ABOUT THE SPEAKER
Jacek Utko - Newspaper designer
Could good design save the newspaper -- at least for now? Jacek Utko thinks so -- and his lively, engaging designs for European papers prove that it works.

Why you should listen

Newspaper designer Jacek Utko suggests that it's time for a fresh, top-to-bottom rethink of the newspaper. (At this point, why not try it?) In his work, he's proved that good design can help readers reconnect with newspapers. A former architect, Utko took on the job of redesigning several newspapers in former Soviet Bloc nations, starting from basic principles. He worked closely with newspaper executives to figure out the business goals of their papers, and then radically reformatted the product to fit those goals. (And he wasn't afraid to break a few grids in the process.)

As the art director at Warsaw's Puls Biznesu in 2004, he redesigned this small business-focused newspaper and immediately won the SND award for world's best-designed newspaper. Readers responded, and circulation went up. He's now art director for the Bonnier Business Press, overseeing papers in Eastern Europe and the Baltic states, and the work he oversees consistently wins major prizes (including another SND world's-best in 2007 for Estonia's Äripäev), despite their small teams and limited resources.

More profile about the speaker
Jacek Utko | Speaker | TED.com
TED2009

Jacek Utko: Can design save newspapers?

Jacek Utko pita: Da li dizajn može spasiti novine?

Filmed:
1,144,795 views

Jacek Utko je izvanredni dizajner novina iz Poljske. Njegovi redizajni istočnoevropskih novina ne samo što osvajaju nagrade, nego i povećavaju tiraž do 100%. Može li dobar dizajn da spasi novine? Možda bi i mogao.
- Newspaper designer
Could good design save the newspaper -- at least for now? Jacek Utko thinks so -- and his lively, engaging designs for European papers prove that it works. Full bio

Double-click the English transcript below to play the video.

