko su dizajneri srećni dok dizajniraju mogao bi biti
04:26
look at the authors' photos on the back of their monographs?
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taj da pogledamo fotografije autora na poleđini njihovih monografija.
04:30
(Laughter)
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(Smeh)
04:31
So, according to this, the Australians and the Japanese
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Tako da su, po ovome, Australijanci i Japanci
04:36
as well as the Mexicans
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kao i Meksikanci
04:37
are very happy.
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veoma srećni.
04:39
(Laughter)
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(Smeh)
04:40
While, somewhat, the Spaniards ...
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Dok se, nekako, Španci
04:42
and, I think, particularly, the Swiss
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i čini mi se naročito Švajcarci,
04:46
(Laughter),
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(Smeh)
04:48
don't seem to be doing all that well.
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ne čine kao da im je baš tako dobro.
04:50
(Laughter)
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(Smeh)
04:58
Last November, a museum opened in Tokyo called The Mori Museum,
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Prošlog novembra otvorio se muzej u Tokiju koji se zove Mori Muzej
05:04
in a skyscraper, up on the 56th floor.
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u neboderu, na 56. spratu.
05:08
And their inaugural exhibit was called "Happiness."
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Njihova prva izložba zvala se "Sreća".
05:12
And I went, very eagerly, to see it, because --
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I otišao sam veoma željan da je vidim jer
05:16
well, also, with an eye on this conference.
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sam i očekivao mnogo od ovog skupa.
05:20
And they interestingly sectioned the exhibit off into four different areas.
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Oni su zanimljivo podelili izložbu na četiri različite oblasti.
05:30
Under "Arcadia," they showed things like this, from the Edo period --
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Pod "Arkadijom" su prikazivali stvari poput ove iz Edo perioda -
05:34
a hundred ways to write "happiness" in different forms.
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stotinu načina da se napiše sreća u različitim formama.
05:39
Or they had this apple by Yoko Ono -- that, of course, later on
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ili ova jabuka od Joko Ono koja je, naravno, kasnije
05:43
was, you know, made into the label for The Beatles.
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korišćena za dizajn ploča Bitlsa.
05:48
Under "Nirvana" they showed this Constable painting.
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Pod "Nirvanom" su prikazali ovu Konsteblovu sliku.
05:52
And there was a little -- an interesting theory about abstraction.
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Tu je bila i jedna mala slika - zanimljiva teorija o apstrakciji.
05:56
This is a blue field -- it's actually an Yves Klein painting.
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Ovo plavo polje je, zapravo, slika Iva Klajna.
06:00
And the theory was that if you abstract an image, you really, you know
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Teorija je bila ta, da ako se ukloni neka slika
06:05
open as much room for the un-representable --
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zapravo se daje prostor onome što je nereprezentativno
06:09
and, therefore, you know, are able to involve the viewer more.
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i na taj način se više privlači pažnja posmatrača.
06:15
Then, under "Desire," they showed these Shunsho paintings --
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dalje su, pod "Željom" prikazali ove slike Šunšoa
06:19
also from the Edo period -- ink on silk.
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takođe iz Edo perioda - mastilo na svili.
06:25
And, lastly, under "Harmony," they had this 13th-century mandala from Tibet.
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I na kraju, pod "Harmonijom", bila je ova tibetanska mandala iz 13. veka.
06:32
Now, what I took away from the exhibit was that
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Utisak koji je na mene ostavila izložba,
06:36
maybe with the exception of the mandala
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možda izuzevši mandalu, jeste taj da je
06:39
most of the pieces in there were actually about the visualization of happiness
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većina dela govorila zapravo o vizualizaciji sreće,
06:45
and not about happiness.
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a ne o sreći.
06:47
And I felt a little bit cheated, because the visualization --
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I osećao sam se pomalo prevarenim, jer vizualizacija
06:51
that's a really easy thing to do.
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je vrlo jednostavna stvar za napraviti.
06:54
And, you know, my studio -- we've done it all the time.
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I mi u studiju to činimo sve vreme.
06:57
This is, you know, a book.
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Ovo je knjiga.
06:59
A happy dog -- and you take it out, it's an aggressive dog.
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Srećan pas - izvučete je, i to postaje agresivan pas.
07:03
It's a happy David Byrne and an angry David Byrne.
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Ovo je srećan David Birn i ljut David Birn.
07:09
Or a jazz poster with a happy face and a more aggressive face.
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Ili ovaj džez plakat sa srećnom facom i nešto agresivnijom facom.
07:13
You know, that's not a big deal to accomplish.
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To nije teško postići.
