TED2012
Renny Gleeson: 404, the story of a page not found
雷尼 格里森：“404 找不到页面”的故事
Filmed:
Readability: 2.9
1,796,301 views
谁也不喜欢看到电脑屏幕上出现“404 找不到页面”，但是雷尼·格里森却通过一个个有创意而又有趣的404页面告诉我们，每个小错误都是意想不到的机会。
Renny Gleeson - Skeptimist
Renny Gleeson helps navigate brands through fresh concepts, such as viral marketing and social media, to find the pulse of the modern consumer. Full bio
Renny Gleeson helps navigate brands through fresh concepts, such as viral marketing and social media, to find the pulse of the modern consumer. Full bio
Double-click the English transcript below to play the video.
00:15
So what I want to try to do is tell a quick story
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今天我想给大家讲个关于“找不到的404页面”
00:18
about a 404 page and a lesson that was learned as a result of it.
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的小故事，以及从中我们所学到的经验和教训
00:22
But to start it probably helps to have an understanding
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但在开始之前，我们最好先来了解一下
00:25
of what a 404 page actually is.
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到底什么是404页面
00:28
The 404 page is that.
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这就是404页面
00:31
It's that broken experience on the Web.
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它是在浏览网页时让人很崩溃的一种体验
00:34
It's effectively the default page
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它是当你点击某网页
00:36
when you ask a website for something and it can't find it.
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却无法找到时
00:39
And it serves you the 404 page.
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所显示的默认页面
00:42
It's inherently a feeling of being broken when you go through it.
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404页面很容易让人感到崩溃
00:47
And I just want you to think a little bit about, remember for yourself,
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大家回想一下，当你点出一个
00:49
it's annoying when you hit this thing.
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404页面时，心里那种烦躁
00:52
Because it's the feeling of a broken relationship.
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就像被女朋友甩了一样那么不爽
00:55
And that's where it's actually also interesting to think about,
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但这里同时也有一个很有意思的问题值得我们去思考
00:57
where does 404 come from?
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404页面究竟是从哪里来的？
00:59
It's from a family of errors actually --
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事实上它只是一系列错误代码中的一个
01:01
a whole set of relationship errors,
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这里还有好多其他错误代码
01:03
which, when I started digging into them,
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当我仔细研究过之后
01:06
it looks almost like a checklist for a sex therapist or a couples couselor.
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我发现它们就好像是性功能障碍治疗医师的检查单一样
01:10
You sort of get down there to the bottom and things get really dicey.
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一条一条越往下看，越是奇形怪状
01:14
(Laughter)
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（笑声）
01:16
Yes.
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是的
01:18
But these things are everywhere.
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但这些错误在网络上比比皆是
01:21
They're on sites big, they're on sites small.
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大网站上也有，小网站上也有
01:23
This is a global experience.
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全球各地无不是如此
01:26
What a 404 page tells you
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404页面想告诉你的就是
01:29
is that you fell through the cracks.
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“这儿没有你想要的”
01:33
And that's not a good experience
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这可不是什么好的体验
01:35
when you're used to experiences like this.
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你本来感觉是这样的
01:37
You can get on your Kinect
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周围美景如画
01:39
and you can have unicorns dancing
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有独角兽在跳舞
01:41
and rainbows spraying out of your mobile phone.
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天上有彩虹
01:43
A 404 page is not what you're looking for.
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这个时候突然冒出来一个404页面
01:45
You get that, and it's like a slap in the face.
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感觉就像突然被人啪的甩了一耳光似的
01:49
Trying to think about how a 404 felt,
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试想一下当你遇到404页面时是什么感觉？
01:51
and it would be like if you went to Starbucks
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就好像你走进星巴克买咖啡
01:53
and there's the guy behind the counter
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柜台后面站着个小伙子
01:55
and you're over there and there's no skim milk.
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你想买黑咖啡却没有
01:57
And you say, "Hey, could you bring the skim milk?"
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你就问他：“能给我一杯黑咖啡吗？”
01:59
And they walk out from behind the counter and they've got no pants on.
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小伙子从柜台里走出来，结果你发现他没穿裤子！
02:01
And you're like, "Oh, I didn't want to see that."
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这时你的感觉肯定是：“妈呀，我可不想看这个！”
02:04
That's the 404 feeling.
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这就和你遇到404页面时是一样的感觉吧？
02:06
(Laughter)
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（笑声）
02:07
I mean, I've heard about that.
