TEDSalon London Spring 2011
Richard Seymour: How beauty feels
理查德･西摩：美的感受是什么样的
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一个故事，一个艺术作品，一个设计产品－我们怎么判断它们是否美丽？为什么这对我们很重要？设计师理查德･西摩探索人们对美的反应，和事物展现出的惊人力量。
Richard Seymour - Designer
As a partner in seymourpowell, Richard Seymour designs idea-driven products -- from household goods to trains and motorcycles. Full bio
As a partner in seymourpowell, Richard Seymour designs idea-driven products -- from household goods to trains and motorcycles. Full bio
Double-click the English transcript below to play the video.
00:15
When I was little --
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当我还小的时候－
00:17
and by the way, I was little once --
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我也曾有年幼的时候－
00:19
my father told me a story
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我父亲告诉过我一个
00:21
about an 18th century watchmaker.
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关于18世纪的一个制表匠的故事
00:23
And what this guy had done:
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这位制表匠
00:25
he used to produce these fabulously beautiful watches.
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做了很多精美的手表
00:27
And one day, one of his customers came into his workshop
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一天，他的一位客人来到他的作坊
00:30
and asked him to clean the watch that he'd bought.
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要制表匠清洗他在此购买的手表
00:33
And the guy took it apart,
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制表匠拆开表
00:35
and one of the things he pulled out was one of the balance wheels.
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取出的零件中有一个平衡轮
00:38
And as he did so, his customer noticed
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客人注意到
00:40
that on the back side of the balance wheel was an engraving,
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在平衡轮的背后刻着
00:43
were words.
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一些字
00:45
And he said to the guy,
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客人问
00:47
"Why have you put stuff on the back
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“你为什么在谁也看不见的地方
00:49
that no one will ever see?"
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刻上字？”
00:51
And the watchmaker turned around and said,
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制表匠转过身说
00:54
"God can see it."
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“上帝看得见”
00:56
Now I'm not in the least bit religious,
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我不是在拿宗教说事
00:58
neither was my father,
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我父亲也不是
01:00
but at that point, I noticed something happening here.
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但是那一刻，我感受到了什么
01:03
I felt something
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我感受到
01:05
in this plexus of blood vessels and nerves,
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在我的血脉和神经里的什么
01:09
and there must be some muscles in there as well somewhere, I guess.
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当然我觉得肯定也有肌肉
01:11
But I felt something.
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我能感受到
01:13
And it was a physiological response.
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这是一种真实的反应
01:16
And from that point on, from my age at the time,
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从那一刻，那个年纪
01:19
I began to think of things in a different way.
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我开始用不同的方式思考
01:21
And as I took on my career as a designer,
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随着我走上设计师的职业道路
01:23
I began to ask myself the simple question:
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我开始问自己一个简单的问题：
01:26
Do we actually think beauty,
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我们思考“美”吗？
01:28
or do we feel it?
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还是感受它？
01:30
Now you probably know the answer to this already.
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也许你现在已经知道了答案
01:32
You probably think, well, I don't know which one you think it is,
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你可能会想，“不知道你是怎么认为
01:35
but I think it's about feeling beauty.
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但我觉得美是感受而来的”
01:38
And so I then moved on into my design career
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而随着我的设计师生涯的继续
01:42
and began to find some exciting things.
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我开始发现一些令人惊讶的东西
01:44
One of the most early work was done in automotive design --
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最早期的工作之一是机动车设计－
01:47
some very exciting work was done there.
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有些很棒的设计
01:49
And during a lot of this work,
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在其中
01:51
we found something, or I found something,
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我们，或者说我发现了一些
01:53
that really fascinated me, and maybe you can remember it.
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令我着迷的东西，也许你记得
01:56
Do you remember when lights used to just go on and off,
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你记得车灯的开关吗
01:58
click click, when you closed the door in a car?
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关门的时候会响两声？
02:01
And then somebody, I think it was BMW,
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然后我记得是某个BMW的设计师
02:03
introduced a light that went out slowly.
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开发了一种慢慢灭掉的灯
02:06
Remember that?
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记得吗？
02:08
I remember it clearly.
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我记得非常清楚
02:10
Do you remember the first time you were in a car and it did that?
