TED2009
Jacek Utko: Can design save newspapers?
Jacek Utko 問，設計能夠拯救報紙嗎？
Filmed:
Readability: 3.7
1,144,795 views
Jacek Utko 是一位非凡的波蘭報紙設計師；他重新設計東歐的報紙，不僅讓它們贏得獎項，同時也讓流通量增加高達百分之百。一個好的設計可以拯救報紙嗎？也許就是可以。
Jacek Utko - Newspaper designer
Could good design save the newspaper -- at least for now? Jacek Utko thinks so -- and his lively, engaging designs for European papers prove that it works. Full bio
Could good design save the newspaper -- at least for now? Jacek Utko thinks so -- and his lively, engaging designs for European papers prove that it works. Full bio
Double-click the English transcript below to play the video.
00:12
Newspapers are dying for a few reasons.
0
0
3000
報紙逐漸沒落，原因有很多。
00:15
Readers don't want to pay for yesterday's news, and advertisers follow them.
1
3000
4000
讀者不再想要付錢閱讀昨天的新聞、以及廣告。
00:19
Your iPhone, your laptop,
2
7000
2000
你的 iPhone 手機，你的筆記型電腦
00:21
is much more handy than New York Times on Sunday.
3
9000
3000
都比週日的紐約時報還來的趁手。
00:24
And we should save trees in the end.
4
12000
3000
而我們還要拯救森林、少砍樹木。
00:27
So it's enough to bury any industry.
5
15000
3000
因此，這些理由足以埋葬任何一個產業了。
00:30
So, should we rather ask, "Can anything save newspapers?"
6
18000
4000
所以我們倒不如問：到底還有什麼可以拯救報紙嗎？
00:34
There are several scenarios for the future newspaper.
7
22000
2000
未來的報紙可能有幾個不同的情境；
00:36
Some people say it should be free;
8
24000
3000
某些人說，報紙應該要免費；
00:39
it should be tabloid, or even smaller: A4;
9
27000
3000
它應該像小報一樣，甚至更小；像 A4 般大小。
00:42
it should be local, run by communities,
10
30000
3000
它應該是本地的社區報，由社區經營；
00:45
or niche, for some smaller groups like business --
11
33000
2000
或者利基型的專業報，發行給如商界的小型團體
00:47
but then it's not free; it's very expensive.
12
35000
3000
但是那就不會是免費，而且非常昂貴。
00:50
It should be opinion-driven;
13
38000
2000
有人認為應該是輿論導向；
00:52
less news, more views.
14
40000
3000
少一點新聞，多一些觀點。
00:55
And we'd rather read it during breakfast,
15
43000
2000
而且我們寧願在吃早餐時看這些報紙
00:57
because later we listen to radio in a car,
16
45000
3000
因為接下來就會在車上聽廣播
01:00
check your mail at work and in the evening you watch TV.
17
48000
3000
在辦公室收 e-mail、晚上回家看電視。
01:03
Sounds nice, but this can only buy time.
18
51000
3000
這聽起來不錯，但這只是拖延時間罷了。
01:06
Because in the long run,
19
54000
2000
因為長期來說，
01:08
I think there is no reason, no practical reason
20
56000
2000
我認為沒有理由、沒有實際的理由
01:10
for newspapers to survive.
21
58000
3000
讓報紙能夠存活下來。
01:13
So what can we do?
22
61000
2000
那我們可以做什麼？
01:15
(Laughter)
23
63000
1000
（笑聲）
01:16
Let me tell you my story.
24
64000
2000
讓我跟你們說我的故事。
01:18
20 years ago, Bonnier, Swedish publisher,
25
66000
3000
20年前，Bonnier，一家瑞典的出版商
01:21
started to set newspapers in the former Soviet Bloc.
26
69000
4000
開始在前蘇聯集團國家推出報紙。
01:25
After a few years, they had several newspapers in central and eastern Europe.
27
73000
3000
在幾年後，他們在中歐與東歐已經發行了幾份報紙
01:28
They were run by an inexperienced staff,
28
76000
3000
這些報紙的經營團隊大都沒有經驗
01:31
with no visual culture, no budgets for visuals --
29
79000
5000
既沒有視覺文化的概念，也沒有預算執行視覺藝術。
01:36
in many places there were not even art directors.
30
84000
2000
在很多地方甚至連美術總監都沒有。
01:38
I decided to be -- to work for them as an art director.
31
86000
4000
我決定 — 以美術總監的角色跟他們工作
01:42
Before, I was an architect, and my grandmother asked me once,
32
90000
3000
在那之前，我是一個建築師。我祖母有一次問我，
01:45
"What are you doing for a living?"
33
93000
2000
「你靠什麼在賺錢過活？」
01:47
I said, "I'm designing newspapers."
34
95000
2000
我說，「我設計報紙。」
01:49
"What? There's nothing to design there. It's just boring letters"
35
97000
3000
她說「啥？報紙沒有東西好設計啊？它只有一堆無聊的文字罷了」
01:52
(Laughter)
36
100000
1000
（笑聲）
01:53
And she was right. I was very frustrated, until one day.