00:12
NewspapersNovine are dyingумирање for a fewнеколико reasonsразлоге.
0
0
3000
Novine izumiru iz nekoliko razloga.
00:15
ReadersČitači don't want to payплатите for yesterday'sjuce newsвести, and advertisersоглашивача followпратити them.
1
3000
4000
Čitaoci neće da plaćaju za jučerašnje vesti,
a prate ih i oglašivači.
00:19
Your iPhoneiPhone, your laptopлап топ,
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2000
Vaš telefon ili vaš laptop,
00:21
is much more handypri ruci than NewNovi YorkYork TimesPuta on SundayU nedelju.
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9000
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puno su pristupačniji
od nedeljnog Njujork Tajmsa.
00:24
And we should saveсачувати treesдрвеће in the endкрај.
4
12000
3000
I svakako bi trebalo da sačuvamo drveće.
00:27
So it's enoughдовољно to buryзакопати any industryиндустрија.
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15000
3000
Ovo je dovoljno da zakopa
bilo koju granu industrije.
00:30
So, should we ratherприлично askпитати, "Can anything saveсачувати newspapersновине?"
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Možda bi bolje bilo pitati:
"Može li bilo šta spasiti novine?"
00:34
There are severalнеколико scenariosсценарије for the futureбудућност newspaperновине.
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Postoji nekoliko scenarija
za novine budućnosti.
00:36
Some people say it should be freeбесплатно;
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Neki kažu da treba da budu besplatne;
00:39
it should be tabloidtabloid, or even smallerмањи: A4;
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treba da budu u formatu tabloida
ili čak manje: A4.
00:42
it should be localлокално, runтрцати by communitiesзаједнице,
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Treba da budu lokalne
i da ih vode zajednice
00:45
or nichesvoje mesto, for some smallerмањи groupsгрупе like businessбизнис --
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ili stručne, za manje grupe
poput zanimanja -
00:47
but then it's not freeбесплатно; it's very expensiveскупо.
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ali onda ne bi bile besplatne
nego veoma skupe.
00:50
It should be opinion-drivenzasnovanih na mišljenje;
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Treba da budu vođene stavovima;
00:52
lessмање newsвести, more viewsвиевс.
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manje vesti, više mišljenja.
00:55
And we'dми смо ratherприлично readчитати it duringу току breakfastдоручак,
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I radije bismo ih čitali tokom doručka,
00:57
because laterкасније we listen to radioрадио in a carауто,
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jer kasnije slušamo radio u kolima,
01:00
checkпровери your mailПошта at work and in the eveningвече you watch TVTV.
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na poslu proveravamo poštu,
a uveče gledamo TV.
01:03
SoundsZvuci niceлеп, but this can only buyкупити time.
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Zvuči lepo, ali ovo može samo da bude
privremeno rešenje.
01:06
Because in the long runтрцати,
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Zato što mislim da na duge staze,
01:08
I think there is no reasonразлог, no practicalпрактично reasonразлог
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ne postoji nijedan praktičan razlog
01:10
for newspapersновине to surviveпреживети.
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za opstanak novina.
01:13
So what can we do?
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Dakle šta možemo da uradimo?
01:15
(LaughterSmeh)
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(Smeh)
01:16
Let me tell you my storyприча.
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Da vam ispričam svoju priču.
01:18
20 yearsгодине agoпре, BonnierBonnier, Swedishšvedski publisherИздавач,
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Pre 20 godina švedski izdavač Bonijer,
01:21
startedпочела to setкомплет newspapersновине in the formerбивши SovietSovjetska BlocBlok.
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počeo je da plasira novine
u bivšem sovjetskom bloku.
01:25
After a fewнеколико yearsгодине, they had severalнеколико newspapersновине in centralцентрално and easternисточно EuropeEurope.
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Nakon par godina imali su nekoliko novina
u centralnoj i istočnoj Evropi.
01:28
They were runтрцати by an inexperiencedneiskusan staffособље,
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Njima je upravljalo neiskusno osoblje,
01:31
with no visualвизуелно cultureкултура, no budgetsбуџета for visualsvizuelni prikaz --
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bez vizualne kulture
i budžeta za vizualni izgled -
01:36
in manyмноги placesместа there were not even artуметност directorsдиректори.
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na dosta mesta uopšte nije bilo
umetničkih direktora.
01:38
I decidedодлучио to be -- to work for them as an artуметност directorдиректор.
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Odlučio sam da radim za njih
kao umetnički direktor.
01:42
Before, I was an architectархитекта, and my grandmotherбака askedпитао me onceједном,
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Pre toga sam bio arhitekta