07:17
It has gotten to the point where, you know, within advertising
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Došlo je dotle da je u advertajzingu
07:22
or within the movie industry, "happy" has gotten such a bad reputation that
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kao i u filmskoj industriji, "biti srećan" dobilo tako lošu reputaciju da
07:28
if you actually want to do something with the subject
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ako želite da napravite nešto na tu temu,
07:31
and still appear authentic, you almost would have to, you know,
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a ipak budete autentični, skoro da morate da
07:36
do it from a cynical point of view.
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učinite to sa cinične tačke gledišta.
07:39
This is, you know, the movie poster.
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Ovo je filmski plakat.
07:42
Or we, a couple of weeks ago, designed a box set for The Talking Heads
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Ili kada smo, pre par sedmica, dizajnirali omot za The Talking Heads
07:47
where the happiness visualized on the cover definitely has, very much, a dark side to it.
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gde vizualizovana sreća na omotu definitivno ima i svoju tamnu stranu.
07:58
Much, much more difficult is this, where the designs actually can evoke happiness --
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Mnogo, mnogo teže je ovo - kada dizajn zaista može da izazove sreću.
08:07
and I'm going to just show you three that actually did this for me.
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i pokazaću vam tri primera koja su zaista tako delovala na mene.
08:14
This is a campaign done by a young artist in New York, who calls himself "True."
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Ovo je kampanja koju je radio mladi umetnik u Njujorku, koji naziva sebe imenom "True".
08:20
Everybody who has ridden the New York subway system will be
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Svima onima koji su se vozili njujorškim metroom biće
08:23
familiar with these signs?
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poznati ovi znakovi.
08:26
True printed his own version of these signs.
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True je odštampao svoju verziju ovih znakova.
08:30
Met every Wednesday at a subway stop with 20 of his friends.
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Nalazio se svakog četvrtka na stanici metroa sa svojih 20 drugara.
08:35
They divided up the different subway lines and added their own version.
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Raspodelili su se po različitim metro linijama i dodali svoje verzije.
08:41
(Laughter)
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(Smeh)
08:42
So this is one.
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Ovo je jedna od njih.
08:44
(Laughter)
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(Smeh)
08:50
Now, the way this works in the system is that nobody ever looks at these signs.
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E sada, način na koji ovo funkcioniše u sistemu je takav da niko nikad ne gleda ove znakove.
08:55
So you're
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Tako da vam je
08:57
(Laughter)
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(Smeh)
08:58
you're really bored in the subway, and you kind of stare at something.
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stvarno dosadno u metrou i kao buljite u nešto.
09:03
And it takes you a while until it actually --
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I treba vam neko vreme da najzad
09:05
you realize that this says something different than what it normally says.
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shvatite da ovde piše nešto drugačije od onoga što obično piše.
09:09
(Laughter)
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(Smeh)
09:11
I mean, that's, at least, how it made me happy.
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Mislim, to je bar kako je to mene učinilo srećnim.
09:14
(Laughter)
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(Smeh)
09:25
Now, True is a real humanitarian.
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Naravno, True je pravi humanitarac.
09:29
He didn't want any of his friends to be arrested,
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Nije želeo da nijedan od njegovih drugara bude uhapšen,
09:31
so he supplied everybody with this fake volunteer card.
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pa im je svima obezbedio ove lažne volonterske pokazne kartice.
09:36
(Laughter)
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(Smeh)
09:39
And also gave this fake letter from the MTA to everybody --
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Takođe, svima im je dao ovo lažno pismo od GSP-a
09:43
sort of like pretending that it's an art project
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da bi se kao pretvarali da je u pitanju umetnički projekat
09:46
financed by The Metropolitan Transit Authority.
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finansiran od strane GSP-a.
09:48
(Laughter)
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(Smeh)
09:50
Another New York project.
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Još jedan projekat iz Njujorka.
09:53
This is at P.S. 1 -- a sculpture that's basically a square room
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Ovo je kod P.S. 1- skulptura koja je u osnovi soba u obliku kocke
09:56
by James Turrell, that has a retractable ceiling.
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Džejmsa Tarela, koja ima pokretni plafon.
10:00
Opens up at dusk and dawn every day.
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Otvara se u sumrak i svitanje svakog dana.
10:03
You don't see the horizon.
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Ne vidi se horizont.
10:04
You're just in there, watching the incredible, subtle changes of color in the sky.
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Samo si tamo i gledaš neverovatne, suptilne promene boja na nebu.
10:11
And the room is truly something to be seen.
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Sobu zaista vredi videti.
