ABOUT THE SPEAKER
Chip Kidd - Graphic designer
Chip Kidd's book jacket designs spawned a revolution in the art of American book packaging.

Why you should listen

You know a Chip Kidd book when you see it -- precisely because it's unexpected, non-formulaic, and perfectly right for the text within. As a graphic designer for Alfred A. Knopf since 1986, Kidd has designed shelves full of books, including classics you can picture in a snap: Jurassic Park, Naked by David Sedaris, All the Pretty Horses … His monograph, Chip Kidd: Book One, contains work spanning two decades. As editor and art director for Pantheon Graphic novels, Kidd has commissioned work from cartoonists including Chris Ware, Art Spiegelman, Dan Clowes and Art Spiegelman. He's a novelist as well, author of The Cheese Monkeys and The Learners.

Chip received the Cooper-Hewitt’s National Design Award for Communication in 2007, the International Center of Photography’s Infinity Award for Design in 1997 and the AIGA Medal in 2014.

Kidd is the author of the TED Book, Judge This.

More profile about the speaker
Chip Kidd | Speaker | TED.com
TED2012

Chip Kidd: Designing books is no laughing matter. OK, it is.

奇普•基德 (Chip Kidd) :图书设计可不是闹着玩的!好吧其实是的……

Filmed:
2,475,812 views

奇普•基德从来不以封面来评价一本书,他设计封面来诠释它——且带有一种邪恶的幽默感。在这个2012年最滑稽的演讲之一中,他展示了他的封面设计中的艺术性和他的深刻思考。(出自Chee Pearlman和David Rockwell策划的2012年设计工作室会议。)
- Graphic designer
Chip Kidd's book jacket designs spawned a revolution in the art of American book packaging. Full bio