i moja baka me je jednom pitala:
01:45
"What are you doing for a livingживи?"
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"Čime se baviš?"
01:47
I said, "I'm designingдизајнирање newspapersновине."
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Rekao sam: "Dizajniram novine."
01:49
"What? There's nothing to designдизајн there. It's just boringдосадан lettersслова"
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"Molim? Nema tu šta da se dizajnira.
To su samo dosadna slova."
01:52
(LaughterSmeh)
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(Smeh)
01:53
And she was right. I was very frustratedфрустриран, untilсве док one day.
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I bila je u pravu. Bio sam veoma isftrustriran,
sve do jednog dana.
01:57
I cameДошао to LondonLondon, and I've seenвиђено performanceперформансе by CirqueCirkus duDu SoleilSoleil.
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Došao sam u London
i video nastup Sirk di Solej.
02:01
And I had a revelationОткровење. I thought,
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Doživeo sam otkrovenje.
Pomislio sam:
02:03
"These guys tookузела some creepyjezivo,
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"Ovi ljudi su uzeli jedan jezivi,
02:05
run-downna kulama entertainmentЗабава,
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propali oblik zabave,
02:07
and put it to the highestнајвише possibleмогуће levelниво of performanceперформансе artуметност."
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i podigli ga na najveći mogući nivo
izvođenja umetnosti."
02:11
I thought "Oh my God, maybe I can do the sameисти with these boringдосадан newspapersновине."
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Pomislio sam: "O Bože, možda mogu da uradim
isto to sa ovim dosadnim novinama."
02:14
And I did. We startedпочела to redesignредизајн them, one by one.
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I to sam i uradio. Počeli smo sa redizajnom,
jednih po jednih novina.
02:18
The frontфронт pageстрана becameпостао our signatureпотпис.
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Naslovna strana postala je naš pečat.
02:21
It was my personalлични intimateintimni channelканал to talk to the readersчитаоци.
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To je bio moj lični intimni prozor
za komunikaciju s čitaocima.
02:25
I'm not going to tell you storiesприче about teamworktimski rad or cooperationсарадња.
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Neću vam pričati o timskom radu ili saradnji.
02:29
My approachприступ was very egotisticsimulant.
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Moj pristup bio je veoma egoistički.
02:31
I wanted my artisticуметнички statementизјава,
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Želeo sam svoj umetnički izraz,
02:34
my interpretationinterpretacija of realityреалност.
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svoje tumačenje stvarnosti.
02:36
I wanted to make postersпостери, not newspapersновине.
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Želeo sam da pravim postere,
ne novine.
02:38
Not even magazinesчасописи: postersпостери.
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Čak ne ni magazine:
samo postere.
02:40
We were experimentingекспериментисање with typeтип,
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Eksperimentisali smo sa slovima,
02:43
with illustrationилустрација, with photosфотографије. And we had funзабавно.
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sa ilustracijama i slikama.
I bilo nam je zabavno.
02:46
SoonUskoro it startedпочела to bringдовести resultsрезултате.
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Uskoro je počelo i da donosi rezultate.
02:49
In PolandPoljska, our pagesстранице were namedназван
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U Poljskoj, dobili smo titulu
02:53
"CoversZaklone of the YearGodine" threeтри timesпута in a rowред.
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najbolje naslovne strane,
tri puta zaredom.
02:57
Other examplesпримери you can see here are from
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Drugi primeri koje ovde možete videti
02:59
LatviaLetonija, LithuaniaLitvanija, EstoniaEstonija --
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su iz Letonije, Litvanije i Estonije -
03:01
the centralцентрално EuropeanEvropski countriesземље.
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iz zemalja centralne Evrope.
03:05
But it's not only about the frontфронт pageстрана.
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Ali nije sve u naslovnoj strani
03:08
The secretтајна is that we were treatingлечење
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Tajna je bila u tome da smo se
prema celim novinama
03:10
the wholeцела newspaperновине as one pieceпиеце,
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odnosili kao prema jednom komadu,
03:12
as one compositionкомпозиција -- like musicмузика.
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kao jednoj kompoziciji
- poput muzike.
03:16
And musicмузика has a rhythmритам, has upsUps-a and downspadova.
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A muzika ima ritam, uspone i padove.
03:20
And designдизајн is responsibleодговоран for this experienceискуство.