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你记得第一次坐在车里，发现灯会这样慢慢灭掉吗？
02:12
I remember sitting there thinking, this is fantastic.
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我记得我坐在那儿想，心想这太棒了
02:15
In fact, I've never found anybody
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说实话，我还没发现谁
02:17
that doesn't like the light that goes out slowly.
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不喜欢灯这样缓缓灭掉
02:19
I thought, well what the hell's that about?
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我想，这到底是为什么呢？
02:21
So I started to ask myself questions about it.
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于是我开始问自己这样的问题
02:24
And the first was, I'd ask other people: "Do you like it?" "Yes."
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首先我问别人“你喜欢这吗？”“喜欢啊”
02:27
"Why?" And they'd say, "Oh, it feels so natural,"
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“为什么？”他们说“感觉挺自然的”
02:29
or, "It's nice."
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或者“很棒”
02:31
I thought, well that's not good enough.
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但我想这还不够
02:33
Can we cut down a little bit further,
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得再深入一点
02:35
because, as a designer, I need the vocabulary, I need the keyboard,
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因为作为一个设计师我需要知道
02:38
of how this actually works.
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这种感受究竟如何得来? 怎样描绘?
02:40
And so I did some experiments.
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于是我做了一些实验
02:42
And I suddenly realized
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突然我意识到
02:44
that there was something that did exactly that --
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确实有深层的原因－
02:46
light to dark in six seconds --
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6秒钟亮到暗－
02:48
exactly that.
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就是这个
02:50
Do you know what it is? Anyone?
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你知道这是什么吗？有人知道吗？
02:53
You see, using this bit, the thinky bit,
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想一想，想一下
02:55
the slow bit of the brain -- using that.
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用大脑的思维功能
02:57
And this isn't a think, it's a feel.
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但这不是思考，而是感受
02:59
And would you do me a favor?
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现在能不能请各位
03:01
For the next 14 minutes or whatever it is,
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接下来的14分钟左右里
03:03
will you feel stuff?
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关注你们的感受
03:05
I don't need you to think so much as I want you to feel it.
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我不希望你想太多，请感受吧。
03:08
I felt a sense of relaxation
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我感受到一种
03:11
tempered with anticipation.
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带着关注的放松感
03:14
And that thing that I found
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我发现的就是
03:17
was the cinema or the theater.
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电影院或者剧院
03:19
It's actually just happened here --
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也正在如此－
03:21
light to dark in six seconds.
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6秒钟灯由亮变暗
03:24
And when that happens, are you sitting there going,
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这个过程中，你坐在那儿心想的是
03:26
"No, the movie's about to start,"
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“不好，电影要开始了”
03:28
or are you going, "That's fantastic. I'm looking forward to it.
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还是“太棒了，真期待啊
03:31
I get a sense of anticipation"?
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电影就要开始啦”？
03:34
Now I'm not a neuroscientist.
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我不是神经科学家
03:36
I don't know even if there is something called a conditioned reflex.
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我甚至不知道这是不是叫做条件反射
03:38
But it might be.
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也许是吧
03:40
Because the people I speak to in the northern hemisphere
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因为跟我聊过的一些住在北半球的人
03:42
that used to go in the cinema get this.
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对电影院里这些习以为常
03:44
And some of the people I speak to
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但我交谈过的另一些人
03:46
that have never seen a movie or been to the theater
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还没看过电影或者没去过电影院
03:48
don't get it in the same way.
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他们的感受不完全一样
03:50
Everybody likes it,
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每个人都喜欢
03:52
but some like it more than others.
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但有些人更喜欢一些
03:55
So this leads me to think of this in a different way.
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这让我从另外一个角度思考这个问题
03:57
We're not feeling it. We're thinking beauty is in the limbic system --
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我们不是在感受，而是用边缘系统在思考美－
04:00
if that's not an outmoded idea.
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如果这不是个过时的想法的话
04:02
These are the bits, the pleasure centers,
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愉悦感的中心是（体味美的）部件
04:05
and maybe what I'm seeing and sensing and feeling
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也许我的观察，感受
04:08
is bypassing my thinking.
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跟思考无关
04:10
The wiring from your sensory apparatus to those bits
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从感官到这些部件
04:13
is shorter than the bits that have to pass through the thinky bit, the cortex.