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

00:21
Hi你好.
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大家好!
00:23
(Laughter笑声)
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(笑)
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I did that for two reasons原因.
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我这样做有两个原因
00:28
First of all, I wanted to give you
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第一 我想在视觉上给你们
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a good visual视觉 first impression印象.
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一个良好的第一印象
00:34
But the main主要 reason原因 I did it is that
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但其实我这样做的主要原因
00:37
that's what happens发生 to me when I'm forced被迫 to wear穿
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是我被强迫戴上
00:40
a Lady淑女 Gaga加加 skanky让人反感 micMIC.
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这个Lady Gaga风的古怪麦克风
00:43
(Laughter笑声)
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(笑)
00:46
I'm used to a stationary静止的 micMIC.
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我习惯固定式麦克风
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It's the sensible明智 shoe of public上市 address地址.
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那才是公开场合演讲标配
00:53
(Laughter笑声)
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(笑)
00:59
But you clamp this thing on my head, and something happens发生.
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但是 我头上被卡上这个东西后 怪事发生了
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I just become成为 skanky让人反感.
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我也变得怪里怪气了
01:05
(Laughter笑声) So I'm sorry about that.
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(笑)对不住大家
01:09
And I'm already已经 off-message关的消息.
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我都跑题了
01:12
(Laughter笑声)
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(笑)
01:15
Ladies女士们 and gentlemen绅士,
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女士们 先生们
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I have devoted忠诚 the past过去 25 years年份 of my life
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我花了二十五年的宝贵光阴
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to designing设计 books图书.
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致力于设计书本
01:24
("Yes, BOOKS图书. You know, the bound volumes with ink墨水 on paper.
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“对,书。就是把一沓上面有墨水的纸订一起。
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You cannot不能 turn them off with a switch开关.
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你不能用开关关掉它。
01:28
Tell your kids孩子.")
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记得告诉你孩子。”
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It all sort分类 of started开始 as a benign良性 mistake错误,
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其实我干这行也是无心插柳柳成荫
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like penicillin青霉素. (Laughter笑声)
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就跟当初发现青霉素似的(笑)
01:37
What I really wanted
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我本来想的是
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was to be a graphic图像 designer设计师
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成为纽约市
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at one of the big design设计 firms公司 in New York纽约 City.
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一家大型设计公司的美术编辑
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But upon arrival到达 there,
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当时的情形是
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in the fall秋季 of 1986, and doing a lot of interviews面试,
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1986年秋天 在经历了大批的面试之后
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I found发现 that the only thing I was offered提供
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我唯一接到的聘书就是
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was to be Assistant助理 to the Art艺术 Director导向器 at Alfred阿尔弗雷德 A. Knopf克诺夫,
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阿尔弗雷德•克诺夫出版社的艺术总监助理
01:57
a book publisher出版者.
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那是一家图书出版商
01:59
Now I was stupid,
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我承认我当时的确挺蠢的
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but not so stupid that I turned转身 it down.
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但还没有蠢到让自己失业
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I had absolutely绝对 no idea理念
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我压根不知道
02:08
what I was about to become成为 part部分 of,
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我到底要干啥
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and I was incredibly令人难以置信 lucky幸运.
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不过我真的太走运了
02:12
Soon不久, it had occurred发生 to me what my job工作 was.
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很快 我就知道我的工作是什么了
02:16
My job工作 was to ask this question:
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我的工作就是问这个问题:
02:19
"What do the stories故事 look like?"
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“这些故事看上去像什么?”
02:20
Because that is what Knopf克诺夫 is.
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因为这就是克诺夫的风格
02:23
It is the story故事 factory, one of the very best最好 in the world世界.
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它是个故事工厂 世上最好的故事工厂之一
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We bring带来 stories故事 to the public上市.
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我们把故事带给公众
