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TED2004

Stefan Sagmeister: Happiness by design

史蒂芬.塞格麥斯特 (Stefan Sagmeister ) -- 開心設計之分享

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平面設計師史蒂芬.塞格麥斯特(Stefan Sagmeister ) 透過他生命中的快樂時刻,帶領聽眾進入一場驚奇旅程,並談論這些時刻與美好設計的關係。

- Graphic designer
Renowned for album covers, posters and his recent book of life lessons, designer Stefan Sagmeister invariably has a slightly different way of looking at things. Full bio

About 15 years ago, I went to visit a friend in Hong Kong.
大概十五年前,我到香港探望一位朋友。
00:24
And at the time I was very superstitious.
那時候,我非常迷信。
00:31
So, upon landing -- this was still at the old Hong Kong airport
所以在著陸時 -- 那時香港仍然是那個舊機場
00:35
that's Kai Tak, when it was smack in the middle of the city --
啟德機場,要在城市中不偏不倚 --
00:40
I thought, "If I see something good, I'm going to have a great time here in
我想: 如果我看到一些好景象,我將會在這兩周過得很愉快。
00:43
my two weeks. And if I see something negative, I'm going to be miserable, indeed."
而若果我看到一些負面的景象,我將過得很痛苦。
00:48
So the plane landed in between the buildings
飛機在兩棟大廈之間著陸。
00:56
and got to a full stop in front of this little billboard.
它完全停在這塊廣告牌前。
00:58
(Laughter)
(笑)
01:05
And I actually went to see some of the design companies
而我事實上在我逗留在香港期間
01:06
in Hong Kong in my stay there.
我去參觀了幾間設計公司。
01:10
And it turned out that --
而最終的結果是 --
01:12
I just went to see, you know, what they are doing in Hong Kong.
我只是去看看它們在香港正幹著些什麼。
01:14
But I actually walked away with a great job offer.
但我最終得到一份很棒的工作。
01:19
And I flew back to Austria, packed my bags,
我飛回奧地利,收拾我的行李。
01:23
and, another week later, I was again on my way to Hong Kong
在幾個星期後,我再次出發到香港去。
01:27
still superstitions and thinking, "Well, if that 'Winner' billboard is still up,
仍然迷信並且想著: 嗯,好吧,如果那個「溫拿」的廣告牌仍在,
01:33
I'm going to have a good time working here.
我將會在這裡工作得很愉快。
01:40
(Laughter)
(笑)
01:42
But if it's gone, it's going to be really miserable and stressful."
但如果它不在,這將會是很痛苦和壓力繁重。
01:43
So it turned out that not only was the billboard still up
最終那個廣告牌不但仍在,
01:49
but they had put this one right next to it.
而且他們還把這個放在旁邊。(雙喜)
01:53
(Laughter)
(笑)
01:55
On the other hand, it also taught me where superstition gets me
從另一方面來說,它教導我不再迷信
01:58
because I really had a terrible time in Hong Kong.
因為在香港的日子糟透了。
02:02
(Laughter)
(笑)
02:04
However, I did have a number of real moments of happiness in my life --
但是,我的人生確實有幾件真正的開心時刻 --
02:07
of, you know, I think what the conference brochure refers to
你知道,我想那是場刊所指的
02:18
as "moments that take your breath away."
能令你屏息以待的時刻。
02:23
And since I'm a big list maker, I actually listed them all.
因我是一位超級清單列舉者,我確實把它們全列舉出來。
02:26
(Laughter)
(笑)
02:33
Now, you don't have to go through the trouble of reading them
現在你不需要麻煩去把它讀出來,
02:34
and I won't read them for you.
而我也不會為你而朗讀它們。
02:37
I know that it's incredibly boring to hear about other people's happinesses.
我知道去聽別人的快樂將會是一件極其沉悶的事。
02:40
(Laughter)
(笑)
02:44
What I did do, though is, I actually looked at them from a design standpoint
而我所做的是,我想從設計師的立場去看它,
02:46
and just eliminated all the ones that had nothing to do with design.
把那些無關設計的事情刪除。
02:55
And, very surprisingly, over half of them had, actually, something to do with design.
很意外的是,有超過一半是與設計有關。
03:01
So there are, of course, two different possibilities.
當然這有兩個可能性。
03:08
There's one from a consumer's point of view --
有一個是從顧客的觀點出發 --
03:11
where I was happy while experiencing design.
當我設計時我很高興。
03:13