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比从思维也就是大脑皮层要快
04:16
They arrive first.
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它们首先到达
04:18
So how do we make that actually work?
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这其中原理是如何呢？
04:21
And how much of that reactive side of it
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这种反应有多大程度上
04:23
is due to what we already know,
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产生于我们已知的
04:25
or what we're going to learn, about something?
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或者我们将要学习的东西？
04:27
This is one of the most beautiful things I know.
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这是我所知道的最美妙的事情之一
04:29
It's a plastic bag.
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这是个塑料袋子
04:31
And when I looked at it first, I thought, no, there's no beauty in that.
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当我第一眼看到它的时候，我想这一点都不美
04:34
Then I found out,
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后来一看
04:36
post exposure,
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我发现
04:38
that this plastic bag if I put it into a filthy puddle
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如果我把它放到一个脏水坑里
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or a stream filled with coliforms
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或者含有氯仿的水里
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and all sorts of disgusting stuff,
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或者各种各种样的脏东西
04:45
that that filthy water
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接着脏水
04:47
will migrate through the wall of the bag by osmosis
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会通过反渗透进入袋子里
04:50
and end up inside it as pure, potable drinking water.
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变成纯净的可饮用的水
04:54
And all of a sudden, this plastic bag
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突然这个袋子
04:56
was extremely beautiful to me.
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变的如此美妙
05:00
Now I'm going to ask you again
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我想再次要求你们
05:02
to switch on the emotional bit.
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用感情体味
05:04
Would you mind taking the brain out,
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暂时抛开思考
05:06
and I just want you to feel something.
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我希望你们去感受
05:08
Look at that. What are you feeling about it?
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看这它 你感觉如何？
05:11
Is it beautiful? Is it exciting?
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它美吗？ 令人振奋吗？
05:14
I'm watching your faces very carefully.
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我正仔细观察你们的面部表情
05:17
There's some rather bored-looking gentlemen
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有位先生看上去很无聊
05:19
and some slightly engaged-looking ladies
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几位稍感兴趣的女士
05:21
who are picking up something off that.
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正在感受到什么
05:23
Maybe there's an innocence to it.
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也许这个画看上去很童真
05:25
Now I'm going to tell you what it is. Are you ready?
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让我告诉你 准备好了吗？
05:28
This is the last act on this Earth
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这是一个叫海蒂的五岁女孩
05:31
of a little girl called Heidi, five years old,
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在因脊椎癌去世之前
05:34
before she died of cancer to the spine.
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的辞世之作
05:37
It's the last thing she did,
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这是她做的最后一件事
05:39
the last physical act.
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最后一件具体活动
05:41
Look at that picture.
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看看这幅画
05:43
Look at the innocence. Look at the beauty in it.
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看看其中的童真 看看它的美
05:46
Is it beautiful now?
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现在它美吗？
05:48
Stop. Stop. How do you feel?
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打住 你感受如何？
05:50
Where are you feeling this?
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你在用什么感受？
05:52
I'm feeling it here. I feel it here.
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我在用这里感受，这里
05:55
And I'm watching your faces,
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我观察你们的脸
05:57
because your faces are telling me something.
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因为你们的脸能告诉我
05:59
The lady over there is actually crying, by the way.
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那边一位女士正在哭泣
06:02
But what are you doing?
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但是你正在做什么呢？
06:04
I watch what people do.
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我观察人们的活动
06:06
I watch faces.
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我观察面部
06:08
I watch reactions.
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我观察反应
06:10
Because I have to know how people react to things.
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因为我必须知道人们对事物如何反应
06:13
And one of the most common faces
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面对美的
06:15
on something faced with beauty,
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最常见的表情之一
06:17
something stupefyingly delicious,
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那种面对难以置信的美味时的表情
06:19
is what I call the OMG.
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就是“我的神啊”
06:22
And by the way, there's no pleasure in that face.
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另外，脸上并不是一种愉悦
06:24
It's not a "this is wonderful!"
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不是“这太棒了”
06:26
The eyebrows are doing this, the eyes are defocused,
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眉毛是这样，眼神散乱
06:29
and the mouth is hanging open.
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嘴唇微张
06:31
That's not the expression of joy.