02:29
The stories故事 can be anything,
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故事五花八门
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and some of them are actually其实 true真正.
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有一些是真有其事
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But they all have one thing in common共同:
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但他们有一个共同点:
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They all need to look like something.
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他们需要看上去像个什么玩意儿
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They all need a face面对.
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它们需要一副面孔
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Why? To give you a first impression印象
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为什么呢? 就是给你
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of what you are about to get into.
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即将步入的世界一个第一印象
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A book designer设计师 gives form形成 to content内容,
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书籍设计师用形式来表达内容
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but also
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同时
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manages管理 a very careful小心 balance平衡 between之间 the two.
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还要非常小心地使两者平衡
03:01
Now, the first day
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犹记得
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of my graphic图像 design设计 training训练 at Penn佩恩 State University大学,
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我在宾州州立大学平面设计培训的第一天
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the teacher老师, Lanny兰尼 SommeseSommese, came来了 into the room房间
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我的老师,Lanny Sommese,走进教室
03:09
and he drew德鲁 a picture图片 of an apple苹果 on the blackboard黑板,
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在黑板上画了一张苹果的图片
03:12
and wrote the word "Apple苹果" underneath,
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在下面写上“苹果”
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and he said, "OK. Lesson one. Listen up."
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他说,“第一堂课,听好了啊。”
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And he covered覆盖 up the picture图片 and he said,
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他把图片盖上,又说
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"You either say this," and then he covered覆盖 up the word,
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你们要么说这个,”接着他又把字盖上
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"or you show显示 this.
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“要么画这个
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But you don't do this."
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不能两者同时出现。”
03:29
Because this is treating治疗 your audience听众 like a moron白痴.
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因为那样的话就是把观众当弱智啊
03:34
(Laughter笑声)
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(笑)
03:37
And they deserve值得 better.
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观众可不是弱智
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And lo and behold不料, soon不久 enough足够,
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你瞧 很快
03:42
I was able能够 to put this theory理论 to the test测试
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我就能把这个理论
03:45
on two books图书 that I was working加工 on for Knopf克诺夫.
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试用到我为克诺夫设计的两本书上
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The first was Katharine凯瑟琳 Hepburn's赫本 memoirs回忆录,
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第一本是凯瑟琳·赫本的回忆录
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and the second第二 was a biography of Marlene马琳 Dietrich迪特里希.
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第二本是玛琳·黛德丽的传记
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Now the Hepburn赫本 book
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赫本的书
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was written书面 in a very conversational对话的 style样式,
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是用非常口语化的语言写就的
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it was like she was sitting坐在 across横过 a table telling告诉 it all to you.
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就像她坐在桌子对面跟你聊天一样
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The Dietrich迪特里希 book was an observation意见
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黛德丽的书是一本以她女儿
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by her daughter女儿; it was a biography.
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的视角所观察出的一部传记
04:10
So the Hepburn赫本 story故事 is words
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赫本的故事是用语言
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and the Dietrich迪特里希 story故事 is pictures图片, and so we did this.
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黛德丽的故事是用图画,所以我们做了这个
04:17
So there you are.
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你们来看
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Pure content内容 and pure form形成, side by side.
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单纯的内容和单纯的形式,肩并肩
04:23
No fighting战斗, ladies女士们.
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好好相处哟,两位女士
04:26
("What's a Jurassic侏罗纪 Park公园?")
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“什么是侏罗纪公园?”