And I'll just give you one example. I had gotten my first Walkman.
讓我給你一個例子吧。當我得到我第一部隨身聽。
03:16
This is 1983.
那是一九八三年。
03:20
My brother had this great Yamaha motorcycle
我哥哥有一台很好的山葉機車。
03:22
that he was willing to borrow to me freely.
他讓我任意借用。
03:25
And The Police's "Synchronicity"
而警察合唱團專輯:Synchronicity 的
03:28
cassette had just been released
錄音帶剛面世
03:31
and there was no helmet law in my hometown of Bregenz.
而我的故鄉Bregenz沒有配戴頭盔的法例。
03:33
So you could drive up into the mountains
所以你可以一邊在山中駕駛
03:36
freely blasting The Police on the new Sony Walkman.
一邊任意用你新的新力隨身聽轟炸警察合唱團的歌曲。
03:38
(Laughter)
(笑)
03:42
And I remember it as a true moment of happiness.
我記得那是真的快樂時刻。
03:43
You know, of course, they are related to this combination of
你知道,當然,它是配合著
03:48
at least two of them being, you know, design objects.
至少兩種是設計產品。
03:53
And, you know, there's a scale of happiness when you talk about in design
你知道,當你談及設計時,開心是有等級的
03:57
but the motorcycle incident would definitely be, you know,
但機車這件事件上,你知道,
04:01
situated somewhere here -- right in there between Delight and Bliss.
是介乎這裡 -- 剛好在欣喜與極樂之間。
04:05
Now, there is the other part, from a designer's standpoint --
現在,有另一個部份,是從設計師的立場看 --
04:11
if you're happy while actually doing it.
如果你著實幹的時候很快樂。
04:17
And one way to see how happy designers are when they're designing could be to
要了解設計師在設計時有多快樂的其中一個方法是
04:19
look at the authors' photos on the back of their monographs?
看看他們在他們的專題著作後頁的照片?
04:26
(Laughter)
(笑)
04:30
So, according to this, the Australians and the Japanese
根據這樣,這些澳洲人和日本人
04:31
as well as the Mexicans
還有墨西哥人
04:36
are very happy.
都很快樂。
04:37
(Laughter)
(笑)
04:39
While, somewhat, the Spaniards ...
至於,西班牙人
04:40
and, I think, particularly, the Swiss
和我想,尤其是瑞士人,
04:42
(Laughter),
(笑)
04:46
don't seem to be doing all that well.
他們過得不怎麼好。
04:48
(Laughter)
(笑)
04:50
Last November, a museum opened in Tokyo called The Mori Museum,
上一個十一月,有一個博物館在東京開幕,名叫森之博物館
04:58
in a skyscraper, up on the 56th floor.
它在一個摩天大樓的五十六樓。
05:04
And their inaugural exhibit was called "Happiness."
而它們的開幕展覽名為「快樂」。
05:08
And I went, very eagerly, to see it, because --
我去了。非常地期待著。 因為 --
05:12
well, also, with an eye on this conference.
當然是著眼於這個會議。
05:16
And they interestingly sectioned the exhibit off into four different areas.
他們很有趣地把展覽館分為四個區域。
05:20
Under "Arcadia," they showed things like this, from the Edo period --
在"阿爾卡笛亞區",他們展出了從江戶時期的物品 --
05:30
a hundred ways to write "happiness" in different forms.
一百種不同方式寫出"快樂"。
05:34
Or they had this apple by Yoko Ono -- that, of course, later on
或小野洋子的蘋果 -- 那當然,後來
05:39
was, you know, made into the label for The Beatles.
你知道的,它成為披頭四的商標。
05:43
Under "Nirvana" they showed this Constable painting.
在"涅槃展區",他們展出這幅康斯塔伯的油畫。
05:48
And there was a little -- an interesting theory about abstraction.
而這裡有些 -- 有關於抽象的很有趣的理論。
05:52
This is a blue field -- it's actually an Yves Klein painting.
這是一片藍色的原野 -- 其實是Yves Kline伊夫克萊因的畫。
05:56
And the theory was that if you abstract an image, you really, you know
他的理論是如果你把一個映像抽象化,你知道你確實
06:00
open as much room for the un-representable --
開啟了很大的不能被代表的空間 --
06:05
and, therefore, you know, are able to involve the viewer more.
所以你知道這更加能讓觀賞者參與其中。
06:09
Then, under "Desire," they showed these Shunsho paintings --
而在"慾望"的展區中,他們展出這些春章的畫作 --
06:15
also from the Edo period -- ink on silk.
也是江戶時期的作品 -- 在絲綢上作畫。
06:19
And, lastly, under "Harmony," they had this 13th-century mandala from Tibet.