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I dizajn je zaslužan za ovakvo iskustvo.
03:24
FlippingOkretanje throughкроз pagesстранице is readersчитаоци experienceискуство,
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Listanje stranica je iskustvo čitaoca,
03:26
and I'm responsibleодговоран for this experienceискуство.
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za koje sam ja odgovoran.
03:29
We treatedтретирани two pagesстранице, bothи једно и друго spreadsпростире се, as a one pageстрана,
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Odnosili smo se prema dvolisnici
kao prema jednoj strani,
03:32
because that's how readersчитаоци perceivedoživljavaju it.
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jer su je tako posmatrali čitaoci.
03:35
You can see some Russianruski pagesстранице here whichкоја got manyмноги awardsнаграде
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Ovde možete videti neke stranice iz Rusije
koje su dobile puno nagrada
03:37
on biggestнајвеће infographicinfographic competitionконкуренција in SpainŠpanija.
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na najvećem takmičenju infografika
u Španiji.
03:41
But the realправи awardнаграда cameДошао from SocietyDruštvo for NewspaperNovine DesignDizajn.
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Ali prava nagrada je bila
ona od Udruženja za dizajn novina.
03:46
Just a yearгодине after redesigningponovno dizajniranje this newspaperновине in PolandPoljska,
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Samo godinu dana nakon
redizajniranja novina u Poljskoj,
03:49
they nameиме it the World'sSvetu Best-DesignedNajbolje dizajniranih NewspaperNovine.
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nazvali su ih najbolje dizajniranim
novinama na svetu.
03:51
And two yearsгодине laterкасније,
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I dve godine kasnije,
03:53
the sameисти awardнаграда cameДошао to EstoniaEstonija.
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ista nagrada je otišla u Estoniju.
03:56
Isn't amazingНевероватно?
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Zar to nije neverovatno?
03:59
What really makesчини it amazingНевероватно: that the circulationциркулација of these newspapersновине
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Ono što je zaista neverovatno
je da je tiraž ovih novina
04:01
were growingрастуће too.
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takođe rastao.
04:03
Just some examplesпримери:
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Evo nekih primera:
04:05
in RussiaRusija, plusплус 11 after one yearгодине,
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u Rusiji, povećanje za 11%
nakon jedne godine,
04:07
plusплус 29 after threeтри yearsгодине of the redesignредизајн.
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za 29% nakon tri godine od redizajna.
04:10
SameIsti in PolandPoljska: plusплус 13, up to 35 percentпроценат
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Isto i u Poljskoj:
povećanje od 13 sve do 35%
04:13
raiseподићи of circulationциркулација after threeтри yearsгодине.
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nakon tri godine.
04:16
You can see on a graphграф,
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Na grafikonu možete videti
04:18
after yearsгодине of stagnationstagnacija, the paperпапир startedпочела to growрасту,
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da su novine počele da rastu
nakon godina stajanja,
04:21
just after redesignредизајн.
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tek nakon redizajna.
04:24
But the realправи hitхит was in BulgariaBugarska.
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Ali pravi uspeh bio je u Bugarskoj.
04:26
And that is really amazingНевероватно.
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I to je zaista neverovatno.
04:30
Did designдизајн do this?
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Da li je dizajn zaslužan za ovo?
04:32
DesignDizajn was just a partдео of the processпроцес.
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Dizajn je bio samo deo tog procesa.
04:34
And the processпроцес we madeмаде was not about changingпромена the look,
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A proces se sastojao
ne samo od menjanja izgleda,
04:36
it was about improvingпобољшање the productпроизвод completelyу потпуности.
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nego i od potpunog unapređivanja proizvoda.
04:40
I tookузела an architecturalархитектонско ruleправило about functionфункција and formобразац
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Uzeo sam arhitektonsko pravilo
o funkciji i formi
04:43
and translatedпреведено it into newspaperновине contentсадржај and designдизајн.
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i primenio ga na sadržaj i dizajn novina.
04:46
And I put strategyстратегија at the topврх of it.
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I na čelo svega sam stavio strategiju.
04:48
So first you askпитати a bigвелики questionпитање: why we do it? What is the goalЦиљ?
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Prvo ćete pitati: Zašto radimo ovo?
Šta je cilj?
04:51
Then we adjustприлагодите the contentсадржај accordinglyu skladu sa tim.