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Now, what is the story故事 here?
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是一个什么样的故事呢?
04:31
Someone有人
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有人
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is re-engineering重新设计 dinosaurs恐龙
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从史前时代的琥珀里
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by extracting提取 their DNA脱氧核糖核酸
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提取了恐龙的DNA
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from prehistoric史前 amber琥珀色.
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把恐龙复活了。
04:43
Genius天才!
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小伙儿你行!
04:46
(Laughter笑声)
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(笑)
04:50
Now, luckily for me,
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有一点幸运的是
04:53
I live生活 and work in New York纽约 City,
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我在纽约市居住和工作
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where there are plenty丰富 of dinosaurs恐龙.
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那儿的恐龙可是相当多啊
04:57
(Laughter笑声)
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(笑)
05:00
So,
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然后
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I went to the Museum博物馆 of Natural自然 History历史,
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我去了自然历史博物馆
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and I checked检查 out the bones骨头, and I went to the gift礼品 shop,
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在那好好看了看恐龙骨架,然后我又去了礼品店
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and I bought a book.
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在那买了一本书
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And I was particularly尤其 taken采取 with this page of the book,
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我特别喜欢书中的这一页
05:15
and more specifically特别 the lower降低 right-hand右手 corner.
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更具体点就是右下角那张图
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Now I took this diagram,
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我选了这个图
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and I put it in a Photostat复印照片 machine,
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我把它放到复印机里
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(Laughter笑声)
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(笑)
05:32
and I took a piece of tracing追踪 paper,
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我又取了一张描图纸
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and I taped录音 it over the Photostat复印照片
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我用一片透明胶带
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with a piece of Scotch苏格兰人 tape胶带 -- stop me if I'm going too fast快速 --
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把它贴到复印机上——如果我讲得太快了请告诉我——
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(Laughter笑声) --
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(笑)
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and then I took a RapidographRapidograph pen钢笔 --
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我又拿出一支绘图笔——
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explain说明 it to the youngsters青少年 --
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告诉那边的小伙子那是啥——
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(Laughter笑声)
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(笑)
05:58
and I just started开始 to reconstitute重建 the dinosaur恐龙.
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然后我就开始重建恐龙了
06:02
I had no idea理念 what I was doing,
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我其实不知道自己在做什么
06:05
I had no idea理念 where I was going,
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也不知道会整出个啥玩意儿
06:07
but at some point, I stopped停止 --
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但做了一会儿之后,我觉得我得停了——
06:09
when to keep going would seem似乎 like I was going too far.
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再做下去看来有点太过火
06:13
And what I ended结束 up with was a graphic图像 representation表示
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最终我们看到的
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of us seeing眼看 this animal动物 coming未来 into being存在.
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图形中的动物是这个样子
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We're in the middle中间 of the process处理.
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这还没完
06:23
And then I just threw some typography活版印刷 on it.
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我又稍作了一点后期加工
06:26
Very basic基本 stuff东东,
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简单弄了一下
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slightly suggestive提示 of public上市 park公园 signage标牌.
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顺便影射了一下咱们公园的标识有多简陋
06:31
(Laughter笑声)
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(笑)
06:37
Everybody每个人 in house loved喜爱 it,
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出版社里人都挺喜欢它的
06:39
and so off it goes to the author作者.
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于是它就被送到作者那里去了
06:41
And even back then,
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即使在当时
06:43
Michael迈克尔 was on the cutting切割 edge边缘.
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迈克尔说话也挺潮的
06:45
("Michael迈克尔 Crichton克莱顿 responds响应 by fax传真:")
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迈克尔·克莱顿在传真里回复到:
06:49
("Wow! Fucking他妈的 Fantastic奇妙 Jacket夹克")