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还真的有人跟我这么形容过
02:10
So where this comes into play and why this is important
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于是乎，404页面的重要性就在这里体现出来了
02:14
is I head up a technology incubator,
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我曾经领导过一个科技培训孵化小组
02:15
and we had eight startups sitting around there.
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那时组里有八个刚创业的公司
02:17
And those startups are focused on what they are, not what they're not,
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他们工作的重点在于找到“他们在做什么”，而非“他们不是什么”
02:20
until one day Athletepath,
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直到有一天
02:22
which is a website that focuses on services for extreme athletes,
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“运动之路”，一个专为极限运动员而开设的网站
02:26
found this video.
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发现了这样一个视频
02:27
(Video) Guy: Joey!
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（画内音）男声：乔伊！
02:31
Crowd: Whoa!
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观众：噢！
02:35
Renny Gleeson: You just ... no, he's not okay.
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噢，他看起来不太好
02:39
They took that video and they embedded it in their 404 page
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他们把这个视频嵌入了网站的404页面里
02:43
and it was like a light bulb went off for everybody in the place.
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这个举动让所有人眼前一亮
02:46
Because finally there was a page
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因为终于有了一个页面
02:48
that actually felt like what it felt like to hit a 404.
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让人真真切切地感受到了点出404页面时的那种感觉
02:52
(Laughter)
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（笑声）
02:53
(Applause)
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（鼓掌）
02:55
So this turned into a contest.
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关于404页面的比赛就此展开
02:57
Dailypath that offers inspiration
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给人们提供灵感的“Dailypath”网站
03:00
put inspiration on their 404 page.
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在他们的404页面上放上了名人名言
03:02
Stayhound, which helps you find pet sitters through your social network,
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帮人寻找宠物寄养的“Stayhound”网站
03:06
commiserated with your pet.
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则用萌宠的照片来表示对你的同情
03:08
Each one of them found this.
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这八个初创网页服务公司在24小时之内
03:09
It turned into a 24-hour contest.
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纷纷加入这场竞赛
03:10
At 4:04 the next day, we gave out $404 in cash.
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到第二天早上的4：04分，我们送出了404块现金
03:14
And what they learned
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在这个项目中他们所学到的经验就是
03:15
was that those little things, done right, actually matter,
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无论多小的事情，只要做对了，就能产生极大的功效
03:17
and that well-designed moments can build brands.
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那些经过精心计划的细节很容易产生品牌效应
03:20
So you take a look out in the real world,
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最有意思的是
03:22
and the fun thing is you can actually hack these yourself.
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你甚至还可以创造你自己的404页面
03:24
You can type in an URL and put in a 404 and these will pop.
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只要将URL链接进去就行了
03:27
This is one that commiserates with you.
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看，这一个是在同情你
03:29
This is one that blames you.
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这一个是在怪你
03:31
This is one that I loved.
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这个页面我非常喜欢
03:33
This is an error page,
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这虽然是一个错误页面
03:35
but what if this error page was also an opportunity?
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但在错误中蕴含着机会又有何不可？
03:39
So it was a moment in time
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所以在那个时候
03:41
where all of these startups had to sit and think
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所有的这些创业新生儿都陷入了思考
03:44
and got really excited about what they could be.
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并对他们所可以成就的未来而感到非常兴奋
03:46
Because back to the whole relationship issue,
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回到最初那个谈恋爱的比喻
03:49
what they figured out through this exercise
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通过这个小练习，他们所认识到的是
03:51
was that a simple mistake can tell me what you're not,
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一个小错误可以告诉我你的弱点
03:54
or it can remind me of why I should love you.
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同样也可以提醒我，我为什么爱你
03:57
Thank you.
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谢谢
03:59
(Applause)
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（掌声）
ABOUT THE SPEAKER
Renny Gleeson - SkeptimistRenny Gleeson helps navigate brands through fresh concepts, such as viral marketing and social media, to find the pulse of the modern consumer.
Why you should listen
Renny Gleeson is a skeptical/optimist. He leads interactive strategy for ad agency Wieden+Kennedy who started his career as a game developer. He has been wondering what we can learn about ourselves through the millions of deaths taking place inside video games. He serves on the board of directors of Rhizome.org and is the co-founder of the PIE tech accelerator in Portland, Oregon. A mentor for tech accelerators and startups worldwide, he believes stories -- from cave paintings to interfaces to video games -- shape worlds.
Renny Gleeson | Speaker | TED.com