而最後,在和諧的展區中, 他們有來自十三世紀西藏的曼陀羅。
06:25
Now, what I took away from the exhibit was that
我在這個展覽的領悟是
06:32
maybe with the exception of the mandala
或許除了那個曼陀羅外
06:36
most of the pieces in there were actually about the visualization of happiness
大部份的展品都其實是有關快樂的形象
06:39
and not about happiness.
而並不是有關快樂。
06:45
And I felt a little bit cheated, because the visualization --
我覺得有點兒被欺騙,因為它的形象化--
06:47
that's a really easy thing to do.
是一件非常容易做到的事情。
06:51
And, you know, my studio -- we've done it all the time.
你知道在我的工作室 -- 我們時常這樣做。
06:54
This is, you know, a book.
這是,你知道,是一本書。
06:57
A happy dog -- and you take it out, it's an aggressive dog.
有一隻很開心的狗 -- 而你帶它出去。它是一隻好鬥的狗。
06:59
It's a happy David Byrne and an angry David Byrne.
這是開心的David Byrne 和憤怒的David Byrne。
07:03
Or a jazz poster with a happy face and a more aggressive face.
或一幅爵士樂的海報中一個開心的臉孔及一個好鬥的臉孔。
07:09
You know, that's not a big deal to accomplish.
你知道這不是一件太大的成就。
07:13
It has gotten to the point where, you know, within advertising
重點就是,你知道,在廣告中
07:17
or within the movie industry, "happy" has gotten such a bad reputation that
或電影世界中,快樂是有著一個很不好的名聲
07:22
if you actually want to do something with the subject
如果你確實想將它成為一個主題
07:28
and still appear authentic, you almost would have to, you know,
而又仍然看起來很可信的,你知道,你將差不多會
07:31
do it from a cynical point of view.
從憤世嫉俗的觀點出發。
07:36
This is, you know, the movie poster.
這是,你知道,是一幅電影海報。
07:39
Or we, a couple of weeks ago, designed a box set for The Talking Heads
我們在幾星期前為The Talking Heads 設計了一個盒裝
07:42
where the happiness visualized on the cover definitely has, very much, a dark side to it.
封面上所形造的快樂其實有其陰暗面。
07:47
Much, much more difficult is this, where the designs actually can evoke happiness --
最最困難是那個設計其實能喚起快樂。
07:58
and I'm going to just show you three that actually did this for me.
我現在展示給你們三樣能令我快樂的事。
08:07
This is a campaign done by a young artist in New York, who calls himself "True."
這是一位紐約年輕的藝術家所作的企劃。他叫自己為True。
08:14
Everybody who has ridden the New York subway system will be
所有曾經乘坐紐約地下鐵路系統的人
08:20
familiar with these signs?
都對這些標誌很熟悉?
08:23
True printed his own version of these signs.
True 將他自己對這些標誌的版本列印出來。
08:26
Met every Wednesday at a subway stop with 20 of his friends.
他約二十位朋友在每一個星期三聚集在地下鐵車站。
08:30
They divided up the different subway lines and added their own version.
他們分開乘坐不同路線然後把他們的版本加進去。
08:35
(Laughter)
(笑)
08:41
So this is one.
這一個。
08:42
(Laughter)
(笑)
08:44
Now, the way this works in the system is that nobody ever looks at these signs.
其實這能夠行得通是因為從來沒有人看這些標誌。
08:50
So you're
你會
08:55
(Laughter)
(笑)
08:57
you're really bored in the subway, and you kind of stare at something.
你在地下鐵內實在非常沉悶,而你會好像凝望什麼。
08:58
And it takes you a while until it actually --
它要一段時間你才會 --
09:03
you realize that this says something different than what it normally says.
發現它與平時所寫的不同。
09:05
(Laughter)
(笑)
09:09
I mean, that's, at least, how it made me happy.
我的意思是,至少,這令我很開心。
09:11
(Laughter)
(笑)
09:14
Now, True is a real humanitarian.
True 其實很真的很為人著想。
09:25
He didn't want any of his friends to be arrested,
他不想他任何一位朋友被捕。
09:29
so he supplied everybody with this fake volunteer card.
所以他給每一個人一張假的義工証件。
09:31
(Laughter)
(笑)
09:36
And also gave this fake letter from the MTA to everybody --
他亦給每人一張假冒MTA的信函 --
09:39
sort of like pretending that it's an art project
裝成為一項市區交通局資助的
09:43
financed by The Metropolitan Transit Authority.
藝術計劃。
09:46
(Laughter)
(笑)
09:48
Another New York project.
另一個紐約企劃。
09:50