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“擦!这书封他妈的太帅了”
06:51
(Laughter笑声) (Applause掌声)
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(笑)(掌声)
06:58
That was a relief浮雕 to see that pour out of the machine.
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看见这张传真从机器里出来的时候我才真正安心了
07:02
(Laughter笑声)
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(笑)
07:05
I miss小姐 Michael迈克尔.
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我真想迈克尔
07:08
And sure enough足够, somebody from MCAMCA Universal普遍
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果然 环球影业有人
07:11
calls电话 our legal法律 department to see if they can
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打电话到我们法律部
07:14
maybe look into buying购买 the rights权利 to the image图片,
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问是否能买到这张图的版权
07:16
just in case案件 they might威力 want to use it.
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以备将来之用
07:19
Well, they used it.
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好吧,他们最后真的用了
07:22
(Laughter笑声) (Applause掌声)
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(笑)(掌声)
07:27
And I was thrilled高兴.
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我当时很激动
07:30
We all know it was an amazing惊人 movie电影,
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我们都知道那是一部很棒的电影
07:32
and it was so interesting有趣 to see it
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而且看到这成了一种文化
07:34
go out into the culture文化 and become成为 this phenomenon现象
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成了一种现象 还有各种衍生品
07:38
and to see all the different不同 permutations排列 of it.
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还真挺有意思的
07:41
But not too long ago,
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但就在不久前
07:44
I came来了 upon this on the Web卷筒纸.
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我在网上无意看见这个图
07:47
No, that is not me.
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那可不是我噢
07:50
But whoever it is,
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但 不管是谁
07:53
I can't help but thinking思维 they woke醒来 up one day like,
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我禁不住会想 他们要是有天醒过来叫
07:56
"Oh my God, that wasn't there last night. OoooohhOoooohh!
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“天哪,昨晚这可还啥也没的呀。啊啊啊啊啊!
07:59
I was so wasted浪费."
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我算是完蛋了。”
08:02
(Laughter笑声)
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(笑)
08:05
But if you think about it, from my head
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想想 这个图画经由我的脑袋
08:08
to my hands to his leg.
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到我的手最后到了他腿上
08:11
(Laughter笑声)
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(笑)
08:16
That's a responsibility责任.
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这还真是种责任
08:19
And it's a responsibility责任 that I don't take lightly轻轻.
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不过这是种我不能轻易担当的责任
08:22
The book designer's设计师 responsibility责任 is threefold三倍:
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图书设计师有三重责任
08:25
to the reader读者, to the publisher出版者 and, most of all, to the author作者.
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对读者 对出版商 最重要的是对作者
08:29
I want you to look at the author's作者 book
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我希望你看到该作者的书
08:32
and say, "Wow! I need to read that."
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会说,“哇!我得看看这本书。”
08:35
David大卫 Sedaris希德莉斯 is one of my favorite喜爱 writers作家,
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大卫·塞达斯是我最喜欢的作家之一
08:38
and the title标题 essay文章
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这本合集的文章标题
08:41
in this collection采集 is about his trip to a nudist裸体主义者 colony殖民地.
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是关于他的裸体主义殖民地之旅的
08:44
And the reason原因 he went is because
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他去的原因是
08:46
he had a fear恐惧 of his body身体 image图片,
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他害怕自己身体的样子
08:48
and he wanted to explore探索 what was underlying底层 that.
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他想探究一下原因所在
08:51
For me, it was simply只是 an excuse借口 to design设计 a book
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但这本书对我的意义是 我终于有机会
08:54
that you could literally按照字面 take the pants裤子 off of.
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设计一本能脱裤子的书了
08:57
But when you do,
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但即使你真这样做了
09:00
you don't get what you expect期望.
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你也不见得就能看见你想看的
09:02
You get something that goes much deeper更深 than that.
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你得到的东西要深刻得多
09:04
And David大卫 especially特别 loved喜爱 this design设计
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大卫特别喜爱这个设计
09:08
because at book signings引援, which哪一个 he does a lot of,
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因为在他做的很多书籍签名会上
09:11
he could take a magic魔法 marker标记 and do this.
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他会拿支神奇的马克笔然后画个这玩意儿
09:14
(Laughter笑声)
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(笑)
09:20
Hello你好!
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喂!
09:23
(Laughter笑声)
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(笑)
09:26
AugustenAugusten Burroughs巴勒斯 wrote a memoir传记
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奥古斯丁·巴勒斯写过一本传记
09:29
called ["Dry"], and it's about his time in rehab康复.
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叫做《干燥》 记述了他在康复的事经历
09:32
In his 20s, he was a hotshot能手 ad广告 executive行政人员,