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这不是享受的表情
06:33
There's something else in that.
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有别的什么
06:35
There's something weird happening.
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某种奇特的东西
06:37
So pleasure seems to be tempered
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愉悦混合着
06:40
by a whole series of different things coming in.
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一系列不同的情感
06:42
Poignancy is a word I love as a designer.
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作为一个设计师我喜欢Poignancy这个词
06:45
It means something triggering a big emotional response,
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它指的是某种能引起强烈情感反应的东西
06:48
often quite a sad emotional response,
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常常是指一种悲伤的反应
06:52
but it's part of what we do.
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但这只是我们反应的一部分
06:54
It isn't just about nice.
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这不仅是美好的
06:56
And this is the dilemma, this is the paradox, of beauty.
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也是矛盾的似是而非的美
06:58
Sensorily, we're taking in all sorts of things --
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感官上我们感受一切－
07:00
mixtures of things that are good, bad, exciting, frightening --
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所有好的，坏的，兴奋的，惊悚的混合体－
07:04
to come up with that sensorial exposure,
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就是在触及感觉的那一刻
07:06
that sensation of what's going on.
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我们体味一切
07:08
Pathos appears obviously
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情感就是
07:10
as part of what you just saw in that little girl's drawing.
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你刚刚看到小女孩画的一部分
07:13
And also triumph, this sense of transcendence,
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当然胜利感，这种超越的感觉
07:16
this "I never knew that. Ah, this is something new."
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这种“原来如此，这个很新颖”的感觉
07:19
And that's packed in there as well.
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这种感觉也混合其中
07:21
And as we assemble these tools,
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当我们把这些不同的情感结合起来
07:23
from a design point of view, I get terribly excited about it,
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从设计的角度来看我对此十分兴奋
07:26
because these are things, as we've already said,
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因为这些东西，正如我们已经提及
07:28
they're arriving at the brain, it would seem,
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它们到达大脑
07:30
before cognition, before we can manipulate them --
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不受成见影响 不受控制
07:33
electrochemical party tricks.
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电化学的小把戏
07:37
Now what I'm also interested in is:
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我同时还感兴趣的
07:39
Is it possible to separate
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是有没有可能分离
07:41
intrinsic and extrinsic beauty?
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内在美和外在美？
07:43
By that, I mean intrinsically beautiful things,
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在此内在美是
07:46
just something that's exquisitely beautiful,
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事物精致的美
07:48
that's universally beautiful.
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毫无置疑的美
07:50
Very hard to find. Maybe you've got some examples of it.
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这非常少见 也许有一些例子
07:53
Very hard to find something that, to everybody,
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很少有一个事物
07:55
is a very beautiful thing,
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对所有人来说
07:57
without a certain amount of information packed in there before.
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在没有信息背景情况下都认为美的东西
08:01
So a lot of it tends to be extrinsic.
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所以很多事物都是外在的美
08:03
It's mediated by information before the comprehension.
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这种美受人们对其所含信息的理解而影响
08:07
Or the information's added on at the back,
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或者信息增强了美的意义
08:09
like that little girl's drawing that I showed you.
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比如我给你们看的小女孩的画
08:12
Now when talking about beauty
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当谈论美的时候
08:14
you can't get away from the fact
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你不能否认
08:16
that a lot experiments have been done in this way
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很多这样的实验
08:19
with faces and what have you.
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你们都如此反应
08:21
And one of the most tedious ones, I think,
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我想最无趣的说法之一就是
08:23
was saying that beauty was about symmetry.
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说对称的就是美的
08:25
Well it obviously isn't.
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显然不是
08:27
This is a more interesting one
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这个实验更有趣
08:29
where half faces were shown to some people,
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给一些人看这半张脸
08:31
and then to add them into a list
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然后把这个完整的脸
08:33
of most beautiful to least beautiful
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放到从最美到最丑的一系列脸中
08:35
and then exposing a full face.
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给他们看
08:37
And they found that it was almost exact coincidence.
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结果发现几乎是非常巧合的
08:39
So it wasn't about symmetry.
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这跟对称没关系
08:42
In fact, this lady has a particularly asymmetrical face,
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实际上这位女士的脸并不对称
08:45
of which both sides are beautiful.