10:16
People's demeanor changes when they go in there.
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Menja se ponašanje ljudi kada uđu tamo.
10:21
And, for sure, I haven't looked at the sky in the same way
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I sigurno više ne gledam nebo na isti način
10:26
after spending an hour in there.
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nakon što sam proveo sat vremena tamo.
10:29
There are, of course, more than those three projects that I'm showing here.
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Naravno, ima još projekata pored ova tri koje vam pokazujem ovde.
10:34
I would definitely say that observing Vik Muniz' "Cloud"
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Mogu sa sigurnošću reći da me je posmatranje "Oblaka" Vika Muniza
10:38
a couple of years ago in Manhattan for sure made me happy, as well.
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pre nekoliko godina na Menhetnu takođe učinilo srećnim.
10:42
But my last project is, again, from a young designer in New York.
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Poslednji projekat je, opet, delo mladog dizajnera iz Njujorka.
10:47
He's from Korea originally.
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Poreklom je iz Koreje.
10:48
And he took it upon himself to print 55,000 speech bubbles --
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On je zadao sebi zadatak da odštampa 55 000 oblačića
10:56
empty speech bubbles stickers, large ones and small ones.
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praznih nalepnica oblačića, velikih i malih.
10:59
And he goes around New York and just puts them, empty as they are, on posters.
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Ide Njujorkom i lepi ih, prazne kakvi jesu, na plakate.
11:04
(Laughter)
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(Smeh)
11:06
And other people go and fill them in.
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I dođu neki drugi ljudi i popune ih.
11:09
(Laughter)
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(Smeh) (Kapitalizam rađa siromaštvo)
11:12
This one says, "Please let me die in peace."
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Ovaj kaže: " Pustite me da na miru umrem."
11:15
(Laughter)
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(Smeh)
11:22
I think that was --
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Mislim da me je
11:24
the most surprising to myself was that the writing was actually so good.
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najviše iznenadilo to da su tekstovi bili toliko dobri.
11:29
This is on a musician poster, that says:
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Ovo piše na posteru nekog muzičara:
11:32
"I am concerned that my CD will not sell more than 200,000 units
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"Bojim se da se moj CD neće prodati u više od 200 000 primeraka
11:36
and that, as a result, my recoupable advance
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i da će mi, kao rezultat toga, moja unapred obezbeđena sredstva
11:40
from my label will be taken from me,
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od strane moje izdavačke kuće biti oduzeta,
11:42
after which, my contract will be cancelled,
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posle čega će moj ugovor biti poništen,
11:44
and I'll be back doing Journey covers on Bleecker Street."
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i ja ću se vratiti na Bliker ulicu i pevaću svoje prepeve Journey-a."
11:47
(Laughter)
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(Smeh)
12:06
I think the reason this works so well is because everybody involved wins.
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Verujem da je razlog zašto ovo dobro funkcioniše taj što svi koji učestvuju pobeđuju.
12:11
Jee gets to have his project;
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Dži uspeva sa svojim projektom;
12:13
the public gets a sweeter environment;
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javnost dobija simpatičnije okruženje;
12:17
and different public gets a place to express itself;
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a drugačija javnost dobija prostor da se izrazi;
12:21
and the advertisers finally get somebody to look at their ads.
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i oglašivači konačno uspevaju u tome da neko pogleda njihove reklame.
12:25
(Laughter)
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(Smeh)
12:32
Well, there was a question, of course, that was on my mind for a while:
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Bilo je tu pitanje koje mi se neko vreme motalo po glavi:
12:38
You know, can I do more of the things that I like doing in design
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Mogu li češće da radim stvari koje u dizajnu volim?
12:43
and less of the ones that I don't like to be doing?
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i ređe one stvari koje ne volim da radim?
12:47
Which brought me back to my list making --
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To me je opet vratilo na moje sastavljanje lista
12:51
you know, just to see what I actually like about my job.
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samo kako bih video šta je ono što volim u vezi sa svojim poslom.
12:54
You know, one is: just working without pressure.
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Jedna od stvari je: da radim, a da nisam pod pritiskom.
12:58
Then: working concentrated, without being frazzled.
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Dalje: da sam koncentrisan dok radim, a da nisam istrošen.
13:02
Or, as Nancy said before, like really immerse oneself into it.
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Ili kao što malopre reče Nensi, da sam stvarno obuzet onim što radim.
13:08
Try not to get stuck doing the same thing --
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Da pokušavam da se ne zaglavim radeći istu stvar
13:11
or try not get stuck behind the computer all day.
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ili da ne zaglavim pred kompjuterom čitav dan.