37
101000
4000
她沒有錯。我一度非常沮喪，一直到有一天，
01:57
I came to London, and I've seen performance by Cirque du Soleil.
38
105000
4000
我到了倫敦，看了一場太陽馬戲團的表演
02:01
And I had a revelation. I thought,
39
109000
2000
突然有了啟示。我想：
02:03
"These guys took some creepy,
40
111000
2000
「這些傢伙掌握到了一些怪怪的
02:05
run-down entertainment,
41
113000
2000
退流行的娛樂形式，
02:07
and put it to the highest possible level of performance art."
42
115000
4000
然後把它變成最高水準的表演藝術。」
02:11
I thought "Oh my God, maybe I can do the same with these boring newspapers."
43
119000
3000
我這樣想：「天啊，也許我也可以在這些無聊的報紙上做同樣的事情！」
02:14
And I did. We started to redesign them, one by one.
44
122000
4000
於是我就做了。我們開始一份一份重新設計。
02:18
The front page became our signature.
45
126000
3000
報紙封面變成我們的簽名。
02:21
It was my personal intimate channel to talk to the readers.
46
129000
4000
它變成了我跟讀者之間的私密頻道。
02:25
I'm not going to tell you stories about teamwork or cooperation.
47
133000
4000
我沒有要告訴你團隊合作的故事
02:29
My approach was very egotistic.
48
137000
2000
我的作法是非常自我中心的。
02:31
I wanted my artistic statement,
49
139000
3000
我想要的是我的藝術宣言，
02:34
my interpretation of reality.
50
142000
2000
我對現實的詮釋。
02:36
I wanted to make posters, not newspapers.
51
144000
2000
我想要製作海報，而不是報紙。
02:38
Not even magazines: posters.
52
146000
2000
甚至不是雜誌；是海報。
02:40
We were experimenting with type,
53
148000
3000
我們試驗各種字體，
02:43
with illustration, with photos. And we had fun.
54
151000
3000
搭配插畫、搭配照片。這樣作很好玩。
02:46
Soon it started to bring results.
55
154000
3000
很快，這些作法開始有一些效果了。
02:49
In Poland, our pages were named
56
157000
4000
在波蘭，我們的報紙被提名為
02:53
"Covers of the Year" three times in a row.
57
161000
4000
「年度封面」長達三年。
02:57
Other examples you can see here are from
58
165000
2000
你可以看到的其他的例子包括
02:59
Latvia, Lithuania, Estonia --
59
167000
2000
拉托維亞、立陶宛、愛沙尼亞 —
03:01
the central European countries.
60
169000
4000
一些中歐國家。
03:05
But it's not only about the front page.
61
173000
3000
但是這不只是關於封面而已。
03:08
The secret is that we were treating
62
176000
2000
秘密在於我們如何對待
03:10
the whole newspaper as one piece,
63
178000
2000
整分報紙如同一件作品
03:12
as one composition -- like music.
64
180000
4000
就像是一個創作，像音樂一樣。
03:16
And music has a rhythm, has ups and downs.
65
184000
4000
音樂有節奏，有高低起伏
03:20
And design is responsible for this experience.
66
188000
4000
設計負責帶來這種體驗
03:24
Flipping through pages is readers experience,
67
192000
2000
翻閱報紙是讀者的體驗
03:26
and I'm responsible for this experience.
68
194000
3000
我對這樣的體驗全權負責。
03:29
We treated two pages, both spreads, as a one page,
69
197000
3000
我們把兩面的開頁當作是一個頁面來處理
03:32
because that's how readers perceive it.
70
200000
3000
因為這是讀者所感受到的體驗。
03:35
You can see some Russian pages here which got many awards
71
203000
2000
你可以看到某些俄國的頁面得到了很多獎項
03:37
on biggest infographic competition in Spain.
72
205000
4000
在西班牙的最大的資訊繪圖競賽中脫穎而出
03:41
But the real award came from Society for Newspaper Design.
73
209000
5000
但最棒的獎來自於「報紙設計學會」。
03:46
Just a year after redesigning this newspaper in Poland,
74
214000
3000
僅僅在重新設計波蘭的報紙一年後，
03:49
they name it the World's Best-Designed Newspaper.
75
217000
2000
它就被提名「全世界最佳設計的報紙」
03:51
And two years later,
76
219000
2000
兩年後，
03:53
the same award came to Estonia.
77
221000
3000
愛沙尼亞也得到同樣的獎項。
03:56
Isn't amazing?
78
224000
3000
這很神奇吧？
03:59
What really makes it amazing: that the circulation of these newspapers
79
227000
2000
真正讓這變得神奇的是：這些報紙的發行量
04:01
were growing too.
80
229000
2000
也成長了。
04:03
Just some examples:
81
231000
2000
讓我舉一些例子：
04:05
in Russia, plus 11 after one year,
82
233000
2000
在俄國，一年後增長了 11%
04:07
plus 29 after three years of the redesign.
83
235000
3000
重新設計三年後增長了 29%
04:10
Same in Poland: plus 13, up to 35 percent
84
238000
3000
同樣在波蘭：增長了 13%，到達 35%
04:13
raise of circulation after three years.