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但两边都很美
08:48
But they're both different.
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但不一样的美
08:50
And as a designer, I can't help meddling with this,
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作为一个设计师我忍不住一探究竟
08:52
so I pulled it to bits and sort of did stuff like this,
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我把图片像这样分割
08:55
and tried to understand what the individual elements were,
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然后尝试理解各个部分
08:57
but feeling it as I go.
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当我去感受时
08:59
Now I can feel a sensation of delight and beauty
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看着眼睛的话
09:02
if I look at that eye.
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我能感受到愉快和美
09:04
I'm not getting it off the eyebrow.
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看眉毛则不然
09:06
And the earhole isn't doing it to me at all.
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耳洞也不是
09:08
So I don't know how much this is helping me,
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我不知道这到底能给我帮上什么忙
09:10
but it's helping to guide me to the places
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但这能帮助我理解
09:12
where the signals are coming off.
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（美的）信号来自哪里
09:14
And as I say, I'm not a neuroscientist,
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如我所说我不是个神经科学家
09:17
but to understand how I can start to assemble things
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但通过拆组各个部位
09:19
that will very quickly bypass
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我很快排除了
09:22
this thinking part
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是思考在作用
09:24
and get me to the enjoyable precognitive elements.
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而是种享受性的先验的要素在作用
09:28
Anais Nin and the Talmud have told us time and time again
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阿娜依斯∙宁和塔木德已经无数次告诉我们
09:31
that we see things not as they are, but as we are.
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我们看到不是事物的样子而是我们的样子
09:34
So I'm going to shamelessly expose something to you,
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我将贸然地给你们看点
09:36
which is beautiful to me.
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对我来说很美的东西
09:38
And this is the F1 MV Agusta.
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这是F1 MV Agusta摩托
09:43
Ahhhh.
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啊－
09:45
It is really -- I mean, I can't express to you
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它是如此美
09:47
how exquisite this object is.
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我无法向你解释它是多么的精巧
09:49
But I also know why it's exquisite to me,
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但我知道它为什么对我来说是美的
09:52
because it's a palimpsest of things.
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因为它是各种事物的缩影
09:55
It's masses and masses of layers.
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非常多的层次
09:57
This is just the bit that protrudes into our physical dimension.
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它不仅触及我们生活
10:00
It's something much bigger.
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不仅如此
10:02
Layer after layer of legend, sport, details that resonate.
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每一层都是故事，运动，相互共鸣的细节
10:05
I mean, if I just go through some of them now --
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如果让我来说明它的话－
10:08
I know about laminar flow when it comes to air-piercing objects,
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我知道层流对快速运动物体的重要性
10:11
and that does it consummately well, you can see it can.
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很显然它极好地处理了这个问题，你可以看出来
10:14
So that's getting me excited.
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这让我非常兴奋
10:16
And I feel that here.
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我用这里感受
10:18
This bit, the big secret of automotive design --
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至于机动车设计的大秘密－
10:20
reflection management.
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光反射设计
10:22
It's not about the shapes,
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外型不是最重要的
10:24
it's how the shapes reflect light.
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而是外形如何反射光线
10:26
Now that thing, light flickers across it as you move,
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当你移动的时候能看到摩托车上光线流转
10:29
so it becomes a kinetic object,
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这样这就变成一个动力学的物件
10:31
even though it's standing still --
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尽管它一动不动
10:33
managed by how brilliantly that's done on the reflection.
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但很聪明得它通过光线反射做到了
10:36
This little relief on the footplate, by the way, to a rider
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这个供驾驶者使用的踏脚的敞开式设计
10:39
means there's something going on underneath it --
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指示其背后的秘密－
10:41
in this case, a drive chain running at 300 miles and hour probably,
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这里，它的链条在引擎支持下
10:44
taking the power from the engine.
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大概每小时跑上300公里
10:46
I'm getting terribly excited
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当我看到它想到这些
10:48
as my mind and my eyes flick across these things.
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我就变的极度兴奋
10:51
Titanium lacquer on this.
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它覆盖着钛金属漆
10:54
I can't tell you how wonderful this is.
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我无法形容这部分有多美妙
10:57
That's how you stop the nuts coming off at high speed on the wheel.