13:15
This is, you know, related to it: getting out of the studio.
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Ovo je povezano sa tim: izlaženje iz studija.
13:19
Then, of course, trying to, you know, work on things
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I težnja da radim na stvarima
13:22
where the content is actually important for me.
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čiji je sadržaj meni bitan.
13:25
And being able to enjoy the end results.
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I biti sposoban da uživam u krajnjim rezultatima.
13:31
And then I found another list in one of my diaries that actually contained
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Onda sam našao još jednu listu u jednom od svojih dnevnika koja je sadržala
13:39
all the things that I thought I learned in my life so far.
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sve stvari koje sam mislio da sam naučio u svom dosadašnjem životu.
13:43
And, just about at that time, an Austrian magazine called and asked
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I baš u to vreme, pozvali su me iz jednog austrijskog časopisa i pitali me
13:48
if we would want to do six spreads -- design six spreads
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da li bih mogao da dizajniram 6 stranica
13:52
that work like dividing pages between the different chapters in the magazine?
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koje bi razdvajale različita poglavlja u časopisu.
13:57
And the whole thing just fell together.
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I sve se poklopilo.
13:59
So I just picked one of the things that I thought I learned --
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Tako da sam izabrao jednu od stvari koje sam mislio da sam naučio,
14:05
in this case, "Everything I do always comes back to me" --
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u ovom slučaju: "Sve ono što činim uvek mi se vraća"
14:08
and we made these spreads right out of this.
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i od ovoga smo napravili te stranice.
14:11
So it was: "Everything
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Dakle: "Sve ono
14:13
I do
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što činim
14:15
always
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uvek
14:17
comes
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mi
14:18
back
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se
14:20
to me."
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vraća."
14:22
A couple of weeks ago, a
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Pre nekoliko sedmica
14:24
(Laughter)
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(Smeh)
14:26
French company asked us to design five billboards for them.
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jedna francuska kompanija zamolila nas je da joj dizajniramo pet bilborda.
14:31
Again, we could supply the content for it.
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Opet, mogli smo da obezbedimo sadržaj.
14:34
So I just picked another one.
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Tako da sam izabrao još jednu rečenicu.
14:36
And this was two weeks ago.
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Ovo je bilo pre dve sedmice.
14:38
We flew to Arizona -- the designer who works with me, and myself --
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Dizajner koji radi sa mnom i ja smo odleteli za Arizonu
14:44
and photographed this one.
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i fotografisali ovo:
14:46
So it's: "Trying
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"Težnja
14:49
to look
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da izgledam
14:50
good
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dobro
14:52
limits
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ograničava
14:54
my life."
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moj život."
14:56
And then we did one more of these.
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Posle smo uradili ovo još jednom.
14:59
This is, again, for a magazine, dividing pages.
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Ponovo za časopis.
15:04
This is: "Having" --
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Ovo je: "Imanje
15:05
this is the same thing;
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ovo je ista stvar,
15:06
it's just, you know, photographed from the side.
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samo je fotografisana sa strane.
15:09
This is from the front.
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Ovo je od napred.
15:10
Then it's: "guts."
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Onda ide: "petlje"
15:12
Again, it's the same thing -- "guts" is just the same room, reworked.
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Ista stvar- "petlje" je ista soba, prerađena.
15:17
Then it's: "always
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"uvek
15:19
works out."
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funkcioniše"
15:24
Then it's "for," with the light on.
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Onda ide "kod" pod svetlom.
15:27
(Laughter)
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(Smeh)
15:29
And it's "me."
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I "mene."
15:31
Thank you so much.
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Hvala vam puno.
15:33
(Applause)
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(Aplauz)
ABOUT THE SPEAKER
Stefan Sagmeister - Graphic designerRenowned for album covers, posters and his recent book of life lessons, designer Stefan Sagmeister invariably has a slightly different way of looking at things.
Why you should listen
Stefan Sagmeister is no mere commercial gun for hire. Sure, he's created eye-catching graphics for clients including the Rolling Stones and Lou Reed, but he pours his heart and soul into every piece of work. His design work is at once timeless and of the moment, and his painstaking attention to the smallest details creates work that offers something new every time you look at it.
While a sense of humor invariably surfaces in his designs, Sagmeister is nonetheless very serious about his work; his intimate approach and sincere thoughtfulness elevate his design. A genuine maverick, Sagmeister achieved notoriety in the 1990s as the designer who self-harmed in the name of craft: He created a poster advertising a speaking engagement by carving the salient details onto his torso.
Stefan Sagmeister | Speaker | TED.com