85
241000
3000
三年後發行量獲得提昇
04:16
You can see on a graph,
86
244000
2000
你可以從這幅圖表看到
04:18
after years of stagnation, the paper started to grow,
87
246000
3000
在數年的停滯後，報紙開始增長
04:21
just after redesign.
88
249000
3000
在重新設計之後。
04:24
But the real hit was in Bulgaria.
89
252000
2000
但是真正的成功發生在保加利亞
04:26
And that is really amazing.
90
254000
4000
真的讓人感到驚奇
04:30
Did design do this?
91
258000
2000
設計造成這樣的改變嗎？
04:32
Design was just a part of the process.
92
260000
2000
設計只是過程的一部分。
04:34
And the process we made was not about changing the look,
93
262000
2000
我們所啟動的進程，不只是改變外觀而已
04:36
it was about improving the product completely.
94
264000
4000
它是關於完全地改進產品。
04:40
I took an architectural rule about function and form
95
268000
3000
關於功能與形式，我採用建築的規則
04:43
and translated it into newspaper content and design.
96
271000
3000
並且轉化成報紙的內容與設計。
04:46
And I put strategy at the top of it.
97
274000
2000
我在整件事頂端加上策略
04:48
So first you ask a big question: why we do it? What is the goal?
98
276000
3000
所以一開始你問自己一個大問題：我們為什麼要作改變？目標是什麼？
04:51
Then we adjust the content accordingly.
99
279000
2000
然後根據這些目標調整內容。
04:53
And then, usually after two months, we start designing.
100
281000
3000
然後，通常在兩個月後，我們開始設計。
04:56
My bosses, in the beginning, were very surprised.
101
284000
2000
我的老闆，一開始的時候非常驚訝。
04:58
Why am I asking all of these business questions,
102
286000
2000
我為什麼要問一堆商業運作的問題，
05:00
instead of just showing them pages?
103
288000
2000
而不是就把設計好的頁面交出來算了？
05:02
But soon they realized that this is the new role of designer:
104
290000
2000
但是很快地，他們理解到這是設計師的新角色
05:04
to be in this process from the very beginning to the very end.
105
292000
3000
從產品的一開始到結束，設計者都參與其中。
05:07
So what is the lesson behind it?
106
295000
2000
所以這個故事帶給我們什麼教訓？
05:09
The first lesson is about that design can change not just your product.
107
297000
4000
第一個教訓是，設計不只能改變你的產品，
05:13
It can change your workflow -- actually, it can change everything in your company;
108
301000
4000
還可以改變你的工作流程 — 事實上，它可以改變你的公司裡一切事物。
05:17
it can turn your company upside down.
109
305000
2000
它可以把你的公司翻過來
05:19
It can even change you.
110
307000
2000
它甚至可以改變你自己。
05:21
And who's responsible? Designers.
111
309000
3000
誰的責任？設計師。
05:24
Give power to designers.
112
312000
2000
將權力交給設計師。
05:26
(Applause)
113
314000
4000
（掌聲）
05:30
But the second is even more important.
114
318000
3000
但是第二個教訓更為重要。
05:33
You can live in a small poor country, like me.
115
321000
3000
你可以像我一樣，住在一個貧窮的小國家中，
05:36
You can work for a small company,
116
324000
3000
你可以為一個小公司打工，
05:39
in a boring branch.
117
327000
2000
在一個無聊的部門。
05:41
You can have no budgets, no people --
118
329000
2000
你可以沒有預算、沒有人手
05:43
but still can put your work to the highest possible level.
119
331000
4000
但是你仍然可以作到最高水準的演出
05:47
And everybody can do it.
120
335000
2000
每個人都可以這樣作。
05:49
You just need inspiration, vision and determination.
121
337000
4000
你所需要的只是靈感、視野與決心。
05:53
And you need to remember that to be good
122
341000
2000
而且你需要記住：成為「好」
05:55
is not enough.
123
343000
2000
光「好」，並不夠。
05:57
Thank you.
124
345000
2000
謝謝各位。
ABOUT THE SPEAKER
Jacek Utko - Newspaper designerCould good design save the newspaper -- at least for now? Jacek Utko thinks so -- and his lively, engaging designs for European papers prove that it works.
Why you should listen
Newspaper designer Jacek Utko suggests that it's time for a fresh, top-to-bottom rethink of the newspaper. (At this point, why not try it?) In his work, he's proved that good design can help readers reconnect with newspapers. A former architect, Utko took on the job of redesigning several newspapers in former Soviet Bloc nations, starting from basic principles. He worked closely with newspaper executives to figure out the business goals of their papers, and then radically reformatted the product to fit those goals. (And he wasn't afraid to break a few grids in the process.)
As the art director at Warsaw's Puls Biznesu in 2004, he redesigned this small business-focused newspaper and immediately won the SND award for world's best-designed newspaper. Readers responded, and circulation went up. He's now art director for the Bonnier Business Press, overseeing papers in Eastern Europe and the Baltic states, and the work he oversees consistently wins major prizes (including another SND world's-best in 2007 for Estonia's Äripäev), despite their small teams and limited resources.
Jacek Utko | Speaker | TED.com