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因为这能防止车轮上的螺丝在高速运转中掉下来
11:00
I'm really getting into this now.
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我对此非常入迷
11:02
And of course, a racing bike doesn't have a prop stand,
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当然比赛用摩托没有支架
11:05
but this one, because it's a road bike,
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但是这是个日用摩托
11:07
it all goes away and it folds into this little gap.
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它的支架可以折进这个小缝里
11:10
So it disappears.
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这样支架消失了
11:12
And then I can't tell you how hard it is to do that radiator, which is curved.
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而这个弯曲的散热器，你不知道有多难制造
11:14
Why would you do that?
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为什么要这么做呢？
11:16
Because I know we need to bring the wheel farther into the aerodynamics.
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因为我们想让车轮的空气动力学性能更好
11:19
So it's more expensive, but it's wonderful.
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虽然这样造价高但性能更棒
11:21
And to cap it all,
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一言以蔽之
11:23
brand royalty --
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品牌忠诚度－
11:25
Agusta, Count Agusta,
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Agusta
11:27
from the great histories of this stuff.
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它伟大历史来自于这一切
11:29
The bit that you can't see is the genius that created this.
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只是你们无法见到这位天才设计者
11:32
Massimo Tamburini.
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Massimo Tamburini
11:34
They call him "The Plumber" in Italy,
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在意大利他被称为“水管工”
11:36
as well as "Maestro,"
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和“大师”
11:38
because he actually is engineer
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因为他是工程师
11:41
and craftsman and sculptor at the same time.
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同时也是手艺人和雕塑家
11:44
There's so little compromise on this, you can't see it.
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这几种身分相互并不大兼容
11:47
But unfortunately, the likes of me and people that are like me
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但是我们这样的人往往不得不
11:50
have to deal with compromise all the time with beauty.
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向美妥协
11:53
We have to deal with it.
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我们不得不这样
11:55
So I have to work with a supply chain, and I've got to work with the technologies,
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所以我得寻找供应链，得和技术部分合作
11:58
and I've got to work with everything else all the time,
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不断和其他的东西打交道
12:00
and so compromises start to fit into it.
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这样一来就得不断妥协
12:03
And so look at her.
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看看她
12:05
I've had to make a bit of a compromise there.
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我也得做点小妥协
12:07
I've had to move that part across, but only a millimeter.
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我把那部分只移动了一毫米
12:09
No one's noticed, have they yet?
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没人注意吧？
12:11
Did you see what I did?
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看我怎么做的吗？
12:13
I moved three things by a millimeter.
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我把三个部位各移动了一毫米
12:15
Pretty? Yes.
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漂亮吧
12:17
Beautiful? Maybe lesser.
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美吗？可能不那么美了
12:19
But then, of course, the consumer says that doesn't really matter.
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当然消费者会说这个无妨
12:23
So that's okay, isn't it?
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这样没关系，是不是？
12:25
Another millimeter?
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再移一毫米呢？
12:27
No one's going to notice those split lines and changes.
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没人会注意这些切线和变化
12:29
It's that easy to lose beauty,
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美是如此容易消逝
12:31
because beauty's incredibly difficult to do.
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因为获得美是很难的
12:35
And only a few people can do it.
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只有几个人能做到
12:37
And a focus group cannot do it.
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一个集中小组不行
12:40
And a team rarely can do it.
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一个团队几乎不能做到
12:42
It takes a central cortex, if you like,
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只有一个大脑皮层
12:45
to be able to orchestrate all those elements at the same time.
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能让各种因素同时和谐共鸣
12:48
This is a beautiful water bottle --
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这是美丽的水瓶
12:50
some of you know of it --
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有人知道这个－
12:52
done by Ross Lovegrove, the designer.
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设计师Ross Lovegrove的作品
12:54
This is pretty close to intrinsic beauty. This one,
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这个很接近内在美
12:56
as long as you know what water is like
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只要你知道什么是水
12:58
then you can experience this.
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你就能感受它
13:00
It's lovely because it is an embodiment
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它美是因为它装着
13:02
of something refreshing and delicious.
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清爽可口的东西
13:04
I might like it more than you like it,
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我可能比你们更喜欢它
13:06
because I know how bloody hard it is to do it.