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I onda podesimo sadržaj po potrebi.
04:53
And then, usuallyобично after two monthsмесеци, we startпочетак designingдизајнирање.
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I onda, obično nakon dva meseca,
počnemo sa dizajniranjem.
04:56
My bossesgazde, in the beginningпочетак, were very surprisedизненађени.
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Moji šefovi su bili veoma iznenađeni
na početku.
04:58
Why am I askingпитајући all of these businessбизнис questionsпитања,
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Zašto sam postavljao sva ta poslovna pitanja,
05:00
insteadуместо тога of just showingпоказивање them pagesстранице?
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umesto da im pokazujem stranice?
05:02
But soonускоро they realizedреализован that this is the newново roleулога of designerдизајнер:
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Ali uskoro su shvatili
da je ovo nova uloga dizajnera:
05:04
to be in this processпроцес from the very beginningпочетак to the very endкрај.
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da bude uključen u ovaj proces
od početka do kraja.
05:07
So what is the lessonлекцију behindиза it?
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I koja je pouka svega ovoga?
05:09
The first lessonлекцију is about that designдизајн can changeпромена not just your productпроизвод.
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Prva je ta da dizajn može
da promeni više od vašeg proizvoda.
05:13
It can changeпромена your workflowПроцес рада -- actuallyзаправо, it can changeпромена everything in your companyкомпанија;
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Može da promeni vaš način rada -
zapravo može da promeni sve u vašoj kompaniji;
05:17
it can turnред your companyкомпанија upsideгоре down.
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može da je okrene naglavačke.
05:19
It can even changeпромена you.
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Može da promeni čak i vas.
05:21
And who'sко је responsibleодговоран? DesignersDizajneri.
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I ko je odgovoran? Dizajneri.
05:24
Give powerмоћ to designersдизајнери.
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Dajte moć dizajnerima.
05:26
(ApplauseAplauz)
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(Aplauz)
05:30
But the secondдруго is even more importantважно.
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Ali druga pouka je još bitnija.
05:33
You can liveживи in a smallмали poorлоше countryземљу, like me.
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Možete živeti u maloj,
siromašnoj zemlji, kao i ja.
05:36
You can work for a smallмали companyкомпанија,
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Možete raditi u maloj kompaniji
05:39
in a boringдосадан branchогранак.
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i u dosadnoj grani posla.
05:41
You can have no budgetsбуџета, no people --
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Možete da nemate nikakav budžet,
nikakvo ljudstvo -
05:43
but still can put your work to the highestнајвише possibleмогуће levelниво.
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ali opet možete podići svoj rad
na najviši mogući nivo.
05:47
And everybodyсвима can do it.
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I svako može to da uradi.
05:49
You just need inspirationинспирација, visionвизија and determinationодлучност.
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Samo vam treba inspiracija,
vizija i odlučnost.
05:53
And you need to rememberзапамтити that to be good
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I morate da zapamtite da nije dovoljno
05:55
is not enoughдовољно.
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samo biti dobar.
05:57
Thank you.
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Hvala vam.
Translated by Mile Živković
Reviewed by Anja Saric

▲Back to top

ABOUT THE SPEAKER
Jacek Utko - Newspaper designer
Could good design save the newspaper -- at least for now? Jacek Utko thinks so -- and his lively, engaging designs for European papers prove that it works.

Why you should listen

Newspaper designer Jacek Utko suggests that it's time for a fresh, top-to-bottom rethink of the newspaper. (At this point, why not try it?) In his work, he's proved that good design can help readers reconnect with newspapers. A former architect, Utko took on the job of redesigning several newspapers in former Soviet Bloc nations, starting from basic principles. He worked closely with newspaper executives to figure out the business goals of their papers, and then radically reformatted the product to fit those goals. (And he wasn't afraid to break a few grids in the process.)

As the art director at Warsaw's Puls Biznesu in 2004, he redesigned this small business-focused newspaper and immediately won the SND award for world's best-designed newspaper. Readers responded, and circulation went up. He's now art director for the Bonnier Business Press, overseeing papers in Eastern Europe and the Baltic states, and the work he oversees consistently wins major prizes (including another SND world's-best in 2007 for Estonia's Äripäev), despite their small teams and limited resources.

More profile about the speaker
Jacek Utko | Speaker | TED.com