This is at P.S. 1 -- a sculpture that's basically a square room
這是在P.S. 1 -- 這個雕刻品基本上是一個正方形的房間
09:53
by James Turrell, that has a retractable ceiling.
它是James Turrell 的作品。它有一個可縮回的天花板。
09:56
Opens up at dusk and dawn every day.
在每一天的晨曦和黃昏的時候開啟。
10:00
You don't see the horizon.
你見不到地平線。
10:03
You're just in there, watching the incredible, subtle changes of color in the sky.
你身置其中,看著一個天空在極妙又纖細的變化。
10:04
And the room is truly something to be seen.
而這間房間是真的值得去看。
10:11
People's demeanor changes when they go in there.
人們進入房間時他們的舉動有所變化。
10:16
And, for sure, I haven't looked at the sky in the same way
肯定的事,在那裡花了一個小時後
10:21
after spending an hour in there.
我從未如此一樣看過那片天。
10:26
There are, of course, more than those three projects that I'm showing here.
當然那裡有多過三個我想展示的企劃。
10:29
I would definitely say that observing Vik Muniz' "Cloud"
我肯定的說在幾年前在曼哈頓觀看慕尼茲的"雲"後
10:34
a couple of years ago in Manhattan for sure made me happy, as well.
也令我非常開心。
10:38
But my last project is, again, from a young designer in New York.
而最後一個企劃是,也是出自一位年輕的紐約藝術家。
10:42
He's from Korea originally.
他原本來自韓國。
10:47
And he took it upon himself to print 55,000 speech bubbles --
他自己列印了五萬五千個說話泡泡 --
10:48
empty speech bubbles stickers, large ones and small ones.
空白的說話泡泡貼紙,有大有細。
10:56
And he goes around New York and just puts them, empty as they are, on posters.
他走遍紐約把它們這樣空白的貼在海報上。
10:59
(Laughter)
(笑)
11:04
And other people go and fill them in.
而其他人去把它填寫。
11:06
(Laughter)
(笑)
11:09
This one says, "Please let me die in peace."
這個寫:請讓我安靜的死去。
11:12
(Laughter)
(笑)
11:15
I think that was --
我想這是 --
11:22
the most surprising to myself was that the writing was actually so good.
最讓我驚訝的是那些都其實寫得不錯。
11:24
This is on a musician poster, that says:
這個在一個音樂家的海報上,它寫著:
11:29
"I am concerned that my CD will not sell more than 200,000 units
我擔心我的唱片不能賣多過二十萬張。
11:32
and that, as a result, my recoupable advance
而結果將會從我的商標
11:36
from my label will be taken from me,
拿去補償貸款。
11:40
after which, my contract will be cancelled,
再者,我的合約將會被取消,
11:42
and I'll be back doing Journey covers on Bleecker Street."
我將會回去布立克街翻唱別人的歌。
11:44
(Laughter)
(笑)
11:47
I think the reason this works so well is because everybody involved wins.
我想它成功的原因是因為所有參與的人都贏。
12:06
Jee gets to have his project;
他得到他的企劃;
12:11
the public gets a sweeter environment;
大眾得到更美好的環境;
12:13
and different public gets a place to express itself;
不同的人得到他們表達自己的地方;
12:17
and the advertisers finally get somebody to look at their ads.
而廣告商得到更多人看他們的廣告。
12:21
(Laughter)
(笑)
12:25
Well, there was a question, of course, that was on my mind for a while:
嗯,這裡當然有一個問題。它在我心中存在一段時間:
12:32
You know, can I do more of the things that I like doing in design
你知道,我能否再多做一些我喜歡的設計
12:38
and less of the ones that I don't like to be doing?
而少一些做我不喜歡的呢?
12:43
Which brought me back to my list making --
這帶我回到我的項目列舉中 --
12:47
you know, just to see what I actually like about my job.
你知道, 只想看看我實在喜歡的工作。
12:51
You know, one is: just working without pressure.
你知道,其中一項是,沒有壓力地工作著。
12:54
Then: working concentrated, without being frazzled.
而且:很專注的工作,沒有疲憊。
12:58
Or, as Nancy said before, like really immerse oneself into it.
或者好像蘭茜之前所說,非常的沉醉個人之中。
13:02
Try not to get stuck doing the same thing --
嘗試不要被相同的工作困著 --
13:08
or try not get stuck behind the computer all day.
或嘗試不要整天卡在電腦後。
13:11
This is, you know, related to it: getting out of the studio.
這是,你知道,同上一個有關:離開你的工作室。
13:15
Then, of course, trying to, you know, work on things