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因为我知道创造它有多难
13:09
It's stupefyingly difficult
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想要做出个具有那样折射度的物体
13:11
to make something that refracts light like that,
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是令人难以置信的难
13:14
that comes out of the tool correctly,
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它需要适当的工具
13:16
that goes down the line without falling over.
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和精确地操作它的线型
13:18
Underneath this, like the story of the swan,
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这背后是像天鹅的故事一样
13:21
is a million things very difficult to do.
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无数的困难
13:24
So all hail to that.
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所以说
13:26
It's a fantastic example, a simple object.
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这是个神奇的例子，一个简单的物体
13:29
And the one I showed you before was, of course, a massively complex one.
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之前看到的那个摩托是个复杂的物体
13:32
And they're working in beauty
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因此它们以略微不同的方式
13:34
in slightly different ways because of it.
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体现了美
13:37
You all, I guess, like me,
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我想你们都和我一样
13:39
enjoy watching a ballet dancer dance.
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热爱欣赏芭蕾舞
13:41
And part of the joy of it is, you know the difficulty.
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一部分愉悦感是因为深知其不易
13:44
You also may be taking into account the fact that it's incredibly painful.
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可能你也会考虑到其饱含的痛苦
13:47
Anybody seen a ballet dancer's toes
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有人曾见过
13:49
when they come out of the points?
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芭蕾舞者的脚尖吗？
13:51
While she's doing these graceful arabesques and plies and what have you,
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当她做着优雅的舞姿时
13:54
something horrible's going on down here.
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你能想像脚上是情形吗
13:57
The comprehension of it
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对这痛苦的理解
13:59
leads us to a greater and heightened sense
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让我们对真实的情况
14:01
of the beauty of what's actually going on.
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有更高更清楚的理解
14:03
Now I'm using microseconds wrongly here,
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微秒用在这不太恰当
14:05
so please ignore me.
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所以不用管我刚刚说了什么
14:07
But what I have to do now, feeling again,
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现在我要做的
14:09
what I've got to do is to be able to supply enough of these enzymes,
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是提供足够的刺激
14:12
of these triggers into something early on in the process,
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能产生审美过程初期的情感
14:15
that you pick it up,
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你通过感觉而不是思维
14:17
not through your thinking, but through your feeling.
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去感受体会它
14:19
So we're going to have a little experiment.
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现在我们做个小实验
14:21
Right, are you ready? I'm going to show you something for a very, very brief moment.
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准备好了吗？你们将在极短时间内看到一个物体
14:24
Are you ready? Okay.
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准备好了吗？
14:27
Did you think that was a bicycle when I showed it to you at the first flash?
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第一眼看到它你觉得这是个自行车吗？
14:29
It's not.
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它不是
14:31
Tell me something, did you think it was quick when you first saw it? Yes you did.
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那你觉得头一眼看它太快了吗？肯定是的
14:35
Did you think it was modern? Yes you did.
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你觉得它很现代吗？是的
14:37
That blip, that information, shot into you before that.
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这一瞬间你获得了这个信息
14:40
And because your brain starter motor began there,
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因为你的大脑那一刻开始运转
14:43
now it's got to deal with it.
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那么现在我们来细看一下
14:45
And the great thing is, this motorcycle has been styled this way
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这个摩托车被特意设计成这种风格
14:47
specifically to engender a sense
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以传达其
14:49
that it's green technology and it's good for you
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绿色科技和有益人类的概念
14:52
and it's light and it's all part of the future.
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它很轻 很有未来感
14:55
So is that wrong?
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这有错吗？
14:57
Well in this case it isn't,
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这个情况下并没错
14:59
because it's a very, very ecologically-sound piece of technology.
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因为这是个非常生态友好的科技
15:02
But you're a slave of that first flash.
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但是你是第一眼做主
15:04
We are slaves to the first few fractions of a second --
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初次印象决定了我们的思考
15:08
and that's where much of my work
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这就是决定我的作品
15:10
has to win or lose,
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市场销售的
15:12
on a shelf in a shop.
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成败所在
15:14
It wins or loses at that point.
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就在那一瞬间定输赢
15:16
You may see 50, 100, 200 things on a shelf
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一个货架上你也许会看到
15:19
as you walk down it,
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五十，一百，两百件物品
15:21
but I have to work within that domain,
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但是我得保证
15:23
to ensure that it gets you there first.