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他20几岁时 就成为一位相当成功的广告公司主管了
09:37
and as Mad Men男人 has told us, a raging愤怒 alcoholic酒精.
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不过像《广告狂人》里一样,他是个疯狂的酒鬼
09:40
He did not think so, however然而,
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他本人并不以为然
09:43
but his coworkers合作伙伴 did an intervention介入 and they said,
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不过他的同事都劝他说
09:46
"You are going to rehab康复, or you will be fired解雇 and you will die."
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“你要去康复中心,不然,你会被炒鱿鱼,你会死掉的。”
09:50
Now to me, this was always going to be a typographic印刷 solution,
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对我来说 有一种排版法一直都靠谱
09:54
what I would call the opposite对面 of Type类型 101.
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我称之为101型的对立面
09:56
What does that mean?
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这是什么意思呢?
09:58
Usually平时 on the first day of Introduction介绍 to Typography活版印刷,
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通常在上印刷术简介课的第一天
10:00
you get the assignment分配 of, select选择 a word
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你的作业是选一个字
10:03
and make it look like what it says it is. So that's Type类型 101, right?
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然后把这个字写得像它所表达的意思
10:06
Very simple简单 stuff东东.
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非常简单
10:08
This is going to be the opposite对面 of that.
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我这个方法其实就是反着来
10:11
I want this book to look like it's lying说谎 to you,
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我想让这本书看上去像在撒谎
10:14
desperately拼命 and hopelessly绝望地, the way an alcoholic酒精 would.
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绝望无助地撒谎,就跟酒鬼一样的
10:18
The answer回答 was the most low-tech技术含量低 thing you can imagine想像.
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我用了你所能想象到的最没技术含量的方法
10:21
I set up the type类型, I printed印刷的 it out on an Epson爱普生 printer打印机
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我设置了字型 然后用爱普生的
10:25
with water-soluble水溶性 ink墨水, taped录音 it to the wall
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水溶性墨水打印出来 贴到墙上
10:28
and threw a bucket of water at it. Presto急板!
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再把一桶水浇上去 瞬间变样!
10:31
Then when we went to press,
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接着我们拿到出版社
10:33
the printer打印机 put a spot gloss掩饰 on the ink墨水
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打印机在墨水上加了点光泽
10:35
and it really looked看着 like it was running赛跑.
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看上去真像在往下流
10:37
Not long after it came来了 out, AugustenAugusten was waylaid拦路抢劫 in an airport飞机场
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出版没多久,奥古斯丁埋伏在一个机场
10:40
and he was hiding out in the bookstore书店
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他藏在一个书店里
10:42
spying间谍 on who was buying购买 his books图书.
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偷看谁在买他的书
10:44
And this woman女人 came来了 up to it,
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有一位老太太走过来
10:47
and she squinted眯起眼睛, and she took it to the register寄存器,
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她瞅了一眼 就把书拿到收款处
10:49
and she said to the man behind背后 the counter计数器, "This one's那些 ruined毁了."
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对店员说,“这本书印坏了。”
10:52
(Laughter笑声)
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(笑)
10:56
And the guy behind背后 the counter计数器 said, "I know, lady淑女. They all came来了 in that way."
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店员站在柜台后说,“我知道,女士。它们来的时候就成这样了。”
11:01
(Laughter笑声)
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(笑)
11:06
Now, that's a good printing印花 job工作.
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印刷厂的伙计们干的还真不赖嘛
11:09
A book cover
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一本书的封面
11:12
is a distillation蒸馏.
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是书的精华
11:15
It is a haiku俳句,
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也可以说
11:18
if you will, of the story故事.
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是这个故事的俳句总结
11:21
This particular特定 story故事
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手塚治虫
11:24
by Osama乌萨马 Tezuka手冢
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在他写的
11:27
is his epic史诗 life of the Buddha,
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菩萨史诗中有一个很特殊的故事
11:30
and it's eight volumes in all. But the best最好 thing is
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这书总共有8卷。最棒的是
11:33
when it's on your shelf, you get a shelf life
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当它上了你的书架 你就得到了
11:37
of the Buddha, moving移动 from one age年龄 to the next下一个.
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一排菩萨,而且还是不同年龄段的
11:44
All of these solutions解决方案
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所有这些方案
11:47
derive派生 their origins起源 from the text文本 of the book,
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是从书的内容发掘出来的
11:51
but once一旦 the book designer设计师 has read the text文本,
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而一旦图书设计师读到了内容
11:54
then he has to be an interpreter翻译员
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他就变成了一位诠释者
11:57
and a translator翻译者.
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和翻译者
12:00
This story故事 was a real真实 puzzle难题.
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这个故事才是个真正的谜
12:03
This is what it's about.
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就是这么回事
12:06