當然嘗試為一件我覺得非常重要的事
13:19
where the content is actually important for me.
而工作著。
13:22
And being able to enjoy the end results.
而享受所得到的結果。
13:25
And then I found another list in one of my diaries that actually contained
我之後在我的日記中發現了第二個列表,
13:31
all the things that I thought I learned in my life so far.
它包含所有我到現在這一生為止我所學到的東西。
13:39
And, just about at that time, an Austrian magazine called and asked
就在那個時候,有一本奧地利的雜誌致電給我問
13:43
if we would want to do six spreads -- design six spreads
如果我們想做六幅跨頁 -- 設計六幅
13:48
that work like dividing pages between the different chapters in the magazine?
可以在雜誌裡跨過不同章節的頁面嗎?
13:52
And the whole thing just fell together.
而這整件事件在這融合起來。
13:57
So I just picked one of the things that I thought I learned --
我選了一件我認為我學過的事 --
13:59
in this case, "Everything I do always comes back to me" --
在這裡是, 所有我做過的事回到我這裡來 --
14:05
and we made these spreads right out of this.
我們就用這個做那些跨頁。
14:08
So it was: "Everything
就這樣: 所有
14:11
I do
我做
14:13
always
經常
14:15
comes
14:17
back
14:18
to me."
我這裡。
14:20
A couple of weeks ago, a
數周前,
14:22
(Laughter)
(笑)
14:24
French company asked us to design five billboards for them.
法國的一間公司要求我們為他們設計五幅大型廣告板。
14:26
Again, we could supply the content for it.
再次,我們可以提供內容。
14:31
So I just picked another one.
所以我選了另一個。
14:34
And this was two weeks ago.
這個是兩星期前,
14:36
We flew to Arizona -- the designer who works with me, and myself --
我們飛到亞利桑那州 -- 一位與我工作的設計師及我自己 --
14:38
and photographed this one.
拍攝了這個。
14:44
So it's: "Trying
這就是:嘗試
14:46
to look
去裝
14:49
good
好看
14:50
limits
限制了
14:52
my life."
我的人生。
14:54
And then we did one more of these.
而我們這一系列再做了多一次。
14:56
This is, again, for a magazine, dividing pages.
這是,再次是為雜誌作跨頁。
14:59
This is: "Having" --
這次是:有著 --
15:04
this is the same thing;
這是相同的東西 --
15:05
it's just, you know, photographed from the side.
只是從旁邊拍攝。
15:06
This is from the front.
這個是從正面。
15:09
Then it's: "guts."
它是:勇氣
15:10
Again, it's the same thing -- "guts" is just the same room, reworked.
再次, 相同的東西 -- "勇氣" 在同一間房間, 重新修定。
15:12
Then it's: "always
跟著是:總是
15:17
works out."
解決問題
15:19
Then it's "for," with the light on.
跟著是"為" , 這是打了燈的效果
15:24
(Laughter)
(笑)
15:27
And it's "me."
而這是「我」。
15:29
Thank you so much.
謝謝。
15:31
(Applause)
(掌聲)
15:33
Translated by Jeannie Cheng
Reviewed by Tiwan Kung

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About the speaker:

Stefan Sagmeister - Graphic designer
Renowned for album covers, posters and his recent book of life lessons, designer Stefan Sagmeister invariably has a slightly different way of looking at things.

Why you should listen

Stefan Sagmeister is no mere commercial gun for hire. Sure, he's created eye-catching graphics for clients including the Rolling Stones and Lou Reed, but he pours his heart and soul into every piece of work. His design work is at once timeless and of the moment, and his painstaking attention to the smallest details creates work that offers something new every time you look at it.

While a sense of humor invariably surfaces in his designs, Sagmeister is nonetheless very serious about his work; his intimate approach and sincere thoughtfulness elevate his design. A genuine maverick, Sagmeister achieved notoriety in the 1990s as the designer who self-harmed in the name of craft: He created a poster advertising a speaking engagement by carving the salient details onto his torso.

More profile about the speaker
Stefan Sagmeister | Speaker | TED.com