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第一眼就抓住你
15:26
And finally, the layer that I love, of knowledge.
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最后，是我热爱的知识的层次
15:29
Some of you, I'm sure, will be familiar with this.
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肯定有人会觉得熟悉
15:31
What's incredible about this,
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它的神奇之处
15:33
and the way I love to come back to it,
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也是
15:35
is this is taking something that you hate or bores you,
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叠衣服这样
15:38
folding clothes,
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无聊的事
15:40
and if you can actually do this --
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如果你这样做的话
15:42
who can actually do this? Anybody try to do this?
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有人会吗？有人试过？
15:44
Yeah?
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试过？
15:46
It's fantastic, isn't it?
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很神奇吧？
15:48
Look at that. Do you want to see it again?
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想在看一遍吗？
15:50
No time. It says I have two minutes left, so we can't do this.
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没时间了，我还有2分钟
15:53
But just go to the Web, YouTube,
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那就去YouTube上看吧
15:55
pull it down, "folding T-shirt."
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找一下"folding T-shirt"
15:57
That's how underpaid younger-aged people have to fold your T-shirt.
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这是薪资低下的年轻工人给你叠T恤的办法
16:00
You didn't maybe know it.
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也许你不知道
16:02
But how do you feel about it?
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但你感觉如何？
16:04
It feels fantastic when you do it, you look forward to doing it,
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做的时候感觉很爽，你也很想一试
16:06
and when you tell somebody else about it -- like you probably have --
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要是告诉别人的话－可能你已经这么做过了－
16:09
you look really smart.
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就显得很聪明
16:11
The knowledge bubble that sits around the outside,
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知识到处都是
16:13
the stuff that costs nothing,
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知识不用花钱
16:15
because that knowledge is free --
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因为知识是免费的－
16:17
bundle that together and where do we come out?
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综上所述我们得到什么结论呢？
16:19
Form follows function?
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功能决定形态？
16:22
Only sometimes. Only sometimes.
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只有有些时候是的
16:25
Form is function. Form is function.
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形态就是功能
16:28
It informs, it tells us,
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这给了我们
16:30
it supplies us answers before we've even thought about it.
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一个前所未有的答案
16:33
And so I've stopped using words like "form,"
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作为设计师
16:35
and I've stopped using words like "function" as a designer.
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我不再使用“形态”和“功能”这样的词
16:37
What I try to pursue now
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我追求的是
16:39
is the emotional functionality of things.
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事物的感官功能性
16:41
Because if I can get that right,
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如果能做到这一点
16:44
I can make them wonderful, and I can make them repeatedly wonderful.
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我就能不断创造出美妙的东西
16:47
And you know what those products and services are,
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你们知道那样的产品服务
16:49
because you own some of them.
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因为你们就有
16:51
They're the things that you'd snatch if the house was on fire.
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那些是你家失火的时候会抢出来的东西
16:54
Forming the emotional bond
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事物与你之间
16:56
between this thing and you
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感情联结的形成
16:58
is an electrochemical party trick
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是种电气化学效果
17:00
that happens before you even think about it.
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它在你意识到之前就发生了
17:03
Thank you very much.
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谢谢
17:05
(Applause)
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（掌声）
ABOUT THE SPEAKER
Richard Seymour - DesignerAs a partner in seymourpowell, Richard Seymour designs idea-driven products -- from household goods to trains and motorcycles.
Why you should listen
Designer Richard Seymour works on products with soul -- from a curvy, swoopy iron to a swift and sleek city motorcycle. Seymourpowell is regarded as one of the world’s leading product and innovation design consultancies, with clients who include Ford, Virgin Galactic, Tefal, Casio, Nokia, Guinness, Samsung and Unilever. Seymour is also consultant global creative director of design to Unilever’s Dove, Axe/Lynx and Vaseline brands.
The pair have appeared extensively on British television, most notably in two series on design for Channel 4: Better by Design and Designs on your.... They have also appeared on Design Challenge and several radio productions. In the 1980s, Seymour co-wrote the book The Mirrorstone, with Michael Palin, a children's book full of holograms ...
Richard Seymour | Speaker | TED.com