("Intrigue诡计 and murder谋杀 among其中 16th century世纪 Ottoman奥斯曼 court法庭 painters画家.")
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“十六世纪奥斯曼法庭画家的阴谋和谋杀。”
12:09
(Laughter笑声)
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(笑)
12:12
All right, so I got a collection采集 of the paintings绘画 together一起
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那好 我就收集了一些画
12:16
and I looked看着 at them and I deconstructed解构 them
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我看着它们 解构它们
12:18
and I put them back together一起.
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又把它们组合起来
12:20
And so, here's这里的 the design设计, right?
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所以 这就成了设计 对吧
12:22
And so here's这里的 the front面前 and the spine脊柱, and it's flat平面.
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这是封面和书脊 是平的
12:25
But the real真实 story故事 starts启动 when you wrap it around a book and put it on the shelf.
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但当你用它包上书 放到书架上 故事就开始了
12:28
Ahh! We come upon them,
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啊!我们看到了
12:32
the clandestine隐秘 lovers情侣. Let's draw them out.
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秘密情人 让我们再拉出来看看吧
12:35
HuhhHuhh! They've他们已经 been discovered发现 by the sultan苏丹.
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噢!他们被苏丹发现了
12:40
He will not be pleased满意.
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他不会开心的
12:43
HuhhHuhh! And now the sultan苏丹 is in danger危险.
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嗬!现在苏丹身处危险
12:46
And now, we have to open打开 it up
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现在我们需要打开来
12:49
to find out what's going to happen发生 next下一个.
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看看下面会发生什么事
12:52
Try experiencing经历 that on a Kindle点燃.
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你能用Kindle这么玩么?
12:55
(Laughter笑声)
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(笑)
13:02
Don't get me started开始.
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别提了 说了我就来气
13:05
Seriously认真地.
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说真的
13:08
Much is to be gained获得 by eBooks电子书:
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电子书籍提供了很多
13:12
ease缓解, convenience方便, portability可移植性.
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轻松,方便,便携
13:15
But something is definitely无疑 lost丢失: tradition传统,
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但是有个东西一定不在了:传统
13:18
a sensual声色 experience经验, the comfort安慰 of thingy-ness啄岬 --
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一种感官体验,那种物质特有的安慰——
13:23
a little bit of humanity人性.
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和一点点的人性
13:26
Do you know what John约翰 Updike厄普代克 used to do
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你知道约翰·厄普代克
13:29
the first thing when he would get a copy复制
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从阿尔弗雷德•克诺夫出版社拿到新书后
13:31
of one of his new books图书 from Alfred阿尔弗雷德 A. Knopf克诺夫?
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做的第一件事是什么吗?
13:33
He'd他会 smell it.
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他会闻闻它
13:36
Then he'd他会 run his hand over the rag抹布 paper,
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接着他会用手摸遍书页
13:40
and the pungent泼辣 ink墨水 and the deckled定边 edges边缘 of the pages网页.
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刺鼻的油墨 纸的裁边
13:43
All those years年份, all those books图书, he never got tired of it.
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从始至终 一本不拉 他从未厌倦过
13:48
Now, I am all for the iPadiPad的,
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当然我也觉得IPAD很好
13:52
but trust相信 me -- smelling it will get you nowhere无处.
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但不骗你 闻它你可是啥都闻不到的
13:56
(Laughter笑声)
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(笑)
13:59
Now the Apple苹果 guys are texting发短信,
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这会儿苹果员工正在给工程师发短信呢
14:02
"Develop发展 odor气味 emission排放 plug-in插入."
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“赶紧开发气味分泌插件。”
14:05
(Laughter笑声)
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(笑)
14:10
And the last story故事 I'm going to talk about is quite相当 a story故事.
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最后我要讲的是一个很有意思的故事
14:13
A woman女人
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1984年
14:16
named命名 Aomame青豆 in 1984 Japan日本 finds认定 herself她自己
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在日本有一个叫青豆的女人
14:19
negotiating谈判 down a spiral螺旋 staircase楼梯
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发现自己正沿着立交桥
14:22
off an elevated提高的 highway高速公路. When she gets得到 to the bottom底部,
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盘旋下行 当她到达底部时
14:25
she can't help but feel that, all of a sudden突然,
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她突然不禁觉得
14:27
she's entered进入 a new reality现实
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她走进了一个新的世界
14:29
that's just slightly different不同 from the one that she left,
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这和她离开的那个略有不同
14:32
but very similar类似, but different不同.
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像 但不一样
14:34
And so, we're talking about parallel平行 planes飞机 of existence存在,
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其实我们在说的是世界的平行层的存在
14:37
sort分类 of like a book jacket夹克 and the book that it covers盖子.
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就像一本书和它的封面一样
14:41
So how do we show显示 this?
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那我们如何来表示呢?
14:44
We go back to Hepburn赫本 and Dietrich迪特里希, but now we merge合并 them.
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我们再回到赫本和黛德丽,但这次把她们合并
14:48
So we're talking about different不同 planes飞机, different不同 pieces of paper.
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我们在讲不同的层面,那就用不同的纸层
14:52
So this is on a semi-transparent半透明 piece of velum.
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这是一片半透明的膜
14:55
It's one part部分 of the form形成 and content内容.
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它是形式和内容的一部分
14:58
When it's on top最佳 of the paper board,
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当它在纸的上面时
15:01
which哪一个 is the opposite对面, it forms形式 this.
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即反过来放 就成这样了
15:04
So even if you don't know anything about this book,
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所以 即使你一点也不了解这本书
15:08
you are forced被迫 to consider考虑 a single person
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你也会不由自主地觉得这是一个人
15:11
straddling跨界 two planes飞机 of existence存在.
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跨越了两个层面的存在
15:14
And the object目的 itself本身 invited邀请 exploration勘探
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这个书实物本身就引起了探索
15:19
interaction相互作用, consideration考虑
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互动 思考
15:24
and touch触摸.
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和接触
15:27
This debuted首次亮相 at number two
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这本书一登场就居
15:29
on the New York纽约 Times Best最好 Seller卖家 list名单.
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《纽约时报》畅销书排行榜第二
15:31
This is unheard闻所未闻 of,
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这对于出版社和作者
15:33
both for us the publisher出版者, and the author作者.
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都是前所未闻的
15:35
We're talking a 900-page-页 book
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我们在讲是一本900页的书
15:37
that is as weird奇怪的 as it is compelling引人注目,
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它不仅好看而且很怪异
15:39
and featuring特色 a climactic高潮 scene现场
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它的高潮片段居然是
15:41
in which哪一个 a horde部落 of tiny people
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一群小人
15:43
emerge出现 from the mouth of a sleeping睡眠 girl女孩
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从一名熟睡了的女孩嘴里出来
15:45
and cause原因 a German德语 Shepherd牧羊人 to explode爆炸.
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然后把一条德国牧羊犬弄炸了!
15:47
(Laughter笑声)
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(笑)
15:55
Not exactly究竟 Jackie成龙 Collins柯林斯.
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不完全是杰基·柯林斯的风格嘛
15:58
Fourteen十四 weeks on the Best最好 Seller卖家 list名单,
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十四周位居畅销书排行榜
16:01
eight printings印刷, and still going strong强大.
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印了8次 仍然势头不减
16:04
So even though虽然 we love publishing出版 as an art艺术,
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即使我们像爱艺术一样爱出版
16:07
we very much know it's a business商业 too,
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我们也很清楚 这毕竟也是生意
16:10
and that if we do our jobs工作 right and get a little lucky幸运,
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如果我们做得对 运气又不差的话
16:13
that great art艺术 can be great business商业.
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那伟大的艺术也能成伟大的生意
16:16
So that's my story故事. To be continued继续.
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这就是我的故事 未完待续
16:19
What does it look like?
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这故事到底看起来怎么样?
16:22
Yes. It can, it does and it will,
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我知道 这种场景不仅可能 而且正在并且还会继续发生
16:27
but for this book designer设计师,
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不过对我这个书籍设计师
16:30
page-turner翻页机,
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读者
16:33
dog-eared折角 place-holder占位,
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旧书的收集者
16:36
notes笔记 in the margins-taker利润接受者,
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在书上作批注的人
16:39
ink-sniffer墨嗅探,
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以及闻墨香的人来说
16:42
the story故事 looks容貌 like this.
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在我眼中这个故事是这样的
16:46
Thank you.
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谢谢大家。
16:49
(Applause掌声)
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(掌声)
Translated by Emma Zhao
Reviewed by Dong Mao

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ABOUT THE SPEAKER
Chip Kidd - Graphic designer
Chip Kidd's book jacket designs spawned a revolution in the art of American book packaging.

Why you should listen

You know a Chip Kidd book when you see it -- precisely because it's unexpected, non-formulaic, and perfectly right for the text within. As a graphic designer for Alfred A. Knopf since 1986, Kidd has designed shelves full of books, including classics you can picture in a snap: Jurassic Park, Naked by David Sedaris, All the Pretty Horses … His monograph, Chip Kidd: Book One, contains work spanning two decades. As editor and art director for Pantheon Graphic novels, Kidd has commissioned work from cartoonists including Chris Ware, Art Spiegelman, Dan Clowes and Art Spiegelman. He's a novelist as well, author of The Cheese Monkeys and The Learners.

Chip received the Cooper-Hewitt’s National Design Award for Communication in 2007, the International Center of Photography’s Infinity Award for Design in 1997 and the AIGA Medal in 2014.

Kidd is the author of the TED Book, Judge This.

More profile about the speaker
Chip Kidd | Speaker | TED.com